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branding RSS feed Tag: branding

Who Has Time to Build an Employer Brand?

Raj Sheth
May 16, 2013, 6:21 am ET

Odds are, you read the title and just said, “not me!” So we’re left with the question, “Is it worth your time to build an employment brand?” Absolutely.

I get it. There aren’t enough hours in the day, and this isn’t exactly a “today’s to-do list” type of endeavor. But building an employer brand is only as complicated and time consuming as you make it. It will also be as expensive as you make it, but it will be worth more than its weight in work.

You will get more out of a properly constructed employer brand than you put into it. And if you believe that time is money, then take note. In a survey of more than 4,700 talent acquisition decision makers, a reported 50 percent savings in cost per hire is associated with a strong employer brand.

I work with small- to medium-sized businesses every day, and many of them don’t have the time, resources, or knowledge base that the big guys do to recruit. That’s where employer brand shines. According to research firm Universum, two of the top three channels that will be the most used for employer brand promotion are the website (92 percent) and social media (80 percent). Most of us have those things and in a smaller firm you often have far more access to the control of those things than you would in a Fortune 500.

Here’s what to do: keep reading…

The Best Recruiter In the World Lives In Virginia

John Zappe
May 10, 2013, 6:52 am ET

CIA-logoWho is the best recruiter in the world? Would you believe it’s Joshua Brady, a 26-year-old Virginia man, who lives with his mom, grandmother, and young brother, and used to play a whole lot of EverQuest until he got caught stealing virtual money.

No way, you say. Yeah, well, before you shoot that down, hear this. Brady, posing as a CIA operative, recruited not one but two ordinary, otherwise law-abiding folks to rob banks.

Brady, or Theo as he identified himself, never met the two 20-somethings. All his recruiting was done over the phone, yet he managed to get the man and woman to rob, or attempt to rob, several banks, even convincing friends and relatives of the two that this was indeed all in the interests of national security.

They all got caught, though it looks like everyone except Brady is getting off, and he’ll probably only get probation.

Granted, the robberies were all botched. But you know how hard it is to find skilled talent these days. Read the entire, amazing story here on Businessweek. keep reading…

Recruiters’ Favorite Wastes of Time

Keith Halperin
May 10, 2013, 6:39 am ET

We often read about a variety of supposedly recruiting-related topics which are designed to have in-house (either full-time or contract) recruiters “do better.” We typically work on 15-25 requisitions at a time, putting in 45-60 hours of work/week for immediate hires. Consequently, if it doesn’t directly lead to helping us “quickly and affordably put more/better quality butts in chairs,” these topics are wastes of our time.

A number of these suggested topics/tasks are useful (if not vital), and others aren’t. However, when we recruiters aren’t “drinking from a firehouse,” we’re wondering how soon they’ll lay us off, so in neither case can we work on these useful tasks. It would be valuable to have a company say to us:

We’re slowing down a bit now, so we’ll have you work on these other important tasks you haven’t had time to do up to now to keep you working for awhile.

Many companies are unable/unwilling to do this, and would rather lose our accumulated knowledge and practice and start all over again in the future with some largely/wholly new crew.

Anyway, back to those favorite wastes of time we’re supposed to do in the negative-5 to negative-20 hours of free time we have during the week: keep reading…

Advanced Items for Your Recruiting Agenda — What Should Google Do Next?

Dr. John Sullivan
Apr 22, 2013, 5:37 am ET

PhilipsDuring the newly reinvigorated and exciting ERE conference, two attendees posed related but powerful questions to me. The first was “What advanced topics should be on the agenda of recruiting leaders at elite firms?” Or as another put it “What should Google be planning to do next in recruiting?”

At least to me, future agenda items are an important topic. Because after visiting well over 100 firms, I have found a dramatic difference between the agenda items that are found on 95% of the firms (cost per hire, ATS issues, req loads, etc.) and the truly advanced subjects that only elite recruiting firms like Google, DaVita, Sodexo, etc. would even attempt to tackle.

So if you have the responsibility for setting agendas or recruiting goals, here is my list of truly advanced recruiting topics that elite leaders would find compelling but that most others would simply find to be out of their reach. If you want to be among the elite, you should select a handful for implementation. However, even if you are currently overwhelmed by your current agenda, you might still find them to be interesting reading.

25 Advanced Recruiting Topics for Bold Corporate Recruiting Leaders keep reading…

This Is Retail

Todd Raphael
Apr 20, 2013, 8:28 pm ET

Screen Shot 2013-04-20 at 5.26.42 PMYou can have a life-long career, not just a spring-break job, at a retail store.

That’s the message the retail industry wants to get through as part of a new campaign it’s launching.

The centerpiece of the campaign is a new website at the “” address, a highly visual page meant to show that the industry is dynamic and exciting; a field, for example, that’s for you if you’re an artist, a designer, or a marketer.

The National Retail Federation will be gathering stories of people who’ve had good careers in the industry, and trying to spread them on social media sites. It’ll also advertise in print, on the radio, and online to play up retail careers.

Avoid the 3 Biggest Employer Branding Pitfalls

Jody Ordioni
Apr 17, 2013, 5:06 am ET

doritos-logoAs major brands like Goldman Sachs and Zynga have stumbled into PR crises, I thought it might be useful to help your company avoid the most common employer branding mistakes.

Three suggestions: keep reading…

The New ROI for Social Media Recruiting

John Zappe
Apr 16, 2013, 12:53 pm ET

photo by David ManasterJody Ordioni wrote a prescient view about the ROI of social recruiting which posted Monday morning. Monday night I discovered first hand just how prescient, at a recruiting roundtable that marked the opening of the ERE Recruiting Conference & Expo.

I moderated two separate discussions of social media issues in 90 minutes. ROI concerns were uppermost in the minds of the recruiting leaders who joined our conversation. (More than 25 different topics were available at roundtables set aside in the ballroom of the Marriott here in San Diego where the conference is being held.)

It wasn’t surprising that these leaders who hailed from firms both very large and more modest size struggle with proving the value of social media as a source of hire. LinkedIn, I should point out, was an exception. Most of the 20 or so recruiters at the roundtable, and several others I spoke with later at the evening receptions, were enthusiastic users of LinkedIn Recruiter for sourcing. Most, though, admitted that getting their senior corporate managers and leaders to be active in posting and commenting on LinkedIn Groups is a struggle.

What was more of a surprise, and what makes Jody’s article so spot on, is that I heard emerging among recruiters a recognition that social media is a marketing and promotional tool. The effectiveness of sites like Facebook, Twitter, YouTube, even Pinterest is probably not in the number of hires or even applicants a company can trace directly to one of the social media sites. Instead, as recruiting consultants Gerry Crispin and Mark Mehler reported last year, social media is a channel of influence. keep reading…

What the Tooth Fairy and Package Deliveries Tell You About Storytelling

Todd Raphael
Apr 15, 2013, 6:53 pm ET

Screen Shot 2013-03-13 at 10.45.39 PMToday’s ERE conference kicked off in San Diego with preconference workshops, including one from author David Lee and Diana Oreck, a Ritz-Carlton VP.

Here are two short videos from them, one telling a short story about package deliveries, and what is says about the hiring process; the other about the tooth fairy. keep reading…

8 Tips for Creating Stellar Employer Branding Videos

Paul Peterson
Mar 29, 2013, 5:05 am ET

Screen Shot 2013-03-22 at 1.54.48 PMEmployer branding videos are beginning to pop up with greater regularity on corporate websites as companies strive to attract top talent.

But what separates the good ones from the pack?

You don’t need to spend a gazillion dollars and bring in a team from Hollywood.

Here’s a simple formula for success: keep reading…

Avoid the Yugo Trap and Identify Your Culture

Randall Birkwood
Mar 26, 2013, 5:21 am ET

Screen Shot 2013-03-18 at 4.30.34 PMRemember the Yugo? Yugos were cars built in the old Yugoslavia, in the 1980s. They were sold solely based on their low price. More than 100,000 cars were sold in an eight-year span, but their poor quality and service resulted in zero buyer retention.

When it comes to hiring talent, most companies place too much emphasis on compensation competitiveness and not enough on their cultural brand. They may have flashy careers websites and other candidate attraction materials, but these are generic and not reflective of the company’s unique culture.

In this article I will give you tips on how to make your company more competitive by taking the vital first step of identifying your culture. Only after this step will you be able to successfully attract candidates who will fit your values and be successful in their roles. Without it, you will be stuck in the Yugo Trap, continuing to hire mismatched candidates leading to poor retention. keep reading…

Multimedia’s Place in Recruiting

Ryan Phillips
Mar 21, 2013, 1:11 am ET

gmailMany search engine marketing experts today agree that videos and images drive more traffic in search engines than simple text-related results. In fact, a study done by Socialbakers, a leader in social media marketing and statistics, showed that as of December 2012, image-related posts led Facebook interaction by a whopping 89 percent. In 2012, according to Reuters, YouTube had an average number of four billion views per day.

With a multitude of free mobile image and video posting apps that are available for smartphones today, the ability to reach the public through multimedia has grown significantly, and today many companies take advantage of these major marketing channels. So what does this information mean for recruiters? keep reading…

A Steel Cat, an Enchanted Forest, and a Depression Zone Await You at Groupon

Todd Raphael
Mar 19, 2013, 4:15 pm ET

Talk about differences in corporate cultures: there is serious and there is not.

And from the not department comes this new video from Groupon. keep reading…

This Isn’t a Recruiting Video, But It’ll Make You Want to Work at the Cleveland Clinic

Todd Raphael
Mar 16, 2013, 1:25 pm ET

This Cleveland Clinic video wasn’t made specifically for recruiting, but it sure can’t hurt in portraying jobs at the famous healthcare organization as ones that make a difference.

Commissioned by a surgeon who’s the Clinic’s chief experience officer, it was produced in house and first shown by the CEO.

It is being sent to every hospital CEO in the United States, and was recently shown at a conference in Saudi Arabia. keep reading…

Social Recruiting: Marketing’s Secret Weapon

Kirsten Smith
Mar 15, 2013, 5:45 am ET

fbrecruitmagnetIt’s not often talked about, but your company has a secret weapon when it comes to social media marketing: you.

HR, though not traditionally considered a department positioned to drive external business, is, whether it’s intentional or not, finding a new purpose on social networks like Facebook. Suddenly, the department best known for finding and managing relationships with internal people (employees) has the power to start finding and managing relationships with external people (customers) as well.

In the world of social recruiting, HR and marketing were made for each other. A great social recruiting strategy can help strengthen your employer brand, because recruiting itself is an inherently social activity that targets the kind of people who believe in your company, its culture, or its products and services enough to want to work for it.

And while your marketing department may already have a great handle on using Facebook and other social media for business, it can still benefit from allowing your team to join forces and begin social recruiting on the company’s Facebook page. Here are three ways that you provide value for your marketing team with social recruiting while helping your team bring in new candidates.

Value #1: Your People Are Your Brand (And Your Brand Attracts People) keep reading…

We and Rackspace Help You Slide Into the Weekend

John Zappe
Mar 8, 2013, 1:38 am ET

Radckspace slide runYou want to talk office culture? Having fun at work?

Go ahead and try to sell that system admin you’re courting with the foosball game in the lunchroom, and free pizza Fridays. Really?

Over yonder there in San Antonio, where salsa is almost religion and Rackspace is headquartered, they take their fun seriously. (Add that oxymoron to your list.) The Rackspace folks, who inhabit an abandoned shopping mall so big it’s huge (this is Texas after all), have posted a Google Street View of their workplace. It’s almost 28 acres, making it bigger than some neighborhoods.

Still selling that foosball thing? Well, grit your teeth, because one of the coolest features of what might be the world’s coolest workplace (not counting the ISS) is the slide between the first and second stories of the place. Which, of course, all but demands slide contests. Which, of course, Rackspace happily accommodated. Strike that. Sub in “encouraged” and made part of the whole branding thing. keep reading…

5 Ways to Get the Most From Your EVP

Kendra Van Nostran
Mar 7, 2013, 5:10 am ET

brandLike many large-scale organizational initiatives, employer branding was quickly placed on the back burner when the recession hit. This was unfortunate, particularly given the countless benefits and outcomes associated with strong employer brands, such as less turnover, improved engagement, higher offer acceptance rates, and reduced recruitment costs.

Thus, one of the most exciting things to emerge in HR over the past few years is the renewed focus on employer branding. Lately, I’ve enjoyed a number of helpful articles and interesting perspectives shared on ERE, from Jody Ordioni’s persuasive snapshot of the benefits associated with attractive employer brands (4 Things to Make Sure Your Boss Knows About Employer Branding) to Claes Peyron’s step-by-step approach to employer branding (9 Steps to a Successful Employer Branding Strategy). Both pieces emphasize the need to look at an employer brand as far more than a tagline and see it for what it truly is — a research-based effort that requires strategy, planning, and thoughtful execution.

But how, exactly, do you arrive at a point where your employer brand is more than a tagline and pretty pictures? Simply put, you need to start by properly investing in the employer value proposition development process.

After all, EVP is where it all begins. It’s your key to ensuring authenticity, and it’s the foundation for everything that comes after you’ve clearly articulated who you are as an organization and what you offer as an employer through deliberate and methodical research. If you get this piece right, then you’ll be poised for success in terms of brand strategy, creative development, and internal and external communications. Miss the boat on your EVP and you’ll find yourself floating aimlessly without the direction needed to solve complex recruiting and retention challenges.

Given this, along with a desire to follow the framework Ordioni and Peyron have used to share their thoughts on employer branding, here are five ways to get the most out of your EVP. keep reading…

You Need to Start Responding

Tracey Parsons
Feb 22, 2013, 5:43 am ET

black holeIn a recent study, only 14% of customer tweets sent to a brand received a response. That is like not picking up the phone when a customer calls, or worse, hanging up on them.

Brands everywhere are missing an opportunity to use the power of social in the way it was intended. This reality is underscored by another study that showed 50% of people would no longer consider buying a brand that didn’t respond to their feedback on social media. However, in a study published in 2011, 83% of people who did get a response from a brand after a complaint said they loved that the company responded.

What a missed opportunity. If you simply respond, you are likely to get a brand advocate. Not responding will cost you customers.

Knowing how to respond to a complaint is a challenge that most brands are not even addressing. They are using social media as they use all other media: as a megaphone, or as I referenced recently, one-to-many marketing. This is challenging to brands because they are very comfortable in one-to-many land. They understand it and know how to do it and know what result to expect. Except with social media, the audience has a megaphone too. In fact, each member of the audience (or the “many”) has a megaphone and when used, it can scare the daylights out of a brand.

It is very easy to come back from a stumble because the premise of social media is to have a dialogue. And the challenge with this is that the thought of having a dialogue with a brand is awkward. You tend to feel like you are talking to a bar of soap, and that’s weird. But this isn’t the case with an employer brand, because an employer brand should be about the people. Employer brands are all about the people who develop, make, design, and package a bar of soap. It should feel more personal and human. This is where employer brand has a big leg up on consumer brands in the social sphere. Yet, in many cases, employers are not taking advantage of this at all.

Today, employers are far too frequently using social media as another avenue to post jobs and perpetuate the post-and-pray mentality. keep reading…

Your Company’s Employer Brand Could Be the Victim of an Identity Thief

Mike Vangel
Feb 20, 2013, 6:37 am ET

identity thiefIn the comedy movie “Identity Thief,” mild-mannered businessman Sandy Patterson (played by Jason Bateman) travels from Denver to Miami to confront the deceptively harmless-looking woman (played by Melissa McCarthy) who has been living it up after stealing Sandy’s identity. It’s a funny movie and in its first weekend it grossed over $34 million dollars at the box office.

However, in real life identity theft is no laughing matter. Ask anyone who has had to put their lives and their credit scores back together after it has happened. Companies can be the victim of identity thieves, too. Examples of the detrimental effects of “brandjacking” include cancer patients duped by fake Avastin, construction workers jeopardized by counterfeit equipment and safety products, and in general, the World Health Organization says online sale of counterfeit medicine is a public health risk that could result in deaths due to hazardous chemicals and improper handling of drugs.

Lately with the great increase of jobseekers using search engine aggregators and search engine marketing to search for jobs to advance their careers, many companies’ employer brands are now also the victims of identity thieves. keep reading…

3 Things You Should Know About Strong Employment Brands

Leela Srinivasan
Feb 19, 2013, 1:23 pm ET

Aurecon has C-suite buy-in

The term “employer brand” has been around for a while, but the branding game has changed radically in recent years.

It has been said many times on ERE that in days past, employer brand meant one-way messaging pushed out to the marketplace, while now it’s the highly social, public reverberation of what people think, feel, and share about a company as a place to work.

So who’s minding the “talent brand” store? keep reading…

Recruiting Supermodels and a Tool to Help You Do It

Keith Halperin
Feb 15, 2013, 5:13 am ET

Screen Shot 2013-02-10 at 9.12.31 PMAs a recruiter, one of the main problems I face with prospective and actual clients is unrealistic expectations of who they can really hire. For a variety of reasons (which have been gone over many times before), there seems to be a sense of entitlement that the facts don’t bear out … “The very best of the best should beat a path to our door and be dying to work for us.”

I can think of one particularly relevant example of this. keep reading…