Human Resources Today

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recruitment marketing

Moments That Matter in the Candidate Experience

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Moments That Matter in the Candidate Experience

Recruiting has fundamentally changed with the rise of the social web and technology. Candidates expect to easily access information about your company through a variety of resources, as well as more personalized communication, interaction and transparency. Candidates scrutinize your company in new ways and make more informed decisions than ever before.

This means you must work smarter to meet your candidates’ needs without knowing when they’re ready to make a decision or influence someone else’s. Today, it’s more important than ever to build a strong employer brand and provide a positive experience for candidates to compete for top talent.  And that means you have to be just as detail-oriented and scrutinize every element of the employment experience. Just like a candidate.

In comes the moment of truth …

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Your Employer Brand Playbook: 2017

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Your Employer Brand Playbook: 2017

When was the last time you looked at the new year and said: "I guess I'll just do more of the same?"  Never. With every new year, we have resolutions, promises and plans to do more, be better and try harder.  Why should your employer brand be any different?

Since social recruiting and recruitment technology picked up steam in the mid-2000s, we've buried our employer brand heads in the sands of execution. Sure, technology has given us many new opportunities: from automated social content to mass brand promotion.

But what are you planning to do differently in 2017?

For many employer brand leaders and practitioners, the answer is more of the same. You're wading through tech demo after tech demo. You're burrowing through social statistics in the hopes of getting a handle on your metrics. And you're planning for more content. Lots and lots of content.

Wait, I'm confused. Are you an employer brand professional? Or an employer marketing professional? There's a difference. Marketing is execution. Brand is strategy. And it's essential to know the difference. 

Get four key employer brand plays for 2017.

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3 Consumer Marketing Lessons for Every Employer Brand Leader

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3 Consumer Marketing Lessons for Every Employer Brand Leader

Consumer marketers know brands require consistency to be successful. 

It’s how customers get to know their organizations’ products, services and purposes. It’s how brands build trust, reinforce their market position, communicate their value, and get their audience thinking and talking about them. 

Marketers also know brandsand connecting brand messages to peoplerequire up-front and ongoing research. As your company builds and refines its employer brand strategy, here are three consumer marketing lessons to help you succeed.

Get the full story

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Talent and HR News Weekly Roundup: Employer Brand and More

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Talent and HR News Weekly Roundup: Employer Brand and More

Here’s a mix of the latest news on employer brand, culture, employee referrals and more. Enjoy! 

1) Employer Branding Best Practices for Small Businesses and Startups from 42Hire

“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…”

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Talent and HR News Weekly Roundup: Culture + Hiring

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Talent and HR News Weekly Roundup: Culture + Hiring

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...”

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Talent and HR News Weekly Roundup: Employer Branding + Talent Attraction

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Talent and HR News Weekly Roundup: Employer Branding + Talent Attraction

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."

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“Practice What You Preach, Sister” and Other Lessons in Selling the Job

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“Practice What You Preach, Sister” and Other Lessons in Selling the Job

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. 

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QUIPS #2: Brand Ambassadors

exaqueo recently introduced QUIPS: QUIck Problem Solving. These are quick ways to begin to address and solve common talent challenges.  You may not have the resources to hire a consultant or tackle the challenge holistically. But you can take some steps on your own. In our first QUIPS we talked about quick ways to address the candidate experience problem.  Now, in QUIPS #2, we're tackling brand ambassadors. Everyone knows they're good for business, but you can't just pick and choose who plays that role for your company. Here's what you can do: QUIPS #2: brand ambassadors can be golden for both your consumer and your employer brands. But you can't always choose your brand ambassadors. In essence, anyone who talks about or represents your company can be an ambassador or detractor.  Just because someone likes buying your product or working for your company doesn't mean they 'll talk about it in a way consistent with your brand or even share actual truths. But they can be valuable.  Here are four quick things you can do now to ensure you're thinking about brand ambassadors in a value-driven way:

1) Find out if your employees actually understand the company: Do you know what your company does? In all business units? How about your customers? Your growth plan? Product and service innovations? If you don't know all of these things, your employees definitely don't. Find out what they do know about the business and how they communicate it to friends, family and peers in the space.

2) Create opportunities to understand: Once you have a solid sense of what employees know and how they communicate you can find the gaps and fill them with education. Create sessions for employees to learn about new business units. Make earnings calls a team event. Task employees with researching roles, jobs, and parts of the business totally unfamiliar to them and report back to the group. The more they understand the better they can advocate and evangelize.

3) Make sure you have a good employer brand foundation: Your employer brand isn't your latest recruitment ad, or the headline on your careers site. It's the value proposition of the experience stakeholders have with you as an employer. So it has to be an honest and realistic assessment. If you're struggling with your employer brand--don't start with brand ambassadors. Start with ensuring that foundation is right. Here's a 45-second primer.

4) Align, align, align: every communication is an opportunity to align your brand message (assuming your foundation is spot-on--see #3). And that's where that brandline and other communication tools and channels come in. Use a clear, relevant position to express the brand and then ensure it's aligned with your master and consumer brands. Then ensure it's aligned across your candidate and employee-facing channels. More consistency of message that supports the brand foundation means your brand ambassadors will sharing a consistent message.

 

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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.

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