Many channels – which ones are the right ones? Which ones will reach your intended audience most effectively and motivate (some of) them to take action
Workplace Culture: A Talent Management Strategy Leveraging Social Media to Create a Top Employer Brand and Attract Key Talent
What is a brand? Corporate brand= What your company stands for; its “mission in action” Its promise to customers about the experience of doing business with your company The perception your company wants to create in the minds (and hearts) of its customers, employees, and other stakeholders Employer brand = The general perception that your company is “a great place to work” (for any number of reasons)
Corporate vs. Employer branding Corporate Branding: Audience: Prospects Clients Partners Investors Media Other Employer Branding: Audience Current employees Future employees Media Other
Employer Branding Focuses on recruitment, retention, and employee engagement initiatives Goal: to enhance a positive perception in the minds of current employees and key external stakeholders (active and passive candidates, media) Employer Branding is a targeted, coordinated, long-term strategy. An ongoing process – not a quick fix
How important is it? A strong, clear, and engaging employer brand: Attracts top talent to your company Ensures high employee retention Enables high employee engagement scores A weak brand, or no brand: Contributes to growing employee disengagement Negatively impacts employee motivation Creates high(er than average) staff turnover Your company’s strength = the strength of its team
Do it well – or not at all Strategy: What do you hope to achieve? How will you measure success? Relevancy: Are you reaching the right audience? Story: What stories illustrate and give meaning to who you are and what you do? (And why would anyone care?)
How are you doing now? How does your current employer brand experience measure up? Imagine yourself outside of the company … Do you hear about the company on social networking sites? Is there a FB page? A LinkedIn page? Does your company get (favourably) mentioned in blogs? Can you use hashtags to find your company? Would you follow someone in your company on Twitter? If you didn’t know your company, how would it make you feel? Depressed? Motivated? Disappointed?
Strategy Start with objectives: Build awareness? Recruitment? Retention? Making it easy to find your vacancies? Improving ways for talent to interact with you? Each objective requires a focused approach and possibly different tactics; determine up-front how you will measure success
Relevancy Does your employer brand catch the attention of desirable top talent, and does it move them to action? Does it help you connect to and with potential talent – the right kind of talent? Does it motivate your current staff to perform at a high level, and share their stories with the world?
Brand Story Every company has a story – a history. Not the elevator pitch, but the story of the people in the company, who they are, what they do, and – most importantly – why it matters What is the culture? What attracts people, and makes them want to stay? What great things are you all doing?
Let’s focus on the story… It needs the 3 C’s: Clarity Consistency Character To engage your prospective candidates – even the ones that aren’t looking for a new job – your company needs to: Create a connection at every single touch point, for sure, but beyond that: Pro-actively engage with the kind of people you’d like to attract – where they meet and congregate and share
Communication channels: Passive / Traditional Careers website or section: with info on the culture, the benefits of working here, stories about interesting projects, testimonials from employees Advertisements (news print, TV, job postings in niche publications) Active Create public recognition “50 Best Places to Work” Encourage staff to submit their work products in competitions (eg. professional associations, media awards) Build a community, have a conversation, outreach Tap into social networks Encourageblogging about the company and what it’s like to work there
Public Recognition Mindfield Group (Mindfield RPO Group Inc.) 2009 Rank: 8 Chief Executive(s): Cameron Laker Stock Ticker: Head Office: Vancouver, BC Website: www.mindfieldgroup.com Type of Business: Outsourced staffing services for retailers Company Profile: Growth (%): 1,697 http://list.canadianbusiness.com/rankings/hot50/2009/DisplayProfile.aspx?profile=8 Other types of accolades: : http://vancity.com
Professional competitions Microsoft Visual Studio Tips: 251 Ways to Improve Your ProductivityAward: Merit (2010)STC Community: Puget SoundCategory: Books About the Author Sara Ford worked [at Microsoft] as a Software Design Engineer in Testing on the Visual Studio Core Team for five years and across three product cycles. She has had the unusual experience of learning and testing every feature of the Visual Studio IDE. In 2007, Sara began a daily blog, which fast became the most-frequented Microsoft Web site:Visual Studio Tip of the Day
Wrap-up and summary Traditional methods of raising awareness for your company’s employer brand are no longer ‘good enough’ Today’s tech-savvy employees – Gen Y – need to be courted on their turf – or they won’t be interested If you get the good stories out there, the best and the brightest candidates will want to be a part of those stories; and it turns your current employees into net-promotors of your employer brand
Lastly… Find the slide deck: On www.slideshare.net Tag: #Lavacon Find the presenter: firstname.lastname@example.org 604-317-2234 (Vancouver, BC) 617-440-3311 (Somerville, MA)