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The Most Powerful Employer Branding Tool

The Most Powerful Employer Branding Tool

It isn’t only for the Kardashians #TeamKhloe, but it’s also a powerful employer branding tool!

The Gram.

Admittedly much of my belief of the power of Instagram for branding comes from anecdotal evidence (speaking with talent via my client work). Candidates will consume whatever content is available for them to make an informed decision and validate what they have experienced via the interview process.

Seventy-five percent of candidates will consider an employer brand before applying. “Sixty-percent of jobseekers said that research about a company was very or extremely influential in their decision to apply for a position” iCIMS found. And, in the same study, “94 percent percent of jobseekers are more likely to apply to a job if the employer actively manages their employer brand online.”

My belief is that Instagram is a research tool and conversion enabler vs. a hard selling conversion source (thus the data challenge).

Below is some grammunition to help you close the deal on launching an IG careers feed for your organization.

  1. Humans are visual creatures — We naturally process visual information in a more comprehensive and efficient fashion than text. Science has got your back on this one. Did you know that the human brain can process images in as little as 13 milliseconds? Give prospective talent more content to consume than simply review sites. Instagram creates a clutter-free visual storytelling experience that can be both efficient and memorable. And for a more inclusive experience, Instagram has also announced that it is committed to creating a more accessible platform for the visually impaired via automatic alternative text (alt text) functionality.
  2. It’s human and credible — Ditch the perfectly edited stock images and ignite employee pride. Capture real employees in action. Or, better yet, collect employee-generated content to help share your epic story. This can be done by way of social ambassadors who understand the broader content vision and are trained to capture the employee experience. From there, they can be granted posting access. Or for a “safer” process, route all content to a centralized curation team who can caption and schedule content to ensure it is both “on brand” and optimized for engagement. Use fun filters and animation features to humanize any piece of content and show your playful side.
  3. It’s community oriented — In a time when globalized and distributed work is commonplace, create a sense of unity and belonging online. Instagram creates a sense of community both within the career feed and also among a broader business eco-system. From rallying around important causes via compelling visual content and hashtags, to inviting others to share their perspectives and support, Instagram can be a very feel-good digital destination for employees and candidates alike.
  4. You can archive content and create video/image reels — Creating professional video content is expensive and credibility can be questionable if overly produced. Authenticity is where it’s at. With Instagram highlight buttons, organizations can create free video/image reels and categorize them to highlight their employee value proposition pillars (for example: one highlight focused on innovation, another on corporate social responsibility, recognition, etc.). Use content that is raw and fosters trust.
  5. It’s global — Instagram is a global phenomenon. Unify your global workforce by speaking a visual language. Captions can be translated according to the user’s settings and preferences. Use the highlight buttons to categorize content according to region and voila .. free video/image reels that don’t exclude more remote parts of the world (for example: one highlight featuring the Tokyo office, another for New York, Toronto, etc.).
  6. There is discoverability — Instagram has great discoverability features helping organizations reach new audiences via geo-location tagging and building hashtag sets. You can follow hashtags and join the conversation.

For the data stalkers, expect your follower-ship to be largely employees both current and former. While you may get some candidate followers, unless you are Google, chances are that candidates will lurk more than follow.

Instagram is great for top-of-the-funnel awareness building and as well as a lower funnel conversion enabler. It can help talent learn more about your organization, inspiring them to sign on the dotted line.  As such, make sure your content is being consumed via impressions and worry less of about follower-ship numbers. Put yourself in a candidate’s shoes. You would likely be creeping all over a company you are interviewing with but may not hit the follow button for fear they may check out your feed. Candidates love social stalking anonymity. Ask any of your new hires what content they looked at and if they followed or subscribed prior to being an employee … mic drop!

billion monthly active users can’t be wrong. Peel back the curtain and show your raw and real selves. From casual lunch outings to odd desk collections, the name of the game is “document, don’t create” a la Gary Vaynerchuk. Unite your existing workforce while magnetizing others to join the journey with the gram. Now back to some serious Kardashian scrolling.

 

This article was originally published on ere.net and can be found here

We work with employers who are ready to stand out in the war for talent and turn their company from “best kept secret” to “talent hot spot“. And the best part is, we make it feel easy on you as a busy HR professional, not to mention easy on your recruiting budget! We have put together a FREE employer branding webinar to help you rock the talent world! Click here to access it. 

Ready to learn more? Check out our employer branding and talent attraction courses and coaching programs here.

Recruitment and employer brand training

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A Day at a Taco Bell Hiring Party

The Unexpected Humanity of a Taco Bell Hiring Party

A lot can be surmised about a party in the Manhattan neighborhood of Hell’s Kitchen: There will be a mix of finance bros and the lifestyle bloggers who date them, tourists adventurous enough to head west of Times Square, young clubgoers whose fake IDs were turned away at Marquee.

 

We work with employers who are ready to stand out in the war for talent and turn their company from “best kept secret” to “talent hot spot“. And the best part is, we make it feel easy on you as a busy HR professional, not to mention easy on your recruiting budget! We have put together a FREE employer branding webinar to help you rock the talent world! Click here to access it. 

Ready to learn more? Check out our employer branding and talent attraction courses and coaching programs here.

Recruitment and employer brand training

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How Redfin is breaking up the boys’ club of…

How Redfin is breaking up the boys’ club of Silicon Valley

One company that has come a long way, and can show us all how to make change-in a short amount of time-is Redfin, a real estate technology company based in Seattle. When Bridget Frey joined the team in 2011, she was one of just a handful of female engineers.

To learn more about Redfin, check out their website here.

Need help attracting talent to your organization? We have employer branding solutions for companies for all sizes and budgets. Hit us up here.

Join our journey on instagram.

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How Heineken is ‘rejuvenating’ its employer branding strategy

Awareness, engagement, pride: How Heineken is ‘rejuvenating’ its employer branding strategy

Heineken is “rejuvenating” its employer branding campaign ‘Go Places’ with a new focus on showcasing employee stories and driving awareness and engagement. The campaign, which launches this week, features the stories of 33 Heineken employees, from Carlos who heads up Heineken’s ecommerce business The Sub to Marcel trying to sell cider into the competitive South African market.

 

Need help getting started with employer branding? Check out our FREE Getting Started With Employer Branding Guide. Click here and don’t get left behind!

What we can learn about employee & candidate experience through a cup of coffee

What we can learn about employee experience through coffee

Two years ago, a long-standing neighbourhood second tier coffee shop chain was replaced with a Starbucks. The former coffee shop was usually empty. While they made awesome donuts, they struggled.

Down came the sign and nobody knew what would soon occupy this prime corner lot. Then came the infamous green signage, the modern refacing of the exterior, and beautiful interior fixtures that felt like home (or at least a home we wish we lived in). There was no modification to the physical structure, in fact the floor plan remained unchanged.

Today this Starbucks is constantly packed. From students to entrepreneurs, from parents to neighbourhood kids, it’s the local go to place.

Why is it now so busy? They both served coffee, had ample seating, and played music. One magnetized customers while the other was unnoticeable.

Starbucks created an experience in the truest sense of the word.

When the HR community talks about “employee experience”, many redirect the discussion towards process optimization which may be part of the solution, but not to be confused with the immersion of partaking in a meaningful moment.

So what can we learn from this java transformation?

Create an energy – It all boils down to energy. As Marty Neumeier says, brand is a “gut feeling” about a product or a service. Starbucks created an energy around who they are, what they stand for, and what one can expect. There, we are introduced to vibrant music some of which we have never heard before, versus the typical elevator soft rock pouring through the speakers elsewhere. Staff are laughing and chatting with each other as well as customers. The lighting is dim and warm in stark contrast to the sterile and impersonal environments elsewhere.

Ask yourself – What is the energy of your workplace when you enter the door? Even schools these days are pumping music through the PA system to kick off the day with the “right vibe”.

Vanilla (unless as an espresso shot) is the equivalent of white noise – Starbucks didn’t play it safe, they played it as them. From their decor to their music selection, it’s not for everyone but when it’s right, it’s VERY right. This is how you create raving fans. Apple also takes bold stances and as a result, their following is deep-rooted. Playing it safe and opting for vanilla will never create a remarkable brand.

Ask yourself – What is your organization’s brand personality? If you are struggling to find an answer, there’s your answer. Ditch the vanilla and leave your mark.

Traditions matter – Cultivating an experience is about creating customs and traditions. Starbucks writes your name on a cup and we joke at some of the strange spellings, but we have come to expect that as part of the experience. It is personal. It is distinct.  

Ask yourself – What traditions do you share as a company that are embedded in who you are and are part of the fabric of your culture? What playful and memorable moments occur during important milestones (onboarding, birthdays, baby showers, etc.)?

Create belonging – Starbucks creates warmth and comfort at every turn. They use woods instead of plastics for seating, as though they are inviting you to “stay awhile”. This again is in stark contrast to the turnstile “fast food” ambiance that we have come to expect elsewhere. Companies too should be looking to foster belonging and warmth. From the outset, organizations that create a comfortable environment for talent to explore opportunities within, will be the ones that win, over those that “grill” and intimidate during the interview process.

Ask yourself – Are you creating comfort and belonging in your interview process?

The power of brand – Brands are built on consistency. Starbucks has found their “secret sauce” for creating a welcoming environment that has personality and emits an energy drawing in both new and repeat customers. Instead of building a process, build an “experience”, master it, and then create a system for consistently delivering it. Your employer brand will thank you.

While this example may appear to paint a picture of a diehard Starbucks coffee drinker, in fact nothing could be further from the truth. While I will drink Starbucks coffee during my many visits there, it is not my preference. So why do I keep going back? I return to truly experience something more than a transaction. Your current and prospective employees seek the same.

 

Need Employer Branding help but worried you don’t have the budget? Check out the Employer Branding Co-Operative for EB coaching. Let’s hit it out of the park together! Full-service more your style? Hit us up here.

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The Employee Value Proposition (EVP) and global mobility: a…

The Employee Value Proposition and global mobility: a tool in the war for talent? | Magazine | Relocate magazine

The “war on talent” is mostly due to a shortage of skilled labour. How can the Employee Value Proposition help employers attract and retain talent, especially in the world of international assignments and global mobility? This article is taken from the latest issue of Relocate magazine.

Need a hand crafting your EVP? Hit us up!

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80% of LGBTQ workers are ready to come out…

80% of LGBTQ workers are ready to come out at work, but only half do

Eighty percent of LGBTQ employees said they’re ready to disclose their orientation to their workplace, but only half actually have, according to a report emailed to HR Dive from the Boston Consulting Group (BCG). BCG’s fourth-edition global survey on the perceptions of LGBTQ employees also found that a third of these workers said they believe that being out at work would hurt their careers.

Need help modernizing your talent attraction practice? Hit us up.

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Companies are Using Architecture and Design to Inspire Workers

Companies are Using Architecture and Design to Inspire Workers

Can an office building, workplace, or cityscape have an impact on how we feel — both mentally and physically? In her fascinating 2017 book, Welcome to Your World: How the Built Environment Shapes Our Lives, architecture critic Sarah Williams Goldhagen

 

Looking to inspire others to join the journey? Check out our revolutionary new Employer Branding program that makes EB accessible to all. Join the Employer Branding Co-Operative.

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How To Breathe New Life Into A Stale Employer…

How To Breathe New Life Into A Stale Employer Brand

If your organization has been having difficulty finding and retaining the talent it needs, it may be due in part to a stale employer brand. Not to be confused with your company brand — which encompasses the messaging, perceptions and valuation your customers have of your organization’s products and services — your employer brand is your reputation as a great place to work or an awful place to work.

 

There Is A New Compensation Currency And I’m Not Talking About Bitcoin

There Is A New Compensation Currency…

There is a new currency out there and I’m not talking about Bitcoin…or Ethereum for that matter. Increasingly we are seeing the intangibles weighing more heavily on the hearts and minds of applicants and employees when making employment decisions.

So, what are some modern-day tenders of choice?

Flexibility– There have been countless articles, research, and conferences about how millennials wish to work differently. What is surprising to some is that many other generations are thanking them for being the catalyst for change positively impacting the way we work. Working parents, human and fur alike, now enjoy greater flexibility to provide their most meaningful contribution in a manner that makes sense for their roles and their lives. Progressive leaders empower their people with a challenging mandate and then allow them to decide how to best achieve the optimal outcome. From flex-hours to remote work, how we work has changed and thank goodness for that!

Solution- Consider implementing agile workforce programs in your workplace. This is more than writing a policy, it’s a lifestyle change. Lead by example by having your leaders demonstrate these progressive programs in how they collaborate and measure success.

Inspiring leadership– Move over command and control, inspiring leadership is where its at. What resonates with someone is individual, but we have yet to hear someone ask to join a company where there is more hierarchy, regiment, and excessive approval processes. What we do hear about is accessible leadership, removing bottlenecks, mission-driven work, and a clear vision.

Solution- From the top of the house down, ask yourself if you have the type of leaders that will magnetize critical talent populations to your organization. On a go-forward basis, be sure to hire leaders that support a cultural metamorphosis.

Virtualization– In order to achieve this flexibility, one needs technological requirements to help make it happen. A virtualized workplace has allowed us to collaborate not only cross-functionally, but also globally in very meaningful ways. Legacy facetime has been replaced with Apple Facetime, Google Hangouts, and Skype.  Providing smart ways to work helps a workforce manage their most precious resource, their time, by shaving hours off their commute and positively impacting the environment.

Solution– Start utilizing tech tools that power a modern workforce. You would be surprised how many are free or low cost. Locate the early adopters in your employee population and empower them to train and evangelise on these tools.

Purpose– “We’re here to put a dent in the universe”- Steve Jobs. According to an Imperative study, 40% of the US population is purpose-oriented. That figure is even higher in several European countries. Many employees are no longer working for the all-mighty dollar alone. We are driven by impact and the dent we make in the universe.

Solution- Ask yourself, what is the bigger purpose of the work you do? Promote this bigger purpose as a focal point of the mission and employer brand messaging.

Fuller Talent Utilization– “We only regret the chances we didn’t take, the relationships we were afraid to have, and the decisions we waited too long to make” – Lewis Carroll.  Regret can also be tied to the talents and gifts we did not have a chance to share. Narrow role scoping and a culture of colour within the lines can translate into underutilized talents. What a shame! It’s no wonder why the start up ecosystem has a natural magnetism to it. Bootstrapping means fuller talent utilization. We all want to be the hero and show the world what we are made of.

Solution-Provide broader mandates and challenge your team to try new things and tap into their hidden talents. Foster a culture of career exploration internally.


Modern Organizational Structure
– What would you select, cog in a wheel or valued contributor to the mission? Progressive leaders are looking to limit communication bottleneck and create greater access to information. If speed to market is game changing, reliance on old school hierarchy and communication protocol can spell disaster. Elon Musk’s now famous email on communication at Tesla embodies the spirit of open communication in the best interest of the organization versus a historical chain of command. While this may seem like an impossible dream for the multinational giants, this is exactly how Tesla is looking to compete with “intelligence and agility”.

Solution- Revisit structure and look for ways to streamline communication and optimize how work gets done. Encourage open communication and accessible leadership across the company that serves the culture and the customer.

Per Maslow’s hierarchy of needs, compensation and benefits are basic human needs of personal safety. Those must be present but to truly attract and retain, but in today’s war for talent, the exceptional are looking for far more than their personal safety needs met. They want fulfillment. It could be increased autonomy or creative freedom, perhaps it’s tied to the mission. Regardless of what the driver may be, it leads back to how an opportunity at your organization can enrich their life, not simply thicken their crypowallet.

#HumanBeforeResources