Your Employer Brand Under Siege: How Social Media is Changing Recruitment
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The document discusses how social media is changing recruitment and employment brands. It notes that finding good employees is getting more difficult due to various factors like retiring baby boomers. Companies now have employment brands whether they realize it or not. With increased transparency online via sites like Glassdoor, how a company recruits is as important as who they recruit. Emerging themes include the importance of transparency, job boards struggling while corporate sites and social media grow in importance. Best practices include differentiating one's brand, focusing on candidate experience, relationship management, technology integration, and leveraging referrals and social media. Marketing and HR should work together on employer branding and candidate experience.
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Your Employer Brand Under Siege: How Social Media is Changing Recruitment
- 1. Your Employment Brand Under Siege: how social media is changing recruitment STRATEGIC CAPABILITY NETWORK NOVEMBER 27, 2013
- 2. Discussion Points is it business as usual? employment brand 101 some emerging themes some best practices
- 3. Business as usual? It’s always been difficult to find good people … and it’s getting harder Unstable Markets & Governments More Passive Job Seekers than in the past Shifting Demographics 75M Baby Boomers Nearing Retirement Only 30M Gen-X to fill roles Globalization Competition for Executive Talent Uneven Quality of Education Systems
- 4. Employment Brand 101 Q: Who has an employment brand? A: All companies do. What is an employment brand? Boring Answer - “Represents the corporate identity to its current and prospective employees..” It is important that you have consistency between your internal and external employer brand
- 5. “ if it can be known, it will be known. With the rise of the web & social media, HOW you recruit is as important as WHO you recruit. ”
- 6. Review sites – glassdoor.com
- 7. Actual Employee Reviews Reviews from Glassdoor.com
- 8. Benefits Recruit better candidates Reduce employee turnover Make better hiring decisions Reduce recruiting costs Improve Employee Engagement Infographic from - http://www.staffingdaily.com/how-employee-referrals-impact-your-employer-brand-infographic/
- 9. Emerging Themes Transparency – If it can be known it will be known Social Media Glassdoor.com Job Boards - Struggling National/International - reduction in traffic and revenues Local/Niche/Specialist Job Boards becoming more effective Your own Corporate Career Websites becoming more effective Opportunities for Future Candidate Engagement Leveraging Social - Moving from one message to conversations with prospects Companies reducing spending on 3rd party recruiters New Technologies Lots of new very interesting technologies emerging trying to disrupt hiring process CRM for Talent Candidate Profiling eHarmony for Jobs
- 10. “ Best Practices How do we get started? ”
- 11. Differentiators & Competitive Advantage 1. Employer of Choice Branding Operational Excellence – be found & known 2. Candidate Experience – provide the best experience 3. Candidate Relationship Management – proactive recruiting 4. Technology Enablement – choose technologies that work & integrate 5. Crowd Sourcing, Market Intelligence – leverage referrals & social
- 12. Talk to Marketing Marketing & HR need to work together – here’s why. Employer of Choice Branding Provide rich company information Company Career Page – Or Micro-Sites Use corporate careers page as anchor – all others are hooks to it (inbound marketing) Participate in online conversations – Glassdoor, Indeed, Twitter, Facebook, etc. – Community Manager Focus on Candidate Experience Make it easy to connect/apply Treat candidates like you would your employees Go through your own application process www.thecandes.org - The Candidate Experience Awards – amazing resource! Asking for feedback – “How has the process been so far?” Consider Evolution from Recruiter to Talent Advisor Write inspiring job advertisements (not job descriptions) Illustrate career paths and the overall opportunity about the future Consider Building & Engaging talent community Create a group of brand ambassadors Learn from this group – they have the reason why they want to work for you.
- 13. Leverage Technology Make sure your technology talks to each other Avoid stand alone tools that don’t integrate with each other Be found – Search Engine Optimization (SEO), Social, Web Create great original content – company milestones, employee recognition Start with content you already have Candidate Relationship Management (CRM) Crowd sourcing, Market Intelligence - Data Mining Build relationships, manage expectations Employee Referrals, hunting on Social Media Mobile Optimization – You NEED to offer a mobile experience for candidates 72% of job seekers have visited company site on mobile device Only 20% have a mobile optimized career site