Over the past seven years I have been fortunate to travel to more than 50 cities in 30 countries to share my employer branding knowledge and experience with thousands of leaders. The No. 1 issue that continues to draw discussion and debate is whether employer branding should be a human resources or marketing function — or both! There are also a number of leaders which support the view it requires a combination of expertise from multiple functions to effectively deliver an employer brand strategy that builds value.
We all know that recruiting is about connecting with candidates on multiple levels: practical, emotional, and aspirational. Employment branding and marketing can make a big contribution toward that. Today many recruiting organizations still see “recruitment marketing” as optimizing their job board strategy. But there is so much more that can be done with a true employment branding strategy. Getting this right will help you stand out in your market, generate pipelines more easily, and most importantly of all attract the top talent in your industry.
To define your employment brand, consider these factors: keep reading…
Two studies recently came out that provide interesting perspectives on how a brand is viewed by the general public and by young workers looking to start their careers. These surveys illustrate both the connection and disconnection between branding and employer branding.
The first study was conducted by CoreBrand, which annually surveys more than 10,000 business decision-makers from the top 20 percent of U.S. businesses. This is a survey of peers, not of average consumers. It determines two factors: Familiarity, based on whether respondents could name a brand’s verticals or subsidiaries; and Favorability, based on respondents’ opinions of the brand’s overall reputation, perception of management, and investment potential. CoreBrand considers brands with the highest scores in both categories to be the “Most Respected.” The top 10 of 2014 are: keep reading…
Employees can be a very big recruiting resource
A recent report by PR firm Weber Shandwick — Employees Rising: Seizing the Opportunity in Employee Activism – has a lot to say about the potential for tapping employees as a recruitment resource.
The report is based on a global survey done by the firm. The survey found that engaged employees can become activists for their employers. They can be an employer’s best advocates, promoting the company as a great place to work. Many employees actively defend the reputations of their employers. More than half of all employees surveyed reported defending their employer to family or friends or in a public form like a website or a blog.
But they can also be its worst opponents. Just read the reviews on Glassdoor for proof of both.
None of this should be a surprise, but what’s most interesting in the report is that employee advocacy is a largely untapped resource. keep reading…
If you search “employee testimonials” on YouTube, you will notice a theme after watching a handful of them.
They look and sound alike.
They all say basically the same thing, with variations on these themes:
“I love working here because…
- “… I get to work with really awesome people.”
- “… there’s such high integrity here.”
- “… you get to grow professionally.”
- “… you get to work on really cool projects.”
… etc, etc.
Blah, blah, blah.
If your videos are like these, they will quickly be forgotten in a sea of sameness. You will have lost an opportunity to stand out as an employer of choice.
To Be Memorable, Get Concrete keep reading…
Recruiting is an arms war, with rapidly advancing technology and complexity. At stake is the future of your company. Social media has changed the game, raising expectations of the applicant experience and making everything faster and more connected. Employees and prospects have the upper hand and our tactics have to keep up.
But we can all name companies that are snagging (and keeping) top talent. So beyond the most recent recruiting weapons, what one thing is helping them win that race?
Once upon a time we sold products much as we “sell” jobs and organizations today. At the turn of the 20th century, merchants waited for a potential buyer to show up. The buyer was supposed to know what they wanted and ask for it. Most of the merchandise was kept in drawers or under the counter. A customer had to ask for something specifically and the merchant showed them only one particular item. There was no engagement, no selling, and no touting the benefits of the product.
But, soon department stores like Macy’s changed all this by displaying items openly, running ads targeted, in particular, to women. It offered well-known socialites the newest fashions and relied on gossip and word of mouth to attract new referral customers. Window displays created dream worlds and played to emotions. They encouraged salespeople to engage with the customers, build relationships, and even try on clothes or demonstrate the product.
Recruitment has a lot to learn from this story and from marketing. keep reading…
co-authored with Michael Pelts, RightJoin
What do folks think about your company? Every organization has a public image as an employer (and if you don’t, all the worse), and the image determines whether in-demand professionals will agree to be in touch.
The hands-down champion in employer marketing to software engineers is Google, which regularly gets photo-shoots of its toy-filled offices in top media like the New York Times. These campaigns are planned to draw in the best candidates in the industry and also to increase retention among current employees. In the final calculation, they more than pay for themselves with a significant reduction in recruiting costs.
In many small and medium sized companies, the priorities cannot justify the budget for long-term branding campaigns to boost the corporate image. But employers have started to realize that strong employer branding can make the difference between excellent hires and unfilled reqs; or, even worse, filling the position with unqualified candidates. Luckily, employer branding can be done on the cheap by combining it with recruiting: They both have the same target audience, and they boost each other when done together.
In this article, we’ll explain how to do this efficiently, focusing on the area we know most about: software engineering. keep reading…
More than career website development, and more than any other activity like developing brand strategies, it is social media that companies are turning to for enhanching their employer brands.
That’s one of the findings of a new 18-country study of employer brands around the world. Other findings: keep reading…
The new recruiting “no job postings” website of Zappos is truly unique.
First off, you have to give the Zappos team credit for eliminating anything in recruiting, because we have a long history in recruiting of adding but never subtracting approaches.
The new talent community declares the end to job postings and the painful transaction between applying for a specific job and getting a cold rejection. It further offers the opportunity to become “a corporate insider,” where you join the firm’s exclusive “talent community,” made up of interested prospects and applicants. In essence its own social network that the firm can use to keep in touch with applicants over time. It can also use the information that you provide during the increased interactions with recruiters to find the right job for you, even if it’s outside the typical jobs that you would have applied for.
This article critically analyzes this new approach in order to highlight possible advantages and problems with this approach for others that may be considering a similar move. keep reading…
This new video starts off slow, with soft music, a smiling police officer, and a children’s cartoon character.
What comes next are handcuffs, drugs, high-speed chases, and explosions.
It’s all for jobs in the Midland, Texas, police department. The video is below.
There’s a Zen saying that you can never step into the same river twice. The same is true for technology. It changes every day, not just by adding new channels and platforms, but by suggesting new strategies, new tactics, new messaging, new touch points, and entirely new ways of thinking about our own jobs. What worked yesterday will not work tomorrow as you are stepping into an entirely new river.
This is as true for talent acquisition professionals as it is anyone. All of your prospects and targets have become tech savvy in their pursuit of better positions, while you are just trying to keep your head above water.
As they say, you want to skate to where the puck will be. So the better you understand how technology is changing, the better you can plan for the future. Over the next three articles, I’ll be presenting predictions on what is changing and what you should be doing about it. Today, I focus on the power of content.
Content online has been growing exponentially since its inception, but I’ve seen an explosion in the last two years. This trend is expected to continue as the amount of content will double in the next two years. As brands realize that every company is now a media company and start to build content shops in house, talent acquisition has been furiously following suit, building content around the company and various jobs. But creating content is not the same as executing a content strategy. Here are trends I think will be shaping everyone’s strategy very soon. keep reading…
Microsoft — as I mentioned last fall — is involved in a teacher-recruiting campaign. In the U.S., with so many teachers in their 50s and 60s, the education department is using TV, social media, print, radio, and more to spread the word about the profession.
Now, there’s more out about Microsoft’s role. keep reading…
Maybe it’s spring cleaning. Virtually every major social network is changing its interface or functionality.
Twitter Becomes More Like Facebook keep reading…
Is your company or category going through a major transformation?
Are you in the midst of launching a new consumer brand promise?
Do you have trouble articulating your employment story to candidates?
If you answered “Yes” to any of the questions above, you may want to consider re-evaluating your current employer brand. Here’s why.
Every few years or so, it happens. Someone declares a “War for Talent,” battle lines are drawn, and then candidate poaching begins. While some of this is a little sensationalist, it’s also very true. Any company who wants to attract the best and brightest, and also the best personality and culture fit, must set themselves apart. Since there are many companies all vying for the same types of candidates, the landscape can get cluttered.
So let’s talk about who, what, where, why and how: keep reading…
Those who follow my articles know that I frequently write on the positive trends and the big ideas that recruiting leaders need to be aware of. However, I have not often written about the biggest strategic challenges or problems that corporate recruiting leaders face. Of course no one wants to dwell on the negative. But since I am predicting that during the next few years we will all encounter a completely transformed world of recruiting, it only makes sense to at least be aware of our largest current and upcoming challenges. If you don’t act proactively to mitigate these major challenges, they unfortunately may grow out of control, causing exponential damage to your firm.
The Top 10 Highest-impact Strategic Recruiting Challenges keep reading…
Already tired of the same old April Fool’s gags that get pulled in the office every year? Then get inspired by the pranking from some of the world’s best known brands, rounded up by the folks at Pocket-lint.
BMW, Google, Domino’s and Samsung have all weighed in this April 1st with videos and products, some of which we wish were real, and others which almost could be believable. (Into that latter category falls Samsung’s plan to outfit pigeons with wi-fi routers. Not as weird as it first seems when you consider Google is flying blimps over cities for that same purpose.) keep reading…
The Internet is celebrating its 25th birthday this week. 1989 was also the year the Berlin Wall came down, protests rocked China’s Tiananmen Square, “The Simpsons” debuted on TV … and HR was changed forever.
The Internet has transformed employer branding, internal communications, and talent acquisition in ways we hardly imagined in 1989. Many of the changes — even the beneficial ones — were disruptive, forcing HR professionals to alter how they operated. In honor of the Internet’s silver anniversary, I thought I’d look at the challenges brought about by two-way computer revolution — and how HR has adapted.
Employer Branding keep reading…
You saw the list of finalists — a group that, like I said in that post, really all are honorees given how close of a call most every category was, and how many good applications there were that didn’t make the final cut.
Now let’s look at the final winners. Thanks again to the judges.