Your employer brand exists whether you like it or not - it’s simply the reputation you have as an employer. And, it directly impacts your corporate reputation too. It’s everything to do with the employees you have — and hope to retain — as well as those you seek to attract. Left unmanaged, your employer brand is left in the hands (voices) of your candidates, employees and is everything that is said about you as an employer in the outside world.
One of the biggest assets any TA team can bring to the table is a willingness to try new things. When it comes to sourcing and engaging candidates for hard-to-fill positions, you can’t rely on what’s already being done; you need to bring your best game into the strategy and a willingness to be bold, innovative and fresh.
For the HR community, it’s time to stop going with the “tried and true” and start embracing new approaches and new technologies that result in better hires with less effort.
Speaking to – not at – your audienceBack in the early days of the “World Wide Web,” online marketing was fairly straightforward. It depended largely upon a user clicking through on a banner or link placed within a media channel that was popular with a specific type of audience (similar to a traditional newspaper or magazine ad).
Flexibility. Autonomy. Low employee turnover (a.k.a. employee retention). In 2018, employees want the former two, while employers seek the latter most of all. The thing is, everyone can have their cake — workplace flexibility and of-the-moment recruitment tools — and eat it, too.
Recruitment trends in 2017 saw an emphasis on increasing employee engagement, boosting employee retention and using automation technology to streamline processes, therefore it is no surprise this year will see further disruption to what’s tried and true. That includes non-traditional work arrangements — flexible schedules and remote work opportunities, in particular.
According to the Society for Human Resource Management’s most recent Employee Benefits Survey, in order to remain competitive in the talent marketing sphere, it’s necessary to accept — even champion — workplace flexibility as part of your Employee Value Proposition (EVP). Once considered an impediment to productivity by employers, it turns out telecommuting and variable work schedules are now among the most effective tools for both attracting and retaining employees. It’s why two out of five survey respondents cited non-traditional work arrangements as essential tools in their recruitment arsenal — with 62 percent pointing to telecommuting and 57 percent to flexible schedules, no less.
With so much of your attention already focused on the candidate and employee experience, you might be overlooking one of its most important components: your Employee Value Proposition (EVP). After all, it’s the foundation from which all your messaging should emerge – and if it’s not very well-crafted and completely believable, it can actually have a negative impact on your employer reputation and in turn your recruiting plans and retention efforts.
Investing the time and resources it takes to build an EVP, and in turn manage your Employer Brand, is well worth the effort. So, whether you’re up to the challenge of taking this on yourself – or with the help of experts – I wanted to share some insights to help you along.