The attraction of potential and competent employees, which also have a perfect DNA with the organization is a daily challenge for the HRM team. Recent figures from UWV (The Employee Insurance Agency in the Netherlands) have shown that recruiters are dealing with a candidate advantaged market – mainly, in the sectors of construction and ICT candidates which offer more options.
Therefore, it is time that organizations work on their Employer Branding Strategy, meaning the appeal to work for an organization to attract, recruit and to retain the right talents. Nowadays, it goes further than a short-term hiring campaign and (online) ads. It is necessary to use a people-centric approach to create the right employee experience. In short, Reverse Thinking in HR! Why is it important to work on your Employer Branding approach and what are good examples to follow?
Purpose and ‘employee experience’ should be a part of every HR agenda because employees who are fans of the organization are more motivated and successful. Also, see my blog: Why Purpose Should be #1 on Your Strategic HR Plan. We live in an experience economy whereby successful organizations work on the desired customer experience instead of focusing on processes and products. The brand feeling and awareness start with the experience that people create. It begins with the right employees who are the brand, and who are brand ambassadors themselves.
The success of candidates starts with the establishing of the right candidate profile and a memorable candidate experience. This can be achieved in different ways, for example by the organizing of a casting event to select candidates on the basis of personality and attitude. Also, the use of the right ambassadors (fans) and the use of video recruitment makes the pre-selection an experience in itself, with the selection is transparent and based on a clear profile and process. Everything must be well matched. A holistic approach and inspiring leadership are crucial.
A beautiful approach is the organizing of a casting event. The challenge lies with making an experience of the recruitment funnel to select candidates based on personality and attitude rather than skills. Most skills can be learned. In this way of working, candidates are selected based on the ‘DNA’ match with the organization. The casting from Radisson Red, for example, has led to the attraction, notice and success in the hospitality market.
“Clients do not come first. Employees comes first. If you take care of your employees, they will take care of the clients” – Richard Brandson
Power of ambassadors & video
A strong and authentic presence on career sites and online channels is critical as well as the use of video. Cisco predicted that in 2020, 82% of internet consumption will be consumer videos. Coolblue makes good use of this on its consumer and career website. For example, the way Coolblue uses video to attract new colleagues for their warehouse.
That successful ambassadors are the best ambassadors for your brand is a no-brainer. Not only through the involvement of employees in the recruitment process, but by allowing them to tell their own stories, you brand yourself as an employer in a more authentic way, such as actively involving employees in the casting event, and being present in selection and orientation meetings (over lunch for example). It is, of course, always good that involvement does not stop after the recruitment process, but continues during the onboarding.
“The key is not to prioritize what’s on your schedule, but to schedule your priorities” – Stephen Covey
It is an open door, but also an Employer Branding Strategy can be made or broken by leadership. There must be an attitude of continual focus and support from a holistic level. This must be aligned with the mission and vision of the organization. A good Employer Branding Strategy is focused on making your brand attractive to employees and (potential) candidates. Leaders have an important role to bring internal talents and different disciplines (HRM, Marketing & Communications, ICT) together to let them collaborate on a sustainable Employer Branding Strategy. A method that could work is the joint development of the desired candidate/employee journey and to work on the moments of truth to create memorable experiences. Take for example, how Google explains their recruitment process in just 3 simple steps.
Go for it?
The creation of the right Employer Branding Strategy is not something you think about and implement in a morning. In a morning, you can make a good start. Therefore, Performance Solutions offers different events and programs to work on your Employer Branding Strategy and Reverse Thinking in HR. Interested? Take a look at our website or contact me personally.