By: Sandy Schest
Monday April 1, 2013
“Without Talent, there is no Brand.”- LinkedIn
Last week, I attended a conference in Denver, CO put on by LinkedIn that focused on Talent Acquisition for organizations seeking to build a better talent brand around the talent they employ. They asked the question, “What differentiates your employees’ experience from that of an employee at a similar company?”
Talent Brand is a social, public perception of your company that incorporates how your talent (past or present) experiences, views, and feels about your organization as a place to work. Companies with strong talent brands, such as Google or Facebook, typically don’t have trouble hiring for positions in their organization. It has been shown that companies with a strong talent brand save, on average, over 50% per hire because the organization has a strong Talent Brand Engagement, which allows them to ‘organically’ draw candidates to their company. Companies with strong engagement have followers who are interested in the organization; they research and follow the company on social media, they apply for jobs and they connect with the brand.
Until recently, companies had great influence about how the work experience at their organization was portrayed – because they were able to tell their story directly to talent, without online social networks telling it for them. Now, with the continued progression of popular social media sites- Facebook, Twitter, LinkedIn and Glassdoor- talent brand has become a two-way street. For an organization to help evenly weigh the scale of talent perception, they have to adopt these social tools and participate in the conversation. They have to tell their story, too because let’s face it- social media is here to stay.
Here are 5 steps to socialize your talent brand in a positive way.
- Relevance- you have to put your company on the map. Not all brands can be the Starbucks of coffee of or the Apple of technology. Take the time to create an interesting Facebook page and Twitter account. Follow similar companies and brand yourself as a top employer in your industry.
- Consistence- make it a priority to update your social media. Nothing is more frustrating than following a company who only updates their pages a couple times a month.
- Credible- make sure that your message doesn’t contradict with what people know to be true. If your company has some negative public perceptions, address them and move on. Once you’ve cleared the air, communicate and promote the positives; company match 401K, take your pet to work days, community outreach, monthly company lunch, etc.
- Inspirational- give your potential candidates something to be inspired by! Whether it’s photos from your company’s annual food drive or offering college reimbursement.
- Unique- Like Warren Miller once said, “You are a unique person, just like everyone else!” All companies are going to try to make themselves seem unique. Stand out from the crowd; don’t be afraid to portray your company in a way that is nontraditional or different. Candidates are so used to seeing the same thing over and over; give them something so that they remember your brand.
When branding your company’s talent, start with the “Why” and end with the “What”. Move your message from what or how you do it to why you do it. All employers should see talent branding as a vital aspect to improving their recruitment outcomes. Regardless of the industry or size of the organization, every company can use the influence of a strong talent brand and social media is now one of the best platforms which enable companies to tell their “brand” story.