(Observations On The Road To) Creating A World-Class Employment Brand
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HR must align with the overall employment brand defined by market dynamics and people. To create a world-class employment brand, HR should socialize, educate, and communicate the brand internally. HR should also measure what matters to add value through storytelling, videos, recognition programs, and building alliances across marketing, communications, executives and other teams. Developing an employment brand requires curiosity, budget, persistence over time.
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(Observations On The Road To) Creating A World-Class Employment Brand
- 2. 2 CREATING A WORLD-CLASS EMPLOYMENT BRAND WILLIAM URANGA DIRECTOR OF CORPORATE & TECHNICAL RECRUITING @ GODADDY
- 3. 3 IF…
- 4. 4 THEN…
- 5. HR owns employment brand HR does not own employment brand.
- 6. 6 OBSERVATION #1 -DYNAMICS WHAT HOW MARKET PLACE PEOPLE
- 7. Employment brand is defined by them. Employment brand requires alignment. OBSERVATION #2 - CLARITY
- 8. HR can reflect it. Socialize, educate, communicate OBSERVATION #3 – OUR PART
- 9. OBSERVATION #4 – ADD VALUE If it matters, measure it. “storify” video wear recognize
- 10. OBSERVATION #5 – ALLIES MARKETING COMMUNICATIONS SOCIAL MEDIA EXECUTIVES TALENT ACQUISITION PEOPLE OPERATIONS ANALYTICS
- 11. OBSERVATION #6 – THERE IS NO THERE It takes curiosity. budget tacking tenacity
- 12. 12 ARKETP LACE THIS IS HOW IT CAN LOOK…
- 13. 13 THIS IS HOW IT CAN FEEL… william uranga @williamu
Editor's Notes
- Thank you… I couldn’t be here if it weren’t for… My deck is only 13 slides… Take the shopping cart approach… GoDaddy is a company of….
- What does a world-class employment brand look like to you? How about ”great”, or “good”, “nice-to-have”? We won a few of these awards… What do you have and how satisfied with it are you? If this is ”awesome”, then…
- Then how far is your company brand for where you want it to be? GoDaddy is an 18 yo company. 3 years ago we began a company transformation. How would we have described ourselves? Scrappy. September 2014, I joined GoDaddy…a few weeks before Grace Hopper Celebration in Phoenix 2015
- This was big, deep problem…it wasn’t just a one time event it was an accumulation of things… Who owned solving? What exactly were we trying to solve? What is employment brand? I have 6 observations to share with you…
- Brand + a promise delivered Anything can trigger you thinking about that promise… Usually brand has to do with the key product/service. “Employment” brand goes beyond and pulls in your organizations values, culture and rebels (nonconformists) The key ingredient is people – they make experiences remarkable (good or bad) and they are what transmit those stories too Back to Grace Hopper 2014 and GoDaddy’s problem: we were so scrappy that we became a caricature of our advertisement because we had a top/down CEO the drove execution through command and structure…
- You don’t control EB, you may think you do because you control your advertisement or your phone script They control it. Its what they leave up on Glassdoor, share at dinner parties, or show up in a hit piece (Amazon work/life balance anyone?) This is why Looney Toons is funny. So at GoDaddy we had the bad news. The good news is that you can change “Employment brand” The key here is alignment up and down the line.
- So what can we actually do? What did we do? We can help reflect EB We went on a huge listening tour. Interviewed selected IC/leader (including executive) Why did you come to GoDaddy? What do you Sharing how the recruiting landscape has changed and what their part is in it Socialized how they could be viewed in the marketplace with more credibility This was also during our annual cycle for our employee survey (GoDaddy Voice) Better communication on business activity Better career pathing Compensation policy was a mess Employment brand affects employees too. If what you marketed to them isnt the real, they don’t stick around. If the culture is way more disfunctional than functional, your good talent d oesn’t need to stay. GenY/Millinials? They are not going to come to HRs office with pitchforks and torches, they just quietly leave. Document…EVPs Reflect: surveys, video, record stories
- We knew TA could be part of the solution… Internally stuff was being handled by HR (what we call People Operations)… GoDaddy Voice (engagement) Sub groups Externally, TA looked for examples and ways to share: Wicked smart, solidarity with the entrepreneur, we (now) embrace the other 50% of our customers… 5 Values: Be Extraordinary Own Outcomes Join Forces Work Fearlessly Live Passionately Candidate Experience Survey (how we set/met expectations) Share stories (“shining examples”) with staff and hiring managers email Video taping T-Shirt, mirrors distributed that support our “culture of recruiting” Started annual Best TA Partner 2016 Awards, widely publicized.
- You need allies… If you experience opposition is better than indifference They do understand, you’re not putting in their language, or simply enough Marketing: Adhere to brand standards, Communications: Inclusion of growth, hiring stories, exec profiles/stories or major events (Hiring 500 vets over 5 years) Social Media: part-time staffer on loan Executives: Keep TA: Keep rep brand – set/meet expectations, stay consultative, speed up PO: understanding, budget for headcount Number – report – analytics – predictive modeling: 1 person, need our up and coming AA team
- We at GoDaddy are soooo not done… The best of who GoDaddy is, was never who we were… New brand has been launched. We’ve seen some progress: GHC 2015 (75% was professional women) This isn’t a sprint, nor a project – this is a marathon, an on-going discussion, a program What can I encourage and share with you: Set and stay the course…
- I was warned that everyone was going to start taking pictures of this slide… Don’t worry, you can have this slide deck if you just email me… What I want to point out, beside the reminder that you measure what you care about and this are is handled by someone on the Social Media team on loan to us (part time). TA is involved consulting with hiring managers and interview teams on their profiles GoDaddiers are involved – Glassdoor reviews We have a long way to go – we still suck. LinkedIn followers: needs to be 200K+* *Can you imagine what that would feel like?
- I think it feels something like this…MUTEMATH concert You, your leader has an event, sends out a comm… Your fellow employees react because they are engaged with their work and the mission of your organization. They “reup” to work for your compnay People know who you are, but more importantly what you stand for. They know what they are going to experience when they hear your name and... …They are willing to do something costly about it: listen, refer, maybe even apply…