A positive employment brand can help attract top candidates, making recruiting for your top positions easier. But, candidates don’t come to us in a vacuum. Before they even apply for a position or speak to a recruiter, they’ve been exposed to advertising, the experience of family members or friends, and the power of social media to shape what they know, or think they know, about our business. In fact, according to a recent Roper survey, over 60% of the respondents listed word-of-mouth as their best source of information.
And that’s what has brought about a great attention to Employer Branding. Companies are looking to have more control on the impression of their company in the mind of an applicant. And according to a variety of Employer Branding surveys, including early data from one we have in progress (you can share your employer branding experiences here,) those who have succeeded have been guided by the same methods and techniques used by consumer branding agencies. Moving beyond simple brainstorming sessions between Talent Acquisition teams and/or Internal Communications, the research methods used to glean employee information and create employer brands have now expanded to commonly include employee surveys, focus groups and executive in-depth interviews. But, in today’s highly social world, with unemployment at 10 year lows, and the competition for talent a top concern for CEOs everywhere, that still might not be enough.
Talent branding considers that employer branding has become a two-way street, as the employee and candidate experience is sharable (almost viral) and transparency and authenticity are the table stakes.
Talent Branding can be considered the evolution of Employer Branding. At its best, it is the art of making a strong emotional connection from your organization and its culture, to the talent it needs to attract and engage to drive the business forward. And while the visible output of the efforts may be the same- a redesigned or enhanced website, recruiting booths, brochures or website banners, the research and development process has been refined to be collaborative and as inclusive as possible of all audiences and all available information.
We are seeing a greater emphasis placed both on the employee experience, the candidate experience and the development of personalized messages that can speak to the wants and needs of each of our audiences at every phase of the hiring process including candidate rejection and employee termination.
What salaries are you paying? What interview questions are you asking and how do people rate the talents and abilities of your CEO? The answers to these questions are so easily obtained that we take it for granted, yet it might not be that we have given enough thought to the implications and responsibility it places on recruiters, hiring managers and even our employees themselves.
If you are about to embark on an Employer Branding initiative, here’s how you can build a bullet-proof talent brand and take things to the next level.
As 2014 comes to a close, I thought I’d take a look back at the year’s most popular blog posts. The topics range from social recruiting to employer branding to video marketing. I hope these articles will help you reach your target audience in your most important marketing, branding, and talent acquisition initiatives.
Thanks for reading and happy new year.
Jody Ordioni, President of Brandemix
Here are the BrandeBlog’s six most-read posts of 2014.
Social Recruiting is Still the Next Big Thing
Jobvite released its 2014 Job-Seeker Survey, speaking to 2,135 adults both in and out of the labor force. The report shows that social and mobile recruiting are still trending upwards. How can you use social media to reach top talent? Read our findings.
An Internal Communications Guidebook Will Save Your Culture
Internal communications can be challenging for large organizations. It’s sometimes difficult to speak with one voice and reflect the organization’s mission, vision, and values when corporate communications are created by many different people, sometimes in locations scattered around the world. Internal communications reinforce the business strategy to all employees, so it’s important that they’re consistent, effective, and on-brand. The solution for many organizations is to create a communications guide or toolkit. Here’s how to do it.
Employer Branding Global Trends and Surveys
Employer Brand International just released its 2014 Employer Branding Global Trends Study Report, a survey of more than 1,100 leaders from around the world. The goal was to discover how their organizations use employer branding to attract, engage, and retain talent talent, and their plans for their employer brand’s future. Here are the survey’s most important findings.
Social Media PR Disasters: Think Before You Post
Several small-scale disasters have shaken social media over the past few days, and they all have one thing in common: poor judgment. There’s something about the immediacy and brevity of Twitter and Instagram that leads brands to post with little thought to the consequences. Learn from their recent mistakes.
Nothing Engages Audiences Like Video Content
Integrated marketing success hinges on having a great website. And consistent, relevant social media. And consumable content across responsive media. But the crucial element to bringing it all to life is video. Validated in the latest surveys and best-practice case studies, it’s evident that video is truly changing the way we brand, market, inspire, and engage with our target audiences. Here are the latest statistics and discoveries.
Social Media Fun Facts
What’s the most photographed location on Instagram? The most popular tweet on Twitter? The most shared video on YouTube? The answers may surprise you — and can help you decide what content to create and share with your own audiences.Want to be more popular to job-seekers, employees, and customer?
Many experts have examined the challenges of marketing to and recruiting Millennials, or Generation Y; people born between about 1981 and 1998. But coming right behind them is Generation Z — and they have the capacity to turn decades of strategy upside-down.
For years, professionals in marketing, branding, and recruiting have used to Facebook to target both Generation X and Millennials. But Facebook’s 2014 Demographic Report has just announced the news that 3.3 million users aged 13-17 have left the site since 2011. That’s 25% of the country’s entire age group. And Twitter? Only 10% of high school students are on it, according to Statista.
Where are the young social media users going instead? As Mashable points out, “Gen Z favors Snapchat, Whisper, and Secret — ephemeral and visually engaging platforms that cater to the youngsters’ eight-second attention span”…and which are yet to be penetrated by any sort of marketing presence. Luckily, the age group is also joining Instagram, where brands like Audi and Oreo have found great success. 12% of Generation Z was on the photo-sharing network in the fall of 2012; a year later, 23% of them were on it.
What does this mean for brands trying to reach this rising demographic? Let’s quickly review the latest info on Millennials to see how the two groups differ.
60% of Millennials upload videos, image, and blog entries to the web, compared to 29% of other age groups. 84% say that user-generated content on company websites has at least some influence on what they buy. 95% wants brands to actively court them, while 80% expect brands to entertain them. Millennials also send about 20 texts per day.
When it comes to talent acquisition, 53% of Millennials are applying for jobs through LinkedIn — but 19% are also doing so through Google Plus and 10% are using Facebook. 39% of Millennials want their jobs to have a positive impact on the world. And here’s a useful stat for non-profits in both marketing and recruiting: 73% of Millennials volunteered for a non-profit in 2012.
What about Generation Z? Forget about Generation Y’s two-screen activities; every day, Z’ers multi-task across at least five screens, according to a Sparks & Honey report, and 41% spend at least three hours on computers or mobile devices for non-school activities. The internet plays a huge role in their lives: 52% use social media, including YouTube, for school research assignments. 20% read their textbooks on tablets. 32% collaborate with their classmates online.
While the Y’ers are texting, Z’ers are sharing images (such as on Instagram) and videos. Generation Z is also focused more on creating social media content, as opposed to just sharing others’ creations.
In terms of employment, 26% of 16- to 19-year-olds currently volunteer, a number that I’m sure will rise as the rest of cohort ages out of middle school. 60% wants their jobs to impact the world — 21% higher than Millennials. And 76% would like to turn their hobbies into full-time work, compared to 50% of Millennials.
And lest you think that Generation Z is “just kids” — their average weekly allowance is $17, which adds up to $44 billion a year.
So, marketers, branders, and recruiters, you need to be where the two generations overlap — and where a huge segment of the population is heading. That means looking beyond LinkedIn, Facebook, and Twitter. It means more images and videos. It means “snackable” content for short attention spans. It means campaigns with user-generated content, so Gen Z’ers can create their own stories. For recruiting, it means highlighting corporate social responsibility and environmentalism, concepts that have not been embraced by the generation before them.
Generation Z is just now entering college, which means they’ll be interning and working during the summers. Some will forgo college and its mounting debt altogether, and head directly for the workforce. They’ll be looking for jobs and for ways to spend their money. Will you be there for them when they are? My agency can help.
Jody Ordioni is President of Brandemix.
I don’t say this very often, but it’s possible that recruiting is going to change forever, thanks to the “wearable visual technology” known as Google Glass.
Why? Because, as the economy improves and the competition for talent increases, Google Glass will allow organizations to show a job listing and a corporate culture instead of telling. From talent acquisition to employer brand, this technology can be used to engage job-seekers in several new and exciting ways:
A Day in the Life of an Employee
What does, say, an “associate director of strategic communications” actually do? A job posting for a position like that will likely have a long list of “Responsibilities,” “Requirements,” and “Qualifications.” But pictures can be worth a thousand words. Instead of a confusing job title followed by a page of unexciting text, companies can allow an employee to shoot a video of their daily routine using Google Glass. Job-seekers could see all the interesting, challenging, unexpected aspects of the job, which might not come across in a listing. A first-person video allows job-seekers to envision themselves working for the organization, a very powerful experience.
Meet Your Recruiter
Some brands, like Taco Bell, showcase their recruiters, putting a human face on what can be an intimidating process. Google Glass will let companies take that strategy to the next level, by showing what daily life is like http://translatingfashion.com for a recruiter. Job-seekers will get a behind-the-scenes look at the application and interview experience, seeing where to park, how employees dress, what the interview room looks like — even where the restrooms are. This sort of advance knowledge does wonders for nervous applicants who usually have no idea what to expect at an interview.
Inside the C-Suite
At Brandemix, we sometimes have the pleasure of producing company videos that star the CEO. But not all business leaders are comfortable with the spotlight. Google Glass can put camera-shy executives at ease by letting them wear the camera! Job-seekers love sneak peeks and inside information, so the unprecedented access allowed by a CEO wearing Google Glass is sure to be a hit. And the executive doesn’t have to take time out of her day to recite lines under hot studio lights. Everybody wins.
Welcome to the Neighborhood
Some employers, like Ann Inc., make a point of showing off their office’s neighborhood. Google Glass gives employers a chance to move beyond photos. Videos can show what restaurants are nearby, how easy the commute is, and area secrets that only locals know. If job-seekers perceive a company’s location as a disadvantage, a Google Glass video can be an effective way to change their minds.
Google Glass can have a major effect on recruiting for any employers who adapt it early and use it wisely. After all, many people, including job-seekers, would rather watch than read. If your office is lovely and your employees are friendly, you should show them off!
Want to learn more about Google Glass and other innovative talent acquisition strategies? Write to us.
Think social media recruiting is only hype? Jason Ginsburg explains just how popular – and effective – it really is.