If you’re breaking into employment branding or recruitment marketing, check out my latest post on VentureFizz. It offers some great tips to get you started and keep you organized.
If you’re breaking into employment branding or recruitment marketing, check out my latest post on VentureFizz. It offers some great tips to get you started and keep you organized.
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:
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.
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:
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.
Lately, 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.
While living in South Carolina, I obtained the majority of my professional development though social media discussions, webinars and networking calls. Although these were tremendous in helping me learn about things outside of my education and work experience, I couldn’t help but feel like I was missing an instrumental piece of my professional growth and believed conferences and workshops were going to be a major player in taking it to the next level. When I first found out I was moving to Boston, I was excited about the possibility of attending professional networking events. As luck would have it, two months after I moved, I was given the opportunity to attend the Human Capital Institute (HCI) event in the Seaport District last week. And it was exactly what I needed.
Usually I follow trends and conference updates by checking out the live hashtag streams. For example, the hashtag for this particular conference was #HCIevents and I made sure I made good use of it. Aside from seeing some of my coworkers and meeting ones who I haven’t met yet, I was able to take everything in through my own perspective. Overstimulated doesn’t quite cover my experience, but I mean it in the best way. From checking out some of the vendor booths and learning about new technologies, to attending presentation sessions and networking opportunities, I felt like I learned a lot.
Three sessions I really enjoyed the most were:
After all was said and done, I had a moment to sit down and charge up my phone. As I was waiting there, I ended up chatting with a few other attendees. Needless to say, it was so nice to “nerd out” with people who are in my industry, know what I’m talking about and are equally as passionate. Simple conversations with strangers had taught me just as much as those sessions and I can’t wait until the next opportunity to attend another conference.
Interested in these topics? Be sure to review the #HCIevents hashtag on Twitter.
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:
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.
In my last blog post of 2013, I took the time to reflect on what I learned throughout the year and my intentions of getting more involved in the subject of employment branding. It seems as if though 2014 is starting off on the right foot, as my first blog post of the New Year covers just that.
Due to some of the diverse positions and industries I’ve recruited for in the past, I quickly learned how creativity could impact time-to-fill and quality-of-hire. As I played around with different options to promote my jobs to candidates, I saw that employment branding seemed to add the most value while performing sourcing functions.
SourceCon was kind enough to allow me to contribute some tips from my experience of utilizing employment branding for my sourcing strategy. Check it out here.
Before I take my brief blogging hiatus during holiday madness, I felt that the last blog of 2013 should focus on reflection and resolutions. January brings us a new year and promises new starts, so it’s important to understand what we’ve accomplished this year in order to properly set ourselves up for a successful future. Of course this can mean a multitude of things to different people, but today I’m going to focus on my career in the human resources and talent acquisition world.
2013 has been quite the interesting year for me. I finally settled in with an employer that made me feel like I had control over my own learning and development. Once the year started, I felt like I was beginning to gain momentum in my sourcing/recruiting role. I felt secure enough with the company to get creative in my methods to the point where I was able to be successful in multiple markets and different industries. My searching methods, social media tactics and general sourcing knowledge had helped me hit the ground running every time I changed accounts and I was able to make an immediate impact each time.
My ability to do these things has allowed me to create opportunities for development of the delivery team. During my time on this team, I created a training on social media recruitment methods in which all sourcers and recruiters were able to learn the basics or learn new tricks. In addition to this, taught them the art of personal branding to gain credibility for their current career. This also gave our company opportunities to develop brand ambassadors and SMEs which promoted additional learning and content creation. Most importantly though, I was able to build up a market research spreadsheet for the tech/IT industry which has helped my co-workers ramp up faster in this market (which isn’t easy).
I eventually graduated from the delivery team and found myself on the marketing team around September. I wasn’t sure what to make of this job promotion, mainly because my background had focused solely on HR and recruitment. I was apprehensive about whether or not I could be successful in this and wondered if my education and experience in HR/recruitment would become stale. After four months of being in this role, I soon found that I actually learn MORE about the HR and recruitment industry than I did in previous roles. Also, I was able to surprise myself when I discovered the areas I was naturally good at and the things that seemed to interest me.
Which leads me up to my next point.
Although I’m still developing my role, I am beginning to realize the things that I enjoyed in HR can still be achieved in this marketing role. Of course, priorities change within the company and industry so I’m sure that some of these things might be propelled forward while others are put on hold. But a girl can dream right?
Employment branding is something that inspires me. As the months went on, I felt myself gravitating towards this topic more and more. I’ve even caught myself researching and silently critiquing a company’s employment brand. Lately, I’ve been given opportunities to investigate related things in my current job. I’ve had to research brands, find positive things, identify where brands are falling short and provide insight and suggestions. I love the fact that my research and input can potentially influence how a brand is able to attract candidates and retain current employees.
The other area I’m hoping to get more involved in is on a global scale. As my company expands into Western Europe and eventually Australia, I’m excited about the opportunity to get an inside look at how these companies function. I’ve always enjoyed conversations with HR professionals outside of the US and became intrigued about hiring practices, recruitment initiatives, HR laws and generally how talent acquisition and HR differ between each country. Even just learning about how resumes different from country to country was awesome. I’m looking forward to exploring these topics more.
After this brief break, I’ll be coming back refreshed and renewed with a plan of action to tackle these areas. If there’s one thing I’ve learned about my career, it’s all about how I position myself. It will be interesting to see how I can evolve this throughout 2014.
Photo Source — By the way, I hope I can see the Festival of Lights in person one day!
Lately, I’ve somehow found myself in the position of an informal career coach. I’ve been assisting job seekers who have been off the job market for several years and who were overwhelmed and intimidated by the way this whole process has changed. I was able to guide them through the process, from resume writing, personal branding, researching companies, and developing questions to ask during the interviews. As I went through this journey with them, I was surprised to learn that some of these questions have left recruiters scratching their heads. When I recalled my own experience in recruiting, I remember being in the same boat as these individuals. It wasn’t until later in my recruiting career that I realized how important it was to do deep research about a company to be able to confidently provide the information that these candidates wanted to hear.
To really create a positive and informative candidate experience during the interview process, a recruiter has to think like a candidate thinks. I know when I was a job seeker, the first thing I would do was essentially stalk anything and everything about a company before my interview. If I came across something negative, I wanted it cleared up early in the process so I knew whether or not to move forward. When applying this knowledge to my recruiting career, I noticed a huge difference. Transparency helped me build a trust with my candidates and they felt more confident when it came down to making a decision.
How can recruiters go the extra mile?
When I started doing this in my own recruiting practices, I was able to really make the most out of my conversations with candidates. If they mentioned something they were interested in, I had the specific details they needed. If they were concerned about something, I was able to ease their mind or give them the hard facts so they could make the call. If I was a job seeker, I would hope that the interviewer would do the same for me. After all, job seeking is hard these days and accepting a job offer can be nerve-wracking. Essentially, a candidate is making a big decision based on referrals and other people’s opinions. It would make a huge difference if recruiters were able to incorporate these details during the interview loop.
While I was in talent acquisition and HR roles, I was often involved in strategy development for candidate attraction and retention. I would help my team come up with creative ways to attract talent, which could be especially tricky depending on the type of candidates we were aiming for. Once I started in HR and recruitment marketing, I realized that these were also hot topics when it came to developing copy for employer branding initiatives. Regardless of the role I was in, I knew the importance of brand marketing, effective recruiter communications and reputation damage control. Although these are all exceptional ways to help a company become an employer of choice, I believed that companies missed a step in the process. Sure, employer branding is great but you can’t truly make it strong if you have nothing behind it. To be an employer of choice, you must start from the inside and develop your employee value proposition (EVP).
Having an employer brand isn’t going to be nearly as effective if your employee value proposition isn’t robust. Companies need to focus on developing this first before they can brand themselves in good conscious. If your previous or current employees were to give a testimonial, what do you think they would say? What about the candidates that already interviewed with your organization? With technology making it easier for people to find news and reviews about your company or social media allowing candidates to communicate with employees, companies need to realize that they can’t just “fake it until you make it.” People will see right through it.
To build or revamp your current EVP, consider the following:
Your brand has to start from the inside. Before you can catch up with the trend of building a brand, social media recruitment, video branding and candidate experience, you have to make your employee value proposition into something worth talking about.