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branding RSS feed Tag: branding

Closing the Engagement Gap

by Jul 9, 2014, 12:25 am ET

Screen Shot 2014-06-22 at 8.19.53 PMEmployees 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…

Just Say “No” to Forgettable Employee Testimonial Videos

by Jul 8, 2014, 12:40 am ET

made to stickIf 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…

Company Culture: Your New Secret Recruiting Weapon

by Jun 26, 2014, 12:08 am ET

Screen Shot 2014-06-24 at 2.57.24 PMRecruiting 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?

Company culture.

What’s Culture?

keep reading…

Recruitment is Marketing: 3 Changes You Need to Make

by Jun 25, 2014, 12:04 am ET

Macy'sOnce 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…

Not-too-expensive Employer Branding

by Jun 18, 2014, 12:26 am ET

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…

‘Social’ is the Media of Choice for Enhancing Employer Brands

by Jun 2, 2014, 2:28 pm ET

Screen Shot 2014-06-02 at 11.23.16 AMMore 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…

Examining Zappos’s ‘No Job Postings’ Recruiting Approach — Innovation or Craziness?

by Jun 2, 2014, 12:01 am ET

Inside Zappos profile pic - updatedThe 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…

No Words Were Needed in This Intense Police Recruiting Video

by May 21, 2014, 6:59 pm ET

midlandThis 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.

keep reading…

Predictions for the Future of Digital Talent Acquisition: Content (Part 1 of 3)

by May 20, 2014, 12:41 am ET

Screen Shot 2014-05-06 at 5.10.16 AMThere’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…

Playing Xbox? Maybe You Want to Teach

by Apr 28, 2014, 7:11 pm ET

Screen Shot 2014-04-28 at 3.54.02 PMMicrosoft — 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…

Are You Ready for the Changes Coming to Social Media?

by Apr 16, 2014, 5:17 am ET

Screen Shot 2014-04-13 at 6.16.22 PMMaybe it’s spring cleaning. Virtually every major social network is changing its interface or functionality.

Twitter Becomes More Like Facebook keep reading…

Your Employer Brand: It’s Serious Business

by Apr 11, 2014, 5:27 am ET

brandingIs 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.

keep reading…

The Who-What-Where-Why-How of Vying for Talent

by Apr 10, 2014, 5:33 am ET

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…

Big Challenges for Recruiting Leaders — The Top 10 Upcoming Recruiting Problems

by Apr 7, 2014, 5:23 am ET

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…

Pigeon Wi-Fi, Emojified Email, Speedier Typing: April Fool’s From the Big Brands

by Apr 1, 2014, 12:28 pm ET

pigeon wi-fiAlready 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…

How 25 Years of the Internet Has Re-Shaped HR

by Mar 20, 2014, 5:52 am ET

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…

The 2014 ERE Recruiting Excellence Award Winners

by Mar 19, 2014, 5:07 am ET

ere-awards-logo-2014You 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.

Best College Recruiting Program keep reading…

The Top 1% Recruiting Gap — Why Most Firms Have Surrendered to Google

by Mar 17, 2014, 5:09 am ET

A think piece designed to stimulate your thinking on competing against the top 1 percent firms for top talent

If you’re an executive interested in recruiting, here is a scary thought to consider. For the first time in your lifetime: As a result of their compelling approach to managing talent, the elite 1 percent of firms now have a powerful recruiting brand advantage. The resulting “recruiting brand gap” between the top 1 percent and the remaining 99 percent of firms is now so wide … that most firms have given up trying to match the talent approach of the 1 percent.

The Top 1 Percent of Firms Have Unique Talent Differentiators keep reading…

Big Ideas for Recruiting Leaders — What if Davos Covered Recruiting?

by Mar 10, 2014, 5:58 am ET

world economic forumForward-looking executives seeking truly big ideas understand the value of the Davos World Economic Forum, where only thought leaders and the most senior executives at top global firms are invited to attend. If there were to be a Davos-type “big-idea session” covering strategic recruiting, this article covers the big idea topics that I would propose for the agenda.

The hectic world of day-to-day recruiting is often dominated by having to solve tactical functional problems like cutting cost per hire or identifying the correct recruiter req load. However if you are a recruiting leader who wants to make quantum improvements of more than 25 percent in your results, step back and focus exclusively on a few big ideas. Big ideas by definition are potentially high-impact strategic actions that are barely emerging, that are extremely difficult to implement, and that may become essential as the business or recruiting environment evolves and changes. Also because they require a dramatic change in thinking, almost all big ideas are instantly rejected by shortsighted individuals in recruiting.

The Top 15 Future-focused Big Ideas for Recruiting Leaders to Contemplate keep reading…

Make Your Employer Branding and Onboarding More Fascinating With a Compelling Origin Story

by Mar 5, 2014, 12:30 am ET

Jean Hoffman and CatDoes your company have a compelling Origin Story? If you do, are you  using it to its fullest advantage or is it more of a best kept secret?

If so, you’re missing out on a powerful tool you could be using to make your employer branding, hiring, and new hire orientation more fascinating and inspiring.

In a previous ERE article, 5 Kinds of Stories to Tell During Onboarding, I included the Origin Story as one of the key stories to include in your onboarding process. In this article, we will focus on this one genre and why it is such an important part of your talent management arsenal.

First, though, let’s go deeper than the obvious answer to “What is an Origin Story?”

It’s far more than a fact-filled documentary about how and when your organization got started. It’s not the workplace equivalent of the high school history classes you snoozed through because they were filled with dates and events to memorize … but no stories.

Your Origin Story is a drama and a mini-documentary. It tells of the motivation behind the creation of your organization. It speaks of the difference your founders wanted to make in the world, the problem they saw and decided to solve.

When done well, your Origin Story accomplishes three things: keep reading…