Several years ago, I plugged in a simple search for “employer brand” on LinkedIn. At that time, I recall there were approximately 300 people listed in the search results. Today, that same search produced 144,216 people! It’s exciting to watch the surge in interest, the growth of a profession, and the focus on such important work. Over the past few weeks, I’ve had a number of calls with individuals new to or interested in employer branding.
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Within employer branding, there are countless touch points—across the entire employment experience lifecycle—that influence a person's decision to choose, stay or leave an employer. In this week’s update, we share five articles addressing how to shape the candidate experience and retain best-fit talent.
How Escape Rooms, CSI:Labs, And Comedy Can Train Staff To Be Better At Their Jobs from Fast Company
Workplace training often feels like something to check off a to-do list. Companies spend about $130 billion each year on corporate education, according to a study by Bersin by Deloitte, yet research has found that the average adult forgets 40% of what they’ve learned after just 20 minutes and 64% by the next day.
Four companies have adopted some unusual ways to train employees on everything from technology to culture to get a better return on the investment. From comedy to DIY, these unique methods get employees to expand their skillsets while having fun.
Are your recruiters struggling to make real connections with candidates? As former recruiters, we know that requisitions run together and the hiring process can become rote. And that’s how we lose the personal connections with target candidates we so desperately need.
Here at exaqueo, we take a lot of lessons from consumer marketing; one of which is using personas to inform marketing strategies. Consumer marketers use personas to get behind the buyer: who are they, how do they feel and what spurs their actions? By using a similar approach in talent acquisition, we create candidate personas to help our clients better reach and connect with best-fit talent.
Read more about personas and how to create them.
In case you missed these recent articles on employer brand and balance, we've rounded them up just for you. Enjoy!
In Defense of Work-Life Balance from Entrepreneur
The term “work-life balance” has been so frequently tossed around in the past decade that it has almost become meaningless -- a vague, distant goal that most claim to strive for but no one seems to wholly attain. In Silicon Valley especially, where your lack of sleep is a bragging right and the 40-hour workweek feels like a thing of the past, it’s easy to lose sight of the value of a meaningful life outside work, and some even view it as an impediment to professional success.
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.
Over here at exaqueo, we love brand. Consumer brands are cool, sure. But for me personally? Employer brand has more meaning. Sure, there are products and services that are invaluable and that change your life. But (almost) everyone works, and you spend most of your time at work. Deciding where to work is a major life decision. The salary you land on, the experience you get, the connections you make...this mostly sets the trajectory for your professional life. So that brand experience is crucial. This week our Talent and HR News Weekly Roundup features the latest thinking on employer brand. Enjoy!
1) How to Use Employer Branding to Become a Talent Magnet from Beamery
"Recruiters at Google probably have a much easier time of it than you! It’s not because they’re necessarily any better at their job, it’s because Google’s employer brand is so strong. The company has become THE place to work for many great engineers. Everyone has heard of Google and the exciting projects that it’s working on, (self driving cars being perhaps the most famous.) Therefore, whenever a sourcer reaches out to a top candidate, they’re already predisposed to listen to whatever it is they have to say. This is the power of branding! You may not have the resources or reputation of Google, but that doesn’t mean that you can’t build an awesome brand."
Some of you may have heard about the Lilly Pulitzer partnership with Target and the mayhem that ensued when it was launched. I shamefully took part in the mayhem. I’m not a die-hard Lilly Pulitzer fan, but fell victim to their marketing. They had countless media plugs, a pop-up shop in NYC, and a glamorous marketing campaign that consisted of 3-D snapshots sprinkled with models and celebrities oozing the Palm Beach life. My intense desire to take part in this lifestyle mimicked an eight year old child walking down the candy aisle of a grocery store. I had to take part. I scoured the collection and researched blogs with the best strategy to ensure I ended up with my most coveted pieces. On the day of the launch, my friend and I waited in line for the store to open with about 50 people in front of us and 80 more behind us.
Last night millions of Americans tuned into the Oscars to find out who the most talented people are in show business. Why do these awards matter to us so much that we even broke Twitter from excessive retweeting? Awards mean credibility. It’s a way for industries to call out excellence and inform the public of the best of the best. The actors, writers, and directors who were nominated and won last night worked hard to get to that point. The exclusive club of Oscar winners practically guarantees a spot in any movie of the actor's choice. The personal brand recognition of an Oscar winner sky rockets, and the public is now more willing to spend $12 to see his/her movie. The same applies to your employer brand. As a startup or growing company, you are competing with bigger, well-known brands for talent. You are always looking for ways to show credibility early on, and one way (certainly not the only way) could be to stand out through employment-related awards.
With the end of the year approaching, you're thinking about wrapping things up or budgets for next year. What if instead, you started thinking innovation? If you've struggled this year making a name for your company in the talent market, it's time to determine what you can do differently next year to build your employer brand.
This week we've rounded-up some posts to get you thinking--can't 2014 be the year of the creative? First things first: you've got to define your employer brand. But once you've done that, here are some ways to jumpstart your brand:
1) 17 Employer Branding Strategies for 2014 from SocialTrex
"Start with the loudest part of your brand, the career landing page and create a visually appealing and near textless career portal [and] ensure your talent community is worth joining. Does it provide something your job notifications, social channels and ATS don’t? If the answer is yes, then you are doing it correctly."
"How is the role of HR changing? HR is moving from the department that finds talent, vets candidates, hires and administers benefits to a group that is responsible for Marketing the brand to the best of the best potential candidates. They are now in charge of customer experience for the first customer of any organization which is its employees."
3) Employer Branding – What Matters To Your Organization? from Arlington Transportation Partners
"The perception and image of a company to outsiders is often based around the organization’s culture, how well they treat their employees, and how these factors are made public through a company's website, social media, and external resources. While there are many issues that can have an impact on an employer brand, addressing topics such as employee health, commuting concerns, and environmental impacts can play a major role in recruiting and retaining today’s top talent."
4) Four Ways to Build Your Brand in 2014 from Branders.com
"The winter holiday season is a time for looking back and looking forward. As you review the past year and make your resolutions for 2014, consider these four ways to become a better marketer and boost your brand.: 1. Audit your brand, 2. Broaden your scope, 3. Spark your creativity, [and] 4. Shake things up."
Susan LaMotte is the founder of exaqueo, a workforce consultancy that helps startups and high-growth companies build their cultures, employer brands and talent strategies. Contact exaqueo to learn more about how we can help you build a workforce that’s aligned with your company culture and develop an employer brand that will allow your business to scale the right way.