There are plenty of “obvious” candidates for companies who are doing amazing things to attract, hire and retain great talent within their business. They show up on the pages of HBR, Fast Company and Forbes, either filling our news feeds or staring at us from magazine covers on airport newsstands. But what about “the rest of us”? If you aren’t a part of those obvious companies, are you relegated to always being a “runner up” in the race for quality talent?
Embracing “employer brand thinking” is the next evolution to modern recruiting. It helps candidates understand not only what the job and the company is all about, it helps them see the likelihood that they will fit in and be a match to the company’s DNA. Before you can build your employer brand and a strategy that supports it, you have to be able to define what your culture is, so start there! It’s very important that newcomers to your brand are easily able to understand your mission and values as an employer. Be clear, even about the more challenging parts of working for your company, that way candidates know what they are getting into before they even apply. This saves you time, which means you are saving money.
Think about a great hire. Think about the employee who referred them. Think about the HRBP who approved the req. Think about the Compensation Specialist who approved the leveling and salary band. Think about the recruiter who wrote the job description, screened the candidate, and enticed them into becoming very interested in the role. Think about the people in the interview loop, each of whom was engaging and didn’t look at their phone throughout the interview. Think about the marketer who wrote great copy for the career site. Think about the hiring manager who spent a little time explaining their vision of the team and how it was impacting the business. Think about the recruiting coordinator, whose tour of the office was neither stodgy or dull but highlighted where that person might be sitting in a few weeks’ time and how close they were to the coffee machine. Think about the department head, who made a special effort to place a five-minute call with the candidate to hammer home how much that candidate was valued.
According to LinkedIn, companies with a strong employer brand see a decrease of 43% in cost per hire and as revealed by their Global Talent Trends 2017 study, 53% of recruiters said employer branding would be their number one priority if money wasn’t an issue. Budgeting season is upon us, and with it, we always receive an influx of questions on how to build an employer branding budget.
Only three years ago, Proactive Talent consisted of one employee (myself) working out of a single office. Today, we have grown to over 30 employees and have our very own HQ - complete with a full lobby, state-of-the-art recording studio, conference room, private offices, and kitchen! Not only do we have our own building now, but our new hires from across the country have brought in incredible new skillsets, backgrounds, and ideas to the team. As our client list continued to grow, we noticed there was a gap in the services we provided and the full package some of our clients were looking for. We immediately set about finding a way to do this, and I am pleased to share that we are now a full-service recruitment marketing agency with the addition of our media strategies & solutions services. It’s incredible for me to reflect back and realize how far Proactive Talent has come in such a short time. From a new HQ, to many new hires, and bolstered services, Proactive Talent has become the resource for handling all of your employer branding and recruiting needs.
The primary goal of running a company is to achieve sustainable results from employees that work for you. While results are crucial to the survival of employers, they can only be achieved when there is a solid company culture in place. A company’s culture might include extracurricular activities, but this should not be the foundation of creating a well-rounded work environment.
In today’s strong economy, employers are struggling to set themselves apart from the competition. Companies, now more than ever, need to focus on building a strong workplace culture, which is increasingly more important for job seekers as they weigh their numerous options. In this post, I’ll unpack what company culture means today and how it can help build a strong employer brand.
Building a brand ambassador program can be a powerful tool you should already be utilizing to help improve your Employer Brand. If you don’t have one yet, the best approach is to create brand ambassadors out of engaged employees at your company who are already sharing their work experience either internally or externally. In order to do this, employee engagement is critical, not only to build brand ambassadors, but also to increase the future success of your company. I have found that if you boost your employee engagement, all of your other company metrics improve, as well. At the end of the day, effective employer branding is really the byproduct of strong employee engagement practices.
In a few weeks I will be speaking at one of my favorite events, the Social Recruiting Strategies Conference (#SRSC), from August 8th-10th, here in Austin. I’ll be leading a session on utilizing video in recruiting and also participating as a panelist on the Association of Talent Acquisition Professionals (ATAP) panel, titled “How I Made it in Talent Acquisition (thanks to Social Media)”. Both of these topics are near and dear to my heart since I began my career in Talent Acquisition, specifically leveraging social media and video to push boundaries and build successful global employer brands and recruiting engines at companies like VMware and SAP. Even since leaving, it’s been fun to see the work I began evolve over the last 8 years.
Building a strong Employer Brand is vital to the long-term success of any business. The best companies have the best people, and if you can’t attract top talent, you’ll always be a step behind the competition. It’s said that the best time to plant a tree was 20 years ago, but the second-best time is now. If you haven’t started proactively constructing your Employer Brand strategy, now is the time.