(SAP was this year’s ERE Recruiting Excellence winner for the best employer brand and most strategic use of technology)
The “best” talent is getting harder to hire. Areas like the San Francisco Bay are witnessing a real high-tech “war for talent.” How can we shake up the traditional model of employment branding, and make an impact in this war? In the future, can we make the branding function self funding? Is that even possible?
The employment brand function is evolving. The old days of creating bright and colorful posters, giveaway swag, and running speculative brand campaigns with no data measurements are consigned to the dustbins of history.
As we seek to hire more passive candidates (which we all know is 80 percent of the talent pool), we need to get more creative in the way we reach out and seduce these passives. That’s why sourcing, digital marketing, and social media marketing are now a critical part of hiring campaign management. Employment branding has grown up. It’s 2015 and we are anchored on big data because we have to be.
What is the Future of Employment Branding? keep reading…
Factset, Sodexo, Amtrak. These companies all have one thing in common when it comes to marketing themselves to job seekers.
They all create large amounts of content distributed via social media that is geared toward prospective candidates.
Today’s job seeker is more savvy than ever. They want desperately to know what your company is like to work for. They want to see where they’ll be working. They want to understand who they’ll be working with.
Career content allows employers to be proactive and craft their own story. It makes job seekers think of them differently. keep reading…
The fast-growing startup ZipRecruiter, which blogs about hiring itself and is expanding into onboarding and eyeing a larger suite of recruiting and HR services, is out with a video of its own. keep reading…
Hiring for cultural fit is one of the main mantras within recruitment nowadays. Recruiters are encouraged to look beyond skills and past the job description to find candidates who “fit” with the organization and its values.
By contrast, we don’t talk nearly enough about how to create a company culture that can attract the best talent. In fact, the results of a recent survey suggested that just over half of companies don’t have a defined culture! This is crazy at a time when top candidates are increasingly concerned with “culture,” and often use it as a differentiator when deciding where to apply.
Inevitably when people bring up company culture, the conversation drifts to perks. How do we top a competitor that offers free dinner for employees working late? We have to provide free lunch! This is never the best way to approach the culture question. There will always be companies that can offer better “things.”
Instead, company’s need to think about creating a working environment that attracts top candidates and can get their team excited to come to work every morning. keep reading…
One thing definitely not lacking in the human resources and talent-acquisition field are lists of the best workplaces. You’ve got local lists, regional lists, even lists of where high schoolers will want to work; national ones like Glassdoor’s, Universum’s, Fortune’s, and a WilsonHCG top-employment-brand list that a few talent-acquisition leaders told me via email they really liked.
One list out from Forbes (a magazine, apparently, that recruiters read quite widely) involved asking employees this: On a scale of 0-10, how likely would you be to recommend your employer to someone else? How about other employers in your industry?
Blogs may not be the hottest new tool, but don’t rule them out as part of your organization’s employer branding and talent acquisition efforts.
A good blog can connect a company with job-seekers, energize candidates, and engage your current employees. Here are some tips for creating, maintaining, or improving a corporate recruiting blog, and a look at some companies that are doing those very things. keep reading…
Software is everywhere. It is, as Marc Andreessen pointed out, “eating the world.” What began with the communication and entertainment industries has expanded to include education, finance, national defense, and healthcare. Powerful software and the people that build it are now determining factors in the success of all major industries.
Today, a huge percentage of the people capable of building such software are millennials with a technical background. Employers need to create a brand and culture specifically geared toward hiring millennial tech talent in order to stay competitive. This can be a major departure from the norm in terms of culture, messaging, and brand.
We at Looksharp talk to a huge number of employers tasked with recruiting top technical talent that do not have the brands to compete effectively. Where do they start?
Employers tend to fall into four major categories, each with their own unique set of challenges and opportunities for differentiation. keep reading…
It’s a no-brainer that businesses rise or fall on the strength of the talent they attract to key leadership positions. What’s surprising is how many businesses understand this simple truth, but fail to implement comprehensive strategies to effectively compete for talent. For example, 93 percent of CEOs are aware of inadequacies in their talent attraction strategies, but more than 60 percent report they haven’t addressed these problems, according to PwC.
For some businesses, the problem is insufficient attention to the candidate experience, while for others it’s an ineffective applicant tracking system. However for far too many, the problem is the lack of a robust employer brand.
Up until now, employer branding referred to a company’s positioning and messaging as the employer of choice to a desired audience. Social media, however, has since changed the face of employer branding.
Instead of being a one-way message for positioning your company as a great place to work, it’s now a marketplace of thoughts and opinions. Branding is now in the hands of the very talent you seek — otherwise known as your talent brand. This is how talent views and socially brands a company, incorporating what talent thinks, feels, and shares about a company as a place to work.
How can you be sure what you’re saying and what talent is saying about your company is in tune? Here are three signs that your talent brand and employer brand don’t match, and how to better align them:
One Too Many Negative Comments keep reading…
I was fortunate to share many wonderful moments with friends and partners during my 2014 Employer Brand Global Tour, which took me to London, New York, Milan, Vilnius, Toronto, Sydney, Perth, Cluj, Bucharest, Vienna, Stockholm, and Singapore! On the way home (24 hours of flying) I reflected as I always do at this time of the year to think about the year ahead.
I’ve now travelled to more than 50 cities in 30 countries on my employer branding global tours since 2007 and each city I visit provides new insights into the challenges and successes companies are experiencing in developing, implementing, and managing their employer brand strategy.
The rest of this year will be a break out year for the employer branding industry if the trend of companies hiring dedicated employer brand leaders continues as it has over the past few years. We will see a tipping point in employer branding, led by the U.S. keep reading…
Remember how the Navy in the U.S. is moving away from the whole “force for good” message, into something a little more, uh, aggressive?
It’s looking for a new slogan, and looking for up to three ideas from anyone who wants in. keep reading…
You 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…
With 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.
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…
It 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…
Here 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.
As 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…
What’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…
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.
“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…