In a Word: Employer Branding & Your Job Postings
First impressions matter. Who originally wrote that? Because, it is so true. As you look at your employer brand messaging, there are various touch points that come in contact with prospective candidates as well as with your current and former employees. Making sure your brand communications are aligned with your value proposition and positioning during these touch points is a critical factor in having a successful employer branding program.
Typically, you see a lot of effort making sure your career portal/website copy, candidate collateral (both print and digital) are produced well and that these and other media vehicles are in sync with your candidate touch points. To that end, solid copywriting is a key ingredient that can make or break how well your candidate messaging resonates and engages with prospective talent.
Read More
Does Your Employee Value Proposition Convey Benefits?
When talking about employee value propositions (EVP), sometimes labeled employment value propositions, I invariably hear several different thoughts about what they mean to a particular organization. Some HR professionals feel that EVPs should be conceptual in nature and used more as an internal reference source that outlines why prospective applicants might be interested in wanting to work for their organization.
Others feel an EVP should differentiate what their employer brand offers to prospective candidates. And finally, many think EVPs should reflect a formalized statement that can be communicated openly, often times to both employees (internal) and to prospective candidates (external), like this example from Campbell’s Soup.
Read MoreFunny You Should Ask…The Top 5 Job Preview Video Questions
With Realistic Job Preview (RJP) Videos being used more and more as an employer branding tactic, there are many questions about best practices that surround this topic. In a previous post, the practical considerations one needs to consider when embarking on a RJP Video initiative were posed as questions. And, in this post, the following are five of the more common (and granular) RJP Video questions that seem to always surface about this topic, in no particular order.
Read MoreMission: Brand Alignment – Employer Branding Throughout the Talent Cycle
This story was originally published in HRO Today Magazine. The following version includes supplemental graphics.
Cabela’s, a leading outdoor related specialty retailer with over $2.5B in sales, knows a thing or two about having passionate consumer “brand champions.” After all, the multi-channel retailer prints over 25 billion catalog pages annually and captures more than 135 million daily unique visitors between its online and retail store locations. As they embarked on an impressive employer branding initiative, the real question for Sara Kaiser, Director of HR Centers of Excellence, was: “How do we get more people that are passionate about what we believe in, to want to work here?” As you might imagine, she is not alone in wanting to figure that out.
Many organizations are realizing that an effective “brand strategy” can enhance their talent acquisition efforts. Just as marketers leverage a wide variety of tactics and initiatives to drive awareness, engagement and transaction for product portfolios, many successful HR leaders are taking advantage of various branding elements traditionally found in the marketer’s toolbox. One of the initial keys to effective employer branding is how well an organization aligns its corporate or product brand(s) with its employer brand.
Read More
Speaking With One Voice
Creating a holistic message for a thriving health system
By Kathie Sandlin
To provide and share a variety of insights, Hire Branding occasionally features exclusive contributing content from employer branding experts and thought leaders. The following guest post is from NAS Recruitment Communications’ Kathie Sandlin as she reports how delivering a cohesive employment identity program is an essential part of employer branding.
The objective of employment branding is really pretty simple: to define the voice and message that will “connect” with candidates and employees alike, so that an organization is not just recognizable, but relatable as well.
In health care, the importance of this “connection” with candidates and employees is paramount to its success. Recent studies[1]suggest that, to most health care professionals,the opportunity to apply their sense of calling is at the core of job satisfaction. When the organization they work for allows them to pursue personally fulfilling or socially significant work—or work that impacts their own friends, neighbors and community—it creates a strong emotional connection.
Read More