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How employees are the greatest asset for building your talent brand

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How employees are the greatest asset for building your talent brand

  1. 1. HOWEMPLOYEESARETHEGREATESTASSETFOR BUILDINGYOURTALENTBRAND
  2. 2. The role of a human resources specialist has evolved. In addition to recruiting and retaining top talent, you are also responsible for growing your organization’s brand equity to support market perception. This means collaborating with marketing to create content for inbound recruiting as well as providing guidance on how employees can share the brand message and in turn grow their own personal brand. Many organizations are catching on and have already gotten on board.
  3. 3. According to global law firm Proskauer’s "Social Media in the Workplace: Around the World 3.0" survey, 90% of companies now use social media for business purposes—up 30% from a year ago. Employees are stewards of the brands they work for. This is true whether or not companies choose to recognize it. The question is do you work for one of the organizations that leverages employees as brand stewards or one that ignores this fact?
  4. 4. A recent Fast Company blog shared that “employees are talking about your brand on social media—in fact, 50% of employees share about their company without any prompting. In addition, according to the Bureau of Labor Statistics, “there are nearly 120 million full-time employees in the U.S. alone, meaning 60 million full-time employees choose to talk about their employer online.” Thankfully, employees have mostly positive things to say about their employers. However, businesses are not doing a great job of harnessing positive conversation to help bolster the strength of the brand. The challenge is that business executives are often uncomfortable about asking employees to collaborate to attract talent and new customers on social media. They are still apprehensive about what employees might share with the world. This is a missed opportunity. Employee-generated stories can have a massive impact on your organization brand AND support your organization’s ability to attract the top talent in the market. It’s your job to empower your colleagues to step into brand stewardship and support them in their investment in their own personal brands by extension. This is a win win opportunity for companies.
  5. 5. How to Empower Employees to Share Content Employees can’t be ignored when developing an inbound recruiting strategy. Relying on marketing and sales alone to represent the brand to external candidates without leveraging employees is a rookie mistake. However, employees require guidance and training to represent a brand well. It’s important that human resources specialists partner with other stakeholders to design guidelines on the dos and don’ts of representing your organization’s brand externally. Guidance plus education will be key to shaping how your brand is perceived in the market to potential candidates. Here are some tips to transform regular employees to brand advocates:
  6. 6. Having a cross functional team connection ensures that you’ll have support and partnership to design and implement compelling talent branding content. It also ensures that the content will be communicated and shared with employees with appropriate guidance. As a human resources connector, you can provide input to to ensure that marketing and branding campaign planning are in alignment with recruiting strategy. 1. Human Resources, Marketing and Learning and Development Working Together
  7. 7. Social media is a part of life and that includes work. Many employees now identify the company they work for on their social profile. This can be a great thing or a bad thing depending on whether your organization has clear social media guidelines. No one wants to feel like big brother company is looking at their tweets and posts. Having policies in place provides guardrails while allowing your employees space to be free and engage with on social media. Don’t make the guidelines a list of NOs. Design a policy based on employee discretion, openness and trust. Give examples of what can be shared on social what should stay offline. 2. Have a Clear Social Media Policy
  8. 8. Companies can invest in employee growth by having classes to train their “brand ambassadors” on social media. You might consider holding online courses and making this a part of standard employee onboarding. In addition, social media experts within the business can informally or formally mentor less socially savvy employees. This guidance, new hire orientations and blog posts can be an easier alternative than creating a full blown onboarding course. This can make a real difference with employees stepping into brand advocacy. 3. Offer Social Media Training
  9. 9. Why not provide your colleagues with branded content to share on social media. You can offer them a list of content from the brand’s own editorial schedule and have them share at their own discretion. With ready to go, pre-approved ideas you’re likely to gain traction and adoption with your internal brand advocates. Don’t forget to share the social media hashtag they should be using. 4. Team With Marketing to Design Content for Employees to Share
  10. 10. Developing a Talent Brand Plan Now that we’ve covered the positive impact of unlocking your colleague’s potential to become brand advocates for your organization, we turn to an equally important topic: how to make sure that you are delivering a measurable talent branding plan that will truly empower your colleagues to be in action on talent branding. This won’t happen by itself! You’ll need to provide leadership.
  11. 11. Before setting out on your journey, it is important to know where you are before you chart your course forward. First, ensure that your talent brand is connected to the overall objectives of the business - with company growth goals and strategy. Next, invest in getting a clear picture of where your brand sits. Are potential candidates indifferent, in like or in love with your talent brand? This relationship with your brand is the engine required to build equity and deliver an edge over the competition in the market for top talent. Knowing where you are with your candidates and being insightfully truthful about it is the first step to figuring out how to grow your brand into one that candidates can’t stop talking about. Use these questions to get connected with your talent brand plan, the answers will help you start to frame everything you need!
  12. 12. The 10 questions to ask yourself are: Who are the key stakeholders that can help you approve and implement your plan? What are our business objectives and growth objectives? What are the strategy and tactics to achieve this? Where are we now with talent brand perception? Why do our candidates currently perceive us this way? Where do we want to be in the minds of potential candidates? How can we get there? What do we need to do to get ready? By when do we want to achieve our talent branding goal? What does success look like and how will we measure talent branding success?
  13. 13. Once you’re clear on the foundation for your talent brand - where you are and where you want to go, the process for setting up a talent brand on a professional social network is a simple marketing model, as outlined in a LinkedIn report: A Simple Marketing Model for Building Your Talent Brand Within Your Organization Segment: Determine the target personas that fit the available jobs. Target: Prioritize and pursue high-priority candidates. This is where you can develop a system to score candidates based on criteria that helps you focus on the characteristics of top performers.
  14. 14. Position: Develop a narrative that amplifies your company’s talent brand. Encourage employees to write about the topics that make you unique. Use storytelling to showcase how your values are reflected in company culture. Also, celebrate stellar employees that are making a difference in your business and in the industry. This writing enables potential candidates to see what it might be like to go through the hiring process. It also allows them determine whether they would be a good fit within your organization. Placement: How do you reach high potential candidates? Go where they are. Publish in online and offline publications, forums and platforms your ideal employee reads and respects. This is about building credibility against other companies they may be applying to. In addition, it builds brand awareness with other potential candidates who happen to find the article organically.
  15. 15. Product and price: Tell the story of what it’s like to work for your company. Outline the salary and benefits. Here are some ideas for types of content that can help prospective employees learn more about your company: Include a mission statement reflecting on how your company matters in the lives of its customers. Communicate your purpose. Describe the different departments, how they collaborate, and how they make an impact. Don’t forget your current talent. Involve them in showing off their team so that potential candidates see the environment they will be joining. Highlight your onboarding practices and processes.
  16. 16. Promotion: Build relationships with talent communities, social and digital content marketing. Empower employees to share blog posts, articles and other content pieces about company culture with their networks. It helps to have them share content about your company from a third-party site, rather than the career page of the site. Collaborate with marketing to create videos where employees and executives discuss issues important to the company and industry, and showcase how employees make the difference. It comes down to growing into a thought leader. Write, post, and share articles about your industry as a whole, highlighting the issues your potential candidates care about.
  17. 17. A strong talent brand plan will help you get your organization in sync on the strategy and tactics required for you to achieve your recruiting goals. This is how you will get more candidates to apply over time. The plan is a unifying document in that it connects functions across the business such as your executive team, learning and development, marketing and sales. The next step is on you! With this thinking as a foundation, you can evangelize your plan and request support from business stakeholders to support your recruiting initiatives. You and colleagues can always refer back to the document to get grounded in the approach and remain on track while pursuing a whole new realm in your talent brand strategy.
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