The Depth & Scope of Recruitment Branding

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.

http://www.peoplematters.in/article/2015/06/02/employer-branding/branding-right-image/11391

@rucsb: 10 Must-Follow Twitter Accounts for All Things Employer Brand  http://t.co/2ivcvcdbID  #EmployerBrand

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.

How Technology is Blurring the Boundaries Between HR and Marketing

 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)

5 Content Marketing  - Paid , Earned , Owned Media . Then end of free social media marketing which means there is less engagement with Free Social Media and investments and Paid Media or Earned Media is the way forward .  Content Marketing Revolution has just begun. Nine out of ten organizations are now #Marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing. 

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 

Brilliant example of Talent Branding 

 Adobe's Talent #Branding Blog - http://t.co/cpkLyzbh0Q 1. Responsive Design 2. Easy Navigation 3. Rich Content #HR — Ruchi (@rucsb) August 27, 2015

IBM Jobs Blog http://blog.ibm.jobs/

What HR needs today ?

 

What does HR need today ?

In the complex environment that Business Leaders operate in, HR needs the Right Mindset & Velocity – The ability to move at a fast pace yet deliver the results and make an impact. HR needs Innovation. When was the last time when you heard of a truly innovative HR practice?
My big idea is that the world of HR today needs Intraprenuers. So, who are Intrapreneurs , what are their characteristics and what do they do ?
Intraprenuership is the act of behaving like an Enterprenuer while working for a large organization. Intrapreneurship is known as the practice of a corporate management style that integrates risk-taking and innovation approaches, as well as the reward and motivational techniques, that are more traditionally thought of as being the province of entrepreneurship. – Wikipedia

Your company’s culture is your Brand. What does the culture of your company signify ? Do employees feel empowered to take risks and innovate ? Or do they wait for permission from formal authorities and chain management ? That is truly telling of a company’s culture.
What is the collective response to failed projects in the organization? That determines Talent attitude to try things until successful, learning from failures, attempting to conserve resources and become an intraprenuer.
Intraprenuers are self motivated individuals , creative and risk takers. Intraprenuers think and behave like owners. For entrepreneurial types, the increase in red-tape and bureaucracy in a large organization can be unbearable. They are always looking for new, better and smarter way of doing things in a large organization.
Some of the typical characteristics of intraprenuers -

1. They embrace failures and mistakes.
2. They are looking for newer ideas.
3. They are always learning and always curious
4. Money isn’t their primary motivator

1. They aren’t afraid to ask questions.

Intel has a tradition of implementing intrapreneurship. Google is also known to be intrapreneur friendly, allowing their employees to spend up to 20% of their time to pursue projects of their choice.

Nurturing Intrepreneurs
If you are interested in tapping into the potential of your intrapreneurs to foster innovation in your organization , then HR needs to do this - Acknowledge, Identify, Welcome their ideas, Give them a chance and Forgive them for mistakes or failures.
They are driven by the need to create something new and better and create a better world. After all , that’s how innovation would take place in HR .

P.S - I am going to be at SHRM India Annual Conference, the most exciting and premier HR event in India. The Theme- Velocity - Speed of Execution and Focus in Business is exactly what HR needs today. Hope to see you there too. www.shrmiac.org


Refrences -
http://alanphilips.com/2013/10/10/hbr-intraprenuers/
http://tribehr.com/blog/how-to-spot-and-nurture-your-intrapreneurs

Invited to speak on Networking for Women - Discover your Gifts and then Offer your Gifts to the World

People paid to Listen to me :-) My First

It is not what you know, it is about who you know

Networking is all about meaningful connections.

Don’t think of success in life only in terms of money and power but also fulfillment and meaningful relationships and connections in life

Successful people are part of diverse networks

In a world that speaks too much and hardly anyone listens, We all are starved for attention

Technology makes our lives hyper connected but humans feel isolated more than ever.

Use technology to make the right and meaningful connections.

3 types of People- Takers, Matchers, Givers – Be the Giver kind. It is the Givers who in the long run become successful in Life.

Network with a Strategic intent.

Become more proactive and selective about how you spend your #time,

Understand your anchor system, core values.

Personal Branding and Networking go hand in hand

Personal Branding is the most effective process to communicate your value

The powerful positive clear idea what comes to mind when people think of you.
Be YourSelf for everyone else is already taken – Oscar Wilde 

Stay Authentic ,  Identify your strengths ,what makes you unique.

Do you know your mix – Talent, Values, Passion, Strength, Ideals,  Experience

Discover your gifts and then offer your gifts to the world