The online revolution has changed the decision-making process for everything from what to eat for breakfast to where we apply for a job. In an age of radical transparency when information is just a few clicks away, a whole new HR discipline has come to the fore: employer branding.
The nation’s unemployment rate is at a 17-year low of 4.1%, fueling the demand for talent and creating a highly competitive talent marketplace. At the same time, technology continues to disrupt business from almost every angle, and industries experiencing dramatic change and consolidation face redundancies and waves of layoffs.
Against this backdrop, maintaining a positive employer brand today is more important than ever.
Who are the absolute best recruiters now?
I’m in Chicago this week for the 19th annual Human Resource Executive HR Technology Conference & Expo, and I’ve been tweeting from several excellent sessions.
You can pretty much know what strikes a chord with the audience by the number of retweets and likes it receives.
I tweeted this during the “Women in Technology” event on October 4 and it has been getting a lot of traction.
When the Chicago White Sox told first baseman Adam LaRoche not to bring his son into the clubhouse as often as in the past, team management set off a firestorm in the business world as well as the baseball world. Why would a sports team restrict a 14-year-old boy who is popular among the players? And why would LaRoche quit baseball over the issue, apparently forfeiting his $13 million salary for the year?
Tis’ the season to make a list and check it twice. With this post, you’ll figure out if your employment brand has been naughty or nice.
In all seriousness, your company’s employment brand can attract or repel the talent you’re recruiting. Most HR professionals want their organization to be an employer of choice, but where do you start?
The answer is conducting an employment brand audit. The word “audit” usually makes people cringe, so let’s just call this exercise an “end of the year employment brand checklist.” Deal?
In his webinar titled “How to Tell Your HR & Recruiting Story With Killer Content,” Matt Charney advises HR and recruiters on the importance of telling an organization’s story to attract talent and building a business case that supports the brand. Charney emphasizes that, “What differentiates outstanding and engaging content is that it has a narrative, a clear voice and relevance to the audience.”
Every story begins “Once upon a time…”
One of the best things about being an entrepreneur is the opportunity to craft your company culture. It’s also one of the hardest, because - let’s face it - you can’t dictate a culture. Ultimately, your company culture is going to be what people make it. But, as a leader, you ought to steer in the right direction.
Much like a groundswell where a massive storm can create huge waves and a rise in the sea level, a groundswell among large groups of individuals -- using the power of technology and social media to connect -- can create a major surge in support, approval and enthusiasm to accomplish goals. Companies have started using groundswells to inspire consumers to rally around a cause -- and a brand. Procter & Gamble successfully created a groundswell around the Secret brand with their “Fearless” campaign.
At ConnectOne Bank in New Jersey, Maria Gendelman works in an environment where, she says, the CEO routinely reserves an empty chair at meetings to remind employees of the customer they serve. In January 2012, Gendelman was the bank’s chief retail and business officer when the CEO asked her to take on the full-time role of chief culture officer.
Great marketing begins with great strategy. Great strategy doesn’t happen without sacrifice. Sacrifice leads to differentiation. Brands cannot promise a smorgasbord of benefits; trying to be all things to all people is a recipe for disaster. There’s more: a marketer’s product or service must deliver the promise. If it doesn’t, great marketing cannot exist.
What does this have to do with HR? Everything. For the sake of brevity, I’ll list just five similarities between HR and marketing.
Employee Engagement Should Be a Focus Before It’s Broken
It really is our nature though isn’t it. To not think about things until they are completely screwed up. In the last few years the idea of employee engagement has taken a front seat in our book of leadership speak. It’s important. We like to talk about it. We believe it impacts the bottom line and that is important to us. Yet, we only begin to really focus on it when it’s completely jacked up. And that’s too late.
Can I be honest for a second? If you said no, stop reading.