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Category: Employer Branding

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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.

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Innovation In Recruitment: “Siri, Find Me A Job”

Innovation In Recruitment: “Siri, Find Me A Job”

Leonardo da Vinci wrote the first CV in the 15th century when he applied for a job to the Duke of Milan. There hasn’t been much change in the recruitment industry in the intervening 500-plus years.

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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.

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Recruitment Technology Is Less Important Than These Six Skills

 

Recruitment Technology Is Less Important Than These Six Skills | ERE

All I see lately are recruitment conferences focused almost entirely on technology. It seems as if other things – the really important skills that differentiate the skilled recruiter from the amateur – are not important anymore. I am not anti-technology, have written a lot about what it can do for us, and I know that …

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Image of desk - Employer Branding agency alternatives

Full Service Employer Branding Agency Alternatives

To test what you are made of as a Talent Attraction pro, you have been tasked with building out an Employer Brand strategy. Did we mention you have been given next to no budget? Yikes!

Fret no more because we have five full-service Employer Brand agency alternatives that will help you step up your EB game for less than you think.

1 Capstone projects – One of the most time-consuming aspects of an employer branding project is the research phase. Did you know that many universities have student research projects called “Capstone projects”? By partnering with local post-secondary institutions, you may be able to benefit from research resources while simultaneously supporting our emerging workforce. It’s also important to note that these students likely have not been down this road before, so this option will require strong oversight to ensure the end result aligns with your organization’s goals.

2 Inhouse resources – Look internally for talent with an interest in learning about employer branding. You may find several employees who can carve out time to support this initiative. Next, build a project team that leverages their natural abilities. Who is the super creative person in the group? Who can write and give Stephen King a run for his money? Align the team with someone from Marketing who can help guide them through a similar process to what is used in consumer branding.

3 Part-time Freelancer – Consider hiring a freelancer on a part-time basis to work with internal resources. This approach allows a company to contain costs while still benefiting from Employer Branding expertise.

4 Employer Branding Co-Operative – Powerhouse Talent’s EB Co-Operative was created to be an alternative to the traditional agency engagement. Co-Op members gain instant access to Powerhouse Talent’s exclusive learning platform with bite-size training ranging from, “what is a recruitment funnel?” to “digital marketing”. Members also gain access to LAND YOUR BRAND, our Employer Branding training and blueprint. To put the action in Talent Attraction learning, members also obtain their very own EB Strategist to ideate and coach them on a monthly or quarterly basis. It’s like having your very own EB Strategist for a fraction of the cost.

5 Employer Branding Accelerator – The more nimble the organization, the more viable this option becomes. An accelerator is a one day intensive where together with Powerhouse Talent, organizations build out the foundation of their employer brand. Once the session is over, Powerhouse refines the session output into a strategy and tools for your team to activate.

There you have it, Employer Branding can be achieved on little to no budget with some creativity and sweat equity!#LetsDoThis

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