Employer Branding: Recruiters Help You Tell the Right Story
Right now, the biggest trend in recruiting is employer branding, crafting the promise your company makes to its employees. And the biggest trend in marketing is brand storytelling, using content, examples, and experiences to bring your brand to life in the mind of consumers. Combining these trends can bring a powerful presence to your talent acquisition. But it s not always straightforward. Harnessing the best of employer branding and storytelling means sharing not only the story you want to tell but also integrating the story your best candidates want to hear. For example, your company may have a customer-service focus but that s not necessarily part of a compelling employment offer. That sort of disconnection happens all the time: Many employers think that recent college graduates are concerned about the environment, but a recent NACE study showed that working for a green company was last on their list of desired employer qualities. And don t mistake storytelling for content. You may have a regular blog, Pinterest boards full of photos, and a YouTube channel with lots of videos, but if none of it emotionally connects to job-seekers, you won t move the needle. As Momentum Worldwide s Jon Hamm put it in Adweek, Audiences have always asked for stories. They ve never asked for content. To most effectively integrate storytelling with employer branding, the HR department and even the C-suite should become best friends with recruiters, because they re the ones selling your company and know what resonates with job-seekers. You ll have to go beyond a few casual conversations, too. Conducting independent focus groups with your recruiters allows you to marry what your company offers with what people want. It also lets you create counterpoints to what people are saying about your company behind your back. The result: You ll build a compelling employer value proposition that resonates with desirable workers in the job market. They ll be the right cultural fit, too, which means you ll decrease hiring times, hiring costs, and turnover while increasing retention, referrals, and productivity. The best branding involves storytelling, and employer branding is no different. Good employer branding is easy to spot Southwest Airlines, Taco Bell, Deloitte. Bad employer branding well, those companies never seem to become household names. 管理新知 您可能感兴趣的文章 企业文化的认同重在载体建设 2015-12-08 企业招聘管理中的人才细分 2013-12-26 辞职，请赐我离开？老板挽留你，不代表需要你 2017-06-01 最近文章 TEST 2018年01月15日 嫖娼被抓不属无故旷工，公司解雇赔4万！（法院判决） 2018年01月15日 如何判断你是否具有HRBP胜任力？
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