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branding RSS feed Tag: branding

This New, 1-Minute Navy Video Is More Tough Than Touchy-feely

by Jan 26, 2015, 4:26 pm ET

Screen Shot 2015-01-26 at 1.17.38 PMYou might have heard that in the U.S., the Navy’s “force for good” campaign didn’t go over terribly well, causing the Navy to apparently nix it.

Well, the Navy has uploaded a new commercial to Youtube, and this time around, things blow up. keep reading…

As Tech Unemployment Drops, Demand for Billboards Soars

by Jan 21, 2015, 5:04 am ET

Dice billboard campaignWith a 2.5 percent unemployment rate, and demand so far outstripping supply that some firms are offering hiring bonuses to interns, Silicon Valley’s tech firms have turned to a decidedly low tech way of attracting candidates.

Billboards.

Up and down Highway 101, the Valley’s major artery, billboards have become so dear that the firms that own them have waiting lists six months long. Monthly rentals can go for as much as $40,000 in the most desirable locations. But even the cheapest ones are anything but cheap at $15,000. keep reading…

Virtual Reality Becomes a Recruiting Reality for British Army

by Jan 16, 2015, 3:39 pm ET

Screen Shot 2015-01-16 at 12.24.23 PMIt was just last August that Doug Friedman said on these pages that Oculus Rift could be used in recruiting.

That didn’t take long. keep reading…

Employee Stars, Imaginative Campaigns, and Cool Referral Programs Highlight the Best in Recruitment Advertising

by Jan 14, 2015, 5:01 am ET

Apac DavenportHere are some lessons we can draw from the best and most creative recruitment advertising, which you can use to improve your own recruiting in 2015.

Read on.

keep reading…

Do These 2 Things to Attract More Candidates If You Haven’t Yet

by Jan 13, 2015, 5:39 am ET

ERE2015SpringHeroAs we go farther into the 2015, many companies I do business with are ramping up hiring.

Whether it’s to replace people who are not performing, or to add new people to the team, the search for people who are really top caliber is not easy.  Too many hiring managers blame the economy, lack of people in the pool, or other circumstances instead of looking in the mirror and ask themselves, “What can I do differently to hire the very best people?”

I’ve learned many things since getting into the hiring business nearly 20 years ago, and the more things change, the more certain things stay the same. Here are two necessary things to do that won’t change: keep reading…

It Pays for a Company to Have a Good Reputation

by Jan 6, 2015, 5:12 am ET

Reputation and hiringWhat’s the cost of a poor corporate reputation? Quite a bit, at least in terms of talent acquisition.

Companies like Toyota Motor Co. and energy giant BP may still be able to hire talented workers, but they’ll have to pay them significantly more than others that have never been the subject of criminal investigations.

A survey sponsored by global recruitment firm Alexander Mann found that a damaged corporate reputation won’t keep workers from hiring on — 70 percent said they’d take a job — but the salary bump would have to be better than 53 percent. Contrast that with the 93 percent who said they’d leave their current employer to go with a company that had a good reputation. And, on average, they said they’d accept a raise of about 33 percent. keep reading…

The Power Has Shifted to the Candidate, So Current Recruiting Practices Will Stop Working

by Dec 22, 2014, 5:02 am ET

Areas where recruiting must change during 2015

If you are frustrated because your recruiting approaches are no longer producing great results, you will be happy to know that there is a logical reason behind it. I estimate that 90 percent of recruiting leaders and hiring managers have yet to realize that the power in the recruiting relationship, which for years has favored employers, has shifted over to the jobseekers.

The technical term for this change is a shift from an employer-driven market to a candidate-driven market. And The Recruiter Sentiment Survey by the MRINetwork has revealed that 83 percent of the surveyed recruiters have realized that the power has now shifted to the candidate.

Knowing the reasons for shift is less important for recruiting leaders and hiring managers than recognizing that when jobseekers hold the power in the relationship, your current array of recruiting tools and approaches will literally stop working.

Another interesting phenomenon happens after the power shifts.

keep reading…

Content Marketing Predictions for Talent Acquisition in 2015

by Dec 19, 2014, 5:50 am ET

Screen Shot 2014-12-12 at 11.59.03 AM“2015 is the year content subsumes marketing and brands realize that content is the atomic particle of every aspect of marketing.” – Shane Snow, Contently

It’s old hat to say that Amazon CEO Jeff Bezos defined “brand” as what people say about you when you aren’t in the room. But even if that’s true, Bezos has only identified the situation without prescribing a way of changing it. If you can’t be in the room to change the brand, what can we do to influence how people talk about you?

For talent acquisition professionals, this is doubly important as our prospects form impressions of our brands long before we can reach out to them. Decisions such as to whether to sign up for updates, whether to respond to a recruiter, and whether to apply for a job start with the brand when you’re not in the room.

Which is why we’re so in love with content and content marketing. Think about that moment when people talk about you when you aren’t there. Content is what they are looking at. Content is what they are referring to. Content is what helped them form an opinion about you. At the same time, content is what draws you to their attention via Google and social media. Content is what gets shared because done well, it is engaging, useful, educational, and entertaining.

In many ways, 2013 and 2014 were when content marketing went from “interesting idea” to “useful tool” for talent acquisition. As case studies start trickling out of agencies, showing that content influences people at almost every stage of the sales or consideration process, everyone is taking content seriously. More companies are looking to content to advance their employer value proposition to prospects at every position of the sales funnel.

As 2015 approaches, no doubt you’re wondering what the future holds for content marketing within the talent acquisition space. While content marketing sometimes feels new and novel, the future boils down to being authentic, specific, and useful. keep reading…

Employers Say Employer Branding Is Working

by Dec 10, 2014, 12:34 am ET

Screen Shot 2014-12-06 at 9.34.52 AMMost companies say their employer branding is successful, and 9 out of 10 small companies feel that way.

That’s according to a new survey of 100 professionals, from HR directors to recruiting consultants to CEOs.

While there are some great insights from polls and white papers that talk to what goes into a compelling employment brand (recognition, rewards, career opportunities, culture, etc.) there is surprisingly little about how companies conduct their employer branding/employer value proposition initiatives.

That’s why earlier this year we looked at how organizations plan, execute, and assess their employer branding. Here are some of its most significant findings. keep reading…

This UPS Video Is Unbelievably Sweet

by Dec 8, 2014, 5:38 pm ET

Screen Shot 2014-12-08 at 2.36.56 PMA new video from UPS isn’t exclusively about hiring, but given how much the company is staffing up for the Christmas rush, a near-tear-jerker like this sure can’t hurt.   keep reading…

A Turkey of A Song (You’re On Your Own for the Bird)

by Nov 26, 2014, 9:32 pm ET

As our Thanksgiving gift to you ERE brings you this special edition of turkey-flavored Roundup. (And I thank you in advance for not leaving comments like, “Sure was a real turkey,” etc.)

The special feature is attorney Jeff Nowak’s family Thanksgiving song, with lyrics that everyone who has ever dealt with FMLA issues will enjoy (a word that may not coincide with your FMLA experience).

Click the image to hear Nowak’s rendition of Albuquerque Turkey and you’ll know in a flash why he keeps his day job as co-chair of Franczek Radelet’s Labor and Employment Practice. If you prefer to avoid frightening children and pets, you can read the lyrics here.

Turkeys Are History

OK so we didn’t spend much on your Thanksgiving present, but, hey, what did you get from your employer? Bloomberg tells us 80 percent of you got nada. Its survey says the tradition of employers handing out turkeys is almost one for the history books. Only 4 percent of employers still do that. keep reading…

Do Companies Make the Most of Their Employer Brands?

by Nov 18, 2014, 6:44 am ET

Campaign marketing managerBranding goes beyond messaging and includes a company’s products and services as well. The same goes for employer branding. Can Yelp employees rate their jobs on Yelp? Do Glassdoor Employees rate their experiences on Glassdoor? Can you drop your resumé into a Dropbox to apply for their jobs?

Can You Apply for a Job at Twitter With a Tweet? keep reading…

The Intersection of HR & Marketing: Employee Advocacy

by Oct 28, 2014, 5:26 am ET

dot.govAlthough it may not seem like it at first blush, HR is no stranger to marketing.

At its core, that’s what recruiting is: marketing and direct sales. Those in the recruitment profession market professional opportunity through sharing openings, culture, and brand association. On the sales side, its quite possibly one of the hardest sales jobs; much like real estate, both sides are buying, so both sides can say no. It’s not like a car is going to refuse to be sold to a buyer.

So over the years, recruitment has focused on refining its “spoken sales pitch.” While an important part of the process, it is fairly limited in its reach. The move to digital marketing came about and our ability to broadcast news, share glimpses into our company culture, and build different level of “relationships” with ‘brand-fans’ widened. The online space got very, very noisy.

Amidst that noise emerged evidence of fissures in the brand façade; the carefully crafted messaging by the brand didn’t actually match conversations about the workplace realities of the employees. “A company that cares? Sure … about profit! Let me tell you how… [insert employee vent session here].” Well-intentioned employees trying to help disgruntled customers or potential buyers by giving product/service information that proved to be inaccurate. Less-than-flattering posts from the “personal” side of life conflicting with stated goals, ethics, and morality embraced by the organization.

All of these disparate voices, fragmented messages — they have traditionally freaked out marketing, human resources, and the C-Suite … with fair reason: the disharmony can create confusion in candidates and consumers, which is clearly bad for the brand.

The reality is that employers cannot “silence” the voices. They never really could. Those fissures always existed; however, the adoption of digital ecosystems vastly extended individual reach and amplified their individual stories “on brand” or not. And here’s the real kicker: employees have more credibility, individually, than executives, according to the Edelman Trust Barometer. So if we’re unable to “control” these powerful voices, what are HR marketers and brand managers to do? The need behind this question drove the creation of a new category that sits at the intersection of marketing and human resources: employee advocacy.

An employee advocacy program is about more than marketing controlling how the brand message is shared. keep reading…

Out in the Real World, a Lot of Jobs Just Aren’t That Amazing

by Oct 23, 2014, 12:39 am ET

Screen Shot 2014-10-22 at 11.30.07 AMIt’s difficult to attend an HR and recruiting centered conference and not find yourself sitting among a choir while one of our industry’s messiahs preaches to a crowd of smiling faces nodding in agreement to the sermon.

I’m not even saying it’s a bad thing. Sometimes it can be therapeutic. Lately it seems our spiritual advisors in talent have learned a new hymn, or perhaps they’ve simply remixed an old one and it just sounds cooler because there are more and more voices chiming in.

The tune is the one about finding and recruiting people who have found their passion. It’s in the key of C, since C is for “calling” and we want to hire only the best people who have found their calling. A lot of people are singing it. The melody is beautiful and I suggest giving it a listen if you’ve never heard it. You’ll be changed, if only briefly. keep reading…

How This New Zealand Technology Company Has Been Able to Double Headcount Each Year

by Oct 16, 2014, 12:58 am ET

office photoEROAD is an Auckland, New Zealand-based startup that was established to modernize road user charges in New Zealand. In 2007 the business began to commercialize its research and development and seven years on, it has just launched in both Australia and the United States.

Having seen several articles about EROAD’s recent IPO, growth into Australia and North America and its comparatively huge demand for highly skilled engineers, I met with EROAD’s HR Manager Rebecca McKaskell to gain an insight into how with a relatively unknown brand she has been able to support the highly technical resourcing demands of this business. keep reading…

Recruiting in the Purpose Economy

by Oct 10, 2014, 12:45 am ET

Psychology TodayPurpose.

It’s what employees and job candidates, particularly the millennial generation, want in their work. And it’s what companies need in their teams to produce the goods and services millennials and others want to buy.

Employers are starting to find clues to help them attract people with purpose. keep reading…

The Top 100 Employment Brands of the Fortune 500

by Oct 6, 2014, 1:42 pm ET

Screen Shot 2014-10-06 at 10.29.04 AMA new list of the best employment brands among the Fortune 500 contains a lot of familiar names (if you guessed Google, you guessed right), but a few less-familiar ones too. keep reading…

U.S. Airforce Rolling Out New, Striking Recruitment Visuals

by Sep 10, 2014, 4:52 pm ET

Screen Shot 2014-09-10 at 1.31.59 PMThe U.S. Air Force is launching a new recruiting campaign this week featuring the slogan “Aim High,” used 15 years’ back. The campaign is heavy on visuals, including striking photos and powerful videos — see below. keep reading…

What We Learned Looking at Hundreds of Job Ads for Employer Brand Leaders

by Aug 20, 2014, 12:57 am ET
epartment(s) responsible for managing their employer brand (more than one answer is possible)

Department(s) responsible for managing their employer brand (more than one answer is possible)

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.

Declining Role of HR keep reading…

Creating and Marketing an Employment Brand to Attract Talent

by Aug 20, 2014, 12:13 am ET

serviceWe 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…