When it comes to the employer branding debate, it’s not so much about the brand itself. Perceptions and feelings people have toward a workplace exist with or without actively managing them. The debate is more around how an organization is structured to support it.
From your employer brand to employee recognition, here’s the latest talent and HR news. Enjoy!
1) 5 Ways in Which You Should Let Employees Influence Your Brand from Entrepreneur
“For employers, relinquishing control of the brand can be hard. But think of the upsides -- and they do exist. Relinquishing control of the company brand is intimidating for employers. But allowing their employees to have a say in it can be positive. Example: Recently, Starbucks changed its dress code policies, allowing employees to wear different types of hats (literally, not figuratively) and dye their hair unnatural colors. In this case, the company listened to employees and allowed them to drive the brand forward. Starbucks considered the benefits of connecting with different types of customers through employees’ colorful styles and saw the policy change as a chance to bring employees in on branding efforts…”
Have you seen it, Heineken’s Go Places ad and website? If you haven’t watched this latest, buzz-worthy employer branding ad, click on the embedded video below. It’s definitely worth a minute of your time. Once you’ve watched, explore the Go Places website and enter “The Interview” door. You will quickly realize why AdWeek stated this is an “HR campaign that’s as cool as any consumer ads it’s done.”
Here’s our take on this slick, sexy campaign.
Disclosure: Heineken is not our client.
The video is smart, lyrical poetry. The website is engagingly informative. You can’t help but want to spend time on the site, continue through The Interview door and discover the result of your interview. This is a prime example of just how impactful great creative can be. It creates buzz, strengthens brand awareness, and provides insight and differentiation into the employment experience. And it’s obvious a lot of time, energy, brainpower and money brought this idea to life.
But what happens when an engaged candidate clicks the green Apply To Jobs Via Career Site button? “It is a shockingly different user experience,” shares Kathleen O’Brien, lead consultant and project manager at exaqueo. “One that will likely create a high drop off rate at the part that matters most—the ATS conversion.”
Pull through a consistent experience.
According to AdWeek, there were three agencies that had a hand in the work (and clearly a budget most HR teams dream of). And while they put a great deal of thought into the user experience, they didn’t quite think about the candidate experience: what happens after their target audience clicks for jobs. It’s a great example of front-end excitement followed by unaligned copy and imagery, a typical back-end ATS experience and honestly, some candidate frustration.
We all want to wow users and attract talent, but it can’t just be the window dressing. It has to follow through. And that’s where you come in.
“While this campaign is really well done, there’s an incredible lesson to be learned,” explains Shannon Smedstad, lead consultant and newest member of the exaqueo team. “Great creative is nothing without HR strategy behind it. Nothing without thinking about how it affects your ATS, your tools, your systems, and your candidate and employee experiences.”
Campaigns must connect to strategy.
As HR and employer brand leaders, you know your workforce better than anyone else—it’s your expertise. Your people are at the heart of what you do, day in and day out. So while it’s exciting to wow the user and think big, don’t forget your roots, your people. They’re not customers. They’re candidates, they’re employees. And choosing a job is just a more impactful life experience.
Honestly, this is why exaqueo exists—to connect the wow with the people. To help illuminate your expertise. To help consumer marketers understand HR. And vice versa. As you’re planning for 2017, think about the impact you can make—and let us know how we can help you ensure the power of the creative connects purposefully to your HR strategy.
Employer branding cannot be done by an agency or marketing or communications alone.
They need you.
Watch the Heineken Go Places ad below, experience the full site and then tell us what you think in the comments.
Susan LaMotte is the founder of exaqueo, a workforce consultancy that helps companies build cultures, employer brands and talent strategies. Contact exaqueo to learn how to better compete for talent by building honest, authentic employer brands and powerful talent attraction and retention programs.
Here’s a mix of the latest news on employer brand, culture, employee referrals and more. Enjoy!
“One of the most overlooked challenges that small businesses and startups face as they experience growth is their ability to become competitive when looking for high quality employees. Many of these small businesses and startups are competing for the same talent as much larger, more established organizations, ranging from Enterprise level companies to established mid-sized businesses and other small businesses. While it’s hard enough to find the right person to fill a role, it becomes an even more daunting task when you are a relative unknown commodity in a hyper competitive market…”
At exaqueo, we believe that culture is the way in which you work--the norms and values that define who you are as a business and what makes you different. It's how you get work done and the way people are expected to behave. Culture is your foundation and then your build your business around it. That said, here’s the latest news on workplace culture. Enjoy!
1) The Ultimate Guide to Improving Workplace Culture from SnackNation
“Improving workplace culture is a thorny issue for most business leaders. It’s something that they probably know is important, but can’t quite get a handle on. Finance, strategy, product development, operations – those are the tangible, measurable elements of their business.
But Culture? That’s the definition of the “soft stuff,” the stuff they probably skimmed over in business school, the stuff that makes their eyes glaze over whenever speakers bring it up at conferences. However, more and more leaders are learning it’s no coincidence that the biggest, best, and most innovative companies also happen to have great cultures. In fact, so often these companies are great precisely because they have phenomenal workplace cultures…”
There is a pervasive thought among technical candidates these days that the recruiters who are contacting them for opportunities haven't got a clue as to what they are doing. And, by and large, they are absolutely correct. After all, we're recruiters, and we're in a profession that has little to no barrier to entry.
While it's been proven that with the right amount of (correct) training, strong recruiters can be built in the model of nurture over nature, it doesn't happen by osmosis. So what can we do in order to help prepare ourselves better to speak with technical candidates? Because doing so will not only help us recruit better and build a stronger rapport with candidates, but will indirectly have a positive impact on your company's recruiting brand.
Here’s the latest on workplace trends, hiring and culture. Kick-off the last week of Summer with this mashup. Enjoy!
1) 17 Proven Morale Boosters That Won’t Break The Bank from SnackNation
“Believe it or not, some companies are still skeptical about the value of morale boosters. Sure, morale is nice to have, their argument goes, but it’s not critical to our business, and therefore not something I need to focus on. Right? Well, Doubty McDoubterson, you couldn’t be more wrong. The benefits of high employee morale in your company can be summed up in one word: performance…”
I'm thrilled to announce that employer brand veteran and talent acquisition leader Shannon Smedstad will be joining the exaqueo team on September 6. We've long admired Shannon's work and had the opportunity to partner with her on writing projects and at conferences in the past. Our clients come to us because we not only have real industry expertise, but also because we have leadership experience in talent and HR.
Shannon comes to exaqueo with more than 15 years of recruiting, employer brand and HR experience. Most recently, Shannon was the Director of Employment Brand for CEB, a best practice and technology firm serving over 90% of the Fortune 500. As a Leader on the Global Communications and Engagement Team, her work included amplifying the employer brand to attract talent, partnering with Global Talent Acquisition to develop recruiting campaigns, being a driving force behind employee engagement initiatives, relaunching the firm's career site, executing social media initiatives, and collaborating with diversity and inclusion groups.
Culture and hiring go hand-in-hand. How can you become a talent magnet but also hire the right people? What does it take to have a winning culture mindset while still remaining true to company values? This week’s curated news offers helpful insight. Enjoy!
1) Winning Companies Lead With A New Culture Mindset from Forbes
“With today’s interactive social media and the real-time Internet, both customers and employees see inside your company easily, so you can’t hide your real company culture. At the same time relationship perceptions have become the biggest drivers to customer loyalty and employee engagement. Thus in every business, big or small, culture can make or break your success...”
When you left for work this morning, you probably grabbed a computer bag, a coffee, maybe even a lunch sack. Even if you work down the hall, you likely have a routine to start your work day. But whether you're walking in to your home office or one at company headquarters, there's one thing you can't forget. Yourself.
Whether we like or not, employees bring their whole selves to work.
We bring our hobbies (my sweet potato casserole won first place in The Ritz-Carlton Thanksgiving cook-off one year), our relationships (ever had a co-worker go through a messy divorce?) and our values. I once had a friend who received a job offer from a company with strong religious ties and she debated heavily whether to take the job. There's a reason we call it human resources.
From Gen Z to IT, we’re sharing the latest hiring news and insight. Enjoy!
1) Forget Millennials. Are You Ready to Hire Generation Z? from Fortune
“As head of recruiting for the Americas at audit-and-consulting powerhouse EY (formerly Ernst & Young), Black has taken a close look at what Millennials’ younger brothers and sisters are hoping to find in their first jobs. For one thing, he’s met and chatted with many of the almost 4,000 interns working at EY this summer; and the firm recently surveyed 3,200 Gen Zers worldwide about what kind of company they’d feel most comfortable working for. Black also hosted a series of informal “town hall” gatherings on college campuses, inviting college students and local high school kids to talk about how they see their futures. “This is not a shy bunch,” he says. “They’re much more confident and assertive about their goals, and a lot more knowledgeable about employers, than Millennials were at the same age."
Here’s a complete guide for employers on the youngest generation entering the workforce...”
Company culture and employer brand are inextricably linked. A company culture is the foundation. It's what's accepted and what is not. An employer brand is the whole experience and the strengths you leverage to position your company among competitors. This week, we're sharing some pieces on both hot topics. Enjoy!
"I don’t think companies put enough stock in their cultures. Company culture is like an employee’s attitude; it will make or break you. Your company’s culture is a strong determining factor in its adaptability. We’ve established that the only constants in the future of business are change, agility, and the ability to pivot in response to market shifts—and that technology is essential to the success of a company. Your organizational attitude is marked by your business’s aptitude to change. Are you prepared for the future?"
In this week's Talent and HR News Weekly Roundup, we're featuring insight on employee perks and more. Enjoy!
1) Employees underwhelmed with wellness plans from Employee Benefit Advisor
If employers want to attract and retain the best talent, they might want to first look in a seemingly obvious place: their benefit offerings and wellness plans.
According to a recent survey of full-time professionals from One Medical Group, two out of three employees would rather have better health and wellness benefits than other types of perks. Nearly 60% of the 1,000 professionals surveyed said employee benefits are “very important” to how they feel about their job and their employer, and 36% said benefits are “somewhat important.”
At exaqueo, we strongly value the need to fully disconnect from work and recharge, so we provide a shared week off in both the Summer and Winter as a benefit for our team to enjoy. In the spirit of exaqueo’s upcoming Summer break, we’re sharing the latest news on motivating employees with time off and incentives. Enjoy!
1) We Gave Our Employees Fridays Off Paid and Now We Have an Amazing Team from Entrepreneur
“Taking Fridays off isn’t an extraordinarily new idea. Billionaires Carlos Slim and Larry Page have spoken publicly in support of shorter work weeks since 2014, but the idea has yet to catch on.
At many companies, in the San Francisco Bay area particularly, work perks are very entitlement-focused and thrown at employees like Frisbees -- team happy hours, free gym memberships, a fully stocked kitchen, logo-emblazed hoodies, an in-office ping-pong table. These perks were essentially non-existent a decade ago, but have now become so common that employees actually expect them, lessening their appreciation for them. We often hear company leaders soapbox about employee wellness and providing a work-life balance, but does throwing employees a free gym membership truly promote that?
A recent EY survey revealed that one-third of employees report that managing a work-life balance has become harder than ever. This leaves me to believe that today’s run-of-the-mill incentives do nothing to motivate employees. They simply create expectations (for what?) and waste company money. While several hyper-funded, successful companies go above and beyond to offer something unique -- vacation allowances, college tuition reimbursements and long-term paid parental leave -- only a select few actually give employees a true work-life balance; one that includes more time off.”
In this week's Talent and HR News Weekly Roundup, we're featuring a mix of insight on innovative hiring. Enjoy!
1) A Data-Driven Approach to Group Creativity from Harvard Business Review
“How can you ensure that your company has innovative teams? Though many organizations already use assessment for hiring, leadership development, team-building, and executive coaching, it has not been extended much to hiring and building better innovation teams. Why does this even matter? It matters because innovation requires specific personality types, characteristics, and an environment that engenders psychological safety, to be unleashed. In select studies, innovation teams that leveraged personality types generated 95 times more profit and increased the speed as well as effectiveness of new business development by over 900% compared to their counterparts.”
This past June, FlexJobs hosted the TRaD* Works (*Telecommuting, Remote, and Distributed) forum on remote work. Major brands gathered to discuss how to maximize remote work programs, covering topics such as recruitment, management, communication tools, branding, culture, challenges/benefits and ROI. Not surprisingly, we learned that more professionals and companies utilize remote work than ever before. The newest U.S. Bureau of Labor Statistics data just reported that in 2015, 38% of workers in management, business, and finance did some or all of their work from home. And, many companies are realizing that in order to attract, engage and retain talent, most notably millennials, flexible work arrangements have to be a priority. Plus, it’s known that the more flexibility we give workers, the happier, the less stressed and more productive they will be - which will ultimately benefit the worker and company. That being said, there is a lot of pressure for companies to change their policies and keep up as fast as the rate technology is changing.
In this week's Talent and HR News Weekly Roundup, we're featuring insight into managing hiring and talent. Enjoy!
1) What to Look for When Hiring Your Startup Team from Inc.com
“There's a multitude of ideas to consider when building your team, and far more information than can be discussed in a single article. But if you keep these five basic suggestions in mind, you should be able to create the world-class team you had always dreamed of, and on a budget you can afford in your startup's early days.”
Employer branding is such an important focus area; it has the power to affect the overall market perception of your company. So what is it about your company that would attract talent? Why would people want to work for you? What makes your company stand out? At exaqueo, we understand that every company is unique, which is why we take a bespoke approach to building honest, authentic employer brands and powerful talent attraction programs for our clients. In this week's Talent and HR News Weekly Roundup, we're featuring recent insight into just that.
1) These Are Job Seekers' Top 3 Priorities Right Now, According To LinkedIn from Fast Company
"Last year, job openings in the U.S. hit a five-year high, clocking in at over 5 million, where they remain today. That's a lot of positions that need filling, but the good news for employers is that a staggering 90% of professionals, according to new research here at LinkedIn, are open to considering them.
One reason so many people say they'd like to hear more about job opportunities is because they simply don't know enough about them already. For all the job-search resources out there, it seems people still need more—or different—information about prospective employers than they're currently getting.
That points to a pretty big disconnect in the employer brand department, but to mend it, companies need to know what job seekers actually want to learn when they’re skimming job descriptions and career sites, and weighing whether or not to apply."
Project: Time Off recently released their latest report, The State of American Vacation 2016, which provides the most comprehensive look at America’s vacation habits to date. America is at a critical crossroads between taking vacation back or letting it go extinct. With the start of Summer, we wanted to share our insight into why this data is important and how companies can apply our Whole Self Model to influence change in the workplace, specific to employee engagement. Employee's lives outside of work, including vacation time off, are more important than you think.
In this week's Talent and HR News Weekly Update, we're featuring insight into innovative hiring, culture, talent and more. You may even ask yourself a few questions after reflecting on these good reads. Enjoy!
1) 7 Ways Leaders Can Shape A More Meaningful Startup Culture from Forbes
“It doesn’t take a genius to realize that it’s going to take more than a beer keg and an in-house masseuse to drive sustained performance of your startup. Beyond the perks and window dressing that business leaders adorn their exposed-brick workspaces with, what can be done to solidify certain ways of working that guide behavior to tangibly drive the results you’re looking for? Most articles out there about startup culture focus on some of the very important basic foundations that help align people in organizations: Creating a clear and compelling vision that creates a fire in peoples’ bellies about what you’re trying to accomplish. Articulating an intentional strategy where every individual can clearly see how their day-to-day behaviors support the bigger picture. Creating a non-negotiable set of core values that help members of the group understand what’s important and help guide decisions at the point closest to the issue. Right now, some of you may be saying to yourselves, “We’ve done that. Now what?” Well, let’s go there.”