Human Resources Today

Viewing entries tagged
employment experience

Talent and HR News Weekly Roundup: Your Brand + Culture

Comment

Talent and HR News Weekly Roundup: Your Brand + Culture

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!

1) How Company Culture Drives Digital Transformation And Business Adaptability from Forbes

"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?"

Comment

Employer Brand Measurement: Introducing Source of Brand

5 Comments

Employer Brand Measurement: Introducing Source of Brand

If there's one thing that corporate America drills into your head again and again, it's ROI. Especially during budget season. And while I don't miss those complicated Excel models, I'm constantly reminded of the importance of measures. You need an argument for making one investment choice over another. As a former boss always reminded me, "data drives decisions." The problem in our line of work? The data is often flawed. For example, human resources has been relying on "source of hire" for years  and it's one of the most imperfect measures in human resources. I have long argued there is no such thing as a single source of hire and thus no accurate way to measure one. Even pre-Internet, job seekers may see an ad in a newspaper but were informed about the job from friends, family, college professors or career offices.

5 Comments

Comment

45 Seconds to a Great Employer Brand

Today, my former team at Marriott International won "Best Employer Brand" at the Recruiting Excellence Awards--part of ERE Expo. (Congrats team!) The awards are a great way to keep tabs on what's happening in talent acquisition and recruiting and what might work for you. It's conference season after all: "more best practices, please." At the kickoff of the last Recruiting Innovation Summit, I put up a slide that said "don't replicate what you learned today." Then I did a mini-case study of My Marriott Hotel(TM), the social recruiting game I worked on while I was there. But don't copy it. Don't copy anything you see actually. Think bigger picture. What are the lessons you can take away from a conference? What can you tell your boss when you return in 45 seconds to prove it was worthwhile?

Hmm. 45 seconds. I've never said anything in 45 seconds or les. But I love a challenge....

Let's say you're rethinking your employer brand. You know it needs work but you don't know where to start? Here's 45 seconds of boss-worthy strategy you can take away to spur getting started.

1) Know your master brand first.

If you don't have a relationship with your CMO or marketing, get one. Learn their craft and the ins and outs of your master brand. You can't create or evolve an employer brand unless you know how it fits into your larger master or consumer brand. Plus you'll need a good partnership with marketing to make your employer brand work.

2) It's employer brand, not employment brand.

Sure, the brand is about the employment experience. But you're choosing to work for an employer and you might have multiple employment experiences within the context of one employer. Focus on the bigger picture first (and #1) and then connect to the actual process of employment.

3) Strive for alignment.

Global company, employer brand created and only used in North America? Nope, won't work. You've got to have a common thread of alignment first, from master brand to employer brand to employment experience. Then, you can begin to differentiate by geography, discipline and level. But align first.

4) Bring in tools and execute last.

Don't start your brand with product creation. That's like producing a commercial for cereal before you know what it tastes like. If you're in the early stages of building an employer brand, you shouldn't be talking to execution, technology, or social media vendors. Yet. They'll be more effective partners if you have a strategy in place first.

There 45 seconds to get you started. Now use the best practices to get inspired.

Comment

Comment

It's Not What You Think It Is

Every time I have a conversation with someone new about employer brand, it usually results in raised eyebrows and a reaction of "oh, I hadn't thought about it that way." It's not rocket science, but it is a way of thinking that's often lost on my HR colleagues because, well, we work in HR.  And we stay in HR. And that's often the problem. Next week I'm lucky enough to have a chance to share my perspective in two venues. And I hope you'll join me for one of them!

On Thursday, March 8 at 1pm EST, I'll be leading a webinar with the great folks over at Talent Technology on the role recruitment marketing plays in employer brand.  If you think they're one and the same -- you better get on this call! We'll be talking about the role recruitment marketing plays in the employer brand show--it sets the stage and thus, is the all important opening act for the headliner: the actual employment experience.

The webinar is free and you will walk away with a strategy and specific action plans to get started.  Register here.

The following day, Friday, March 9, I'm headed up to the great state of Minnesota to join the fabulous Paul DeBettignies and the Minnesota Recruiters group to talk about the full context of employer brand. If recruitment marketing is the opening act, what other role do recruiters play in the brand? And what can you do right now, regardless of the size of your business and resources, to define, strengthen and deliver on the brand?

The conference starts at 7:15 am CT with breakfast (those midwesterners like to start early!), officially begins at 8:00 a.m. and runs to 12:00 p.m. If you're in Minnesota, register here.

Then it's back to Washington, DC to start the countdown to cherry blossom season (or tourist insanity). But hey, I'm mobile and always ready to talk about what employer brand really is.  Reach out if I can help.

Comment