Why are so many skilled professionals clamoring to land a job with companies like Facebook and Google? While yes, these companies appear stable and lucrative, there is something much bigger fueling interest: their employer brands. The perks, the opportunities, the flexibility and the social environment – these are the factors job seekers want to hear about. So if your company isn’t attracting quite the right candidates or if your retention rates are lower than you’d prefer, consider tweaking your employer brand.
No false advertising here. Just start providing an honest look at your company’s work environment. That’s why it’s key to focus on the Employee Engagement Journey and help prospective employees understand what it means to become a vital part of your team.
While each job and each person is on a unique path, clearly defining what your employer brand promises can go a long way toward establishing trust. You might publish pictures from an office party or a sneak peek at employees collaborating on a new product. Just make sure the kind of content you publish aligns with how your company presents its brand identity and values.
Consider recruiting current employees to participate in communicating your employer brand. While you can talk about how wonderful the company is all day long, seeing social media posts or reading blogs from employees themselves often creates a stronger image of work culture.
There are a few key factors that will propel your brand from anonymity to popularity. As these factors are reiterated and established over time, candidates will come to trust your brand.
Being an “employer of choice” requires that you think of “compensation” as more than just wages paid. For a company with a strong employer brand and reputation, compensation includes the full range of benefits an employees enjoy. Broaden that scope to include things that move team members along in their journey with the company, including skill-building workshops, work-from-home opportunities and bonding and networking internally with co-workers. Be sure to present the full range of compensation (your employer brand) to candidates, as few will be fully aware.
Another thing to remember is to keep your compensation package open and adaptable. As you communicate more with employees, you may find that certain benefits need to be tweaked, added, or removed to be sure the brand is supporting their journey.
One of the most powerful forces that will make you an employer of choice is word of mouth. Your current employees are the best spokespersons for your brand – both during and after their time with you. Thus it is critical to continuously check in on employee engagement. Keep the lines of communication open so when a change needs to happen, employees have no problem talking to you about it.
Consider creating a “pre-hire orientation” message that will communicate all that is expected of employees. This way, your recruiting efforts have a better chance of resonating with the right candidates. If an applicant sees something they don’t like in the pre-hire orientation process, they (and you) know your company isn’t a fit for them.
Build a network of trust both within and outside of your company, and your brand reputation will shine through everything else. As Lindsay Nahmiache, co-founder of Jive PR eloquently phrased it in Forbes, “Building a network is a gradual process that takes months and sometimes years to pay off . It consists of continually providing support and value in two-way relationships.”
If you’ve ever felt your talent is suffering because of your recruiting and onboarding processes, you are far from alone. A recent study revealed that 33 percent of HR teams believe their organization is “not competitive in the battle for talent” because of recruitment failures.
The U.S. unemployment rate is hovering at low levels, recently hitting its lowest level since 2007. If your company is worried about the national talent shortage, know that avoiding some of the most common HR mistakes could yield a competitive edge.
Seventy-three percent of HR leaders feel they are not using recruitment technology appropriately. If your organization still scans resumes manually and uses paper checklists, you may have massive potential to become more efficient. From technology-assisted resume matching to automated candidate scheduling, smarter technology can significantly free up time for HR to focus on strategy.
Using the right recruitment technology is also one way to help your organization discover new talent pipelines, from social media candidate sourcing to benchmarking your organization’s openings against talent in your area.
Cultural fit is critical for successful employee performance at organizations of any size. Airbnb is one firm who attributes some of their success to hiring employees based on values. Experts recommend using personality assessments and “off-the-wall” interview questions to learn more about who your candidates are as people before making a job offer.
Recruitment should be a mutual selection process. Onboarding, or a formal approach to acclimating new hires to your organization, can help your new employees succeed. However, onboarding is also an important way for potential hires to assess fit and determine whether they will thrive in your culture. Some highly successful companies use a “pre-hire orientation” video to acclimate their candidates to culture, values and expectations. Using standardized content, like a video, can introduce massive consistency in global or distributed organizations
Recruitment has never been an easy undertaking, and the nationwide talent shortage has only made it more challenging. Fortunately, there are a variety of technologies that can support comprehensive assessment and efficiency among HR teams.
With smarter recruitment technologies, you can access new talent pipelines and tools to holistically assess your candidates. With the use of pre-hire orientation materials, you can also support your candidate’s ability to select the right match for their needs.
Most peoples’ experience or knowledge of augmented and virtual reality involves entertainment – for example, the Pokémon GO augmented reality app and the uber popular Epcot attraction Soarin’, which takes “riders” on a realistic virtual journey around the world.
Virtual reality (VR) has obvious entertainment value. And, as forward-thinking companies are discovering, it also has unlimited potential to revolutionize recruiting and training. Savvy human resources professionals are tapping into this technology to woo top talent, overcome geographic recruiting and training constraints, and cement their firms’ position as technologically advanced. The millennial and Gen Z workforces are drawn to cutting-edge technologies, and the “cool factor” of joining a workplace that embraces VR shouldn’t be underestimated. As the following five companies have discovered, VR is more than a gimmick: it’s a genuinely useful tool.
Most college students are familiar with on-campus recruiting events. Typically, they show up wearing their Sunday best and stroll from one table to the next meeting recruiters and collecting pamphlets or brochures. It’s necessary, but not necessarily exciting. General Mills has stepped up its recruiting game in a huge way. Candidates visiting with General Mills recruiters may be invited to don a headset and goggles and – thanks to a 360-degree GoPro video – take a VR tour around corporate headquarters and the Minneapolis-St. Paul metro area. They feel what it’s like to be an employee and experience the corporate culture first-hand. That recruiting approach is certain to leave an impression – a very positive one.
Like General Mills, General Electric has discovered the benefit of using virtual reality in its recruiting efforts. For example, candidates can don a virtual reality headset to journey to the bottom of the sea and explore the company’s oil-and-gas recovery machines.
Lincoln Electric has discovered that combining traditional and virtual training is a win-win for the company and employees. The company offers students the ability to practice on a virtual reality arc-welding trainer in addition to receiving traditional hands-on training. Studies show the combined approach leads to better communication and significantly higher certification rates.
Boeing runs an Immersive Development Center in which its engineers test new parts and products, and pilots train in virtual reality flight simulators. Additionally, Boeing occasionally invites engineering students to the center so they can explore the company’s technologies, thanks to VR. All of Boeing’s engineers began as students, and the company’s recruiters hope that visiting students will one day return as employees.
With a realization that many people are visual learners, Fidelity Investments has created a prototype VR app to explain employee benefits. Users who don the headset are transported to a virtual boardroom populated with employees. Some employees are green, meaning their 401K investment strategy is sound. Other employees are red, indicating that it may be time to revise their strategy. The motivation behind the app is that viewing data in a three-dimensional matter makes it easier to digest.
Clearly, there’s widespread potential for human resources departments to embrace virtual reality. Companies are already using VR to recruit top talent, train existing employees and onboard new hires. How do you think these kinds of applications will change the way your HR and recruiting teams manage the future of your company’s talent?
By 2020, millennials will make up 46 percent of the workplace. And even though they have more student-loan debt on average than any other generation by far, they’re motivated much more by non-monetary and intangible work benefits. Consider adding these benefits to your roster to improve your millennial recruitment efforts.
For millennials, the days of working in cubicles from 9 to 5 are unstimulating and inefficient. They know great ideas aren’t the result of staring at white walls, and they don’t frame work within the confines of an eight-hour day. Get them on board by offering the freedom they crave. Allow remote work days, even if only twice a month, and create collaborative working spaces where they can mix, mingle and generate ideas with other colleagues.
Millennials are willing to put in the hours, and they expect to be rewarded for it. Offering robust vacation packages and unlimited sick time tells them you care about their holistic health, happiness and well-being–something critical when they’re selecting an employer. It’s also crucial they feel you respect their time off, so avoid calling and emailing millennials while they are on vacation. Consequently, you’ll also improve retention.
Millennials are looking for more than health, vision and dental. They know they’re more engaged and productive at work if they’re active and healthy, and they expect you to understand that, too. A monthly stipend for a gym membership or a work-sponsored exercise program can go a long way toward bringing them on board.
The quickest way to lose millennials is to let them grow stagnant. Millennials are eager to learn and want to be coached along the way. Give them opportunities to learn by having them attend workshops or conferences out of the office, or participate in a one-on-one mentoring or coaching program at the office. They’ll be more fulfilled, and as a bonus, they’ll keep getting better at what they’re doing for you.
Millennials have a desire to understand how they make a difference. A recent study found that millennials value producing meaningful work more than receiving high pay. Make it clear their work makes an impact by having executive leadership transparently and regularly share company updates. Then, ask managers to follow up and tell their millennial team members exactly how they helped the company achieve its goals.