This month Brandemix took a look at Facebook’s recruiting on (of course) Facebook to learn from its efforts. More traditional than one might expect, its career site, which also links to a more traditional Facebook recruiting page, checks all the boxes for a great example of how employer branding can shape a candidate’s experience of your company.
According to most reports I’ve read on millennials, they want to work for purpose-driven organizations. While no one would accuse Facebook of being a not-for-profit organization, it has done a great job of creating emotional buy-in for its career opportunities by connecting to a higher and human purpose. It leads off with a few sentences that show it values people and humanity.
People are at the heart of every connection we build. We design products and deliver services that create a more human world — one connection at a time.”
Through short, engaging videos (and rollovers that further help segment the content) visitors can quickly learn about different paths, internships, accolades, and awards. Moreover, though the storytellers are different, the videos all share the same theme of doing meaningful work and connecting through people.
Judging from the photos, Facebook employees are a diverse bunch of happy people working all around the world. In fact, every page offers the opportunity to connect to a team, a location, or a specific population (university, interns, managers etc.). The pictures themselves are stylized, diverse, and very engaging without being overdone.
What I really enjoyed was the excellent copywriting throughout the site, as evidenced by something so innocuous as presenting the employee benefits in a people-focused way. Rather than an informative bulleted list, readers get the sense that HR tirelessly eliminating distractions and thinking of ways it can truly be of help to employees and their families.
By focusing on seven key areas below, we’re able to connect you and your loved ones with the support you need.
Each area is supported by a statement about how everything it offers is with the employee in mind:
All in all, it has done a fantastic job of interweaving the rational (compensation, development, challenge) and emotional (taken care of, purposeful, happiness) drivers of employment to eliminate the uncertainty of career change.
And that’s at the heart of making a good impression through great employer branding. Want to know more?
You’ve heard about it at meetings – possibly from me. But what is a “brand plan”? It’s both an internal and external document. Internally, it describes your organization’s focus and goals, to align all employees with your mission. Externally, it provides a roadmap for marketing and promotion.
|It’s all right to have your head in the clouds when writing your vision and mission.|
SWOT It Out
A brand plan includes an analysis of your company’s place in the market, broken down into four parts: Strengths – including your expertise, uniqueness, resources, or anything else that gives your company an advantage. Weaknesses – issues that may be holding you back from your potential; what knowledge or capabilities are you missing? Opportunities – such as an emerging customer need that you can meet, a new technology that will change your market, or a reduction in regulations or costs. Threats – problems on the horizon such as a customer need, technology, or law that makes the market worse for your company.
You now know where you want to go, how you’ll get there, and your current and future advantages and disadvantages. Now you can create a strategy that will help you get from here to there, using your strengths to take advantage of the opportunities and avoid the obstacles. This means creating a strategy, the large-scale plan for success. Within this are tactics, the individual programs, products, and initiatives that contribute to the strategy. In war, strategy involves which battles you’re going to fight; the tactics are how you fight them. Don’t get them mixed up or you can find yourself wasting resources on a tactic or overlooking the importance of a strategy.
Bring in the Numbers
Visions and missions can be “touchy-feely,” but a brand plan should include numbers. If you’re launching a new product, how many will be in your first shipment? What are your metrics for success – sales, hires, press mentions, social media responses? What’s the minimum ROI that will allow you to move on to the next step? And what’s the budget for each of your tactics? Don’t let your enthusiasm make you neglect the most important numbers – time and money!
|Some brand plans are measured in months; others in hours|
3, 2, 1, Launch!
The plan is in place. Now it’s time to execute. Put that new budget to use and start designing, writing, creating, and shipping. After so much discussion and preparation, everyone will be eager for results. Help them out with a quick win, an easily achieved goal that boosts your employees’ confidence and builds momentum for the next round. Quick wins silence doubters and give you something to point to at the first few status meetings and say, “This worked.”
Your brand plan is finished. Guided by your mission statement, you’re implementing your strategy and tactics, making your vision a reality. You’ve made some quick wins, you’re analyzing the metrics, and you’re aware of both the perils and the promise of the future. You’ve put in place a solid foundation for success.
At Brandemix, we specialize in brand planning, brand architecture, brand positioning, and branding initiatives. If you’d like to learn more, contact me. I’d love to share our knowledge with you.