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Tag: company branding

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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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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.

 

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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

 

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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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Why Employer Branding Is So Important

Why Employer Branding Is So Important

3 min read This story originally appeared on Personal Branding Blog Having a reputable employer brand is a must for an organization’s strategy because it helps companies recruit better candidates, reduce hiring and marketing costs, and improve productivity. Therefore, for organizations that are still in doubt about investing in employer branding, here’s why it’s so important.

 

Powerhouse Talent - Employer Branding, Culture & Talent Attraction Culture

Top 10 Employer Branding To-Dos For 2018

Employer Branding (EB) is both the art and the science of employee experience storytelling. It’s the organizational identity related to the employee experience. It’s the emotional response to what it feels like to work at an organization.

According to LinkedIn, 72% of recruiting leaders worldwide agree that employer branding has a significant impact on hiring. It’s no wonder why more and more organizations are investing in a comprehensive employer brand strategy.

The world of Employer Branding is changing quickly. Here are 10 EB to-dos to help your organization rock 2018:

1) Look in the mirror – It’s important to gain a strong understanding of who you are as an employer and your market position. It’s time to stop trying to be someone else and begin finding the magic within your own organization. This is done through dedicated time discovering one’s Employee Value Proposition (EVP). This is the “why” around an organization. It’s what attracts and retains top talent and an organization’s promise to its people.

2) Lose the glam in video content – There is a reason why candidates flock to employer review sites. They are trying to gain an understanding of the true employee experience. But often employer review sites are also job portals. This means reviews in those sites may not be a comprehensive sample of the employee population, but rather those seeking a job change. 

Effective EB helps share stories related to the employee experience allowing candidates to gain a glimpse into the real organizational culture. This helps round out content so that candidates also hear from employees who are happily employed at the organization. This is not to be confused with creating a perfected image of the employee experience, but rather providing more of a balanced window into the culture.

This is where it is less about production quality and more about authenticity. While high quality professionally produced video content may look great, it can erode brand trust if overly produced.

2018 is about raw and real video. We are talking vlogs and selfie style moment capturing created by employees. Talent attraction and HR can certainly support the mission, but the true stars are the employees. Character and authenticity trump polish.

3) But first a selfie! It doesn’t need to be a selfie per se but scrap the stock images. Nothing is worse than seeing a career site where if you removed the company logo, the reader would have no idea which company it was.

Hire a local photographer and capture the fun, silly, and human side of your business. Select a photographer who is not a “portrait studio” shutterbug. Hire an artist and give them the creative freedom to wow you.

At Powerhouse Talent, we like to share the employer brand strategy and creative vision with our photographer and let them go wild.

4) Power to the people – Employee generated content and employee advocacy are hugely important not just for credibility and brand trust, but also for building employee pride. Open your blogs and vlogs up to everyone. Talent Attraction can curate content to ensure it is appropriate but empowering the voice of your team has never been more important.

5) Rolling social and feed takeovers – There is a shift occurring where organizations with strong employer brand maturity are passing the baton to their employees. Social feeds are being run as a collective force versus a corporate function. Employees are showing “a day in the life” not in an over-produced PR campaign video, but rather through platforms like Instagram, Facebook, and Snapchat, etc. We are not learning solely about someone’s day to day job, but we are meeting their dog on their early morning walk, grabbing coffee with them on their way into the office, and hitting up a meeting with them. They show the world the people behind the logo.

6) It’s like the Hokey Pokey – You put you whole self in, not just your work self. Work/life integration is the real work/life balance. Modern employers are embracing flexibility and agile collaboration to help their employees achieve both their personal and professional goals. This integration will continue to play a strong role in EB storytelling practices in 2018.

7) Be purposefully purposeful – Employer branding content should be focused around the highest possible good an employee experience can provide. This can manifest in a purpose-driven mission, employee creative freedom, or self exploration. Purpose matters!

Author Salim Ismail in his book Exponential Organizations describes a common characteristic in exponential organizations as being the notion of having a “massive transformative purpose”. The world-class talent community craves so much more than simply impacting to the bottom line.  EB storytelling will dig deep in 2018 and find its massive transformative purpose. This may be innovation, reimagining an industry, creating social good, and/or skill enrichment.

8) It’s game day! – Gamification is a great way to engage talent high up in the recruitment funnel. If you are not familiar with the recruitment funnel, click here. Gamification can be used via formalized games that interest a passive candidate and prompt them to solve challenges and puzzles, participate in hackathons, etc. In the process, they get to “know, like, and trust” the organization. This helps build awareness and allows talent to descend lower in the recruitment funnel.

Organizations also solve real life problems via gamification and crowd sourcing solutions by using money and prizes. This not only helps advance business strategy, but also builds awareness for passive talent. When the time is right and passive candidates become active, there is greater depth to the relationship versus simply viewing a job posting.

9) A landing page is all the rage! – Landing or “squeeze pages”, are not new concepts in digital marketing. These tools can be excellent employer brand building mechanisms. If you are not familiar with the concept of a squeeze page, you can check out our ERE article here. These help socialize your employer brand and EVP with passive talent. Perhaps an industry white paper or webinar led talent to this content locked behind a landing page. From there, the candidate opts in by sharing their email and first name. They then gain immediate access to the desired content.

This is your best content, your thought leaders in action. Prospective talent gains instant access to this information, as well as gaining exposure to the incredible talent within the walls of the organization. This further builds the ever-sought after “know, like, and trust”, thus allowing talent to descend further in the recruitment funnel. 

Once on the email list, it’s all about nurturing. Read more on this topic here. This should not be confused with a job alert, but rather a relationship and brand building opportunity.

There are many more tips and tactics related to recruitment advertising such as programmatic ads, high precision targeting and retargeting, and more, but our focus for this article is employer brand building.

10) Try before you buy – A big focus for 2018 is a more captivating candidate experience that enhances the employer brand. This may be in-person or even via virtual reality (VR).

Candidate experience optimization continues to be very important. Organizations are reimagining ways to engage talent to showcase their employer brand during the candidate journey. For example, this may mean inviting talent into the workplace for a day of exploration beyond a standard interview. This may include peer lunches, interesting skill challenges, or casual tours of the facility and neighbourhood. Organizations are also exploring VR to build immersive candidate experiences that more realistically present the role and the culture, as well as use that same VR as an assessment tool.

Think of it like home staging. It’s about helping talent envision themselves as part of the team as they embark on the candidate journey. Only one person will get the job, but a human, interesting, and comfortable “interview” experience will not soon be forgotten. This not only enhances an employer brand, but also a consumer brand.

 

There is a reason our branded hashtag at Powerhouse Talent is #HumanBeforeResources. We are people before an employee number. A career should be more than a job you clock in and out of. We believe it should be a community you join, where a full life is enriched.

Employer branding efforts can be a process of organizational self-discovery, change for betterment, and a transformation to a new level of engagement. It all starts with understanding your “why” and then trusting your people to help share the story. After all, if we cannot trust good judgement for a blog post or a selfie, why are they part of the business? This is the difference between a recruitment marketing campaign and a true cultural metamorphosis via the power of an employer brand.

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