job branding
Post on 20-Oct-2014
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DESCRIPTION
Jobbranding is important to attract excellent candidates. Because boring jobs attract boring candidates. Who wants them. this presentation gives you some insights in jobbranding and tips to make attractive brandsTRANSCRIPT
Job brandingWhat and how?
An introduction
Job BrandingAn introduction
Job Branding is one of the most impact full elements for the attraction during the recruitment process. When a candidate knows what the company expects from him, he will be more attracted to and success full in his job.
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attracting the candidate
job brand awareness
sourcing channel
organisation brandawareness
application method
sources of information
Source: Report “Getting it Right from the Start”; Recruiting Roundtable “Which element has been important during the attraction for your new job”, 18.000 respondents.
Job Branding, Why?
Job BrandingChanges in the Labour Market
•The market will be more dynamic:• Employees are more and more loyal to a manager, team or
project. Not to an employer.• The market will become more flexible: f.i. Young Chinese
graduates will have 19 employers in their working life
• The market will be more individualistic:• Employees choose for a job instead of an employer: “what is
in it for me?”. Otherwise they will look for another opportunity somewhere else.
Conclusion: Selling of jobs becomes more important in a fast moving market
Job BrandingCandidates want better offers
Top candidates want a 25% better job offer. This is a combination of:• 1. Job Stretch: What do I do? What will I learn?
Top Candidates are looking for demanding assignments that fit with their competences and interest. A company brand is getting the attention, but for the top it is less relevant. A connection between the job and the company strategy is.
• 2. Compensation: Salary and benefits
Conclusion: A stretching job will compensate the other benefits.
Job BrandingEnlarging the potential target group
• Semi active candidates (appr 40% of the working population):
• do not look for another job on a regular basis. Only now and then• just scan the advertisements, don’t really read them
• So: get them if they just have a look!• You will have a 10 seconds chance: give them a good understanding of the job in these seconds
Conclusion: An interesting job brand will increase the number of potential (passive) candidates.
Job BrandingBut, most important
• Desperate new colleague?• Top candidates only apply for boring jobs if they are desperate!
• But top candidates are seldom desperate!
• Boring new colleague?• Boring jobs attract boring new colleagues. Who wants them?
Conclusion: Attractive jobs attract attractive candidates.
Job Branding: 10 tips
Job Branding10 tips for job branding1. Smart Headings for semi-active candidates
2. Use the 10 second chance:Make a 2 sentences marketing summary of the job: what will he do, learn, get or become! And catch the attention of a potential candidate.
3. Out of the clouds: 20.000 feet descriptions vs 0 feet descriptionsBe as concrete as possible. Go back to what a person is doing every day. What results would make him better than the rest? Move away from general responsbilities, lists with skills and competences. And describe the team, boss and coach in a visible way.
4. Make the job SMART!Check the job. Is it S: Specific, M: Measurable, A: Action oriented, R: Result driven, T: Time indicated?
Job Branding10 tips for job branding5. Make the job part of a bigger mission, vision or strategy
Like Boeing says: “Help us land the next generation of moon walkers”
6. Use a performance profile (and no traditional ‘jobdescription’…)Take care that candidates, that you are interested in, get a in-depth performance profile. What tasks, activities, projects will he get, who will be in his project team, what are the circumstances. Which results (concrete data like turnover, patents, product introductions, etc) do you expect from him.
7. Start with chances and reduce your ‘wishlist’ “Use your economic education to help us developing our international accounting system.” sounds better than: “you need to have a economic education and 5 years of international accounting experience”. So: ‘no wishlists’ but expected performance and outcomes.
Job Branding10 tips for job branding8. Use the interview to close the gap.
The ideal candidate doesn’t excist. There is always something missing. Use that as an advantage during the interview. Show them the challenges of the job and their learning opportunities. “This is what you should develop and can learn here. How did you learn before” ?
9. One same message by all involved!Discuss the job ad with all people involved and check what is really important. When will a candidate be succesfull? Take care for The Moving Job Spec Syndrom! Your search will be a waste of time for all if the requirements or job are changing during the process!
10. Use active descriptions instead of passive ones. And present time. Active verbs are more attractive than passive ones in your description: Use “do”, “change” or “improve” instead of “be responsible for…”. F.i. “You improve our sales in Eastern Europe with…” instead of “You will be responsible for our sales improvements...”
