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Job branding
 What and how?
An introduction
Job Branding
An introduction
 12

                                                job b r a n d a wa r e n e ss
 10

  8                                             sou r c i ng c ha nn e l
                                                                                   Source: Report “Getting it Right from the
  6                                             or g a n isa t ion b r a nd        Start”; Recruiting Roundtable “Which
                                                a wa r e ne ss                     element has been important during the
  4                                       3,4
                                                a pplic a tion me thod
                                                                                   attraction for your new job”, 18.000
                                                                                   respondents.
  2
                                                sou r c e s of inf or m a t i on
  0
         a ttra c ting the c a ndida te



Job Branding is one of the most impact full elements for the attraction
during the recruitment process. When a candidate knows what the
company expects from him, he will be more attracted to and success full
in his job.
Job Branding, Why?
Job Branding
Changes in the Labour Market

•The market will be more dynamic:
    • Employees are more and more loyal to a manager, team or
      project. Not to an employer.
    • The market will become more flexible: f.i. Young Chinese
      graduates will have 19 employers in their working life

• The market will be more individualistic:
    • Employees choose for a job instead of an employer: “what is in it
      for me?”. Otherwise they will look for another opportunity
      somewhere else.

Conclusion:
Selling of jobs becomes more important in a fast moving market
Job Branding
Candidates want better offers

Top candidates want a 25% better job offer.
This is a combination of:
• 1. Job Stretch: What do I do? What will I learn?
    Top Candidates are looking for demanding assignments that fit with
    their competences and interest. A company brand is getting the
    attention, but for the top it is less relevant. A connection between
    the job and the company strategy is.
• 2. Compensation: Salary and benefits

Conclusion:
A stretching job will compensate the other benefits.
Job Branding
Enlarging the potential target group
• Semi active candidates (appr 40% of the working population):
    • do not look for another job on a regular basis. Only now and then
    • just scan the advertisements, don’t really read them

• So: get them if they just have a look!
    • You will have a 10 seconds chance: give them a good understanding
    of the job in these seconds

Conclusion:
An interesting job brand will increase the number of potential
(passive) candidates.
Job Branding
But, most important

• Desperate new colleague?
     • Top candidates only apply for boring jobs if they are desperate!
     • But top candidates are seldom desperate!


• Boring new colleague?
     • Boring jobs attract boring new colleagues. Who wants them?


Conclusion:
Attractive jobs attract attractive candidates.
Job Branding: 10 tips
Job Branding
10 tips for job branding
1. Smart Headings for semi-active candidates

2. Use the 10 second chance:
  Make a 2 sentences marketing summary of the job: what will he do, learn,
  get or become! And catch the attention of a potential candidate.

3. Out of the clouds: 20.000 feet descriptions vs 0 feet descriptions
  Be as concrete as possible. Go back to what a person is doing every day.
  What results would make him better than the rest? Move away from
  general responsbilities, lists with skills and competences. And describe the
  team, boss and coach in a visible way.

4. Make the job SMART!
  Check the job. Is it S: Specific, M: Measurable, A: Action oriented, R:
  Result driven, T: Time indicated?
Job Branding
10 tips for job branding
5. Make the job part of a bigger mission, vision or strategy
   Like Boeing says: “Help us land the next generation of moon walkers”

6. Use a performance profile (and no traditional ‘jobdescription’…)
  Take care that candidates, that you are interested in, get a in-depth
  performance profile. What tasks, activities, projects will he get, who will
  be in his project team, what are the circumstances. Which results
  (concrete data like turnover, patents, product introductions, etc) do you
  expect from him.

7. Start with chances and reduce your ‘wishlist’
   “Use your economic education to help us developing our international
  accounting system.” sounds better than: “you need to have a economic
  education and 5 years of international accounting experience”. So: ‘no
  wishlists’ but expected performance and outcomes.
Job Branding
10 tips for job branding
8. Use the interview to close the gap.
  The ideal candidate doesn’t excist. There is always something missing.
  Use that as an advantage during the interview. Show them the challenges
  of the job and their learning opportunities. “This is what you should
  develop and can learn here. How did you learn before” ?
9. One same message by all involved!
  Discuss the job ad with all people involved and check what is really
  important. When will a candidate be succesfull? Take care for The Moving
  Job Spec Syndrom! Your search will be a waste of time for all if the
  requirements or job are changing during the process!
10. Use active descriptions instead of passive ones. And present time.
  Active verbs are more attractive than passive ones in your description: Use
  “do”, “change” or “improve” instead of “be responsible for…”. F.i. “You
  improve our sales in Eastern Europe with…” instead of “You will be
  responsible for our sales improvements...”
this works wonders!
info@workwonders.nl
www.workwonders.nl

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Job branding

  • 1. Job branding What and how?
  • 3. Job Branding An introduction 12 job b r a n d a wa r e n e ss 10 8 sou r c i ng c ha nn e l Source: Report “Getting it Right from the 6 or g a n isa t ion b r a nd Start”; Recruiting Roundtable “Which a wa r e ne ss element has been important during the 4 3,4 a pplic a tion me thod attraction for your new job”, 18.000 respondents. 2 sou r c e s of inf or m a t i on 0 a ttra c ting the c a ndida te Job Branding is one of the most impact full elements for the attraction during the recruitment process. When a candidate knows what the company expects from him, he will be more attracted to and success full in his job.
  • 5. Job Branding Changes in the Labour Market •The market will be more dynamic: • Employees are more and more loyal to a manager, team or project. Not to an employer. • The market will become more flexible: f.i. Young Chinese graduates will have 19 employers in their working life • The market will be more individualistic: • Employees choose for a job instead of an employer: “what is in it for me?”. Otherwise they will look for another opportunity somewhere else. Conclusion: Selling of jobs becomes more important in a fast moving market
  • 6. Job Branding Candidates want better offers Top candidates want a 25% better job offer. This is a combination of: • 1. Job Stretch: What do I do? What will I learn? Top Candidates are looking for demanding assignments that fit with their competences and interest. A company brand is getting the attention, but for the top it is less relevant. A connection between the job and the company strategy is. • 2. Compensation: Salary and benefits Conclusion: A stretching job will compensate the other benefits.
  • 7. Job Branding Enlarging the potential target group • Semi active candidates (appr 40% of the working population): • do not look for another job on a regular basis. Only now and then • just scan the advertisements, don’t really read them • So: get them if they just have a look! • You will have a 10 seconds chance: give them a good understanding of the job in these seconds Conclusion: An interesting job brand will increase the number of potential (passive) candidates.
  • 8. Job Branding But, most important • Desperate new colleague? • Top candidates only apply for boring jobs if they are desperate! • But top candidates are seldom desperate! • Boring new colleague? • Boring jobs attract boring new colleagues. Who wants them? Conclusion: Attractive jobs attract attractive candidates.
  • 10. Job Branding 10 tips for job branding 1. Smart Headings for semi-active candidates 2. Use the 10 second chance: Make a 2 sentences marketing summary of the job: what will he do, learn, get or become! And catch the attention of a potential candidate. 3. Out of the clouds: 20.000 feet descriptions vs 0 feet descriptions Be as concrete as possible. Go back to what a person is doing every day. What results would make him better than the rest? Move away from general responsbilities, lists with skills and competences. And describe the team, boss and coach in a visible way. 4. Make the job SMART! Check the job. Is it S: Specific, M: Measurable, A: Action oriented, R: Result driven, T: Time indicated?
  • 11. Job Branding 10 tips for job branding 5. Make the job part of a bigger mission, vision or strategy Like Boeing says: “Help us land the next generation of moon walkers” 6. Use a performance profile (and no traditional ‘jobdescription’…) Take care that candidates, that you are interested in, get a in-depth performance profile. What tasks, activities, projects will he get, who will be in his project team, what are the circumstances. Which results (concrete data like turnover, patents, product introductions, etc) do you expect from him. 7. Start with chances and reduce your ‘wishlist’ “Use your economic education to help us developing our international accounting system.” sounds better than: “you need to have a economic education and 5 years of international accounting experience”. So: ‘no wishlists’ but expected performance and outcomes.
  • 12. Job Branding 10 tips for job branding 8. Use the interview to close the gap. The ideal candidate doesn’t excist. There is always something missing. Use that as an advantage during the interview. Show them the challenges of the job and their learning opportunities. “This is what you should develop and can learn here. How did you learn before” ? 9. One same message by all involved! Discuss the job ad with all people involved and check what is really important. When will a candidate be succesfull? Take care for The Moving Job Spec Syndrom! Your search will be a waste of time for all if the requirements or job are changing during the process! 10. Use active descriptions instead of passive ones. And present time. Active verbs are more attractive than passive ones in your description: Use “do”, “change” or “improve” instead of “be responsible for…”. F.i. “You improve our sales in Eastern Europe with…” instead of “You will be responsible for our sales improvements...”