In two weeks I have the pleasure of experiencing New Zealand for the first time, when I speak in Auckland at the Recruiter Hub Conference (#RHUBNZ). I am going to cover two interlinked subjects during the course of the day.
The first – The Future Of Recruitment Is Closer Than You Think – is one of those subjects that many recruiters choose to ignore. Analysts the world over, cite ‘big data’, mobility trends, ‘talentism’ as well as many other considerations, companies need to act upon with regards to recruitment. But I believe there is a ‘future reality gap’ for recruiters who have their ‘day job’ to do – recruiting for their clients. They are not worried about things that ‘might’ impact them next year or in three years time – they have problems on their own desks right now. Can you blame them?
Then I take a look at one of the new skills that needs to be embedded in future recruiters – Why Candidate Engagement Is More Than Just Being A Connection Or A Follower. It is all very good having the ability to find loads of potential candidates – but what do they represent most of the time? A longstanding record in a database, a name on a social network or just a name you have uncovered in a conversation? These are now available to anyone (who chooses to make the effort to find them) – including your clients and your competitors.
Questions for this week:
Q1) What does the future of recruitment look like? Is it really in the future or here and now? Why is there a gap?
Q2) How are you utilising technology in recruitment?
Q3) How does technology change the way we engage with candidates? How does this meet the needs of the candidate?
Q4) What does the successful recruiter of the ‘future’ look like? How are these skills going to help with sourcing scarce talent?
Your employment brand includes everything from your people, your physical premises, your culture, and making sure candidates have a great experience through your recruitment process. It is not just about the marketing of these things though. Having an external brand that reflects the internal message is crucial.
If your brand is not consistent with your internal culture then this mismatch can create more problems than it is worth. The consequence of this can be high turnover with new employees and low engagement with existing employees. Your current employees could also consider it a bit of a farce and this is not great for your reputation, particularly if you don’t have the best internal culture. Flip that over though, you can also have a great internal culture but are not leveraging it to its full potential.
So how do you create congruence between your internal culture and your external brand? Well you can partner with marketing or take this on yourself (add another skill to the already wide HR repertoire?). But do this to add flare to what you already have rather than create unrealistic spin. You don’t have to be too out there. Own your brand, and keep it authentic and transparent.
One of the ways to create transparency is to give potential candidates greater access to your organisation throughout the recruitment process. Let them see what your organisation is really like, warts and all, before making a decision. Having a good internal culture is a good start (you can read the blog on LikeMinds on this topic here).
Unsuccessful job candidates can also be brand ambassadors. Consider the impact on your brand by not getting back to candidates. Lack of time and resources is not an excuse when brand value is accounted for. If you are getting too many candidates is your recruitment message the right one?
In this respect, recruiters should understand the whole business including the brand and culture and be able to accurately articulate that to potential employees. Have you seen any examples of employers who do this really well? Or not so well?
Employment branding is a term used to descibe the image a company projects as a potential employer. This is not just about putting a spin on work place practices but ensuring that your internal culture is in order. I discuss this concept in a guest blog for Likeminds.
However, in a recent #tchat discussion, the cross overs between recruitment and marketing are also discussed. It is clear that the processes of recruitment and employment branding do not operate in isolation.
This week’s questions:
Q1) What are the most common elements of employment branding?
Q2) What commonalities and disconnects exist between employment branding and internal culture? What are the consequences of this?
Q3) Where can the marketing department add value to your recruitment processes?
Q4) What processes enable greater collaboration between marketing, HR and recruitment specialists?