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branding RSS feed Tag: branding

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…

Stop Throwing Recruiting Under the Bus!

by Feb 18, 2014, 12:27 am ET

There are thousands of startups in Silicon Valley who all aspire to be the next Google. Unlike Google, they don’t pro-actively invest in the resources to succeed or partner with recruiting to achieve this success. Instead they expect recruiters to work miracles in attracting top tier talent to their tiny ventures that are “disruptive.” keep reading…

Florida Rebrands State Job Sites

by Feb 11, 2014, 1:49 pm ET

Florida job brandFifteen months in the making, Florida has consolidated a hodge-podge of workforce boards and career centers into one brand called CareerSource Florida. keep reading…

Employer Branding: Don’t Get Taken in By the Waffle

by Dec 26, 2013, 6:35 am ET

bpEvery few years our business lexicon gets invaded by a new cliche. Management speak like “big data” and “social hiring” … vague terms that no one can really define but are liberally trotted out typically by vendors, consultants, and conference speakers trying to impress you. The king of the management cliches at present and one that makes my skin crawl is employer branding. There. I said it — well wrote it — but I was cringing when I did.

If you ever hear someone wittering on about employer branding I dare you to interrupt them and say, “define employer branding.”

I bet most won’t give you a very good definition and will be suitably aghast that you even questioned one of recruitment’s current sacred cows, but challenge it you must. Prick the pomposity bubble that we get sucked into. I read one article recently that urged all companies to create a “compelling employer value proposition.” There were few details on what that meant or how to implement it. In short it was just waffle. Companies spend fortunes and waste thousands of hours (I know, I was part of one) designing internal value propositions to allow company recruiters to become “front-line brand ambassadors.” This is nonsense. Stop wasting your time and money.

Let’s examine what exactly people are referring to when they talk about employer branding. Let’s cut through the waffle and look at some specifics that you can actually do to boost your organization’s perception among job seekers. keep reading…

The Top 25 Recruiting Trends, Problems, and Opportunities for 2014, Part 1 of 2

by Dec 9, 2013, 6:17 am ET

Even if you work in a corporate recruiting function with low resources or minimal expectations for change, every recruiter still has a professional obligation to maintain their awareness of the latest trends and predictions. I have grouped 25 predictions of the leading corporate recruiting trends for 2014 into four separate sections. Part 1 includes two sections that cover 14 new opportunities and continuing current trends. Part 2 (to be published next week) includes the final two sections, which cover 11 remaining trends that cover new challenges and areas that will continue to diminish in importance.

Section 1: The Hottest Recruiting Opportunities for 2014 keep reading…

4 Trends to Watch for in 2014

by Nov 28, 2013, 1:50 am ET

As 2013 draws to a close, we can’t help but wonder what 2014 is going to bring. The world of employer branding has been rapidly growing and evolving — just think of how many companies have added a role specifically for this purpose in the last few years. Yet, it still remains a challenge area for many organizations. Companies invest millions of dollars each year in marketing their consumer brands, but employer branding investments are lagging behind.

So, what’s on the horizon for 2014? Here are my four predictions: keep reading…

Employer Branding: Recruiters Help You Tell the Right Story

by Nov 20, 2013, 6:33 am ET

Right now, the biggest trend in recruiting is employer branding, crafting the promise your company makes to its employees. And the biggest trend in marketing is brand storytelling, using content, examples, and experiences to bring your brand to life in the mind of consumers.

Combining these trends can bring a powerful presence to your talent acquisition. But it’s not always straightforward. keep reading…

The 4 Components of an Employee Promise

by Nov 15, 2013, 6:36 am ET

Screen Shot 2013-11-06 at 1.16.29 PMThere are four basic components of an employee promise.

  • The job
  • The typical pay-benefits package
  • The culture
  • The brand

Each component ties first to running a successful business, and second to differentiating your workplace from others. Three of the components are quite standard (the job itself, the typical pay-benefits package, and the culture) and I will briefly describe these. However, I’m introducing a fourth component: the brand.

All four of these have an exchange of what the employer provides the employee and vice versa. Even though I discuss this as an exchange, it should not be seen as “tit for tat” or entitlement. It should be seen as honesty, transparency, and authenticity for both employee and employer, not a contract.

(I get into all this more in my book, from which this article is excerpted, pictured at right and available on Amazon).

Now let’s look first at the job. First and foremost a workforce exists because a job needs to get done. Therefore, the first part of the employee promise describes the details of a job that’s expected of the employee. keep reading…

A San Diego Consultancy Pulled This Site Together for a Couple Hundred Bucks

by Nov 7, 2013, 5:14 am ET

Screen Shot 2013-11-06 at 3.11.18 PMCumming may have only 255 employees, but its new website looks like one built for a company a bit bigger, all for a budget of a couple hundred bucks. You’ll be disappointed if you want slick career-site pizzazz, but not if you’re happy with fairly clear messages, a simple look, and some symbolic art of a tree with fingerprints.

Scott Weaver, who manages the four-person talent acquisition team, walked into the marketing department about a year ago with some concerns. keep reading…

Don’t Bother With Employment Branding

by Oct 30, 2013, 6:42 am ET

Let me repeat that: Don’t bother with employment branding. Don’t waste your time or resources uncovering and articulating your brand. At least … don’t bother unless you commit to changing your mindset about active and passive candidates. keep reading…

‘Damning’ Report Says Facebook Marketing Doesn’t Work

by Oct 29, 2013, 2:51 pm ET

facebookDescribed as “damning,” “scathing,” and “brutal,” a Forrester report says Facebook is all but useless as a marketing tool, bluntly declaring “Facebook is failing marketers.”

“Don’t dedicate a paid ad budget for Facebook,” advises Forrester. “Marketers tell us Facebook ads generate less business value than display ads on other sites. It’s time to make decisions based on facts, not on faith or fascination. You’re just buying display ads!”

In a blog post addressed to Facebook CEO Mark Zuckerberg, the author of the report says,”While lots of marketers spend lots of money on Facebook today, relatively few find success … Facebook ads were less valuable than any other marketing tactic (marketers)  could use on your site.” keep reading…

1 Brand: Build an Employer Brand Fortress by Integrating With Your Corporate Brand

by Oct 4, 2013, 6:16 am ET

Employer branding has been heating up. According to last year’s LinkedIn report on U.S. 2012 recruiting trends, recruiting leaders are fearful their competitors are investing more heavily in employer branding than they are. No surprise. Employer branding done well brings in qualified candidates who are pre-sold with your organization’s mission, vision, and work rewards, making a recruiter’s job much easier. For larger organizations, having a well-articulated employer brand architecture ensures consistency or messaging- where everyone, from employees to recruiters, is singing in one voice.

There is one question that gets asked repeatedly, in every employer branding workshop that we hold.  “But where does our employer brand fit with our corporate brand?” keep reading…

How Cool Is Your Office?

by Sep 20, 2013, 9:45 am ET

HR Tech starr conspiracyThis week, we’re talking cool. Maybe it’s because Fall starts Sunday or maybe it’s because the coolest show in HR — HR Tech — starts a week after that. Mostly, though, it’s because this PR email came in about the coolest offices in the world, which really isn’t about the whole world, but the offices are, well, not like yours and mine.

First, though, is this advice from The Starr Conspiracy to the vendors who will be exhibiting at the HR Tech show in Las Vegas:

Don’t get caught with a pile of stress balls and a profoundly vapid event strategy.

The Starr Conspiracy is a cool marketing firm that works only for HR vendors and which had an Airstream trailer for a booth at one HR Tech show. It put together a show guide: “Burn After Reading: The Vendor’s HR Technology Conference & Exposition Manual.” It offers bits of wisdom about the four essentials of the show: keep reading…

Mayo Clinic Wants People Who Want to Change Lives

by Sep 18, 2013, 1:00 pm ET

ere-falllogo-facebookMayo Clinic. It’s one of those organizations that seems to always get mentioned when people reel off the names of of the organizations they respect and admire. At least one study has it listed in the top 10 places that honor students want to work for.

But that didn’t mean it was easy for Mayo to create an employment brand and to make that brand mesh well with the company’s consumer brand.

keep reading…

Google, EY, Goldman Sachs, and PwC Top This Most-attractive Employers List

by Sep 17, 2013, 11:00 am ET

You may have heard this song before, but Google is atop a list of desired employers. After that comes, in order, Goldman Sachs, PwC, Microsoft, Apple, Deloitte, KPMG, Coca-Cola, and P&G.

Universum Global surveyed 200,000 students and put together two rankings of the world’s most attractive employers, one for business students and one for engineering students. The students were surveyed in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Russia, UK, and USA.

Here’s a look at the business list (left) and the engineering list (right) of the “world’s most attractive employers.” keep reading…

The Top 10 Best Approaches for Winning The ‘War For College Talent’

by Aug 26, 2013, 6:00 am ET

3381_Wyatt Hall WindowStudents 2011College recruiting has been in the doldrums during most of the economic downturn, and as a result there have been few strategic changes in it, even though the rest of the recruiting function has undergone major shifts during the downturn. And just in case you haven’t seen it yourself, I am predicting that college recruiting demand is about to explode and the competition will soon reach previous “war for college talent” levels.

This resurgence of interest in college hires is due to a reviving economy but also because of the urgent need in a VUCA world for employees who are creative, innovative, fast-moving and who are comfortable with new technology.

If you are one of the corporate talent leaders who want to get and stay ahead of the competition, the time is ripe for re-examining your college program to see what needs to be done to update it. Start with the college recruiting staff. Make sure that it is staffed with data-driven, experienced recruiting professionals prepared for real change, rather than simply enthusiastic young people whose primary qualification is that they themselves are recent college grads. I’ve put together a list of the top 10 categories of strategic change that could literally propel your program into dominance. They are listed with the most impactful strategic changes appearing first.

Action Steps to Win “the War for College Talent” in 2014 keep reading…

Qualified Healthcare Candidates Exist — You Just Have To Find Them

by Aug 13, 2013, 6:25 am ET

HC-Metrics-Infographic_07During a recent meeting with a client who was struggling to find candidates, I was asked what they could do differently. The same tried-and-true methods were no longer yielding results, and their tactics were sporadically successful at best.

This client was hardly alone.

To perform at the highest levels of standards and quality, a hospital must be properly staffed to meet the needs of its patients.

For more than a decade, healthcare has experienced a shortage of workers, most notably experienced registered nurses. As the recent Bernard Hodes Group Healthcare Talent Metrics survey indicates, healthcare organizations can increase their chances of hiring more qualified employees by implementing employer brand-driven strategies and tactics that reach and engage the candidate audience more consistently.

Qualified Candidates: Where Did They Come From? keep reading…

What Trends in Film-going Tell Us About Employer Branding

by Aug 9, 2013, 6:24 am ET

Screen Shot 2013-07-29 at 10.17.25 AMHollywood’s summer season is in full swing, and a Monday morning review at our company of the weekend’s box office led to an impromptu employee survey about appreciation of movies beyond the multiplex.

The interest level in old films is nonexistent among our 20-something graphic designers and account managers. None of them have ever really seen a black-and-white film or any of cinema’s best from decades past, which says something important about their relationship with films. Their generational disinterest in traditional narrative carries important implications for employer brand marketing. keep reading…

When You Want to Show Your Culture, Attract Attention, and Have Fun Recruiting, Here’s the Video You Make

by Aug 1, 2013, 6:45 am ET

SpareFoot

Competing for tech professionals is tough enough for an established company, let alone a startup. Even those with a sexy idea, angel funding in place, and promises of stock option wealth have a hard time finding developers. Now imagine you’re a startup in the storage unit rental business and you need to add staff, including tech help. And, oh yes, you’re in Austin, one of the U.S. premier tech centers.

What do you do? keep reading…

Pick the Right Recruitment Ad Agency and Get the Most From It

by Jul 17, 2013, 5:49 am ET

External recruitment marketing companies are not one-size-fits-all. The key to a successful collaboration with an outside agency is finding the right fit for your company and needs. Consider the following three questions when determining whether an agency is the right fit for your company: keep reading…