Globalization and its impact on employer branding

Employer branding is no longer in its infancy. For some organisations, especially those that put a premium on innovation, it is a critical element to remaining competitive. It is used strategically and operationally to influence potential, current and ex-employees. For others, employer branding is still seen as outside of the normal realm of HR operations.

Forces at work

This imbalance stems from the way in which employer branding has been dumped upon the HR profession. Globalization has brought with it problems and opportunities, especially in relation to talent. Just as talent has become a critical asset, talent shortages have hit not just the West but also the developing markets of China and India, which Western corporations relied upon.

It’s a basic economic principle that scarcity puts power into the hands of the supplier, and in these days that is the empowered worker. Employees have long since said goodbye to the idea of a job for life (or even a decade) and are increasingly acting as consumers in a crowded market.

We are witnessing the rise of a new generation, the ‘Millennials’ or ‘Generation Y’, with 30 million entering the workforce in the US and 51 million in Europe. They are young, ambitious people whom rapid career advancement and work–life balance are requested in the same breath, along with financial strength and high ethical standards. Is HR ready to embrace the challenges of attracting and retaining this new demographic?

Sharing the responsibility

Employer branding is the result of seismic changes in the world, which until recently HR had been left to wrestle with. It has been forged in a period of rapid globalization. In the same way that the speed of technological growth means that IT students are learning things that will be obsolete within three years, traditional HR skills are not capable of tackling the new environment. HR requires a reorientation.

So far, HR in many organisations has had a somewhat ad hoc or piecemeal approach to employer branding. However, through the chaos and confusion, order is emerging. Innovative organisations have started to take the first steps towards the kinds of strategies that will be required to gain mastery over the current environment.

Employer branding and reputation management have the power to give organisations the competitive edge in attracting and retaining its talent. As jobs for life disappear, job security declines and traditional differentiators such as salary and compensation package lose their pulling power – the employer brand has emerged as the true differentiator. Learning its lessons from consumer branding, employer branding seeks to induce affinities and loyalty through identity.

Increasingly, therefore, the aims, messages and methods of consumer branding and employer branding are overlapping. Both departments – marketing and HR – are now sharing on a more equal level the responsibility for fulfilling corporate goals. As a result, there is a co-dependency at play and it makes sense to share knowledge, expertise and strategic vision across the organisation. The outcome of these efforts in employer branding should be a daring and ruthless pursuit of an honest, unique and clear Employee Value Proposition (EVP).

Growing pains

As employer branding moves into maturity, the time and planning involved will increase, but so will the returns in the long term. Data from the corporate executive board quoted in The Economist suggests that effective EVP management can bring tangible benefits. Savings include a 20% increase in the pool of potential workers, a four-fold increase in commitment among employees and a 10% decrease in payroll costs.

Employer branding leaders are matching their global corporate credentials with a global employer brand, creating a consistency of message and experience wherever talent comes into contact with them. In the age of blogging, companies can no longer communicate disparate or contradictory messages in different locations.

Furthermore, the importance of the internal to the external brand is exploding. As employer branding rises up the list of corporate priorities, more power is being given to align the internal truth with the desired employer branding message.

Final remarks

Finally, strategic employer branding also includes usage of benchmarking and metrics to measure success compared with the competition. Every company has an employer brand, but do you know what yours is doing for your company? What are the metrics for success? It’s not how many awards you win for your campaign posters or online application. It’s not how many hits you get to your career website. It is about how the people your efforts brought in, which affects the bottom line. It is knowing how many people in your company want to move on as soon as they get a chance. It is knowing what your staff say to the people they meet about their job and company.

To top that off, if you have addressed your EVP successfully, what they say will be true, it will be in line with everything else they expect of the company and it will appeal to the groups of people you want to work for you.

The future is mastering your environment. Are you ready to embrace your future?

Fundamentals of Recruitment Marketing

To attract great candidates to your organization, you need to apply great recruitment marketing skills into your recruitment efforts. It’s important to keep in mind that job seekers have nowadays changed the way they look for job opportunities. Regardless of the size of your organization and how much you are willing to spend, the following are the proven steps to help you develop successful recruitment marketing plan with an aim of attracting the perfect kind of talent to your organization:

  1. Develop effective content marketing strategy

Develop content that best describes the culture of your company. This is because prospective hires will want to know why working in your organization is interesting and how it will align with their aspirations. They will want to work for an organization whose values they believe in. In this case, you should consider including a list of benefits of working for your organization. The content should be regularly reviewed and adjusted since the key is to get candidates interested in the job vacancy.

  1. Content distribution

Share content on your social media pages with links back to your website or blog. Keep in mind that first impressions count. You can reach your desirable candidates via email, text, phone call, blog or via any social media channel. In order to get your desired result, it’s important to know the right message to communicate to the candidates.  

  1. Analytics

To ensure successful recruitment marketing, you will need to track progress and make real time progress. Analytics will help you discover characteristics of the best candidates and will also help you discover where, when and how you can effectively distribute content so that it will reach the right prospects.

  1. Technology

The use of recruitment marketing software will help you track engagement and growth of your audience through metrics. It will also help you address specific recruitment challenges so you can update these practices,

  1. Engaging the new hire

Even after hiring candidates, you still need to ensure having an engaged workforce. Make sure that you are well informed about competitor intelligence and market changes. Developing internal communications to keep employees informed about exciting things about your organization. Regularly remind them why they love working in your organization and keep them updated of new job opportunities. Employees feedback will help improve engagement which will lead to success of internal programs, and the attraction of top talent.

 

Why Care About Recruitment Marketing

Recruitment marketing means marketing your organization to candidates. It can also mean positioning your organization as a great place to work so that all desirable candidates who have the ability to propel your organization will choose you over your competitors.

The major reason of why you should care about recruitment marketing is the fact that you will be able to convince candidates that working for your organization is the best choice they can make.

Recruitment marketing software is a must have for organizations looking to secure top candidates.

A Recruiter’s Guide to Talent Segmentation

One of the toughest challenges that recruitment organizations face is understanding who is in their talent community, how one candidate is different from another, and then how to best attract and engage with them.

The best place to start is by grouping contacts by similar characteristics (e.g. career goals, skills, experience, readiness to change jobs, etc.), and then building a strategy for each group.

Defining these different groups is the art of segmentation, and getting it right is not an easy endeavor. You need both a framework to do it properly, and the tools to actually put your segments to use. If you are just getting started with segmenting your talent database (or taking a step back to rethink how you’ve been segmenting for a while), this post is for you.

I’ll take a look at a proven approach to using personas and lifecycle stages to build an effective segmentation strategy.

 

First, What Do We Mean by Segmentation?

As a term that gets tossed around a lot, you probably have an idea of what segmentation means: breaking your audience into groups of like people. But take a step back and acknowledge all of the things that segmentation helps you do better. Your segments should be used to:

Define the topics and tone of your communications. (Example: if you segment your candidates based on experience, the way you talk and engage with them can be significantly different.)
Plan your content strategy. (Example: if one valuable segment is underrepresented in your existing database, you might create more content that appeals to that segment to attract more of those people to your careers site.)
Hone the messaging that appears on your careers site (Example: Why not show the call to action that’s most appealing to each particular segment?)

These are just a few examples that you should think about. There are a lot more ways that you can apply segmentation to drive better results.

The natural next question: how should I actually be segmenting my talent community? While there are a lot of right ways to segment, let’s take a look at a proven method used by our customers, which is segmenting by lifecycle stage and candidate persona.

The First Dimension of Segmentation: Candidate Persona

What exactly is a candidate persona?

A candidate persona is a fictional representation of your ideal hire for a specific role. It is based on as much real data as possible, along with educated guesses about experience, goals, motivations, and concerns.

In short, candidate personas are groups that you define to represent the different types of candidates you commonly come across in your recruitment marketing process. You create these personas before producing any recruitment content, developing job descriptions, writing social media updates, or even conducting your candidate sourcing. A well-defined persona can help you tailor your messaging to the exact individual you’re trying to reach. There are several benefits to devising candidate personas, with the most common ones below.

  • Focus on the highest-performing recruiting channels
  • Communicate in a language that resonates with your audience
  • Build lasting, long-term relationships
  • Tackle your candidates’ pain points and concerns
  • Position your company as an ideal place to work
  • Get candidates excited about your open roles

Personas are especially important for tough-to-fill roles that require particular unique skillsets, strong leadership qualities, and confident personalities. These key hires will likely be in high demand and require personalized communication to get them engaged.

Tactically speaking, personas can be detailed through outlines, short paragraphs, photos, and even PowerPoint presentations. What’s more important than the deliverable, however, is the process that you follow to create it.

The Second Dimension of Segmentation: Lifecycle Stage

Lifecycle stage refers to where in the engagement lifecycle a candidate currently is. It’s a great starting point for segmenting your audience, because how you communicate with different candidates should be largely dependent on their lifecycle stage. For example, the conversation you should have with a very passive candidate who you know nothing about should be very different from the kind of conversation you might have with an established candidate opportunity who is considering joining your company.

Combining Buyer Persona and Lifecycle Stage to Define Your Segments

The most effective way to segment is by looking at these two dimensions together. In other words, define segments based on lifecycle stage and persona. This approach looks at who the candidate is (e.g.  career goals, experience, skills, etc…), and how they expect to interact with your organization (through lifecycle stage).

Now, Start Putting Your Personas to Use

Once you’ve set up your personas and classified your talent pool, start putting your new segmentation plan into use. There is a lot you can do with your personas, including:

  • Create workflows to nurture candidate of a certain persona.
  • Create unique content to target what certain personas and lifecycle stages see on your careers website.
  • Write blog content that caters to different personas and lifecycle stages
  • Monitor list of candidates with certain personas and lifecycle stages on social media

Final Thoughts

Treat your personas as a living, evolving document. Each candidate you meet will introduce a new perspective that you can use to make your personas more precise and tailored to your organization. Design your own processes to craft a persona guide that’s right for you and your organization.

5 Levels to Social Media Recruitment Maturity

Social Media Maturity

In the world of talent acquisition, it is all about hiring the right person at the lowest cost and at the right time.

After talking to numerous global companies in a myriad of industries, it has become clear that recruitment has unfortunately become an afterthought. Sourcing and recruiting are done as needs come up, and there are very few repeatable processes or procedures in place. Interviews are done differently every time, based on interviewers’ skills, experience, and domain knowledge. The lack of reliable scoring mechanisms produces inconsistencies with no meaningful data to assess and compare candidate profiles.

Add to that scenario the hiring manager’s needs and inputs. The challenge then becomes how to make an effective hiring decision that can be justified with quantifiable data.

It is becoming increasingly difficult to become one of the best places to work, and we all wish that there was a magic formula to achieving that status. The companies that get there are the ones that are able to attract, engage and hire top notch talent through data-driven employer branding strategies.

But before crafting such a strategy, talent acquisition leaders first need to understand their organisation’s current level of maturity and social media adoption. The term “maturity” refers to the degree of formality and optimization of processes. Using “reactive” and “proactive” strategies as endpoints — a reactive strategy might involve copying and pasting job descriptions from one social channel to the next and then waiting for the applications to flow in, while a proactive one forecasts future openings, and relies on relevant data and social media outlets to engage and attract quality hires.

The Capability Maturity Model was devised by the Software Engineering Institute, a R&D center sponsored by the U.S. Department of Defense to help improve existing software development processes. In this model, organizations go through ad-hoc practices, to formally defined steps, to managed result metrics, to finally active optimization of these processes. Since talent acquisition is a process-driven activity, can the maturity model be effectively used to gauge its level of maturity?

The CMM model has five levels and businesses cultivate new tactics as they progress through each level. In software development, a truly reactive strategy could take about two to five years to reach the top level, although not every company will move through the model in the same way. Below is its application to social recruitment.

Level #1 — Initial (or Random Acts of Recruiting)
At this first stage, positions are filled as they become available. Organizations rely heavily on job boards and their not-so-mobile-friendly career site to advertise their openings. They are using outdated technology for applicant tracking, or even basic tools like spreadsheets and emails. Talent acquisition is really seen as an afterthought.

Social engagement is bottom up and led by individuals who have a passion for social media. An example of this might be a recruiter posting jobs or searching on social channels for candidates via their personal account.

Level #2 — Repeatable
Companies that have reached this level of maturity have developed a better appreciation for the importance of high-impact talent acquisition and social media. Recruiters may start building talent pipelines by working more closely with hiring managers and senior leaders.

Value creation is still limited to the ability to disseminate corporate messages to attract candidates. Engagement with external stakeholders’ is at its early stages. Technology needs become more apparent, but truly integrated systems are not yet in use. An example might include an organization manually posting company updates and jobs to a LinkedIn company page, or tweeting company updates and jobs from an official company Twitter account. Organizations implement cloud-based ATS to better manage internal workflows.

Level #3 — Defined
At this level, the adoption of social media extends to mass collaboration and becomes a part of the culture. Social engagement starts to materialize through these internal networks and external communities. Recruiters take a leading role in cultivating and formalizing the employer brand, and start nurturing their talent communities. Marketing see the positive impact of such social recruitment campaigns and begin to reap the benefits of such synergies. Essentially, what candidates experience when engaging with an organization makes an impression which they will eventually share across the social networks.

By enabling such collaboration across all levels and by capturing and putting into action the resulting insights, organizations can truly begin to realize demonstrable business value.

Level #4 — Managed
Reaching Level 4 requires more enterprise wide technology and more cross-platform strategies, combined with stronger external and internal relationships. Senior leaders start supporting proactively changes in HR and see it as a competitive advantage. Social media sourcing, employer branding, and community recruiting programs are all in place and running efficiently. Talent pipelines are healthy and growing.

Hiring managers now need to make sense of the data gathered from these programs in order to tweak their social engagement strategies for greater impact. KPIs start to be formalized and monitored.

Level #5 — Optimized
The highest level of social recruitment maturity is the ability to use big data to optimize business outcomes. Examples include the analysis of resourcing insights and people analytics to identify long-term recruitment challenges and anticipate changes in the workforce. Real-time website and social analytics metrics are driving the talent marketing strategy.

Action Plan to Get There

Having a proactive social recruitment strategy requires more than just having the latest HR technology and dumping career related or job posts on social channels. Recruitment leaders should view the progress of their organization towards maturity as a continuous improvement journey. In essence, recruitment organizations can become optimized when HR leaders have internalized the following four points.

1. Demonstrate a strong knowledge of the company’s strategy, and actively participate in the direction of the business and its human capital.

2. Adopt a forward thinking approach and try to anticipate cultural changes in the workforce (e.g. millennials). Some changes can be unforeseen; respond quickly to such challenges and avoid disruption to business operations.

3. Use data to improve hiring and social engagement decisions. This consists in collecting and analyzing meaningful insights to measure performance and optimize social recruitment campaigns.

4. Stay ahead of the social recruitment curve by investing in new products and services that will help automate and rocket fuel talent marketing and employer branding campaigns.

Social Media Recruiting on Steroids

socialmediaclutter

By now, you must have gotten on board social media in order to recruit new employees. However, due to the large amount of advertisement done via social media platforms, you are struggling to get your jobs noticed. Rest assured you are not alone. This is mainly due to the fact that your plain job ads are not standing out for candidates to see, and are being overtaken by creative content that your marketing team is creating and distributing.

Luckily here is hope for recovery if your business is struggling to make social media work for you. How are your recruiters supposed to find and hire the best talent unless they can attract them to the brand in the first place? This is where learning important marketing skills can come in handy.

So how can recruiters think like marketers? They need to promote their employer brand as something compelling and unique. For example, you can survey current employees and potential recruits to find how they perceive your organization and also how that differs from the image that you are actually trying to convey to potential hires. Another approach would be for your recruiters to survey employees to rank what they find most important about the workplace, in order to compromise and make the workplace inviting. Most importantly, you need to figure out what you can offer that your competitors cannot, and highlight this aspect during your recruitment campaigns. For example, Home Depot created multiple Facebook pages: in addition to a general page, they have a recruitment page where their job postings are listed, as well as a page showcasing the volunteer work their employees perform, which has shown to improve their employee engagement. The Social Media Examiner also listed a number of case studies on the topic. For example, Zappos, an online clothing retailer, uses social media to show their unique employee culture by posting inside looks at the company. They also tweet questions to their employees to answer publicly on Twitter.

In addition to thinking like a marketer, another thing to keep in mind is your “call to action” (CTA) mechanism. Is your job ad compelling enough to entice candidates to click on them and apply to your job opportunities? It is important to know the psychology behind call to action as well as how to make yours stand out. People using the Internet are overwhelmed by advertisements and emails all day, every day, and after awhile, everything starts to look the same and people stop paying attention. That is why it is so important to catch their eye and hold their attention long enough to get them to press that button. A blog by Hightower, a recruitment advertising firm, gives some pointers. For example, compelling colors are often what attract the eye on the webpage. Pick a color for your “CTA” button that contrasts with your design, so that it stands out. The button should also be large enough to be noticed almost immediately, as many people won’t bother reading everything on the page before they’re onto the next thing. Make sure your CTA is clear and tells the reader exactly what that button will do, and use active verbs such as “sign up.” Adding “now” or other immediate action verbs will create a sense of urgency.

There are other ways that posts are being structured to attract an audience in social media. For example, with increased Internet usage through mobile devices, the firm should make sure that their web presence is mobile-friendly. If it is difficult to read your text or reply to your ad through a mobile device, a good portion of the potential recruits could be lost because they could not navigate and gave up. Make sure that your call to action button is big enough to be easily clicked by those using mobile devices. Also surround the button with white space. This will make it stand out more and will also make it easier for mobile users to click.

Another key to attracting recruits is to create concise, focused job descriptions and utilize SEO keywords so that your ads are seen even in search engines. The concise job description will help narrow down the amount of unqualified recruits you get responses from, as well.

There is much to consider when it comes to making your ad stand out in the sea of social media ads. These tips will help make sure that the type of quality recruits you are searching for see your ad.

Solving the lack of Employee Engagement at the source

Apply Here

There is a “monster” terrorizing businesses big and small, running through office buildings, eating profits and demoralizing employees and customers alike. This monster is called “employee disengagement,” and it contributes to the downfall of businesses everywhere.

Employee disengagement is exactly what it sounds like: when your employees are apathetic about their job. Employee disengagement can be extremely detrimental to your business. Gallup’s State of the American Workplace Report for 2012 cited that nearly 70 percent of employees were not actively engaged in their work, and cost employers approximately $500 billion in lost work, money and time every year. According to an article by Tolman & Wiker Insurance, disengagement can cost your company money by causing employees to care less about their jobs, which will cause them to hurry through projects instead of seeing them advance in the best way possible. They will also miss work more often, have more safety incidents, and create higher turnover in the company. The high turnover can cause an increase in cost, as it costs money to cover illnesses and train new employees.

It can get even worse. Sometimes employees are not just disengaged, but actively disengaged, meaning they purposely act out when they are unhappy, undermining the productivity of other employees. This can cause many problems, including decreased morale in the office, and a negative effect on customers.

Disengaged employees may also negatively affect your brand. Not only are they more likely to be rude or uncaring to customers, providing a bad customer experience that sheds negative light on the company, but they may also post negative job reviews online that deter future prospective employees.

There is hope on the horizon for businesses. Employee disengagement can be avoided with proper candidate engagement. Candidate engagement is a precursor to employee engagement; after all, an employee is more than just an employee, and a candidate is more than just a candidate. These are real people with real lives outside of work, as well as the ability to retain memories. A candidate will remember how they were treated during the interview process, and this will translate to their attitude about their job if they become employed. If they were made to feel important and cared about as more than just a “cog in the machine,” they will remember that their new boss cares about people. If the entire process was robotic and automated and they felt like they were talking to computers more than people, they may get the impression that their employers do not really care about anything more than filling a position.

These candidates and future employees don’t only affect their own positions; they will also bring praise to the business for future candidates and employees. The Good Jobs, a company that helps organizations find the right candidates, say that a survey suggests only 2 percent of respondents don’t look into a company before applying for it. This means that 98% of candidates have done their research into your company. Some of this research has probably included reading what current and past employees and candidates have to say about their experiences.

 

So how can you make candidate engagement work for you?

 

First of all, make sure you are seeking out candidates that will fit in with your organization’s culture. If you are hiring for a niche position, be sure that is stated in your advertising. Also consider hosting a “meetup” in other to gather a group of candidates for information about your company. This can be done through meetup.com, where you host a group that is focused on a common interest. Another way to bring the candidates to you can include loading your website with informational videos and photos about what working in your office will be like, or telling your business’s story about how it came to be and what you learned along the way.

Once you have candidates in mind to interview, be sure to make the interview about more than just what they can do for you and the company. Ask them about themselves or what got them interested in your company. If you jump right into the job description and qualifications right off the bat, you may come off an intimidating and scare the customer away.  Another way to keep candidates engaged is to create a candidate pool, or a group of eligible candidates, and send them regular newsletters to keep them up to date on what is going on in your company.

Using these tips and keeping in mind that candidates are people with personal lives, too, will allow you to build up your brand and find quality employees who will enjoy working for your company.

 

Social Recruiting on Facebook?

Facebook Recruitment

With technology and social media being a big part of everyday life for a majority of Americans, it is no surprise that businesses are turning to social media now in order to get their brand out there. Social media sites like Facebook offer a relatively low-cost form of advertising, and the ability for your followers to share your advertisements with friends and family with an easy click of a button.

With all of the advantages of social media, it should come as no surprise that employers are also starting to use this form of communication with the public in order to recruit new members to their staff. So how exactly is social recruiting on Facebook better than other methods? We turned to HireRabbit for some answers.

Facebook helps your company gain more traffic

Not everyone on the internet follows blogs or will know how to find your website, however a large amount of internet users are on Facebook multiple times a day and will be more likely to come across your advertisement there. According to an article on Slideshare, two-thirds of the world’s internet population visits social network sites, and the sector now account for almost ten percent of all internet time. Facebook now leads in this market, as recent data suggests that there are 222 million unique hits on Facebook. Some also believe it is easier to apply for jobs through Facebook than some other channels.

There is a diverse talent pool

Through social media sites like Facebook, your efforts can be taken globally, as people all over the world use Facebook. In fact, only 29.3% of traffic on Facebook is from the US, according to the Slideshare article. You will also find a diverse set of people this way – from students, to people looking for seasonal work, or people that are part of a niche that fits what you are looking for.

Facebook boosts your company’s image to potential recruits

In addition to show that your company can be innovative by following the current trends, i.e. social media, frequently keeping your page up to date and communicating with posters on your page will show that you are a company that is responsive and will interact with your employees as well as your customers.

Facebook increases employee referral activity

Since sharing your advertisement is as easy as pushing a button, employees will more easily be able to get the word out to anyone who happens to be on their friends list. You also have the advantage that people who don’t even work for you will start sharing your posts as well, effectively advertising for you for free. Facebook also assists with this if you have an app for your business; whenever someone installs your app or likes your page, Facebook will tell their friends via their timeline that they liked this app or page, thus suggesting it to other people without you or the friend having to do anything further.

Facebook allows you to attract passive candidates.

Some people are less likely to aggressively go looking for a job, and prefer to let opportunities arise to them. This could be because they are out of ideas where to look, or maybe they aren’t even currently thinking about a different job. However, through Facebook’s ad manager, you can set up targeting to show your ad to a specific audience. Targets can be location, gender, age, or general interests. This may catch the eye of those passive recruits and make them decide to apply. Ad targeting can also ensure that you are getting the employees you want in your company and filtering out employees that wouldn’t be as good of a fit.

Facebook will connect you to college students

College students are one of the highest demographics on Facebook. Advertising here will attract young, fresh minds that are looking for one of their first professional jobs. You can mold these minds and teach them the way your company does things.

Don’t just take our word for it; Forbes released an article outlining a few success stories that large companies have shared about recruiting via social media. For example, UPS, which operates in over 200 countries with around 400 thousand employees, started shifting their recruitment strategies to include social media. This has allowed them to hire more globally. They also created a video that was shared on social media, called “Women in Transportation,” which highlighted women in roles form executive leadership to van drivers. This helped to showcase their diverse employment opportunities.

Sodexo, the world’s 20th largest employer, has been on social media since 2007. Their strategy has been to show what it’s like to work for them. Since advertising on social media, there have been over 15 thousand downloads of their job finding app, and over 107 hires.

Home Depot also uses social media to their advantage. Their strategy is to use social media to follow up on applications, to ensure that they don’t enter the black hole that many seem to find their applications in, where they never hear a response. They are also a very active community, with surveys on their page as well as employees sharing their first day at work or sharing updates on how their local store is performing.

So, if we’ve convinced you that recruiting via Facebook is a good idea, now you are probably wondering how to get started. It’s pretty easy, actually. Here’s how to start:

Create your business page on Facebook and get to work sharing content and gaining a fan base. Invite people that are already interested in your company and post content that they would like to share with other people. Be sure you are posting more than just advertisements; keep your followers interested in your page. Also be sure to set up opportunities for your fans to communicate with you through the page, and respond often to show that you are interested in them. Sharing your experiences in the business and whatever you learned while getting to where you are is also a good way to be not only interesting, but transparent, and will show potential recruits that you are willing to teach what you have learned.

5 Secrets of an effective Social Recruiting Strategy

Social Recruiting Secrets

 

 

 

 

 

Social recruiting is here to stay.

Recent statistics show close to 90% of recruiters use or plan to use social networks to support their recruiting efforts. But being social is not enough on its own. It’s a fiercely competitive labor market and a growing number of recruiting professionals are not doing it correctly. Ingredients of an effective social recruiting strategy would consist of showcasing the employer brand and engaging candidates like a marketer would engage customers in order to attract quality talent.

It is key to build and nurture longer-term relationships with the right candidates. If your company is serious about hiring these highly skilled individuals then you need to have a cohesive social recruitment strategy. So, how do you make it work? The following are five common overlooked realities on how to effectively use social media to source and acquire talent.

Stop focusing too much on LinkedIn.

Facebook is still, by far, the largest social media site with 890 million active daily users and 1.35 billion users overall. Recruiting via this platform has the chance to be successful mainly because of the average age of its users. The world is rapidly getting younger (e.g. 55% of the US workforce will be under the age of 35 within 3 year) and this younger generation is growing up on Facebook, so this would be their go-to guide for whatever they are searching for. LinkedIn is more focused on the working professionals with college degrees and experience and doesn’t particularly target entry level job seekers or the average work force.

“Push” Marketing when you should be “pull” marketing

Most recruiting professionals make the mistake of thinking that social media is just a quick and easy tool to blast their jobs ads and recruiting posts out to large numbers of prospects. Then, they are stunned when nobody is clicking on their posts or applying to their jobs.

The reality is that it is just too easy to click away, ban, or worse, report you as a spammer. To win on recruitment with social media you have to attract or “pull” talent towards you. Candidates are attracted to you via your message and the meaningful content you share on social media. They need to be engaged first and feel that you are genuinely interacting with them to make the want to look at your job opportunity and eventually apply to them.

Be useful

One of the best ways to “pull” talent on social media is to be useful and informative to your social community on a consistent basis without the expectation of wanting them to apply immediately. This approach will help you grow your talent pool which you can tap into whenever you wish. A pre-qualified talent pool is much more valuable that applications for specific posts.

Don’t be everywhere

The most influential social networking channels have an estimated 2 billion unique monthly visitors. With that kind of traffic, it is very appealing to want to implement your recruitment strategy across all these sites, reaching as many talent as possible. However, being everywhere takes a serious commitment of both time and energy. And your brand may even risk being dilated as you can’t possible tailor your content well to each social channel without having to fall behind on your other commitments.

A focused approach is what you need to adopt. Figure out which site (or even two) you should be on – basically the ones where your ideal candidates are on – and then spend your time finding, creating and sharing great content and engaging with them in a consistent and meaningful way. In short, it is better to be really good on one site than average on many. In essence, you are focusing on quality rather than quantity.

Be authentic and transparent

Refrain from posting and sharing content based on what you think your talent’s interests are. You would be falling short in portraying your employer’s culture and brand. This may risk disappointing quality talent once hired. Instead, work on gaining and keeping their trust to simplify the process of acquiring quality hires.

Being authentic and transparent is a major component in developing that trust. It is advisable to spend some time to think about where recruiting interests lie, both on personal and organizational levels, and to devise a cohesive strategy to merge the two. Then create four to six high-level topics around those interests. They key is to be yourself and deliver high-quality content consistently around the things you and your company believe in. You will experience far more engagement with your fans who will become your brand ambassadors, and eventually your next hires.

4 Benefits of a world-class Candidate Experience

Benefits of Candidate Experience

It is becoming increasingly difficult to become one of the best places to work, and we all wish that there were a magic formula to achieving that status.

The companies that get there are the ones that make candidate experience a priority in their sourcing and recruiting practices. There are various avenues to take, ranging from simple enhancements to more complex endeavours. By treating your candidates like you would normally treat your consumers, you will be impacting your bottom line and taking your business to the next level. Essentially, what candidates experience when they apply and interview with your company makes an impression which they will eventually share across the social networks.

If you don’t recruit with candidate experience in mind, you are missing out on top talent who will be turned off by a complex and inefficient application process. They will easily be lured away by the competition that is making an effort in communicating with them, making it easy and fun for them to apply for their jobs, and offering opportunities to interact with people in their company.

A great candidate experience can provide organizations with many benefits. Unfortunately very few of them have attempted to optimize it. According to a recent research, eighty per cent of senior HR and procurement professionals do not regard the candidate experience as a priority in recruitment. But there are, and here are a few key benefits to fostering a positive candidate experience:

Investing in the candidate experience yields more engaged employees. A new employee who experiences an enjoyable hiring process is much more likely to be positive and engaged when they start working for your company than an applicant who was mistreated and neglected by your hiring team. This creates disengaged employees who can have a detrimental impact on your business once hired.

Applicants who benefit from a positive candidate experience can help you build your company’s reputation on social networks which will then make it easier for you to attract top talent. A direct correlation between candidate experience and employer brand has recently been demystified through the following realities:

  1. You are just not hiring employees, but ambassadors of your business.
  2. The people you hire today will determine the kind of culture and brand you build tomorrow.
  3. Your employees are your greatest point of differentiation and the biggest asset in creating a competitive advantage.

Keeping candidates engaged and happy throughout the hiring process, even without hiring them, will make it much more likely for you to get a favorable response when you reach out to them for new positions. This will help you shorten your recruiting cycle and decrease your cost per hire.

 

A memorable candidate experience is business necessity as it can help you boost sales and profitability. Findings from the Candidate Experience Award competition show that close to 90% of candidates are more likely to buy from a company that gave them a positive candidate experience, irrespective of whether they got hired.

So what’s next?

The first step is to review and audit your application process through the eyes of the candidate. You can also seek feedback from current employees to uncover additional views of anomalies in your application process. Then, create a list of things that need to be inspected further and improved to ensure a more pleasant talent experience. Finally, start implementing changes to improve candidate experience. These can be small tweaks which can be things that you can handle individually or more complex initiatives that require an in-depth cost-benefit analysis and organizational support.

You are different in how you hire and the roles that you need to fill. It is recommend to search for low hanging fruits in order to make the biggest impact.  Build momentum from there and share results with colleagues and peers. Tailor your improvements to your target audience and invest in the ones that will affect the perception of your organization the most. It is equally important to continuously seek feedback from your applicants to keep iterating towards a word-class candidate experience. The reality is it may require an investment in people, technology and social media — but we are confident that the benefits will surpass these costs.

4 Sins of Employee Disengagement

 

Employee Disengagement

Disengaged Employee

According to a recent Gallup poll, engaged employees make up less than a third of the US workforce. A little more than half of employees are not engaged, and a shocking 18 percent are actively disengaged. Millennials are the least engaged generation at 28 percent while boomers are the most engaged one at 42 percent. Millennial’s dissatisfaction results stems from the mismatch between the jobs they had hoped to receive after college and the reality of their employment situation.

Employee engagement, which reflects the emotional commitment an employee has to an organization is not just an organizational nicety but a business necessity due to direct ties to a number of performance outcomes, such as profitability, workforce productivity and customer service. As employees care more, they are more productive, give better service, and even stay in their jobs longer. The end result is then happier customers, who buy more and refer more, which will drive sales and increase profits. A 2012 report on human capital from McKinsey corroborated this hypothesis, noting that organizations with top scores in employee engagement are about 60% more likely to be leading and profitable companies in their respective industries.

The first step in re-engaging a disengaged workforce is to know how to identify it. Unfortunately, this can tend to be tricky as disengaged employees aren’t necessarily bad employees. They could have been some of your most talented and productive employees at some point. The ultimate indication of disengagement is the decisions people make to leave their job. While some people will stay in a role they’re not happy in, most will eventually choose to look for a new and better opportunity elsewhere.

 

Disengaged employees tend to only do what’s absolutely necessary of them to get the job done, without going the extra mile. Typically, they don’t take initiative, rarely work late and don’t give their jobs much afterthought when the day is over. So how do you spot them?

 

The four most common habits of disengaged employees include:

  1. Not caring attitude – Employees that display less interest or care for their work or their organization’s wellbeing are likely to be disengaged.
  2. Repetitive absenteeism – An employee who displays a pattern of absences is most likely disengaged. This indicates a decreased motivation to get the work completed on time. They could even be skipping work to attend job interviews.
  3. Poor quality of work – Failing to meet deadlines, or meeting deadlines with subpar work on a regular basis are signs of employee disengagement. This is evidence that an employee is less committed, especially if you have prior evidence of better performance.
  4. Permanent negativity – A previously high performing employee that consistently exhibits a negative attitude might be going through difficult times at home, or might be disengaged. Either situation must be addressed differently as is detrimental to the workplace.

 

Identifying and accepting the fact that you have a workforce engagement issue is the first step toward immobilising it. Choosing to be proactive and doing something about it is the next. Overlooking or evading the four previously enumerated habits of workforce disengagement is a common mistake leaders make.

It’s important to understand that every experience and interaction at work has the potential to influence an employee’s engagement level. Each person is unique, and to influence their commitment requires an understanding of what motivates them. The most important thing any leader can do to improve engagement is focus on the employee’s individual spirit as well as the team’s and to ensure that they are in complete harmony.

Employees tap into their internal positive energy to get the job done well. People who are energised typically choose to act in ways that promote success. But, when people are drained and discontent, they become more likely to disengage and behave in ways that jeopardize not only their own success but the team’s as well.

As a leader you need to take a proactive approach in improving the engagement of your team. You need to make engagement a priority by linking it to corporate performance objectives. Start by attracting and hiring people who want to be here. People who are passionate about your brand will tend to care more about your business and contribute better. Then, understand your team and deliberately influence the aspects that drives them. Give them the initial boost and then let them take ownership for their own spirit and level of engagement. It is crucial to implement a feedback loop to keep the engagement levels high.