Read the insightful article first by my Friend & Thought Leader Gautam Ghosh on People Matters
The
concept of “Employer Brand” has undergone a dramatic change in recent
times. Content is shaping how people find and connect with each other.
Organizations now have to become content creators to remain relevant.
They cannot rely on external media—paid or earned—alone. They have to
invest in creating “owned media”. For an employer brand this means
media that showcases the organization’s culture in the form of articles,
presentations, videos on the websites, LinkedIn company pages, Facebook
pages, Twitter accounts and YouTube channels. This is necessary as
otherwise the average Joe will only see the reviews and ratings from
employees and alumni on a wide variety of subjects ranging from culture
to salaries to interviews on sites like Glassdoor.
Lets
fully understand the depth and scope of Recruitment Branding role to be
able to equip people with the right resources and budgets to make a
difference.It is a mamooth task of " Making Company as the Employer of
Choice" in the Talent Market which requires Budgets and Resources.
Recruitment Branding has been gaining traction and I assume there is
shortage of Talent, and the "Experts" in the Market. We have prgressive HR Professionals who continually reinvent themselves
& invest time to acquire New Age skills ( Design Thinking, Social
Media Marketing, Storytelling) Let me debrief what is Recruitment Branding.
I hope some #Sketchnoter would attempt to make a Visual Sketchnote out of these thoughts .
Project Deliverables on
Recruitment
Branding + Social Media Management + Digital Social Assets Management
+ Content Marketing + Influencer Marketing + Branding Campaigns +
Contests + Event Promotions + Advertisements + Careers pages management +
Digital Branding + Blog Management + Social Influenced Recruiting +
Social Listening
Gaps -
1.
Recruiters may or may not focus on Applications on ATS received
through FB + Linkedin + Careers site. Currently not tracked on no. of
ATS apps processed.
2. All Recruiters are not Social or Digital Savvy .
3. Mobile recruitment - in initial stages , yet to evolve
Talent Community - Recruiters lack community management skills
4. Recruiters need basic education to Spruce up their Linkedin & Social profiles and become Digitally Savvy.
Marketplace trends -
SMAC disrupting Recruitment & HR -
Are Recruiters ready and prepared yet, Equipped with new age skills ?
Hunters and Farmers in Recruiting similar to Sales Model . ( Sourcing teams in place)
Talent communities as source of Talent pool / Talent pipeline
Conversations
has shifted to online platforms - - candidates are talking about your
brand, culture, hiring experience on Glassdoor / Facebook
Communication Gaps with candidates in Hiring Process , if addressed provide better Candidate Experience.
Social Networks as the conduit for Human to Human Marketing / Influence the Marketplace conversations in favor of your Brand
Employee
Advocacy - Employees , Recruiters & Leaders as primary Talent
Ambassadors who represent your Brand on Digital platforms
Next Steps -
1. Employee Advocacy -
Employees and Recruiters as Talent Brand Ambassador - Tools like Elevate from Linkedin & Meddle it will help meet rubber on the road.
2, Influencer Marketing -
Identify Influencers from the Business for Talent attraction . Thats why collaboration
with Marketing is utmost important.
3 Campaign Examples- #ADayintheLife Campaign , #WhyIloveIBM Campaign, #WomenatIBM Campaign , #MyLifeatCapgemini, #AdobeLife.
4 . Strategic approach to Campus Branding to Influence & Attract Top Talent
( Leveraging Insights from Linkedin Talent surveys)
6. Social Listening -
Is Talent even engaging or experiencing your Employer Brand ? or do
they experience the Employer Brand mainly through Recruiters who may or
may not have the full understanding of EVP ( Employer Value
Proposition). Is your EVP Employer Value Proposition clearly defined ? Brand storytelling is about why your company exists and who your customers are , who you really are and what value you provide to internal and external customers 10 Foundational Elements of Successful Brand Storytelling
7. KPIs -
Social Influenced Hires, Employer of Choice award / Linkedin Talent
Suvery / Glassdoor Employer survey / Candidate Experience / Social
Listening, Offer to acceptance ratio
