Daniel Youds, Solutions Director, Reed Talent Solutions Your culture is your brand...and your Talent is watching
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Daniel Youds, Solutions Director, Reed Talent Solutions Your culture is your brand...and your Talent is watching
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Daniel Youds, Solutions Director, Reed Talent Solutions Your culture is your brand...and your Talent is watching
- 1. Your culture is your brand . . . . . . and your talent is watching
- 3. WHO WE ARE We manage over 60 outsourced recruitment contracts We have attracted over 10 million candidates And built one of the best known brands in the UK
- 4. WHAT IS AN EMPLOYER BRAND? What people think of, when they think about working for your company. . . whether it’s true or not. Professional Laid back Aggressive culture
- 5. IT’S A CORE FOCUS
- 6. WHY?
- 7. YOU USED TO BE ABLE TO DO THIS
- 8. BUT YOUR CANDIDATES ARE DOING THIS
- 9. THEY ARE LOOKING TO YOUR EMPLOYEES
- 10. Times have changed. The rise of social media has made companies a great deal more transparent. People are far more likely to trust a company based on what its employees have to say than on its recruitment advertising. This means that talent attraction relies far more heavily on employee engagement and advocacy. (Harvard Business Review)
- 11. SO CREATE A CULTURE, NOT A BRAND
- 12. Create a collaborative proposition Create a collaborative proposition Shout itShout it Make it every day Make it every day Give them content to be proud of Give them content to be proud of OUR APPROACH
- 13. . . . AS THERE’S A LOT OF NOISE https://www.domo.com/learn/data-never-sleeps-4-0 Create a collaborative proposition
- 14. THE CANDIDATE, THE COMPANY AND THE COMPETITION Create a collaborative proposition
- 15. . . . SO YOU HAVE TO BE HONEST Create a collaborative proposition
- 16. CAPTURING THE MESSAGE Employee questionnaires Exit interviews On-line polls & competitions Workshops & ideas sharing Social media audits Peer-to-peer sites Current careers content What are the competition up to External anonymous surveys Create a collaborative proposition
- 17. HAVE A STRATEGY Appoint an owner Engage managers Reward & promote Make it everyday
- 18. GIVE THEM A PLATFORM TO SHARE Give them content you can be proud of #lifeatreed
- 19. AND YOU WON’T HAVE TO ASK Give them content to be proud of
- 20. Pillars A thrilling experience Inspiring company School of excellence
- 21. AND YOUR REFERRALS ABOUT CULTURE Give them content to be proud of
- 22. EXTERNAL COMMUNICATIONS Get it in to job ads Get real stories on your careers page Have a social media strategy Shout it
- 23. CONCLUSION Shouting at the market doesn’t work1 For your messages to stick – your employees have to spread them2 And for this, they have to believe them3 So make them realistic4 Make them consistent5 And make them part of everything you do6
- 24. t. 0845 460 7455 e. talent.solutions@reedglobal.com w. reedglobal.com/talentsolutions If you are interested in any of the services covered, or any of the other services offered by Reed Talent Solutions, then please contact us
Notas do Editor
- Employment brand presentation focusing on culture and employee advocacy
- And that is the importance of sharing within your own organisations – you as HR and Talent Specialists sharing tools and content with your workforce that will help promote your company as an employer of choice, and encouraging your workforce to share this content publicly and across their own networks
- No.1 recruitment brand in UK have seen from our clients what has/ hasn’t worked well Our Job is candidate attraction We are recruiters. We work with thousands of organisations and manage a number of outsourced recruitment projects for them We are getting more and more requests for things like brand management, EVP development, social media attraction plans etc. Because of this we thought we would share some of our tips and tricks for you to be able to take on some of these projects yourself. Now that’s not to say branding agencies are not extremely valuable
- Whether it’s fair or not Doesn’t have to be true – if that’s the perception then that’s the perceived reality
- On average 8% of recruitment budgets are spent on employer branding – with most spent on job boards, recruiting licences and agency fees, and 53% of you would have employer branding as the top priority if budgets weren’t a constraint – However a lot of the most effective employer branding can come a little or no cost The key message from this - If you’re not doing it now then may be you should be?
- Why is brand so important? What do I think or “feel” about working for Apple? Very cool Laid back Support ideas and creativity – constantly innovating Fun place to work with lots of opportunity Now, how they have done this at this point is irrelevant. Whether it’s true is irrelevant. What’s important is that if I were choosing between them and the thousands of other global, tech companies, with very cool products – I’d probably start with them. Brand, or brand perception gets people interested and gives you a competitive advantage
- So in the good old days when you wanted to attract candidates to come and join your company – you used to be able to do this Your Employer brand would be contained to career pages, your consumer brand and maybe local knowledge Whilst this is still a key part of the strategy its not enough anymore
- Today’s candidates are savvy and have grown up in a multi media environment, there’s an increasing suspicion of big business amongst younger generations, they are less likely to take what companies are telling them at face value and they have access to a whole host of sources of information from Social media, TV, Job boards, Review sites, Blogs They’re not necessarily interested in what you have to say – well not exclusively anyway
- Instead – they are looking to your employees – and they’ve got increasing numbers of places to look! This is reflective of wider social changes – Facebook, AMAZON, UBER, Trip advisor – we’re now firmly a society that likes to share our experiences – good and bad, whether its what we got up to on our holiday, what the book was like we just bought off amazon, or what our job is like Furthermore, we are increasingly comfortable with and reliant on peer to peer reviews as a way of making decisions – whether its what TV to buy or what company to join next – it’s the new reality. Its how we do things now. Before I make a decision, I’m not going to take what the seller is telling me for granted. I WANT TO HEAR FROM PEOPLE LIKE ME Now, one of the key things they are thinking is I Want to see what people did when they made the decision that I’m thinking about making – what happened to them, how did it work out?.. THIS MEANS YOUR BRAND IS YOUR BRAND WHETHER YOU LIKE IT OR NOT – you don’t have as much control over it as you used to – to a large degree its been devolved to your workforce and those that were you workforce and have now moved on
- So create a culture, not a brand If this isn’t something you’re already doing – then you now have a blank canvas with which to start That’s not to say that your organisation doesn’t have a culture – it almost certainly does. Its more a question of identifying what it is about your culture that’s going to appeal to the candidates you want to attract, and harnessing that
- This is a basic overview of how you can go about this process Create a collaborative proposition – collaboration is the key – it has to be something your employees feel brought in to and part of and something they believe in if they are going to be your advocates for talent attraction Make it every day – it sounds obvious but if you don’t follow through and re-inforce the message continuously the message will get diluted and lost amongst all the other initiatives an organisation comes up with. But this one is genuinely important, so get it right and make it count Give them content to be proud of – Your organisation IS great. Otherwise it wouldn’t have so many fantastic people working for it and be doing so well. Identify WHAT it is that makes it so great and create content around that that your employees can relate to and will want to share with people outside of your business because they are proud of it Shout it – no really, SHOUT it and shout it LOUD – get your employees to spread the message, because this is the message you want to reach candidates with, and the one that they’ll take notice of It is not all encompassing and does not stand up to a full outsourcing of the service to branding and design agencies. But is something you can do easily and cheaply within your teams if its not something that’s already being done
- When people want something, they search for it. And they’ll search for it on a mobile People are expecting to be able to do everything through mobile. This is driving down attention spans and raising expectations Every second, there are 5 times more smartphones sold than babies born According to LinkedIN more people globally own a smart phone than a tooth brush. By 2019, it is expected that 90% of all online traffic will be online video It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2019. Therefore you’ve got to get your message right, make sure you are targeting the right audience, and make sure that what you’re saying and how its being said (and who its being said by) hits the mark, you may only get one chance and after that you might end up lost in the tidal wave of new data
- So how do you go about doing this? From that you want to look at – what you offer that others can’t vs. what candidates want vs. what you want from your employees You Need to match the attraction message with what you actually want – no point attracting laid back, creatives if that’s not what your business needs. Considerations: You can’t be too aspirational with your messaging or your employees won’t believe it Conversely You shouldn’t be too practical with you messaging or it may be too dull The key is to outline who you are and why that’s a positive – if you are professional rather than zany, then say that There is no point in trying to be something you’re not, or you will just attract people that aren’t right for you When you want your talent to promote you, you need to give them something interesting to say and share We Suggest an overall employer strapline built around 3 key brand pillars
- Don’t be drawn in to the superman idea – have to promote that we are great and wonderful at everything. All things to all people, or trying to keep up with what is perceived as the latest “cool” thing as an employer – e.g. bean bags and pool tables There will be a miss match for both candidate and employer and Brand will be damaged as lied to candidates And Won’t be able to get employees to promote brand as they won’t believe in it
- So get out there and talk to people Cover: Need to establish what your brand perception is as an employer Ask your employees - anonymous surveys, structured discussions, workshops, senior level perceptions, review of current adverts & career site text Ask potential employees - first hand questionnaires and surveys, competition interviews (often people forget competition for talent), social media audits, blogs and forums, google trends around your brand, MI from your ATS on where candidates come from and what is their background (to establish similar organisations that people are attracted from) Ask rejected employees – exit interviews, follow-up from recruitment processes
- Considerations: Need to create a culture that believes in your message and is proud of it Need to be persistent with it – have it in the recruitment process, measure against it as a competence, have events that support it, create content that promotes it, show examples of it in action, reward examples of it within the business Have posters, re-inforce it across the business (reed intranet) Work on referral schemes Make sure senior managers support it. “people join brands and leave managers” - Helen Rosethorn, Employer branding The latest fad or the future for HR?
- Reed Linked in post
- Example of very branded recruitment journey Pillars A thrilling experience Inspiring company School of excellence 1st off you have a great global brand, supported by a very strong recruitment and employee value proposition using 3 core pillars – a thrilling experience, an inspiring company and school of excellence So – focussing on culture and career and personal development – key to what candidates are looking for Supported further by a social media strategy And it’s a message that chimes with its employees who confirm back to prospective candidates that the BRANDING is the CULTURE by readily reposting content