Wednesday, December 13, 2017
Sunday, December 10, 2017
Employer Branding as a Strategic tool for Candidate Attraction.
Employer Branding has gained prominence in last few years. Companies are realising that it is not enough to continue with old recruitment and hiring practices , if they were to hire best talent from the market .
Each hire in a critical role is an investment for the organization. Companies want to make sure that there are fewer hiring mistakes and they hire the right candidates which fit the culture of the organization and is a super star employee. The buzzword for 2018 is Candidate Experience. Candidate experience is as important as Employee Experience. Many a times , passive candidates don’t apply to opportunities because of the time consuming application process. Linkedin offers an easy apply button and companies Recruitment systems i.e. ATS ( Applicant Tracking Systems ) are integrated with LinkedIn. What it means for candidates is the ease of applying to companies with the click of a mouse, they can submit their cv in companies database. Linkedin easy apply is just one example of providing a seamless experience to potential candidates during hiring.
Employer branding helps companies to promote itself to potential candidates in the market to win war for talent .
Recruiters need to think and act like marketers to attract the best candidates.
With the rise of different digital platforms , it is becoming increasingly difficult to choose how to advertise or market your jobs to potential candidates . Gone are the days , when candidates would apply to jobs without researching the company. Candidates research their potential employer on Glassdoor , read reviews, see ratings as much as companies try to find information about candidates. Candidates want to know what it feels to work for your organization. What is the culture, what are the career and advancement opportunities, what kind of learning does your company provide, what are the rewards systems , what are the benefits and perks for working with your organization. In short, candidates assess their potential employers before applying for the jobs. Thats where lies the importance of employer branding. Companies rely on different source mix for diversity in hiring - example Career Sites , Employee Referrals, Job Boards, Social Media, sometimes external Recruitment agencies and Vendors. All these are potential options to reinforce your Brand messaging which has to be consistent as well as Authentic. Employees stories make a really good option for Corporate Storytelling which showcases culture of your organisation to external world. Stories of the employees when narrated in first person are much more appealing to external candidates than formal Corporate Brand message. Employees are adopting social media platforms , hence the Corporate Brand gets humanised. Effective employer branding is the combination of market research, advisory services, communications and marketing to achieve both a credible and desirable brand position. The end purpose of employer branding is to achieve strategic business goals.
Some questions to ponder over when designing Employer Brand Strategy
1. Why would someone want to work for you? What is your Employer Value Proposition ?
2. Have you trained your people managers and recruiters to deliver positive Brand experience ?
3. How do employees and prospective candidates perceive your Brand ?
4. How many of your employees are visible on social media ?
5. What percentage of your employees would recommend your company as a great place to work?
6. Which companies are leading the way in employer brand strategy?
7. How do we measure the return on investment of employer branding?
8. How do market trends impact on how we attract, engage, and retain talent over the next few years ?
9. Who are the employees who are actively engaged with my organisation and act as Talent Ambassadors for my organisation ?
10. How do I activate employee advocacy program for my organisation ?
According to a Survey , Social Media and Career websites are the most prominent channel to showcase your employer Brand to external talent
In a recent 2015 survey, 73% of CEOs reported being concerned about the availability of key skills.
Times have changed. Social Media has forced organisations to become transparent . People are more likely to trust a company based on what employees say rather than the recruitment advertisement. This means that Talent Attraction relies far more heavily on Employee Engagement and Employee Advocacy. Engaged Employees serve as the Best Talent ambassadors for your organisation.
Employer Branding has become a strategic priority for organisations of all sizes and across all sectors. we believe the following steps will help leaders attract and retain the talent they need:
- Evaluate your current employer brand through internal and external research and survey.
- Have a realistic assessment of your organisation’s current strengths and translate unique traits into Employer Value Proposition. Define your EVP.
- Be proactive in use of Social Media for Corporate Digital Storytelling. Generate positive employee stories to build a more authentic and engaging employer brand reputation.
- Ensure that there is collaboration between HR and Marketing function and the role they need to play in sustaining a consistent Brand experience.
- Engage with multiple stakeholders inside the organisation and build employee advocacy program.
- Leverage Alumni to showcase culture of your organisation.
7. Engage the mind, heart and dreams of candidates
8. Develop and use metrics to assess and track success of the employer brand. Metrics may include quality of hire, brand awareness, employee satisfaction, employee referrals , offer to acceptance ratio, Best Employer Awards etc.
Employer Brand is a Strategic tool to attract, recruit and retain talent. For consulting, training and advisory on Employer Branding , please contact Ruchi on Twitter @ruccsb
If you need help of a Employer Branding consultant to reduce Cost of Hiring and Attract best talent from Market, please feel free to drop an email ruchibhatia23@gmail.com or call Ruchi Bhatia 9911112396.
Ruchi Bhatia is a SHRM recognised Top 10 HR Expert . In her last role, she worked as Employer Branding Leader with IBM.
Monday, October 9, 2017
Sunday, August 6, 2017
My Love for Reading
If you are one of those book lovers who have become book hoarders, and cant get to finish books , dont worry you are not alone. Internet and Social Media has changed our minds forever and more so our reading habbits. ( Learnt from the book - The Shallows – What the Internet Is Doing to Our Brains by Nicholas Carr) . Its ok if you dip in and dip out of books just like we do with social platforms . Dip in , absorb, reflect. Dip Out . Books are not meant to be read from start to finish unless it is Fiction. Gathered amazing insights from voracious reader Naval Ravikant who i follow to learn about BLOCKCHAIN.
1/ Blockchains will replace networks with markets.— Naval Ravikant (@naval) June 21, 2017
I stumbled upon his podcast and jumped with joy when i heard him talk about books, and his habits of reading. (experienced joy because i overcame guilt of not reading books from start to finish and reading too many books at same time and treating books just like i treat blogs and internet, jump around, skim through ) Kitaabon se jaati raabta tha, bas ab badal gaya hai
:-) Listen to his PODCAST ON READING , HABITS , HAPPINESS, HONESTY, DECISION MAKING here
Friday, May 19, 2017
Millenials at Workplace
By 2025, Millenials will compromise 75% of the workforce
acc to World Economic Forum. Millenials are joining the workplaces in
large numbers . Today , if you talk to any of the HR Leader, the top
most question on their mind is How to Manage and Engage the Millenials.
Millenials are the people born after 1980. While earlier
generations ie Baby Boomers, Gen X followed the top down corporate
structure, Millenials like to operate in Networks .
Their mindset is all about networking . They have grown up
with new technologies . Social Media is their way of Life. Therefore ,
Gen Y or Millenials expect different employment experience . They are
more comfortable with flat structures vis a vis hierarchies. Command and
control style of management doesn’t work with millennials therefore
Managers will have to learn to give up control. This is a new management
shift that managers will have to deal with caused by rising number of
Millenials in the working population. Millenials grew up in an
environment where they have a say in everything from electing Leaders to
choosing vacation destination for Family.
They want their voices to be heard and have the need to
have their inputs in collective decision making. They are not
comfortable with decisions being taken at the top and thrown at them
which affects their lives directly. The need to lend their share of
voice is greater.
At IBM, the policy to use Uber for transportation was
shaped because a Millenial wrote a blog that UBER is cost effective .
Leaders took note of his blogpost and within 24 hours , policy decision
was accordingly modified and adjusted. You cant ignore millennials .
The employer culture, salary, every aspect of working
environment is openly discussed at Glassdoor by Millenials. If they
don’t like something, they highlight it . Leaders are paying attention
to glassdoor in terms of what is being said about their Brand, culture,
management, leadership.
Millennials thrive on fresh goals and challenges to keep them motivated
They embrace technology just like fish to water. Their
working lives doesn’t have 9 to 6 schedule but are connected 24 by 7 .
In this hyperconnected world, they demand flexibility – the ability to
do work anytime, anywhere. Hence more companies are offering
Telecommuting or flexi work or work from home to their employees.
Millenials have also started occupying Leaderahip positions
at workplaces. So we see, a new breed of startups , and fresh thinking
coming up at big corporates. They bring new perspectives of how work
gets done . They have underlying desire to shape workplace policies, to
make a contribution, to play a role which contributes to society. Their
communication style is open and transparent. They are open to be
mentored , place emphasis on networking to succeed at work and at life.
They demand flexibility and use mobile phone and apps for routine and
specific tasks. In fact , they are the ones who are building these new
apps for making lives easier.
Millenials are different and shaping up the Future of work
and workplaces. It wont be prudent of any Leader to ignore this pool of
Talent, to move the organization forward. Invest in Millenials, develop
their Leadership skills and learn to include them in decision making to
ensure they remain engaged , productive and effective at workplaces.
When we tell people to do their jobs, we get workers. When we trust people to get the job done, we get leaders - Simon Sinek
Thursday, January 5, 2017
Budget is the main challenge for Talent Branding
Budget is the main challenge for Talent Branding
In the 2014 survey, the top challenge many organizations
face in building their employer branding strategy is budget. There are
many low cost initiatives companies can start with, but a successful
Talent branding initiative needs buy in at the top. The general lack of
awareness can contribute to an unwillingness to invest. A real
opportunity exists for leaders to become better informed on the
increased costs of not having a strategy & not allocating budget –
like increased turnover, higher time to hire or lower quality of hire,
or a disengaged workforce. http://bluivygroup.com/2014-global-trends-employer-branding/
Some Examples of Big companies which have invested in Talent Branding Campaigns
Hiring @ HCL - https://www.youtube.com/watch?v=ELqLxD8sTUY
Diversity Branding - https://www.youtube.com/watch?v=h4velprhE_o
Sunday, January 1, 2017
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