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BRANDE : Talent acquisition

April 4, 2017

Recruiting, Employment Branding and Everyone You Know.

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.

Enter Talent Branding.

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.

    1. Expand your Research- When doing employer brand research, consider external and competitive research as well. Don’t just speak to the people inside your company- take an external look as well. Which companies are the competitors for your top talent? What are the appealing aspects of their employment offer? This can be easy enough to find out by going to their website and social sites and even Linked In and Glass Door. What awards have they won, which groups are they targeting with unique messages (Military veterans, women, other diverse groups?)

 

    1. Conduct a Communications Gap Analysis– Take a view of every touchpoint in the candidate’s consideration process and see what you have (or need) to influence their decision in your favor. Consider how you are moving talent through the hiring process along with managing the feelings of those who you are not. Beyond supplying top prospects with materials or links to your website, create an information funnel designed for people with small, medium and large appetites for knowing more about the company, the culture, the business strategy and what their day-to-day really looks like. Make sure when you develop the content, you have developed in all media from video, digital, PPT, email and print and of course, implemented each across all social channels.

 

  1. Influence the Influencers- As we evolve from Employer Branding to a Talent Brand, this is the most important take-away. Simply put, everyone is an influencer. Your current employees, alumni, and thought leaders. Parents, spouses and friends. Vendors, customers and just about everyone you know. Make sure you have thought carefully about your Employer Brand (the things that make your company, culture and offerings unique), the wants and desires of the people you’re trying to reach, and most importantly, how your stories are told, retold, refuted and shared in a world gone social.

Only then will you have truly mastered the art of The Talent Brand.

 

Find out more about Brandemix Rapid-Cycle Talent Branding!

June 13, 2016

The Best Talent Recruitment Webinar to Combat the 4.7% Sourcing Dilemma

 

Last month the Bureau of Labor Statistics reported the unemployment rate at 4.7%, the lowest in almost 10 years. As the competition for hiring remains high, savvy talent acquisition professionals are looking for new ways to boost their candidate pipeline without breaking the recruiting budget. That’s where an employee referral program can help. Already considered to be the number one source of hire, according to a recent CareerXRoads SOH survey, a well executed employee referral program can also provide a number of different benefits including higher levels of employee engagement, lower turnover and best quality of hires.

If you’re interested in knowing more about Employee Referral Programs don’t miss Brandemix upcoming webinar on  June 28 2PM EST

Implementing a Best-in-Class Employee Referral Program

Hear more about:

The top employee referral program practices to adopt for maximum success

How to create a stellar referral culture within your organization

How to keep employees in the know and ready to deliver their best “elevator speech”

Register Today

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April 27, 2015

Rapid Cycle Talent Branding

Alignment at the Speed of Business

RapidCycleTalentLandingPage3[1]Time is moving quickly and organizations that are fast to change and seize opportunities are realizing greater financial rewards. And yet, the greatest barrier to change is creating understanding and emotional support for the redirection.
How can branding help?

The essence of branding is the successful alignment of the rational and emotive sides of our brains, creating rapid acceptance to new ways of thinking and acting.

Someone once described the optimal state as a CEO, a dog and a Frisbee. Wherever the CEO throws the Frisbee, the dog is there to catch it; running joyously, changing course and returning it with a wagging tail.  But what if instead of one dog there were one thousand. How can we harness the positive energy and create a reflexive, adaptive workforce, ready to change direction and chase down new opportunities?

Some call this change management.
We call it branding.

Brandemix rapid cycle talent branding is an efficient way to understand the business and create awareness, commitment and support for the effort. It’s designed to bring stakeholders together to collaborate, vet ideas and implement meaningful actions to align talent with business strategies.

Rapid-cycle talent branding can help companies create, refresh or reconfirm their employer brand or create awareness and commitment around a new initiative.

This is the ideal solution for companies who want to quickly:

  • • engage internal audiences with opportunities and actions
  • • perform employer brand check-up
  • • highlight expectations, Center of Excellence, change initiatives, or talent segments
  • • get leadership invested in their talent management efforts

Get real outside perspective and guidance, create organizational alignment and deliver quantifiable results in a timely and efficient way.

Consistency between your company’s culture, talent and people practices are imperative to an organization’s success. Rapid cycle talent branding  is an opportunity to learn how you can define the culture, HR and talent management experience you want to portray, and keep employee performance continuously aligned with strategic goals of your company.

January 9, 2013

Bonus Reel: How to Ruin Your Employee Referral Program

January 7, 2013

How to Ruin Your Employee Referral Program

According to CareerXroads, 28% of external hires in 2011 were referrals, and that number gets even larger when you factor in internal referrals. An employee referral program is a fantastic way to find talent that fits your culture while strengthening your employer brand with your current workers. It decreases cost per hire, time to hire, and turnover.
But just as there are many ways to create an effective ERP, there are plenty of ways to screw it up. Here are the most popular ones – make sure you avoid them.
Forget about it.
We’ve all seen this happen to company initiatives. Management makes a big announcement, holds a splashy launch event, and then…nothing. No reminders, no follow-ups, no mention of a deadline. No one announces the winners – if there are any. Eventually, the program dies a quiet death. To avoid this pitfall, give the program a catchy name with a slogan that reflects your employer brand (like we did for Kaplan, below). Announce winners and new hires as soon as possible, and give regular reminders to employees. Some workers respond to scorecards and leaderboards, which can be real or virtual.



Facebook ad that Brandemix created for Kaplan’s ERP

Don’t help employees.
It’s not enough to just tell your workers, “Go talk to your friends!” You have to give them support. Create badges they can post on their Facebook pages, provide short links to use on Twitter, and give them YouTube videos they can send in an email. You can even give them actual cards or certificates to hand out; they’ll feel like Santa Claus. Guarantee interviews for all referrals, so employees know their friends will make the first cut. And if your careers site is boring or complicated, create a microsite just for the program

Make it complicated.
You’re asking employees to spend their free time helping you, so why make it complicated? Strict or obscure rules – like “the referral should not have worked for a competitor in the last three years” – discourage employees. Some organizations forbid managers or the entire HR department from participating, which just creates envy and dissent. And don’t make employees wait too long for their reward; how excited would yoube if you had won $100…which you’ll get after the new hire has worked for 90 days and then two pay periods later?
 

Give pathetic rewards.
You’re saving potentially thousands of dollars on a hire, so you can give more than a $25 gift card to the employee who went and above and beyond to improve the team. Publicize the winners to through every internal channel so that other employees will want to double their efforts. If you can’t award large payouts or flashy prizes, there are plenty of low-cost alternatives, such as a premium parking space, lunch with the CEO, or extra/preferential vacation time. No matter what the prize, make the employee feel special and appreciated, which helps not only the ERP but your organization’s morale as well.
 
And don’t forget to promote the ERP externally, to all your brand’s fans, customers, and applicants. Also, give feedback to employees whose referrals didn’t get hired, so they’ll know what to look for in the future.
 
Employee referral programs turn your employees into brand ambassadors externally and generate team spirit internally. They’re cost-effective and increase the odds of creating the culture you want in your workplace. Avoid these mistakes and you’ll be well on your way – but if you need additional help, we at Brandemix are experts. And we’d love to hear from you.