Archive for employment branding
Employment Branding Basics, Actions Speak Louder than Words
A basic understanding of the employment brand strategy and action
Have you heard these buzz words? Dynamic company, respected and valued, or how about team oriented environment? Sure they sound great but does it really mean anything to the employee? Today what you do has a far greater impact on your employer brand than anything else. We are consumers by nature and so naturally we want to be inspired, motivated, and happy, but are you doing anything to support those statements, literally?
We live in a faced paced world surrounded by media, and with so much information coming in it is hard to differentiate from the next guy. We all say that we are dynamic and team oriented but supporting those statements seem to be lacking everywhere. Driving your employer brand through action is not a quick process, it takes years to establish a reputation as the employer of choice, so rather than waste your time thinking up compelling statements you need unprecedented action, that’s what creates buzz. This action will not come easy either employer surveys need to be conducted, feedback needs to be calculated, and pilot programs need to be implemented. It sounds like a lot of work but as I mentioned above this is not something you can do in six or eight months. What you are doing is re-establishing a relationship with your employees while you are conducting employment brand research. You communicate a lot through action and your employees will take notice.
The economy of today has put an even greater strain on businesses and with operating costs on the rise employment brands suffer as a result. There is no better time for action then the present, but can you do something besides talk about it? These programs cost money and what is the greater impact by doing nothing at all, or reductions? Understanding how action relates to the employer brand is critical so whether you are looking at programs now or an employer brand audit is being conducted taking that action will truly speak louder than words.
If you have not implemented an employment brand strategy then I urge you to do so. Today a job seeker is not unlike a consumer, they are shopping. If it sounds too good to be true then it probably is. They need positive feedback from the people who work there, other consumers. We want to feel good about who we work for, but no matter how many times you say it’s a great place to work ask yourself this, is it? Employment branding is still new to some companies and with fast moving markets, tough competitors, and lack of patience doing the wrong thing can be just as damaging as nothing at all. Keeping the brand promise to your employees is just as important as a promise to the consumer. If you are implementing an employment brand strategy keep these four touch points in mind, values, difference, delivery, and choices.
Values; does your employment brand operate on an established set of employment brand values, I.E. (Our #1 asset is the employee), or (Internal growth equals success).
Difference; having a truly unique identity as an employer, I.E. (Leading our industry in employee professional development), or (Having more benefits than our competitors always)
Delivery; Employment brand recruiting videos, direct mail, recreational events, new employee sponsors, after hours job fairs
Choices; having a broad and diverse set of choices for benefits, schedules, and working environment, choices mean flexibility and freedom.
Two of these four touch points address the problem with conventional recruiting today in communicating your employment brand. They lack organizational values and delivery of your employment brand. It is hard to communicate your employment brand values through a third party or recruiting agency effectively unless you involve them in your strategy. This brings up coordination and collaboration between HR and Marketing & Communications. An effective employment brand strategy can be put into place by creating a strategic partnership between HR and Marketing. Advertising today has seen an increase and focus on the employee, companies are taking notice, but without an effective strategy it may be just more talk. HR and Marketing collectively can provide an employment brand strategy that works. The action truly speaks louder than words and when you implement an employment brand strategy the people that you attract and retain will be unprecedented.
Finally, it is important to note that there are no set of rules in place to design a successful employment brand, this gives you the freedom of creativity. You have a basis for starting implementation, an understanding, and through research, partnerships, communication, and action a truly unique employment brand will speak volumes.
Employment Branding and Defining your Image
Figuring out where you need to go and what you need to do NOW.
How employees or candidates see you is no different than how consumers see you. Does your brand reflect quality, reliability, and integrity? A strategic audit can provide value based metrics, analysis, competitor research, and identify problem areas, but defining your image in the eyes of the people who work for you can change everything in a big way.
Creating buzz is so important now days because we follow trends, and so they will follow you if you can define it. So what kind of buzz do you want to create? An employment brand that is flexible, provides the most choices, or how about the best training? It can be anything you want it to be. If you’re a just beginning the road is long and arduous, but well worth it. You cannot be everything so be unique, be different, and be a brand. Defining your image today is so important in attracting top talent, and retaining the ones that you have, but what if you are having trouble figuring out you’re image in this world of work, what can you do?
Hiring an outside firm like The Brand Management Group LLC to perform this task is usually the best way to go, but if you’re not in the market for professional consultation right now, is there is still hope? Yes, ask yourself these questions.
- What does my company represent to the workforce?
- How can I improve that image?
- What are your goals in one, three, and five years?
- Do those goals align with an employment branding strategy?
These questions are important because they address the most fundamental answers to the employment branding question. What do you represent? Are you a stepping stone to better opportunities or the best opportunity? Do you need some work to improve your image, and how? Do the long term goals of the company take into account the employment branding strategy, if not why? How can you align? Thinking about what your represent and how you can do better, with the future in mind will provide you with the best profile of your image, and through those actions, defines you as a strong employment brand.
Most companies these days are in fight to get the best people to work for them, and if you have a plan in place you will start to develop an image that represents the best company to work for. That will keep you on the road of reliability, loyalty to your employees so they are loyal to you, and finally integrity. These days too many companies break their promises to their employees, they lack integrity and when that happens, the road back is much longer then the one you took to achieve that great reputation to begin with.
Mike Nale
Managing Partner
The Brand Management Group LLC
Employment Branding during Recessions are Worth the Risk
This is the perfect time to capture market share with top talent.
By Mike Nale
The economy is slow, gas prices are through the roof, and it is causing problems everywhere, so what can you do? Branding your business as the best in town during a recession has its challenges. Employees are looking for jobs closer to home or something better to offset the recent pillage of their pocketbooks.
So how can you really set your brand apart during these tough economic times? The answer is simple, don’t panic! The goal of any company right now is to reduce operating costs, all while trying to maintain or increase profit, but what if that’s not enough? What if the goal you have in mind right now is really going to hurt you in the long run? Would you be willing to take a risk? Increase while everyone else is decreasing? That is precisely what I am telling you to do.
I am not telling you to waste money but growth during a recession in order to promote your brand is important, and talent is the key to growth. “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” says John Quelch, a professor at Harvard Business School. This is true with respect to recruiting. Branding your company as the best place to work during a recession is critical to the process, trust me top talent is looking, especially now. When you start to grab these players during a recession it will positively impact productivity, so whether you are a search consultant advising clients, or an HR executive, you need to think about this scenario as a way to impact your business over the long term, in a positive way. Employees these days are looking for ways to cut costs, so help them do it before they look somewhere else.
Branding your business as the place to work during a recession can be accomplished if you start with a simple plan first and let it evolve.
- Maintain or increase advertising for key employees. (Profit Builders)
- Implement 4 day work weeks or ROWE to reduce operational costs without hindering performance or productivity.
- Provide greater choices with benefits to reduce costs (example), preventive health programs reduces insurance costs, and medical bills.
- Consider telecommuting for certain employees to reduce commuting expenses.
- Promote innovative employer value propositions not standard benefits
- Make a recruitment video and link it to your website, postings, and ads.
- Market these benefits rigorously
Small and medium size businesses will benefit the most, but if you can provide an image that highlights stability, security, growth, and innovation during economic uncertainty than you will see a shift in the attitude toward your company. Maybe you were already thinking about this but as the great Morpheus says in “The Matrix” there is a difference between knowing the path and walking the path. Have a nice stroll!
Employment brand recruiting through video
Need talent? Why not make a video to recruit them
Technology has come along way, have you? It may come as no surprise to you that a lot of companies today still use the good old classified ads to type essentially the same thing as everyone else, but with a video camera and little creativity you will have a flood of candidates who would otherwise pass you up.
Using a recruiting video is really the most effective way to reach the people that you seek these days, so why aren’t you using it? Do you think it is too expensive? Maybe it is a hassle? No creative ideas? One of our services at The Brand Management Group LLC is to produce compelling, creative, and attractive productions for companies looking for talent, but if you are not in the market to use a service like ours you can still put together something that will bring more candidates. An employment brand video or production is the way to go. Today with the competition running typed ads it makes sense to do something different.
The best production to recruit candidates will begin with an introduction from the CEO or interesting personality, company history, and employer value propositions. The goal is to create interest by showing your company in a positive way that inspires and motivates the viewer to want to be a part of your company or organization. I have always said “creating interest is half the battle”. A creative idea is limitless, comedy, inspiration, or stunning graphics can all create interest. If you are thinking about making a recruiting video internally I would suggest that you talk with people in your company who make video productions as a hobby, or talk with your generation Y employees, they are very tech savvy. In any case start considering videos as a way to recruit new talent. You can upload them on your website or You Tube and link it to your ad.
If you are considering employment branding options than consider video instead of typed ads. This is the time to seize the market, so start now before you’re just another video!
Improving your employer brand without the ego
Everyone is important let me say that again, everyone is important. One of the biggest ways to destroy your employer brand is with an ego. I have seen it countless times through client engagements and it is killing business today. Opening your doors to everyone is important and though we are dealing with the most fundamental aspects of customer service that door swings from the inside as well.
Anytime you have a mind set on the physical, mental or social type of individuals that you want to work with your company you have limited your role in establishing a successful employer brand, the ego sets those limits. Are you really better because of social standing or industry? Are your requirements reflecting that ego? These are very important issues with respect to having a successful employer brand. A common mistake throughout the corporate world is that positions within a company must fit a mold that represents the professional image of that company and that attitude could be keeping you from truly getting the best talent to run your business or organization. A good example would be age, fashion sense, or previous employers. I am not saying that an ego based attitude fosters discrimination but it certainly parallels it.
An ego in your business is the same as a person with an ego and that attitude turns off people who work for you and those who want to as well. You may be the biggest in town you may be the best at the moment, but all that can change if you develop an ego that says no to employees, partnerships, or alliances based on that ego. The best way to improve your employer brand without the ego is to be conscious of it, have an open mind, listen when others turn away, and embrace change. The open door policy internally provides comfort not the attitude that I am more senior than you so make an appointment. The chain in management is always important but knowing the door is always open from senior manager to CEO brings about trust and equality.
If you think your business ego could be affecting your reputation than make some changes, provide training, and be conscious of it because, it could be holding you back from where you really want to be.
Employment Branding and being different
I have read countless articles and blogs about employment branding and although many of them address definition and support very few actually talk about real solutions. The challenges that most companies face today is creating that image of stability and security all while trying to grow their business, and attract the best talent.
Is there a right approach? What can you do to truly separate your company from the rest and define yourself as the employer of choice? These are the questions you should be asking right now. Research is the key and no matter what you offer if it is the same as the next guy are you really different, or just along for the ride? I have always recommended that no matter what you do to establish your employer brand make sure that you are not doing the same thing as everyone else, your just wasting your time. This is a special time in our economy and whether you like it or not, now is the time to break free from the pact and make your mark.
The only rules are the ones that you create for you and your employees. Be different, be innovative, and be bold. If you are going against the grain that may be just what the doctor ordered. Today people get bored with the same old thing so why provide it. You can be different in many ways to establish your employment brand through changes in the perceived work psychology, remember you can be different. These differences attract the best people to work for you. Just look at Google! My advice for you today is simple stop making excuses because you think it should be a certain way it shouldn’t, don’t limit yourself, and don’t assume it will not work because nobody else is doing it. The creative ideas to define yourself as the employer of choice are endless but you have to put those thoughts into action.
Employment Branding now is the time
Branding your image as the best place to work right now can be a powerful weapon in the war for talent. You have to be bold and innovative but with the right approach you can seize market share now.
The absolute best time to get the best people is now but you need to define yourself and I am not talking about just words, I am talking action. Any recruiter or human resources manager can type up a compelling statement that reflects your company as a great place to work but once that transaction has taken place if you are not ready to reflect those statements you are just wasting your time and possibly damaging your reputation. To truly come up with a plan of action during an economic slow down you must be willing to make investments in shaping a recruiting model that provides excellent employer value propositions and a workforce plan that incorporates it.
Employer value propositions are a tough sell unless they have value to the employee or candidate. The best EVP has choices not limitations gaining popularity based on you’re flexibility as an employer of choice. A good example would be professional development. If you are offering tuition reimbursement for continuing education in a related field, than add tuition assistance for any undergraduate and graduate program. This can guarantee long term employment with your company. A high attrition rate and vacancies can impact productivity which costs money, the investment is worth it. The value of a few good EVP’s can go along way in attracting the people that you want, especially during an economic slowdown.
The problem right now is a lot of companies are risking loosing talent by freezing any hiring and limiting valuable benefits. Is this the right move? Yes and no, of course some companies cannot make those large investments, so what are they to do? The answer is good leadership and relationships with their employees. A good employment branding plan always incorporates good management that fosters positive relationships. In other words you have a good boss. The value of flexibility has gained a lot of popularity over the past few years as well, allowing employees the benefit of controlling their schedules. A performance based model judges your employees based on results, not time spent sitting at their desk looking like they are working. The future of our workforce will be spending more time away from the office and for those industries that can provide this option to their employees will see increased productivity, which will have a far reaching impact on business as a whole. My point is simple, be bold, be daring, and pave the way for the future of your company by giving what is not being given, listening when nobody is listening, and providing certainty when nothing seems certain. They will come!
Employer Value Propositions That Have Value, PART II
In part II of this blog post I wanted to discuss some tips and trends to give your employer value proposition value. In my previous post I mentioned the importance of getting to know what your employees want through communication. I am willing to bet that the preponderance of your employees would agree that quality of life issues are high on their list.
Here is a short list of ideas that would qualify as valuable EVP’s
ROWE (results only work environment) judging you on performance not attendance.
Telecommuting for non-essential office personnel, this coincides with ROWE.
Recognition and rewards programs for superior performance
CEO open door policy and senior management
Career Counseling, (find out what your employees goals are and help them get there)
Most of these programs that I mentioned are fairly common but how many are you using? Are you promoting them to your employees, recruiting tools? The best way to get feedback on a specific EVP is to monitor its participation. If they are not using it get rid of it and replace it with something better. I have never been a fan of web based assessments or surveys, put a team together and get involved. Attitude is everything when you are putting together an EVP system and when you show your employees how important it is they will feel the value it immediately.
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.
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