Archive for April, 2008
Employment branding and recessions
When the smoke clears where do you want to be?
A colleague of mine Peter Sukonek, CEO of Big Gravity, a local branding firm recently wrote two articles on his blog about recession marketing. He refers to experts like Steve Abdalla and John Quelch about recession marketing. It is an excellent post and I recommend that you read it. Today I would like to expand on Peter’s article about recession marketing and how it applies to employment branding. Peter quotes John Quelch a professor at Harvard Business School,
“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good times”
The same applies with respect to employment branding. While I clearly differentiate employment branding and branding as two different models, it has all the same principles, so how does this apply to employment branding and recruiting? Typically those cut backs on advertising are also felt on recruiting, example (hiring freeze, no employment ads). This may not be the best road for a company during these slowdowns. You can seize market share during this slowdown by capitalizing on recruiting top tier candidates to increase profit by increased productivity. If you are looking to re-brand your image as “The Best Place to Work”, now is the time. The image of security and sustainability during economic slowdowns can be a powerful tool to get the best people to work for you.
Peter also quotes Steve Abdalla, VR Business Brokers, Honolulu, Key thought: Recessions are exceptional opportunities to improve strategic position.
Do not to hold back right now. You have a unique opportunity and a small window to improve your strategic position through employment branding. Be the place to work, the top choice for job seekers, and capture market share. The strongest employer value proposition (EVP’s) you can make right now is to validate your actions by offering more when everyone else is offering less. This identity not only attracts job seekers but consumers as well. A lot of companies figure they can cure the headache by cutting off the head, it just does not work. You are going to need the best people to make it through this. We have seen lay off after lay off with larger brands and although they will survive any long term damage to their reputation or profit, smaller companies may not be as fortunate. A strategic workforce plan can be implemented with the right marketing plan during a downturn that will allow for growth and opportunity with the best people, but companies that get tunnel vision and focus on short term solutions will never reach their long term goals.
Re-branding with employment branding during a recession does not have to be costly, but it does have to be done in such a way that will separate you from everyone else. Create visual interpretation and identity, and validate it now before your competition does. This recession might be the opportunity you need to establish position, but only for the willing.
Non-competes in Hawaii
Non compete agreements have always been a hot bed of controversy and due to Hawaii’s size and location it can create real problems for those seeking a new job. If you are stuck in your current job because of a non-compete you are not alone.
Many professionals working today have signed some form of non-compete and it is holding them back from either pursuing better pay, or brighter days. In my blog post today I want to examine the issue of non-competes in Hawaii. Are they really legal and binding? If I go work for a competitor will my previous employer enforce it? Yes and no, yes and no.
Non-compete agreements are very tricky, they can be very broad which makes it hard to enforce, or they can be very specific and you’re in a tough position. Non-compete agreements here in Hawaii make it extremely difficult on the employee looking for work elsewhere. On the mainland you have more geographical options, not the case here. The biggest problem with a non-compete in Hawaii are those companies who abuse it, how you ask? This is where the broad non-compete is a problem because some companies who have high attrition may specifically use a broad non-compete to keep employees from leaving. A specific non-compete is more typical of executive and c-level positions where trade secrets and operations are a factor of concern, this is typically not a problem.
The truth is you cannot predict whether or not a company is going to enforce it. Some do and some do not. The non-compete in most cases is a legal and binding contract between you and your employer. My advice to you is that you leverage your position as a candidate before you accept any position by requesting a non-solicitation agreement which is used so that you will not solicit current customers/clients or near term customers/clients if you choose to leave, or ask for a revision that will allow you some room if things don’t work out. Think before you sign! The non-compete agreement in Hawaii should protect employers but it should not be used to lower your recruiting costs or keep your employees from leaving, that’s a sign of a bad employer. If you are stuck right now you only have a couple of options, speak with a lawyer about your non-compete or move to the mainland where it will not affect you. I recommend that you use common sense when you review a non-compete or you are drafting one. Non-competes, are necessary for specific situations, so make sure yours is.
Do you fear the consultant?
Not necessarily, it is true that consultants have been used to assess productivity and that can lead to cuts, but for the most part consultants these days are there to improve productivity without cutting jobs, and they can provide excellent training. So when you see a consultant in your office try to put your fear aside, wer’e here to help. If you are seeking the services of a consultant it is important to prepare your staff ahead of time, let them know what is coming, or who. The consultant these days can provide everything from re-branding to leadership training for your company with one common goal in mind, to make things better for your company.
They are experts in their respective fields as trainers, coaches, or mentors the consultant can help you improve in many different areas in business. Their hours are long because their days are numbered. They are patient and understanding, a fresh face, a good listener. They are essentially everything you would want in a stellar employee, the consultant. Are you working with one right now? What do you like about them? Did you learn something? The consultant, they live the job! If a consultant is visiting your office then try to keep an open mind, ask questions, and remember they can approach corporate with your concerns directly, and in confidence. So, the next time you see a consultant in your office it is not the end of the world, it could be the start of a better one where you work.
Jobs Education vs Experience
How many times have you screened an employment ad only to pass it up because you see an education or experience requirement that does not fit your education or experience level to a tee?
This is a frequent problem that most job seekers face. It is true that in most cases a certain amount of education or experience is required to perform a job, but it really has to do with what the employer is looking for in a candidate. The fact that you do not fit the mold to a tee does not necessarily mean that you are not going to get the job, but it may require more action on your part to justify your nomination.
So what if you do not have enough education? In a lot of cases now companies are realizing the benefit of the University of Experience, and so they have been more relaxed on any education requirement previously in place. On the flip side those without experience may be allowed mid-level positions with graduate level training. Is this right? There is no right or wrong answer. You cannot educate experience, so in a sense that on the job experience does pay off, but there can be lapses in knowledge with the minimally educated. I have always weighed more on the experience side because it applies directly to the position, but education does have value and is required in certain industries no matter how much experience you have.
They each have value to the position for which you are applying, and if you happen to be in one of the industries where either one could be sufficient to perform the job then the question isn’t which is better, but which is preferred. You will not be able to find out unless you address your question to the employer directly. In some cases companies use applicant tracking systems in conjunction with their career websites, if you lack a minimal qualification the system can be set up to disqualify you without sending your resume further. The recruiter usually applies this tool in order to cut down on sourcing time. If you want to bypass this process because you feel you have the experience or education that should be looked at further than you will have to do some research, so that you can email your resume directly to that person.
The battle between education and experience has always been about what the employer is looking for, lacking in either does not make you better or worse than anyone else, but it can if you let it. My advice is to use common sense, apply for jobs you are qualified for, and have a shot at. Which is better, that is not up to you, so what have you got to lose?
The Best Job You Never Had
It is not unusual for people to dream of another line of work or wish they did something else. So if you are not working in the job you’ve always dreamed of then why are you doing what you do today? Are you happy or unhappy? As time goes by it gets harder and harder to make those dream jobs a reality through qualifications, experience, training, requirements, or a combination of these things. You have also invested time in what you are doing now and whether you like it or not it’s what you do. Are you good at it? You might be good at it but, are you the best? These might be questions that you ask yourself on your quest for professional fulfillment but can you turn those questions into real answers and, eventually the best job?
Sure you can. As I have mentioned in previous posts the only question is what are you going to do? It is impossible to predict the future but you can control what you do with it. If you are not doing the job that you love than perhaps it might be a great time to see if you could make it happen. What possible good can come out of changing careers and moving on to something you truly enjoy? Well, for one thing you are doing what you love. Is it possible to put a price on that? What is it worth to you? Now that I look back the desire to be a Firefighter was a fantasy and through time and knowledge I have come to where I am doing what I truly enjoy. I have met people who feel the same way but on the flip side I have met a lot of people who are still on the path to career heaven and yet they cannot put a finger on it.
Work is as much a part of our lives as any experience and what you get out of that experience is up to you. The best job you never had is still out there. You might find it, you might not. The journey to find it can be an experience all on its own. If you do find that best job money will not matter because it pays you in some many other ways. The best job you never had is still there, but only for the willing.
Being competitive in a shrinking job market
I am going to give you a few tips today that will hopefully tip the scale in your favor. In any tight job market more people are looking for jobs, and that means that your resume and interview will be scrutinized a little more. Your goal in this situation is not to necessarily change your resume but make sure that you are applying for the right positions. Let me explain. If we had more jobs on the market today you would apply for positions that have similarity or parallels, since this is not the case recruiters will not be as flexible in making a fit. This market has fewer jobs and more applicants so knowing the above mentioned you will want to apply for positions you can get. If you are not able to do this would it be a waste of time applying for similar jobs? No, but don’t get your hopes up. You want to find matches with as close a fit as possible.
In order to draw more attention I also recommend a video resume which can greatly increase your chances of getting a face to face interview. You want to be very pro-active and find out who will be reviewing your resume, send them an email, make a phone call, and use networking sites such as LinkedIn. These little things can make a big difference in edging out your competition. If you land an interview chances are they will be interviewing more so, the process may make it seem like they are not interested, be sure to follow up. You have more competition these days so standing out is important. It is going to take a little more time to get the job, but if you spend a little more time on improving your resume, interviewing skills, and networking you may just find what you’re looking for.
Parking benefits are scarce.
One of my first recommendations to companies looking to make their benefits package more attractive is to pay for parking. It plays a large role in salaries these days. If you’re spending too much money on marketing, and recruiting it may be time to put this money to work for your company in the way of attaining, and retaining employees with better benefits. In most cases these benefits are reserved for upper level management if given at all. The parking war in Hawaii is only going to get tighter in the future as we grow, and unless you are a fan of public transportation (which is not a bad thing) get used to the inconvenience.
We need to start looking at alternatives as a State, and as employers before we end up like Seattle or San Francisco. The alternative to the parking benefit could be a state subsidized public transportation credit for employers who offer it to their employees who ride the bus, the boat, or in the train. Parking is not a problem for everyone in Hawaii, but when you work in downtown Honolulu it can be as simple as whether or not people want to work for you. You don’t want to lose that spot!
Is now the right time to change jobs?
The fact remains that making a switch is never an easy task in any economy. If you do decide that it is the right time now what do you contend with? Since there are a lot more people looking for jobs now you will have to consider more competition, and less opportunity. It is going to be an uphill battle, but opportunities are out there. Your search for a new job in a slow economy is going to take work. You should consider using every available resource besides the basic job board. I recommend LinkedIn, and ZoomInfo. These sites offer you a better way to network and connect with other professionals in your area. You should also use more search agencies as well. If privacy is a concern you can still use these resources without actually putting yourself out there until you are ready to be identified.
Finally be prepared for a longer wait and do not let fear hold you back. That alone can spoil any potential opportunity. The help wanted signs are still there you just need to look harder.
[ Help Wanted Hawaii.info — Hawaii's Largest Online Job Board ] 