Posts Tagged ‘talent’

  • March 14th, 2017 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employee Voice and Employer Brand

  • March 8th, 2017 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    The Power of All-Way Brand Alignment

    (The following is excerpted from our published white paper, The Power of All-Way Brand Alignment.)

    The worlds of consumer and talent engagement are changing, due in large part to what we call consumer-driven communications. It’s the state of communications behavior where every notion is digitally searched, researched and reviewed within minutes. And, it’s where brand impressions are formed and solidified.

    The point is that this behavior isn’t confined by distinct areas of investigation. Whether we are looking for a new car, the menu of that hot new restaurant, or a new job, our communication behavior is the same. And, as we are investigating every notion in this way, we create heightened experience expectations. We have brand allegiance to those experiences we like; we quickly move-on from those we don’t.

    But, we want to take it a step further. The implication that people approach interest investigation in a consumer way is much more than just making sure that the careers site is as cool as the commercial site; it represents the blurring the lines between external brand and employer brand experiences.

    We see the opportunity for organizations to create a branding platform where the brand is “lived” by employees, future employees and customers. Employees who live their organization’s brand tend to be highly engaged. Organizations can leverage these high engagement levels to create better and longer-lasting customer relationships. Those opportunities can be found by aligning your external and employer brands. And it all starts with your employee value proposition. Here’s our All-Way Brand Alignment methodology. Click here to download the full white paper.

  • February 27th, 2017 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employee Voice and Employer Brand

    What’s the secret to a strong employer brand? Employee voice.

    Companies with strong employer brands tell the authentic story of their employment experience. They do so by understanding and communicating their own unique employee voice.

    Join me as I host a 30-minute webinar, Employee Voice and Employer Brand, which takes a closer look at ways to gain a better understanding of your company’s employee voice and how to make that understanding actionable. During this webinar, we will cover:

    • What we mean by “employee voice” and why it’s critical for employer branding
    • New research from Gallup’s State of the American Workforce report that gives insight into the new era of employee voice
    • Action steps to get your company started in your employee voice and employer brand journey

    Employee voice, and its connection to employer branding, is something that our Workforce Communications Practice will be spending a lot of time on this year. The basis for this focus is the growing evidence that communicating culture, mission and values is essential to attracting, engaging and retaining top talent. You will see this evidence over the next months on this blog, and published in webinars, presentations and white papers.

    Webinar Details

    Employee Voice and Employer Brand

    Tuesday, March 14 2:00 to 2:30 ET

    Click HERE to register.

  • December 14th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Five 2016 Recruitment and Employer Brand Stats to Ignite 2017 Employer Brand Action

    Being deeply rooted in evidence-based recruitment marketing and employer branding, we love statistics. Often, we find inspiration through a statistic: the contemplation of what it’s really telling us and what actions it might prompt.

    Here are five statistics from this past year that inspire me as I think about the employer branding platforms we’ll create in 2017.

    Nearly half of all companies surveyed (48.9 percent) report they will increase spending on employer branding this year. (entelo 2017 Recruiting Trends Report)

    If there was ever a time to consider strengthening your employer brand, it might be now. Competition for talent is tough and it’s only going to get tougher especially as your talent competitors work to strengthen their employer brands. This statistic is direct: while you are contemplating spending more on your employer brand, you may already be losing competitive ground.

    The 2017 trends report published by recruitment software developer entelo also found that 50 percent of inbound applicants do not meet even the basic requirements for the roles they apply for. Smart talent acquisition professionals will focus their employer brand spending to attract better-fitting, higher quality candidates.

    69 percent of active job seekers are likely to apply for a job if the employer actively manages its employer brand. (Glassdoor, U.S. Site Survey, 2016)

    A strong employer brand not only attracts job seekers, it influences their behavior. A strong employer brand will, through inspiration and engagement, turn job seekers into job applicants. But, in today’s consumer-driven communications world, the experience expectations are high.

    We think of “actively managing” an employer brand as incorporating external branding principles and practices into your employer brand to ensure that people’s attention and interest are engaged from the start. This statistics helps to remind us that in 2017 we’ll need to up our employer brand game.

    75 percent of workers believe that work should have a deeper meaning than just bringing home the bacon. (Monster, 2016)

    We believe that the next evolution of employer branding is the infusion of mission, culture and values. Employer brands that get stuck in pretty pictures and empirical employment facts will not be able to compete for the talent that is looking to connect on a deeper level. This applies to all generations of the workforce. People are looking to connect with their work in a deeper and more meaningful way. They will favor employers whose mission, culture and values help them to do so. This notion is reinforced by Gallup’s finding that 83% of workers say that it is very important for them to believe that their life and work is meaningful and has a purpose.

    82 percent of survey respondents believe that culture is a potential competitive advantage. (Bersin by Deloitte, Global Human Capital Trends, 2016)

    Validating our belief that understanding and communicating culture is the next employer brand frontier, this statistic highlighting the perspectives of CEOs and senior HR leaders tells us that infusing culture into employer branding is more than just a “nice to have”: it’s an imperative.

    Bersin also found that while culture is viewed as important, only 28 percent of survey respondents believe they understand their culture well. The study also notes that only 19 percent believe they have the “right culture.” Here’s where employer branding can help: a strong employer brand program – one that is rooted in understanding the organization’s culture through validation techniques like engagement surveys, focus groups and individual interviews – will provide an evidence-based telling of the organization’s culture.

    (For more on purpose and employer branding, please download our white paper Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.)

    On average, companies on the Fortune 100 Best Places to Work list experience half of the voluntary turnover of their industry peers. (Fortune 100 Best Companies to Work For® 2016 Study)

    We know that there is a direct connection between trust, purpose and retention. Research shows that employees feel a great workplace is one where …

    • There is trust between employees and employer,
    • Employees take pride in their work, and
    • Employees enjoy the people they work with.

    Strong employer brands are made from everyday employee experiences. Trust, pride and work enjoyment are important everyday work attributes and, if viewed favorably, result in a workplace where people will stay longer. What makes this statistic powerful is that it combines the cultural framework found in every member of Fortune’s list with the ROI impact of reducing turnover.

    Those are five statistics that inspire me. Each facilitates thinking that can ignite the strengthening of your employer brand in 2017. Do you have any that inspire you? Please share.

  • November 28th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    The Power of Purpose-Driven Employer Branding

    Quick Look

    • All generations of the workforce are looking to connect in a deeper, more meaningful way with their employers.
    • Candidates’ need for purpose-driven connection to companies is a trend that will grow and continue.
    • Individuals will connect when there is alignment between their own values and a company’s values.
    • This puts pressure on a company to define and articulate its culture, mission and values through its employer brand.
    • Those organizations who do align purpose-driven messaging and their employer brand will stand out in a crowded consumer-driven communications marketplace.

    The availability of qualified candidates in all labor sectors is growing more competitive. Employers are seeking more focused and effective methods to increase their talent success. One current approach, connecting candidates and employees to career meaning, is demonstrating its power to:

    • Attract top-performing job candidates and build employee engagement with greater efficiency;
    • Endear high-value talent audiences more strongly to organizations;
    • Increase employee retention and decrease hiring costs; and
    • Improve overall business profitability.

    It is universal: people are always searching for deeper meaning, for a closer sense of “fit” in all aspects of their life. This is especially true when it comes to careers.

    Research shows that Millennials (today’s most active hiring audience) are drawn to companies that match their own values, whether this match is found in the products a company produces, the customer it touches, the culture it espouses, the societal commitment to ‘give something back,’ or any combination of these. Baby Boomers and Gen Yers are also valuing meaningful career connectedness. As they age they are changing their priorities and being drawn more strongly to purpose-focused employers.

    In short, it is more important than ever for employers to speak to purpose-seeking individuals in their recruiting and engagement practices.

    Materials

    White Paper: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

    Webinar Replay: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

    Webinar Presentation: Connecting Purpose-Driven Messaging to Your Employer Brand. Click here.

  • October 25th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Connecting Purpose-Driven Messaging to Your Employer Brand

  • September 27th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    What Is a Purpose-Driven Company?

    In October, we will be talking a lot about purpose and employer branding. I will be facilitating a webinar  on the topic. We will be publishing a position paper, Connecting Purpose-Driven Messaging to Your Employer Brand, as well as related blog entries. Finally, I hope that we can engage in a conversation about your company’s purpose and ways to infuse it into your employer branding efforts. But, let’s first define what we mean by a purpose-driven company.

    We think the purpose-driven company is one where a company’s purpose is a core driver of strategy and decision-making. The purpose-driven company rallies its people around a purpose or mission. The purpose-driven company stands for something.

    In the past, we might have thought of the purpose-driven company as being tied to a humanitarian purpose like “being green” or corporate sustainability. We think, however, that purpose, at least within the context of recruitment, employer brand and internal communications messaging, has evolved.

    Thus, we think more broadly about what constitutes purpose-driven messaging. We are thinking of companies like EY. The global professional services firm has undergone a purpose-led transformation culminating in a new organizational, and employer branding, platform: “build a better working world.” EY applies its purpose to engage their people to achieve higher levels of business performance for their clients and themselves. The employer branding implications and opportunities, as showcased by EY’s transformation, are dramatic. In EY’s case, we clearly see that connecting purpose to employer brand makes the employer brand stronger. (Click to see EY’s Brand Guidelines)

    It is our hope that our conversation on purpose will challenge, inspire and prompt you to think about your organization’s purpose and its connection to your people and your employer brand, wherever you may be in your purpose-journey.

    It’s also my hope that you will challenge us as well. Read our upcoming position paper and blog pieces. Attend our free webinar on October 25th. But, as you do, please challenge us with your questions and reactions to the ideas presented in this conversation. Share your perspectives on the role of purpose in your organization and your organization’s employer brand. We will all be stronger for it.

    Materials

    Connecting Purpose-Driven Messaging to Your Employer Brand webinar replay: Click here. Webinar presentation: Click here.  White paper: Click here.

  • June 14th, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employer Branding in Transitions

  • April 11th, 2016 Posted by Dan Stech

    Are You Letting Your Employer Brand Breathe?

    As an HR professional, you will likely ‘experience’ your employer brand an average of 6-9 times before even one single job candidate or internal employee sees it. It’s easy to develop ‘creative fatigue’ too soon when it comes to the public implementation of your employer brand. This is something we all (HR and agency folks alike) should avoid.

    If you engage a recruitment marketing agency to discover and develop your brand, here’s how the math will likely go:

    Brand Experience #1

    Your agency implements creative discovery methods (surveys, focus groups, etc.) to establish the data upon which your brand will be built.

    Brand Experiences #2 through #4

    Next, an employer brand promise, employer brand attributes and Employee Value Proposition is proposed that encapsulates the essence of your brand promise. The EVP language is refined and finalized.

    Brand Experiences #5 through #8

    Your agency’s creative department develops the brand through different copy and concept choices; a single concept is chosen; creative changes are made; a final creative platform is born.

    Brand Experience #9

    The brand creative is implemented in various media according to a planned strategy and pushed out — for the first time — to external and internal audiences.

    What’s the takeaway here?

    Your employer brand needs more time to run than you think. Its internal development period shouldn’t count. You’ve invested precious resources into discovering and creating your true, authentic brand. Let it work for you!!

    What if the De Beers Diamond Company abandoned its slogan “A diamond is forever” for something catchier before it was time? De Beers is the messaging gold standard (OK, diamond standard) in its industry, running its brand theme for generations and consistently relying on simple black-and-white advertisements. Or, what if Coke updated its universally recognized red and white color pallet after one year because the next season’s trending colors were teal and orange?

    Employer brands are living, breathing entities.

    Let’s give them time and space to go through the stages of any key messaging campaign. With a nod to the Yale Model of Persuasive Communication, these are:

    • Presentation/Introduction
    • Attention/Awareness
    • Understanding/Acceptance
    • Traction/Audience Participation
    • Sustained/Growing Momentum
    • Iconic Status/Perception of Permanence

    Of course, your employer brand may be strategically tweaked and/or refreshed when needed. Any sound recruitment marketing agency will monitor the performance of your brand and make appropriate adjustments. An update may also be considered if you have undergone a major organizational change that directly alters your employment proposition.

    • What will and should remain the same?
    • Is the authentic story behind your brand? 
    • How it distinguishes your organization’s vision, values, culture, mission, and employment experience?

    So, how long should an employer brand campaign run?

    The definitive answer is: it depends. Every company and situation is different. What I know is that employer brands shouldn’t be pulled too early. The distinctive employment promise you deliver…the story of what you stand for…of how you are different than all other companies in your hiring and engagement space…deserves to be told and celebrated. It deserves its due time.

    That’s my say. I’m sticking to it.

  • March 23rd, 2016 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Webinar Replay: Employer Branding for Talent Retention