Receive daily articles & headlines each day in your inbox with your free ERE Daily Subscription.

Not logged in. [log in or register]

branding RSS feed Tag: branding

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…

Employer Branding Beats Consumer Branding for Young Job-Seekers

by Aug 5, 2014, 12:29 am ET

Screen Shot 2014-07-21 at 7.31.34 AMTwo 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…

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…