Employment Branding: The Social Media Piece

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I’ve had acquaintances and colleagues reach out to me regarding employment branding over the years, and, in many cases, they simply wanted to brainstorm different ways to build a grassroots brand with little-to-no budget. I had been in similar situations in the past and although it would be nice to have a budget and/or a person completely dedicated to employer branding initiatives, I can see why it’s hard to convince an employer that it’s worth the investment. But fret not, there are still plenty of things you can do if you’re short on bandwidth or money.

Social media is a great option to get the word out about your company culture and jobs, and one many job seekers are now expecting to find if they’re doing research on your organization. If you’re the one trying to initiate the branding piece, consider how much time you have to dedicate it. Also consider your level of marketing skills. Although many people have used social media for personal purposes, it’s important to realize that personal experience and marketing skills are two very different things. Once you identify these things, here are a few suggestions to help you get your branding efforts up and running:

  • Choose your platform: Would it make more sense to separate out your employment brand from your consumer brand, or should you work with your marketing team to incorporate recruitment marketing into their content schedule? If you do decide to create new employment branded-based social media profiles, will you throw a wide net and utilize as many social media platforms as you can or optimize a couple platforms leveraged most by your audience? Figuring out these aspects are the first steps to developing out your social media employment branding strategy. Typically, though, many people put focus on mainstream platforms like Facebook, LinkedIn and Twitter.
  • Figure out your content calendar: There are plenty of free tools online to help you develop out a content calendar and schedule. Choose one that will keep you the most on track and stay consistent in your postings. Additionally, determine what you should post and how often. As a general suggestion, start small and assess the results. Do research to find out when the best times to post are and appropriate hashtags to use. For example, Facebook has highest engagement from 1-3pm on Thursday, Friday and Sunday. However, Twitter works best 3-6pm from Thursday through Sunday. Share your postings during that time manually or use tools like Hootsuite to automate postings.
  • Know what to post: Many people make the mistake of using their social media platforms as a way to simply post jobs. Although the point is to reach more candidates and increase your applications, many candidates will lose interest if you only post jobs. To keep people engaged and to continue to expand your network, incorporate content that will add value. For example, make sure you include things that will showcase your culture, like pictures of recent events or the day-to-day at the office. Also make sure you curate content. For instance, if you are a tech company, share content that is industry-focused. Or even share job-seeker tips. You want people to look at your feed and find useful take-aways rather than just a job feed.
  • Take time to communicate: Social media is meant to make it easy for individuals to communicate with each other. So, make sure to create opportunities for two-way communication. Respond to comments/inbox messages in a timely fashion. Comment on posts. Participate in social media chats, such as Twitter chats.
  • Track and adjust: Track results on a weekly basis for a month to three months and identify any patterns. Make adjustments and/or optimize successful results when making a more robust schedule later on. Some things to measure are engagement, hashtag impact, follower/like growth, clicks and hires. Some free tools you can check out are Ritetag and Keyhole. You could also leverage some free reporting via Hootsuite. There are tons of tools out there, so be sure to take the time to find the right one for your needs.

Employment branding can be done on a budget, even if you don’t have someone solely dedicated to the initiative. Little steps like the ones mentioned above can help you incorporate this into a talent acquisition strategy in the most efficient and effective way possible.

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#UCFBizChat: Uncovering Company Culture through Social Media

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A former colleague of mine recently reached out to ask if I would host a Twitter chat for her students at University of Central Florida (UCF). As a career center advisor, she was excited about the prospect of her business students getting exposure to seasoned recruiting professionals and the opportunity for them to get sound advice when it comes to careers after college. Of course, I was honored to contribute to the conversation, especially since the topic focused on investigating the company culture of prospective employers via social media.

Not so long ago I was in their shoes, aggressively looking for work at an employer I could feel excited about and one that seemed to match my personality and values. During my search, I discovered how informative social media was when trying to uncover that culture fit. Even after I finally landed a job, I often tell those who come to me for career advice about how important this research could be in terms of finding an employer that’s right for them. And for both students and experienced professionals, this should be a major part of the job seeking process. Digging deep with multiple resources allows a candidate to get a better sense of what the company is all about and may limit any surprises if they end up landing a job with the company.

As I’ve gotten more involved with things like employer branding, I’ve seen the hard work employers put in to try and provide valuable insight into their organization and jobs. They’ve really incorporated a ton of information about their culture, perks, videos, “a day in the life” campaigns and images of events or daily happenings. Although employers go through great lengths to provide a detailed and positive image for their companies to attract talent, I also know there are external factors that play a big part in the full employer brand, including news resources and employees themselves. Job seekers should incorporate this information too to ensure a more realistic and well-rounded view of the organization.

So, some simple research tips I suggest are as follows:

  • Career sites: Career sites are always a great starting point and may provide more information than just a job board. This is a place where employers can include updated information about the organization, specific roles and locations. Be sure to click around and review things like their videos, blogs, benefits details, corporate social responsibility and so on. Also, see if there are any external links to review, such as their social media sites.
  • Social media: Try to find career-focused social media sites for the company or their main social media sites if they don’t have it segregated. Review their postings, see how they interact with people and even investigate some hashtags they are using. This could help you discover current employees that are also using the hashtag to promote life at the company. It could provide you some more candid insight than what the employer shares on its own. Usually Twitter and Instagram are great for researching these things.
  • Google search: Performing general Google searches or setting Google Alerts can allow you to stay current with what’s going on at the company. Press releases, blogs, new jobs and news about the company keeps you updated with both good and bad. It could also help you get a feel for the direction the company is going in before you decide to apply to jobs. After all, you wouldn’t want to accept a job offer for a company that has been experiencing major lay-offs or is being acquired by a company that has a completely different culture. This can help protect your decisions.
  • Social networking: As I mentioned earlier, social media allows you to discover hashtags and current employees. If you’re really interested in a company, social media could be an easy way for you to connect with employees and get some real feedback about what it’s like to work there. If possible, I would also suggest trying to find an employee that either works in the location you’re looking at and/or an employee who might work in the same role or department. This can give you a direct look into the working conditions and culture of that particular office or role. Just because a company is tooting its horn for having an awesome company culture doesn’t always mean this trickles down to each location, department or role. It’s best to hear it straight from someone who knows.

School might be getting out, but doing your homework during your job search can save you a lot of headaches! Make sure to research on multiple platforms to ensure you’re getting the full story.

For those interested in this discussion, be sure to join #UCFBizChat on Friday, October 24th at 11:30am EDT.

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How Working at a Startup Could be Good for Your Career

While in college and early in my career, it was beat into my head that startups were not a viable choice as an employer. My peers and I were taught that startups were unstable and hard work. We were told that they couldn’t offer the desirable things that big corporations could, such as career growth, benefits and a retirement fund. But as years went by and people within my social circles matured, I’m now suddenly surrounded by individuals who have/are creating startups, work for one or have a desire to work for one. And by learning from them and comparing corporate experience against startups, I’m starting to wonder if we were all taught wrong.

Yes, startups are hard work. As some have told me, there are a lot of challenges when it comes to working at a startup. There are times where one day things are going great and then the next day you could be out of a job. Long days and late nights are common. Also, let’s not forget the anxiety of the daily uncertainty that comes with working at a startup. However, despite all of it, these individuals still prefer that environment over a corporate one… and for good reason.

Startups can be a great experience for recent grads and young professionals who are still developing themselves. Even if you have 5+ years of experience working in an established company, an experience with a startup might not be a bad thing to consider. In fact, the experiences one would face at a startup might be the very things that help you progress in your career faster than in a traditional setting. Here’s why:

  • You learn to be resourceful and independent: Unlike in established organizations, things in a startup aren’t neatly mapped out for you with standard operating procedures and extensive training. Additionally, you may not have experienced professionals to turn to if you have a problem or need help. Even though this might seem like a negative, it can actually be considered a positive because you’d have to learn how to be resourceful through research and self-education. Being independently resourceful, working closely with others and experiencing trial and error can boost your critical-thinking skills more than learning through traditional training. Critical-thinking and problem-solving skills are among the most desired skills by employers, even more so than actual job experience sometimes.
  • You’re exposed to new job functions: Because a startup is typically in a development, maintained or growth state, organizational structure might not be set in stone yet. Also, many job functions may not have been established yet due to lack of capital resources to put towards those full-time salaries. It’s not uncommon for people in a startup to wear multiple hats in order to keep the company afloat and progressive. Because of the blending of roles and the fact that multiple departments will work together, you could be exposed to new skills and knowledge. Diverse skills can help you become better-rounded and understand business on a deeper level. Also notable, it might boost your engagement because you aren’t strapped down to a monotonous job function. Consistently being challenged is very important when developing yourself professionally.
  • You learn a sense of accountability and loyalty: Since startups are generally small or mid-sized, there tends to be a level of transparency in the organization. Not just about the company details but also how your contributions make an immediate impact. Some of the laxed atmospheres of startups also allow people to voice opinions and suggestions and work to make them happen. Having a voice and seeing how your work directly impacts the business can create a sense of accountability and loyalty. Suddenly, you know exactly how you’re making a difference and that can be something to be proud of. You can see how you’re valued. In larger organizations, it might be a bit harder to get that feedback and see how you are helping the company. Also, some might feel like they can be easily replaced because the lack of transparency.
  • You have more control of measuring your results: Going off of accountability and seeing your personal impact, this can also help you measure your results better. Because you’re deeply involved in processes from start to finish, you can have better insight into measurable results. This can not only help you improve processes but also gives you a better look as to how you are progressing in your role. Having control over this and truly understand how it’s being measured may offer better feedback than a traditional performance review.
  • You can keep your integrity: For me, this one is a big one. We’ve all seen it in the news; major scandals in large corporations; employees being mistreated; leaders stealing from pensions; unethical business dealings… just to name a few. Competition can get the better of companies and suddenly they’re overpromising to secure business and end up under-delivering. Boosting bottom lines can mean compromising the moral fiber of the company and then these leaders expect their workers to support those skewed values. It’s a pretty terrible feeling to compromise your own integrity just because the company culture has shifted into something lacking basic values. With startups (at least good startups that haven’t been tainted), people still believe in the greater good. They’re working towards something that matters. Yes, making money and staying afloat matter but egos, pressure and cockiness seems to be less present.

Of course, the aforementioned isn’t true for every startup or every traditional organization. The key is to be sure to do your research. There are plenty of types of startups out there, from small to mid-sized, shipping to funded and more. It’s important to know what your basic needs are to support your livelihood and understand what qualities you respect in an employer. Knowing these things can help you find the right startup culture for you and hopefully that can help you build the skills you need for a stronger professional path.

Looking for a job at a startup? Check out StartupHire.

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Creating a Culture of Wellness

Human resources goes through great lengths to ensure they’re selecting the right benefits provider that will offer the greatest options for employees. Although this has been a common benefit to ensure positive employee health and resources if/when needed, HR is also realizing that healthcare benefits aren’t the only option to help improve employee wellness. Employee wellness is vital, not just for the employee but also for the well-being of an organization.

When the economy struggled, many employees lost their jobs and benefits. Workers who were able to keep their job may have absorbed other job functions to keep the business afloat, creating stress due to the need to produce the amount of 2+ people. With recent increases in healthcare benefit premiums, employers may have had to cut back on benefit offerings (such as using a lower quality provider or cutting dependents) or stopped offering it altogether. In more positive situations, employers who are growing have been able to not only offer fantastic benefits but also have incorporated additional wellness programs through their Employee Assistance Programs (EAPs) which provide additional support and resources for employees.

In my experience, I’ve seen HR actively keep employees informed. Sometimes benefits can be a bit too overwhelming to understand and other times, employees aren’t always aware of what they can use through EAPs. Aside from regular meetings, newsletters and so on, some companies’ HR departments have also incorporated initiatives to improve employee wellness. Some such things include weekly emails with tips on diet and exercise, on-site events for nutrition and fitness classes, and some companies also require employees to take a specific number of stretch breaks throughout the day. Lucrative companies have even splurged on cafeterias with healthy options (sometimes at no cost to employees), on-site fitness centers and unlimited PTO/vacation days.

Wellness programs are a good way to improve employee morale and lower stress levels, and is something more companies should consider. Although healthcare benefits are perfect for medical needs, wellness does not stop short of this and some wellness issues might not require a visit to the doctor. Additionally, some employees might not even be aware of situations impacting their wellness until it creeps up on them. This can include workplace stress, anxiety, sore muscles from sitting long hours or performing strenuous labor, eye strain from a computer, poor diet and so on. Over time, these things can add up and negatively affect the employee and organization. This can consist of unexpected absences and a general rise in absenteeism, reduction in performance and quality, turnover, low morale or even more long-term absences like LOA and FMLA. Although many HR departments are making an effort to boost wellness, it can’t only be up to them to be proactive about this. After all, they can’t be everywhere and they can’t keep a constant eye on every employee (despite what some might believe).

As part of a proactive wellness initiative, HR needs to get management involved to support the ongoing programs established. HR should train management regularly to be able to do the following:

  • Take stock of your employees: On many occasions, managers focus on the work that employees produce but may forget to pay attention to the employees as individuals. It’s important for managers to be aware of their employees, such as if they seem to be struggling, overwhelmed, distant/withdrawn or lack passion. These signs could be a tip of the iceberg that an employee is quietly dealing with. If you notice these things, be sure to reach out and see if there’s something you can do to mediate the situation.
  • Regularly check in: Along the lines of taking stock of your employees, it’s important to regularly check in with them even if you don’t notice any signs of struggle/lack of wellness. Checking in can be a practical approach to ensuring employees are prioritizing workloads correctly and managing their stress. Very similar to regular feedback sessions, this can be incorporated frequently and in a casual environment.
  • Create a culture of wellness and health: Time is money and some employees might work themselves into the ground to ensure job security or to help towards career progression. In other situations (and ones I’ve personally seen in the past), an office culture might be aggressive in the sense that employees seem to work an average of 10+ hours a day and respond to emails at all hours… and if you weren’t one of those employees, you may be shunned as the office slacker. Although businesses thrive on productive employees, there comes a point where working your employees too hard becomes counterproductive. Management should create a culture that offsets some of the pressures of rapid work demands, whether that means giving your employees breaks such as a longer lunch or an early dismissal, or just taking time to lighten up the atmosphere around the office.
  • Support employees who need it: As proactive as HR and management try to be to help wellness, sometimes it may not help an employee or maybe it’s too far past that point for them. An employee may not have spoken up sooner or asked for a mental break day because of guilt or the feeling of pressure from an overwhelming workload. Maybe some might feel like they don’t deserve a break because everyone works just as hard, so why are they the weak one? Whatever the reasons may be, if an employee finally reaches the point where they show signs or outright say they are having issues, management should take the stress of asking for help away. Being supportive, getting them in touch with HR about benefits, or encouraging them to take a day or two off to take care of things can help relieve any stress, guilt or anxiety they may have felt when asking for help.

Workplace wellness is more than just finding the right benefits provider; it’s about paying attention to the day-to-day of your employees. Underlying issues such as poor habits or workplace stress can be the cause of many issues and affect the health of an organization. Being proactive and finding ways to be supportive of your employees is essential to help promote a culture of wellness.

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Branding and Communities: Finding Your Starting Point

blahblahblahLately, I’ve had the opportunity to work on multiple projects that deal with employment branding and talent communities. I’ve come across some fantastic examples while performing research on successful and unsuccessful companies. I’ve been able to consult companies on their current state and provide suggestions for a better strategy. I’ve even had the chance to implement a few initiatives for my own company. It’s been a great learning experience from both research and hands-on experience, however, during this time I’ve also come across a lot of misconceptions regarding this. This simple misconceptions are what’s causing many companies to fail when it comes to maximizing their efforts.

In my time, I’ve seen companies with amazing branding, such as Adobe. I’ve also discovered some unique and fun talent communities, such as Zappos, GE and Accenture. I’ve even had the pleasure of demoing technology such as Work4, which has really added something appealing to social media recruitment and social media talent communities. And tech companies like Ascendify work well when it comes to having the functionality to truly make a talent community work in the way that it has been theorized. All of these things are examples that companies should look to when envisioning their strategy. Unfortunately, that’s not the case.

Some companies think that creating an email list to blast out their job agents is a talent community. Some companies think that throwing together a little fluff piece about their company culture or a job is employment branding. Neither are the case and, unfortunately, these scenarios are usually run by the same companies who curse communities and branding months down the line when they’ve gained no traction. To have a robust, valuable and engaging community, you not only need the manpower to run it but you also need the content to share. Content can’t only focus on sharing company news, jobs and employment branding, but also educational or informative pieces regarding the industry or job from other sources.

To have a functional employment brand, you need to go beyond the surface and really dig deep. When investigating this for my clients lately, I’ve noticed a lot of the issues seemed to revolve around the fact that they lacked an engaging or defined employee value proposition (EVP) that helped differentiate them from other companies. There were some companies that really didn’t even have one established at all. In my opinion, this is the first thing companies should focus on before they get to branding content and communities. The EVP is the backbone of all of these activities for so many reasons.

The EVP is a way a company defines itself to its employees and candidates. It’s a way of attracting new talent and a reminder as to why current employees would want to stay there. It also acts as the basis of all branding content. It gives branding a purpose, a focus and helps ensure consistency. It establishes a company’s personality and voice. And it helps branders understand what point they’re trying to make when they create content. This should be the starting point and companies should scale back to work on this before anything else.

To have a strong brand and community, companies need to know what they’re promoting. So many companies fail at this or create confusing messages because they haven’t established the consistent voice and message. Without a defined starting point (the EVP), your community messaging will be empty and provide no value. Starting at this point can also make it tremendously easier when moving forward with other parts of the development.

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Virtual Employment for Attraction and Retention

You belong somewhere you feel free

During the HCI event last month, several employers expressed the changes they’re seeing in employment trends. More employees and candidates are aggressive when attempting to progress in their career path and many are willing to make risky moves to get there. Additionally, it was noted that more people are becoming mobile in order to reach their career objectives. Because of this, employers are seeing an influx in voluntary turnover and shorter employment tenure. So, why aren’t employers considering telecommuting or virtual work to help retain their employees?

Over the last two years, I’ve been a full-time virtual employee. I typically receive the same responses whenever mentioning this to new acquaintances, ranging from curiosity, skepticism, envy or disapproving. Many people ask me if I feel isolated or if the lack of face-to-face time has prevented me from moving up within the company. Surprisingly, I’ve progressed faster in my career, learned more and had stronger development opportunities in a virtual setting than I ever had in the office.

Virtual work requires a person to hone in on specific skills or build new ones. It’s all about adaptability and identifying resources to use to your advantage. You learn to be independent due to the lack of “crutches” (aka constant coworker/superior feedback) or validation. This forces you to rely on your own decisions. Also, accountability is a must. The lack of micromanagement allows you to focus on producing results and perfecting processes. Of course, this only can happen if an employer has the infrastructure, processes and leadership to allow employees to succeed. Additionally, communication and collaboration tools are necessary to understand employees’ skillsets and help develop them for career succession.

Over the last week, I spent some time researching if more employers have embraced virtual employment options. Much to my dismay, the majority of the positions I’ve come across dealt with customer service (contact center, reservations, etc.), sales, consultants for software development and recruiting. Many of the positions were contract or freelance opportunities. I was surprised that more employers aren’t opening up to additional full-time positions that can be virtual, nor creating opportunities for internal mobility to higher-level positions. I’ve been someone who’s experienced both… and I continue to be successful this way. Sky’s the limit for my career potential as long as my employer has opportunities to support it.

Virtual employment can help retain employees for a couple of reasons:

  • It allows them to have better personal opportunities: We all hear about work-life balance or work-life blending. The point is, people have other needs outside of the workplace. For example, my fiancé recently got a fantastic job promotion that would require us to relocate 1,000 miles away. There were no second thoughts about accepting it. All I did was take a couple of PTO days to move and I was set. I didn’t have to worry about quitting my job or dealing with a lapse in compensation when I was struggling to find work. The process was very seamless.
  • It allows employers to find and develop talent: there are plenty of people within the country that may possess some amazing skills but might not be located near a major branch or headquarters. Organizations can utilize this talent by offering them employment without requiring them to relocate. This can be the same deal if an employee is ready to be promoted but can’t relocate. Rather than giving them the less-than-ideal options of staying underemployed, relocating or forcing them to consider another employer in order to move up in their career, a virtual option can help retain an employee while giving them internal mobility.
  • It focuses on what matters: Results. Much like the purpose of ROWE (results only work environment), virtual work can be supportive of a results-focused situation. Micromanagement is disengaging and sometimes people don’t perform their best work during normal business hours. Being strapped to a desk can lower productivity. And maybe some people thrive when they’re blasting music, while others might prefer a quiet workspace with no distractions. Virtual work makes it easier for people to find their happy place without having to deal with formal requests or pushback from their peers.

Virtual employment can be a fantastic opportunity for both employer and employee, as long as it’s done right. Consulting an Organizational Development Specialist and researching technology to ensure a virtual environment can function the same as a traditional environment will be necessary.

If you’re curious to know more how virtual employment and virtual internal mobility works, ask me! I’ll be happy to tell you about my ongoing career story. Connect with me on LinkedIn or Twitter.

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Simple Steps to Boost Your Employer Brand

 

 

Love Your Job

As employment branding continues to be a trend in talent acquisition, more organizations are starting to see the positive effects of this, while others are sensing competitive pressures by not having one. As more job seekers become advised about performing their due diligence and researching a company before applying or interviewing, companies need to take stock of what a seeker would see if they did a basic search of the organization. Will the company have a robust presence on social media and enticing career pages, or will their social media pages seem abandoned and will the career page fall flat?

Of course, there are plenty of companies who have an amazing brand, but some of them also have a person or team of people dedicated to managing it. But, what about the companies that don’t have the resources or budget to hire a full time employee or consultant? Do they miss out on the chance of showcasing their culture just because they don’t have the means to do it? The answer is no.

There are plenty of simple things that companies can do to build some traction on their brand, and it doesn’t require a full time person to manage it. It’s simply about optimizing on the things occurring at your organization day in and day out and repurposing it for branding. The person contributing to this effort doesn’t need to be a marketing guru or recruiting genius, but someone who understands the fundamentals of both and who has a little extra time in their work week to keep initiatives consistent.

Below are a few easy things to boost your brand:

  • Social platforms: There’s no denying how useful social media can be when it comes to getting your company’s name out there. Some of the best brands even have dedicated profiles for their jobs or specific job roles. Of course, managing a bunch of profiles can be a huge undertaking. In this case, simply using your established company profiles to include employment branding can be perfect. Ensure you’re regularly scheduling out jobs, events and things showcasing your culture. All it takes is a few minutes a week to schedule out consistent messages through tools like Hootsuite. Just make sure whoever’s managing the profiles also remembers to check and respond to messages in a timely manner.
  • “A Day in the Life” campaigns: When candidates research your company, they’re trying to get the most accurate picture of what it’s like to work there. Including little blogs, short videos or employee Q&A sessions can give them exactly what they’re looking for. Take time to connect with internal recruitment and find out what hot jobs they’re recruiting for and then connect with those currently in the position. Taking time to interview them or get some candid feedback about the aspects of their jobs, why they like it and any interesting facts can help you build that content easily. Keep it authentic—include the good and the mundane aspects. That can allow candidates to get a realistic preview of the job.
  • Employee testimonials: Employee testimonials are considered heavily by candidates, so be sure to consider these in your branding efforts. Creating a Glassdoor campaign to get consistent (and candid) reviews is one suggestion. Also, including employee spotlight features on social media or your career pages can be another simple way to boost the brand. Get a quote or two about why they like working at the company or in the specific job.
  • Sharing events: Your company participates in several events a year and this can be a great way to showcase your culture and happenings. From pot lucks, birthdays, “wins”, conferences, holiday events, social responsibilities and just general good times, this can be opportune for getting visual content. Snap a picture or take short videos. Make sure they’re edited and post away on social media, eblasts or the career sites.
  • Optimizing career pages: I have come across career pages that are so boring, it actually turned me off from the company. Even if they were a reputable company with good opportunities, a bad career page can have adverse effects. This is the time you can hype up a candidate and it’s the homestretch before whether they apply to a job or not. Even if you don’t build out multiple pages to highlight specific things like benefits/perks, corporate social responsibility, and so on, it’s still an opportunity to build out the content on one. What differentiates your company? What can you offer your employees? Why should someone want to work for you? Keep these questions in mind when including key information. Also be sure to include the content you’ve been creating for the branding initiatives, and if possible, feeds to your social sites.

Building a brand doesn’t have to be as involved or as intimidating as some companies might think. It’s just a matter of staying timely, consistent and well-rounded. Dedicating some time to this regularly will build up your content quickly.

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