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Authenticity
A couple of years ago, marketers were busy designing nice corporate videos, telling the world how great their company was and how fantastic it was to work there. This approach has had its time. People are starting to build their own picture to understand what companies are really about instead of just accepting who they say they are. Candidates come better prepared and knowing much more about your company than ever before. They’re not just looking at your website! You’re still the owner of the employer brand, but it is shifting towards what other people say about you—not only what you say about yourself.
Birger MeieR
Senior Manager of HR and Global Employer Branding, Boehringer Ingelheim— Germany
Janelle L. Hawes
Manager of University Robert Bosch
Linda Mary Linzenbold Fricke
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Content & conversation
You have to know what people are really looking for besides basic company information. What is the audience interested in? Employer branding is not only about communicating how great we are and how great it is working for us, but also about providing the candidate market with information they really need. Social media is a tool to have a conversation, to talk with candidates, to understand how they think and to provide information. With this information you can start to build a conversation, build engagement and a relationship.
CONNECT AND STAY CONNECTED
be what you think
B E HONEST, I T ’ S NO T ALL ROSEY
BEYOND COMMAND AND CONTROL BEST-LAID PLANS
PUBLISH QUALITY, PUBLISH OFTEN
Our thought leaders
Director, Marketing, Kelly Services, Inc.
Nate Butki
Executive Great Place To Work
Shaunda Zilich
Recruitment and Marketing Leader, GE
Global Content Vice President,
Manager of Personnel Marketing, Robert Bosch Talent Recruitment Leader, GE Capital
Megan Raftery
Marketing Director, Kelly Services, Inc.
Michael Kirsten
CONNECT AND STAY CONNECTED
Build relationships by being useful
Candidates look around for employers. They do their research. To connect with them, businesses must be present in the right places. But, more than this, they must demonstrate why their employer brand is different, relevant and useful. Start by focusing on what candidates need and want from you— it’s not just about giving them a job. Be helpful in people’s job search and in the development of their careers. Be responsive and look to the bigger, longer-term picture when building connections with potential employees.
Upside
down
That’s how employer branding looks and feels right now to those in HR and Marketing.
Many of the old tools and strategies for building an authentic, globally relevant employer brand have been discarded, and new ones are taking over. Both the challenges and opportunities have grown almost in tandem, and it’s all happening at break-neck speed. One thing is clear: employer branding has changed, dramatically. Our Global Best Practice Xchange (BPX) Roundtable on the subject confirmed it. It was 90 minutes of rigorous discussion with eight seasoned professionals leading the way in employer branding innovation for their organizations. They shared their successes, mistakes and thoughts on their plans for the future.
Michael Kirsten, Kelly Services, Inc.
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Engagement
There are a lot of the ways to get information out there about your company, but it really depends on talking to people about things that interest them. It can go as far as to include customers and clients talking about how our company helped them with their business— that’s of interest to candidates who are thinking about a career with us.
Communication Recruiting,
Your brand
may not
be what you think
The conversation has changed
Connected, networked and always ‘on’—this is now the norm rather than the exception for much of the professional workforce. Work is no longer what it used to be. And, employee loyalty? What’s that? The rising influence of social media has altered the way we seek, evaluate and engage in work and the employers that offer it. Naturally, this means the ways in which employer brands are promoted, shared and even deconstructed has evolved too. Finding new tools, strategies and ways to connect are now crucial to success.
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75
%
negatively affecting their business now,