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Tag: Talent Brand

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

Home Depot is embarking on a massive hiring spree…

Home Depot is embarking on a massive hiring spree as retail’s war for talent rages on

A Home Depot spokesperson told Business Insider that the company is well on its way to hiring 80,000 associates “to staff our stores for our busiest selling season.” The company is looking to fill both permanent and seasonal part-time jobs.

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

You Don’t Need To Hire The ‘Best’ — Here’s…

You Don’t Need To Hire The ‘Best’ — Here’s What To Do Instead

With the unemployment rate at the historically low level of 4%, the war for the top talent rages on. Attempting to attract the best people, many companies offer top quartile pay, expansive benefit plans, fun office spaces and creative perks. Competing for the best talent with companies like Google and Facebook is very hard and very expensive.

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

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

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.

 

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

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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Candidate Declines Can Feel Better and Here Is How… Employer Branding

Candidate Declines Can Feel Better and Here Is How…

Let’s talk declines! Nobody likes delivering bad news but declines don’t need to feel like the door is forever closed. ⠀

Here are five ways to decline #LikeABoss ?⠀

  1. Mindset shift needed

From the outset, treat the interview process as an exercise in relationship building. Modern talent attraction is about building real relationships with a talent community and THEN exploring if it is a match vs. treating the process as an assembly line. A well optimized process can coexist with one that feels genuine, comfortable, and human.⠀

2) Pick up the phone ☎️

If someone has taken the time to interview with you, close the loop in a human way. This is not the time for an ATS autoresponder or worse, radio silence??‍. ⠀

3) Make it personal and human

Come from a place of empathy and genuinely thank them for getting to know your company. Share the decision but recognize what you gained from the interaction (“We loved learning about …”). In doing so, hopefully they too will reflect upon the opportunity as a learning experience. It’s not the outcome they had hoped for, but a positive interaction and experience nonetheless. ⠀

4) Learn about their experience

Take time to understand their candidate journey. This is a great way to learn how to optimize the candidate experience and demonstrate that despite the outcome, your candidate matters and you care.⠀

5) Keep the welcome mat out.

Invite them to apply again and stay in touch. Transform “no” into “not at the moment”. People evolve and so do business needs. Close the process loop, not the door. ?

The golden rule applies here… treat others how you wish to be treated. Your employer brand AND consumer brand will thank you and so will your heart. ⠀

✌️, ❤️, & meaningful careers!

 

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