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.
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.
Implementing a Best-in-Class Employee Referral Program
Alignment at the Speed of Business
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:
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.
|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