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Tag: authenticity

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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.

 

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

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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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.

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Image of Powerhouse Talent -employer branding, culture and talent attraction Employer Branding

Employer Branding Mistakes

The 4 Biggest Mistakes Companies Make in Employer Branding

At this stage, I’d wager that you’ve spent some amount of time seriously thinking about one of the two hottest topics in recruiting: artificial intelligence or employer branding. In your fear of getting left behind or as a means of

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Image of Powerhouse Talent -employer branding, culture and talent attraction Employer Branding

What Is A Recruitment Funnel?

A recruitment funnel is similar to a sales funnel in that it is the journey of the candidate as they move from no awareness of an organization to becoming both an employee and advocate.

Below is the recruitment funnel in concept:

The recruitment funnel- Powerhouse Talent, Employer branding, culture and talent attraction

 

Below is the recruitment funnel in action:

Recruitment funnel in action - Powerhouse Talent, employer branding, culture and talent attraction

 

 

 

Employer Branding just got easier! Learn about The Employer Branding Co-Operative, our revolutionary new program helping organizations and budgets big and small amp up their EB game! It’s time to POWER UP!

Check out our articles in ERE – Recruiting Intelligence here.

 

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These Are the 20 Hottest Emerging Jobs, According to…

These Are the 20 Hottest Emerging Jobs, According to New LinkedIn Research

Demand for technical skills like big data analysis and coding is exploding, driven by rapid advances in AI and the need to make sense of the vast quantities of data generated today. But for job-seekers that lack these heavily technical skills, don’t despair: Jobs that rely on “soft” people skills like communication, empathy, and interpersonal finesse are also witnessing explosive growth, according to new research by LinkedIn.

 

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How to build an EPIC careers site video #2

Have you ever wondered how to build an epic careers site for your company? For those who prefer to watch over read, we have put together our top career site tips in 3 videos. You can read the article here.  Wonder no longer and check out this video!

Learn more about Powerhouse Talent’s full-service branding engagements and our POWER UP Brand Accelerator here.

Have you been thinking about investing time and energy in your employer brand but don’t know where to start? Check out our LAND YOUR BRAND- Employer Branding Training & Blueprint here.

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Image of Powerhouse Talent -employer branding, culture and talent attraction Uncategorized

How to build an EPIC careers site video #1

Have you ever wondered how to build an epic careers site for your company? For those who prefer to watch over read, we have put together our top career site tips in 3 videos. You can read the article here.  Wonder no longer and check out this video!

 

Learn more about Powerhouse Talent’s full-service branding engagements and our POWER UP Brand Accelerator here.

Have you been thinking about investing time and energy in your employer brand but don’t know where to start? Check out our LAND YOUR BRAND- Employer Branding Training & Blueprint here.

Join the Powerhouse Community on social…

Instagram

Facebook

Twitter

#HumanBeforeResources

Star wars image for an article on building an great careers site Culture

How To Build An Epic Careers Site

A long time ago in a job market far, far away, the candidate pool was plentiful, job seekers eagerly awaited the calls of search professionals, and there was greater balance in the universe. Fast forward to today’s war for talent and you will find many disciplines suffering massive global shortfalls of qualified professionals. Information security is one extreme example of the talent imbalance that exists in today’s marketplace. This specific skillset is expected to experience a global shortfall of approximately two million professionals by 2019 (UK House of Lords Digital Skills Committee).

What does that have to do with your careers site? Many employers are not reaping the benefits of this prime storytelling medium (their careers site). Some may integrate an applicant tracking system (ATS), post some generic copy, stock photos, and call it a day. The problem with this approach is what should be a powerful branding tool has left no impression on the job seeker. With no distinct visual identification, candidates will struggle to recall what generic stock photo they were looking at. There was an opportunity to impact every stage in the recruitment funnel, however this opportunity was sadly missed.

A great test to see if your site has limited distinctiveness, thus poor brand recall, is swapping out your logo for a competitor. Could you interchange logos with ease? If so, your site lacks personality and an identity of its own.

“Always pass on what you have learned” Yoda. Below you will find 10 tips for an EPIC careers site:

  1. Know your “why”– I often say, the foundation of your Employer Brand is your Employee Value Proposition (EVP). Your career site is simply the paper (or kindle) to your Employer Brand story. (you can read more about this mindset here). If you don’t know your “why” and have carved out a comprehensive Employer Brand strategy, then you are missing critical foundational elements that yield trust, as well as an almost instant storyboard and natural flow of your site design.
  2. Lose the corporate speak– Do you sound like a corporate drone? If candidates wanted an executive summary, they would read your annual report or check out a press release. It’s time to speak “human”. The degree to which you “humanize” your careers site copy will depend on your industry and brand personality. Regardless of sector, the tone needs to be people centric.
  3. Be memorable and show personality- “In a busy marketplace, not standing out is the same as being invisible” – Seth Godin. Many organizations stay in a more neutral position for fear of making waves. Bold positioning does not necessarily mean being controversial. What it does mean is that you are more likely to have your message truly resonate with your target audience and push them further down the recruitment funnel. Take a stand, have a voice, wackiness and all. Show what makes you…you.
  4. No stock images– Since we are being so authentic, let’s use images of your actual employees. Not models or stock images that are as artificial as the tooth fairy (don’t tell my kids). There is a time and a place for stock photography. A careers site is not it. This is a human experience. Show your humans.
  5. Ensure responsive design– Did you know that 50% of smartphone job seekers completed their application on their phone? If you are not building responsive design into your plan, you are being short-sighted as this number will only increase.
  6. Consider single page scrolling vs a multipage environment– Single page career sites are great for storytelling and sharing the visual narrative. 37Signals found that a single page design led to 37.5% higher conversions. Applying the same logic to application conversions, one could argue the simplicity and “one stop shop” for candidates can translate into more submissions.
  7. UX leads to amazing CX– While that sentence almost sounds dirty, we are talking about candidate experience. A great candidate experience begins with a well-designed user experience, as the career site is a material stop on the candidate journey. Having a user centric approach to the design will help you to delight your user and continue the momentum as the candidate journey advances.
  8. Add a blog- Blogs are a great way to humanize the careers site if the content is employee generated. Blogs not only foster employee advocacy but also help from an SEO perspective. Each back end optimized blog post with keywords, tags, etc. amps up your SEO juice helping the site rank higher in searches.
  9. Integrate an Instagram feed– This adds instant humanization and spirit to your site. Integrating visual social feeds like Instagram provide you with instant and timely photos documenting the employee experience. They quickly build the “know, like, and trust” and it helps keep visual content current.
  10. Power to the people– Have your employees help with content contribution. Employee testimonials are powerful storytelling tools. Keep the quotes short (use long form content in blogs). Ask employees to share their favourite part of working for your company or a fun fact about their team. You will get a mixed bag of responses ranging from professional growth to a little-known competition for an ugly frog trophy. Share the spirit of the company, the rituals, and the wackiness. Place the content on a rotating testimonial carousel for added visual interest.

There are TALENT WARS out there.  Your careers site can be your lightsaber, your most powerful and trusted tool.

Need help designing an EPIC career site? Let us be your Yoda. Hit us up at Powerhouse Talent Inc. www.powerhousetalent.ca

May the force be with you…