your employer brand under siege: how social media is changing recruitment
DESCRIPTION
Think you control your employment brand? Discover how popular social media sites like GlassDoor.com are putting the power to shape your employment brand into the hands of employees and job seekers like never before. Internal information that in the past was not divulged publicly is now discussed openly. Job candidates even rate their recruitment experiences. Find out how social media is reshaping recruitment and employment branding. Learn how the best organizations are building talent acquisition and retention strategies based on lessons from the in-bound marketing and sales in order to gain a competitive advantage.TRANSCRIPT
Your Employment Brand Under Siege:how social media is changing recruitment
STRATEGIC CAPABILITY NETWORK
NOVEMBER 27, 2013
Discussion Points
is it business as usual? employment brand 101 some emerging themes some best practices
Business as usual?
It’s always been difficult to find good people … and it’s getting harder
Unstable Markets & Governments
More Passive Job Seekers than in the past
Shifting Demographics 75M Baby Boomers Nearing Retirement
Only 30M Gen-X to fill roles
Globalization Competition for Executive Talent
Uneven Quality of Education Systems
Employment Brand 101 Q: Who has an employment brand?
A: All companies do.
What is an employment brand? Boring Answer - “Represents the corporate identity to its current and
prospective employees..”
It is important that you have consistency between your internal and external employer brand
“
”if it can be known, it will be known.With the rise of the web & social media, HOW you recruit is as important as WHO you recruit.
Review sites – glassdoor.com
Actual Employee Reviews
Reviews from Glassdoor.com
Benefits Recruit better candidates Reduce employee turnover Make better hiring decisions Reduce recruiting costs Improve Employee
Engagement
Infographic from - http://www.staffingdaily.com/how-employee-referrals-impact-your-employer-brand-infographic/
Emerging Themes Transparency – If it can be known it will be known
Social Media
Glassdoor.com
Job Boards - Struggling National/International - reduction in traffic and revenues
Local/Niche/Specialist Job Boards becoming more effective
Your own Corporate Career Websites becoming more effective Opportunities for Future Candidate Engagement
Leveraging Social - Moving from one message to conversations with prospects
Companies reducing spending on 3rd party recruiters
New Technologies Lots of new very interesting technologies emerging trying to disrupt hiring process
CRM for Talent
Candidate Profiling
eHarmony for Jobs
“
”Best Practices
How do we get started?
Differentiators & Competitive Advantage
1. Employer of Choice Branding Operational Excellence – be found & known
2. Candidate Experience – provide the best experience
3. Candidate Relationship Management – proactive recruiting
4. Technology Enablement – choose technologies that work & integrate
5. Crowd Sourcing, Market Intelligence – leverage referrals & social
Talk to MarketingMarketing & HR need to work together – here’s why. Employer of Choice Branding
Provide rich company information
Company Career Page – Or Micro-Sites
Use corporate careers page as anchor – all others are hooks to it (inbound marketing)
Participate in online conversations – Glassdoor, Indeed, Twitter, Facebook, etc. – Community Manager
Focus on Candidate Experience Make it easy to connect/apply
Treat candidates like you would your employees
Go through your own application process
www.thecandes.org - The Candidate Experience Awards – amazing resource!
Asking for feedback – “How has the process been so far?”
Consider Evolution from Recruiter to Talent Advisor Write inspiring job advertisements (not job descriptions)
Illustrate career paths and the overall opportunity about the future
Consider Building & Engaging talent community Create a group of brand ambassadors
Learn from this group – they have the reason why they want to work for you.
Leverage Technology Make sure your technology talks to each other
Avoid stand alone tools that don’t integrate with each other
Be found – Search Engine Optimization (SEO), Social, Web Create great original content – company milestones, employee recognition
Start with content you already have
Candidate Relationship Management (CRM) Build relationships, manage expectations
Crowd sourcing, Market Intelligence - Data Mining Employee Referrals, hunting on Social Media
Mobile Optimization – You NEED to offer a mobile experience for candidates 72% of job seekers have visited company site on mobile device
Only 20% have a mobile optimized career site
Thanks!
Bruce Richards@bruce_richards
http://ca.linkedin.com/in/brucedrichards/
Some Resources http://www.ere.net/
http://www.thecandidateexperienceawards.org/
http://www.hrtechnologyconference.com/
http://www.blogging4jobs.com
Let me know if I can help!