Firstly – Happy New Year! Do you feel the abundant sense of optimism that seems to be everywhere (or is that just me?). Everyone I chat to feels excited about the year ahead, that things are looking positive and there is a strong sense of growth, energy and excitement. Well if you’re not feeling it then hopefully a little of mine can rub off on you! 🙂
As you know I passionately believe that a company can prosper or fail based on its employer brand. If I’m connected, engaged, excited and committed to my organisation then my output will be exceptionally high. If the majority of employees feel that way then the reflection on the business will be just as attractive to those outside the business.
One of the visuals that I think allows for clarity and simplicity when it comes to displaying whether you have clear messaging and purpose or not, is the employer branding pyramid. There are a variety of versions available but today I thought I would just share one that I think works.
If I work for your business, what is the overarching promise that you will make to me?
An examples is, in my current role I have the promise of: opportunities to be innovative, creative and deliver exceptional work to clients.
All of our employees are encouraged to think differently and try and be different in order to provide our clients with a strong competitive advantage when we’re delivering outcomes for them.
If I asked you what your organization’s employer brand promise is, what would you say?
Employer Brand personality:
What is your organisation’s personality? Is fun and hard working, is it professional and structured, is it creative and flexible? how would you describe it and more to the point how would your employees describe it?
Key Values & Beliefs:
What are your employees key values and beliefs? What do they care about and how does your business align to that? “our people believe…..” “We value X”
How employees are Valued:
Based on their values and beliefs, what do your employees value i.e: how do they want to be treated? What is rewarding for them and what is a must for them in their work environment? How does your business meet that need?
How does this all translate into a tangible reality for them? So when you hire people, train them, develop their career what is on offer? At which points in the employee life cycle do they see and experience the benefits of the employer brand promise? These may also be your EVP statements.
What brings it all to life? This is where you list everything in your business that contributes to the people or employer brand promise. So it may be benefits in your business such as the leadership programs, lifestyle programs, flexible working, referral programs and rewards, job swap or sharing, rewarding social responsibility. What is part of the business that supports the values in a tangible way?
Employer branding doesn’t have to be complicated it just needs to be clear and focused on your people.
How would you rate your company’s Employer Brand message?
Suzanne Chadwick is the Head of Employer Branding at Hudson RPO. We provide employer branding consulting in Melbourne, Australia with a global team and reach across Asia, the Americas and EMEA. For more information head to http://hudsonrpo.com/digital-and-sourcing-innovation-consulting-services.
Did you read the heading and think……’have I subscribed to the right blog????’
Yes it’s still me and yes we’re still talking about sourcing and employer branding, but today I want to talk about whether the corporate world is aware of a huge shift that has been happening for some time now. This shift is highlighted in ‘The Evolution of Employer Branding 3.0‘.
What do I mean?
Well last week I held a client workshop, entitled “How to build an Engaging Employer Brand in 2014”. In the session one of the topics I went through was Brett Minchington‘s evolution of employer branding.
When I ran through the column entitled EB 3.0, we looked at how the GFC has shifted employer branding into a focus on how organisations, employees and all other stakeholders involved in the business are now responsible for and need to conscious to make the world a better place. Many of the younger generation now make decisions based on whether a company is aligned with their values, what the social and corporate responsibility of the business is and how they can not only give back, but how they find meaning in what they do every day.
So I asked the attendees a question. Now that employer branding has moved to not only functional and emotional territory but 1) were they aware that it had now shifted to the spiritual and 2) what were their thoughts? The one response I got what “Maybe in California”.
I have to be honest, that I was surprised. Maybe there was a reluctance to talk about it as many people feel strange or uncomfortable talking about things like Spirituality when it comes to corporate business. The reason that I think I’m comfortable with the notion is because I have a fairly deep connection with a global online community of entrepreneurs, risk takers, thought leaders and challengers of the status quo. There is a very regular and healthy discussion around how what we do feeds our soul, gives us purpose, drives our passions and makes us feel like we’re giving back as well as being socially responsible human beings.
If you wanted to know if it’s only happening in the States, all you needed to do was check out Entrepreneur Unconference in Melbourne on Saturday. It wasn’t just business owners that were there, it was a wide range of entrepreneurs as well as corporate employees talking about how they could do more in the world, be smarter, be better, be less selfish and give back more whilst making money and a living in the process.
So my questions to you my readers are these –
1) Do you think that the corporate world is void of this spiritual or deeper connection with what is happening outside their building walls?
2) Is there a desire to give more than just our productivity and cash.
3) Does the corporate world understand that in order to attract some of the best in the business, there needs to be an awareness of this shift and look at how organisations respond to these needs?
I felt that the Global Vice President of HR for Unilever, Geoff McDonald, who spoke at HR Leaders forum in Sydney 2 weeks ago knew that as a business they needed to understand this and connect at a deeper level with employees and customers in order to not only be sustainable but conscious and deliberate contributors to the world.
I’m so fascinated by the lack of discussion around this topic in businesses, when millions in the online community are shouting about it from the roof tops.
Why should we as HR professionals and recruiter care I hear you ask? The bottom line is that it’s getting easier for individuals to start-up their own businesses in a world that has no barriers or borders to a global marketplace and if those us in corporate business don’t give people a reason to stay; then the bottom line is that they won’t!
I would love to know what you think ~ please share your thoughts in the comments section below.
You know when you come up with something that communicates exactly what you think in a very succinct and quick way? Well sometimes it can take a while to get there, but when putting a presentation together last week for HR Leaders Forum where I was a speaker, I wanted to close with one slide that communicated in under two minutes what I think the key to building an innovative and engaging sourcing culture in your business are.
I will write more about the HR Leaders Forum (I feel like I’m still digesting all of the great content & insights) but there was one quote that has really stuck with me from the two days ~ GREAT LEADERS MAKE THE COMPLEX SIMPLE AND THE SIMPLE COMPELLING – it doesn’t get more simple than that and I’ve decided that this will be my mantra moving forward.
So whilst I think the three pillars are complex at a deeper level, I’ve tried to make them as simple and compelling as I can. I will also hopefully share the video of my presentation in the coming weeks.
1) Sourcing Innovation & diversification
Knowing your audience in-depth is the only thing that will allow you to build innovation into your sourcing strategy that will target those individuals. If I decide to build huge online campaigns for a warehouse, blue-collar target audience, then the likelihood of it being success will be slim because for 8-9 hours a day they are nowhere near a computer. Whereas if I find out what they read, watch, play etc then my ability to be innovative in the way I attract them is going to be more success. Many companies assume that everyone is in the same place, doing the same thing, therefore the sourcing strategies remain the same whether they are trying to attract strategy consultant or warehouse staff. By knowing your audience you’ll also be able to look at how you can develop different and unique attraction strategies to that of your competitors, in order to stand out from the crowd and run your own race when it comes to attracting top talent.
2) Exceptional Recruiters & Sourcers
If you have recruiters that aren’t interested in doing anything other than posting jobs on-line then the chances of attracting passive candidates is low. Having recruiters that are CURIOUS to find better ways of doing things, CAPABLE and want to learn by either researching and teaching themselves or really applying what they learn when on training courses as well as being COMMITTED to going the extra mile to find even better candidates than they already have because they are hunters rather than gatherers.
3) Integrated Employer Brand Messages and Content
Remember you can lead a horse to water but you can’t make them drink! I can find you the best people in the market, but if you don’t have a clear message reflecting what your organisation is about, what you offer and why they should work for you, the recruiters ability to convert the candidate is going to be a lot harder.
1) Engaged Hiring Manager Community
Do you think about how engaged your hiring managers are? Do you know how your hiring managers are selling the organisation in their one on one interviews? Have they been educated and briefed on your employer brand and EVP messages so that they know how to communicate those messages consistently and effectively? Some organisations do this really well and others don’t ever think about it. Many times, there is an assumption that because you’re a manager you know how to interview as well as engage potential employees. We all know what assuming does…….
So make sure that your hiring manager community is engage, educated and clear on CURRENT messages that you want to get out there. We obviously don’t want messages from 2 years ago when they last had training or 5 years ago when they joined, but year on year update their knowledge and talk to them about what you’re looking to achieve overall. When I worked for a large company many years ago, at the beginning of each year or recruitment drive, the MD would get all the managers that were responsible for recruiting together and share the targets that they had for recruitment. Talked to them about the challenges that we were facing and made it very clear what our message to market was, the updated EVP and if they wanted future interview training, how they could get it. When I talk about an engagement HM community; that is what I’m talking about.
2) Engaged Recruiters
Once again, having engaged recruiters that know what they are talking about and have clear messaging will make your ability to connect and engage candidates a lot easier.
Think about providing your consultants with a handbook of some sort that outline briefly and clearly:
- how big the organisation is
- what divisions you have
- what the vision of the organisation is over the next 1-2 years
- key unique selling points of the business line they are recruiting for (and the other business lines if they are supporting colleagues to recruit)
- and all the great cultural assets the business has to offer candidates.
By providing your recruiters with clear information helps them be confident in what the are saying – never assume that everyone knows this information. Ensuring that your recruiters are engaged with the overall objectives of what you are trying to achieve, as with anything, will help you meet those goals.
3) Engaged Candidates
Needless to say that when you have engaged recruiters and hiring managers who are passionate about what they do and what they say then it can be infectious for the candidates that they are speaking to. I’m sure you can think of people who really love what they do, know what they are talking about and want to really convey that message to you and how you feel when you engage with them – I can guess it’s a pretty positive experience.
What will success look like?
What do you need to achieve basically? How many people in what time frame do you need to hire? Where will they come from and how much money do we have to spend?
Set metrics and measure often
If the hires need to be done in X amount of time then set milestone point of measurement that will quickly tell you if you’re on track to be successful when it comes to hiring those people or that person. I personally always used to work backwards which meant that 9 times out of 10 I hit my time to hire target. So if the person needs to start on the 1 June with a 4 week notice period, then I need to have X number short listed by this date, schedule in interview slots with the Hiring manager in advance and then crack on from there. I know that volume recruitment campaigns work like this and I saw it work very well with senior hires too. It allows recruiters to project manage things more tightly, be more targeted in their approach and drive the result rather than just sitting and waiting to see what comes to them. By setting time frames measuring becomes easy.
Fail fast and adjust quickly
If you’re not failing every now and then, then you’re probably not trying anything new. It doesn’t mean that you have to waste a lot of time and money, it’s about setting a (realistic and reasonable) time frame to give something new a go, with a set budget then measure often and if it fails, learn the lesson, get it off the table and move on. Otherwise if it’s somewhat working then figure out how to adjust it so it can give you what you need.
Allowing your recruiters to fail every now and then, and it being okay is where building an innovative sourcing culture comes from. If people are afraid to try new things or share their ideas then you’ll continue to do the same thing that you’ve always done. Remember the saying about “doing what you’ve always done and expecting different results” – well I’m just reminding you! 🙂
If you have any other tips on what you think contributes to building an innovative sourcing culture in your business then please feel free to share them in the comments!
You can find today’s blog posts over at Sourcing Summit Australia 2013 Blog here ~ http://www.sosu.com.au/2013/11/08/the-sourcing-landscape-is-well-defined/
I’ll be the MC at this year’s Sourcing Summit Australia Conference, which should be a great day of learning from some of the best sourcing talent globally so no doubt next week I’ll have some fab new tips and tricks to share with!
Until then, check out this week’s post in the link above!
Social Media for Branding LinkedIn, Facebook, Twitter. We’ve all heard and seen companies use these social media sites to build their brand and make an impression on potential employees. But there are other faces in the …
I’m a big supporter of using instagram and Pinterest as a visual aid to your Employer Brand. For Pinterest you can link back to your career site and tap into the passive candidate market and for Instagram it can provide a great behind the sense look into the great things about your organistion, especially with video for Instagram now!
See on blog.insegment.com
The role of narrative in Employer Branding is essential.
Tell a story instead of a corporate communication line – it makes it real for your audience and potential applicants #employerbranding #storytelling #HR #Recruitment
See on www.papirflybrandcentre.com