It’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…
You 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…
Like 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…
In 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…
In 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…
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…
As 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…
In this, the ninth year of the ERE Recruiting Excellence Awards, finalists include a New York hospital that’s a finalist in two categories, a flower delivery company, a big technology and a big banking company, government contractors, management consultants, and a fast-growing home-loan organization.
“It really brings me hope to see people doing excellent things,” one judge wrote to me, about the industry’s leading awards for talent acquisition.
We made a few changes since last year’s ERE Recruiting Excellence Award winners and finalists were announced. For the first time we have an onboarding category. We split the “department of the year” into large and small companies. We altered the “careers website” a bit to encompass more than just a company’s own site, but social media and similar sites as well. And, we added an “innovation,” award, which will be announced at the upcoming Recruiting Innovation Summit.
The other winners will be announced at the ERE Recruiting Conference & Expo in San Diego, where the finalists will up on stage in a perennially popular q-and-a session for the audience.
Here are those finalists in alphabetical order within the categories: keep reading…
Never has current and future talent been more important to business success than it is today. Today, organizations discuss having a “people advantage” and work with “talent optimization.” There are also new titles and positions like “Chief Talent Officer.” Attracting and retaining the right talent is becoming a key organizational capability. The industry is quickly moving away from a short-term recruitment focus to a long-term employer branding focus.
Companies will gain a competitive advantage by taking a long-term approach to investing in employer branding and developing their brands to align with long-term business needs.
Here are some concrete, step-by-step tips to help develop your own employer branding strategies: keep reading…
One time, at cheerleading camp in Texas, one of the camp counselors asked us, “What do you do if your football team is the worst in the district?” The answer was to cheer anyway, because that is your responsibility. In fact, you have to cheer louder and bigger to motivate the team, the spectators, the alumni, and the students.
A recruiter is a cheerleader for the company. You are looking for the best team, and encouraging them to join because you know that this position at this company is a possibility of a lifetime. So how do you recruit for a company that has the reputation of being as “The 11 Worst Companies to Work for in America!”
My suggestions and thoughts: keep reading…
Talent is the magic that makes a business work. A loyal employee will move heaven and earth to make sure that everything they do is unmatched, both in quality and timeliness. To attract such talent:
Examine your “why” and weave it into your culture. Simon Sinek gave a talk several years ago regarding the “Why” and how that can create leaders. The “Why” is defined as the reason a person goes into business — the paramount desire that drives the business owner to spend their own money and invest all of their time into a concept. Many businesses tend to focus on the bare essentials to be the best at customer service, drive business and succeed, but these narrow goals do nothing to reflect the company’s culture. keep reading…
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For the fourth time, Google has captured the top spot on Fortune’s annual Best Companies to Work For list.
The company, which last year bumped SAS out of first place, held onto its ranking this year. SAS, meanwhile, edged past Boston Consulting Group to take the No. 2 spot on the list of 100 companies.
Of last year’s top 10 ranking companies, eight are still there. Two are new. Ultimate Software moved up from 25 last year to ninth in the current list. Hilcorp,. a Houston-based energy company, made the list for the first time this year, coming in seventh. It’s one of five energy companies to make the list. In 2011, the company appeared on the list of Best Medium (size) Companies.
Published on iTunes today, the list will be released on the web Thursday morning on the CNN Money site. Fortune Managing Editor Andy Serwer, interviewed on CBS’ morning news show, said the list is based on more than simply the benefits and pay a company offers. “Obviously, pay and benefits and all are really, really important,” he agreed, but added that perks demonstrating corporate citizenship — hours off for volunteer work — and an effort to create an appealing work environment are as important. keep reading…
Many of the mighty have fallen, but much of the cream of last year’s “Best Places to Work” remains.
Glassdoor’s annual list of the 50 best places to work, as determined by the scores awarded by employees and former employees, is out, and fully half the list is new. But among the top 10 for 2013, four companies remain from the 2012 list: Facebook, McKinsey & Co., Bain & Co., and Google. All four were in the top 10 last year.
Facebook is a double winner; it ranks #1 for 2013, and also took the top spot for 2011. In the 2012 survey, it ranked third, right behind Bain and McKinsey, where were one and two respectively.
“We’re honored to receive this award from Glassdoor,” said Lori Goler, Facebook’s vice president of people and recruiting. “We strive to make Facebook a place where everyone is able to have an impact doing what they love. Receiving this award is a testament to the culture of builders we’ve worked hard to create.” keep reading…
If you’re a startup recruiter, before you set out to compete for world-class talent, ask your client, “why will the 20th talented person to join your startup join your startup?” keep reading…
Conversations around talent communities have been steadily increasing in the U.S. in the last 12 months. Brands are looking to engage above and beyond existing social media platforms by creating professional candidate communities. Driven by particular segments of talent that are becoming increasingly hard to find, the need to have a pipeline or a pool of potential employees is now, for many, an imperative.
For instance, there is an ongoing requirement in the FMCG industry in North America for sales and marketing talent — making it a vibrant, fast-paced and ultimately competitive recruitment market. Organizations are battling with the fact that they know they will need talent at a point in the future, but in today’s economic climate they don’t have the luxury to hire them when they first encounter them.
It is against this backdrop that talent and recruitment professionals are exploring the role that talent communities can play in adopting a more strategic approach to recruitment. keep reading…
In the modern age of recruiting, reputation is everything. Before (pre-modern Internet age), recruiters would make their money on referrals or word of mouth with maybe a newspaper ad thrown in the mix for good measure. But it seems that in the age of the Google, job boards, and social networks, your name might not carry the same weight it used to, right?
Yes, and no.
Job boards are still a big source of the job search for most professionals, and oftentimes job postings are anonymous with regard to companies. For most job seekers, it’s an opportunity to fire through job applications in one sitting hoping that something sticks and they get a reply from a hiring company.
Gone are the days where it seemed that all you had to do to attract candidates was turning the phones on in the morning. Now recruiting has shifted to where competition is so crowded that you not only have to go to the job seeker, but convince them your opportunity is unique — not an easy task. So how do you separate yourself from your competition?
Here are four simple but important things to be aware of regarding your reputation online: keep reading…
Exactly three years ago employment-branding expert Dr. John Sullivan published the insightful: “Your Employer Brand is No Longer Owned by Your Firm” and challenged practitioners to recast themselves as influencers, rather than controllers, of employment brands.
No doubt this wisdom extends to brands of all types, but for most people employment is their most frequent “transaction.” Courtesy of new media, brand control is now firmly within the hands of consumers. Current, former, and prospective employees have multiple online means to share opinions and experiences, which combine to form a collective perception about “What it’s really like to work there.” Employer/employee review has been for some time a reciprocal aspect of the recruitment process.
Since Dr. Sullivan’s article, Facebook and Twitter have each cemented their place as the dominant players in the social media and micro-blogging spheres respectively. However it is the rise of websites (in full disclosure, mine is of course one of those sites) providing anonymous and authentic workplace reviews and freely advertised jobs that is the strongest emerging trend.
Pioneered by San Francisco’s Glassdoor in 2008, North America has seen a steady stream of new entrants to this social media space welcomed by active and passive job seekers determined to “look inside,” to research a prospective employer, before making a critical career move.
So does this trend pose an opportunity or a threat to recruiters and employment branding devotees? keep reading…
We have finally found the reason why the American economy has been able to do so much with so few employees. Before we explain the roots of this high productivity we need to explain that a new survey shows that “nearly 50% of men are hiring the women they date in this economy.”
Who were the respondents to this survey? None other than 40,000 members of SeekingArrangement.com, which bills itself as “the world’s largest dating website where women seek (the) ‘well-to-do.’” Yes, this totally perfectly clearly scientific report shows that “46% of ‘Sugar Daddies’ have employed, gone into business, or helped start a small business with their ‘Sugar Babies.’” keep reading…
Employer branding is the new black.
According to George Anders’ recent article on Forbes.com, LinkedIn is spreading the word about the significance of having a strong employer brand, and at the same time providing more tools and resources to help companies promote one on their platform.
This is great news for talent acquisition professionals who are on the front lines of trying to win the hearts and minds of top talent everywhere. And while there are many who question the economic recovery, U.S. unemployment levels have dropped to a three-year low and in the IT sector, many companies are offering employees up to $10,000 in referral bonuses. The message is clear: it’s time to look at your employer brand.
So you’re not Apple, Amazon, Deloitte, or Disney. Don’t despair. That doesn’t mean you can’t have an employer brand or employer value proposition of your own.
Here are four things to tell your boss when you’re putting it into your 2013 budget. keep reading…
Corporate recruiting is a field where there are distinct and measurable differences between the average and elite functions. In short, what that means is that “elite” recruiting functions (defined as the top 1%) produce superior results and act in ways that are totally different from the average function.
I am frequently asked during corporate presentations to cite the difference between “good and great” recruiting functions. Well, as a former chief talent officer and someone who has spent years devoted to identifying what makes the handful of elite recruiting functions unique, I’ve come up with an assessment tool. It is a checklist that can be used by recruiting leaders as a self-assessment tool in order to determine how they compare “side-by-side” to the few firms that have reached this elite status. The 40 defining characteristics are broken into seven distinct categories and they are listed in a numbered format for easy scanning.
The 40 Defining Characteristics of an “Elite Recruiting Function” in 2012 keep reading…