Employer Brand Headlines Newsletter

Employer Brand Headlines Newsletter

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How the Pandemic Has Dramatically Shifted Candidate Attitudes
How the Pandemic Has Dramatically Shifted Candidate Attitudes
Some nice pre- and post-lockdown (unsegmented) data points on how employees and candidates attitudes have changed. Biggest takeaway: remote is no longer a nice-to-have (so... maybe you need to have a chat with leadership and HR about making this whole WFH thing a real thing).
·theundercoverrecruiter.com·
How the Pandemic Has Dramatically Shifted Candidate Attitudes
What Four Years of Research (and COVID-19) Reveals About Candidate Expectations – ERE
What Four Years of Research (and COVID-19) Reveals About Candidate Expectations – ERE
PathMotion took a look at all the bot-driven conversations on its platforms to see what candidates wanted to know more about. This isn't what candidates said they wanted, it's what they asked for, so if you don't know what to add to your career site and social channels, this is a solid starting point for a content map. I will caution and say that Universum's data (day job alert!) agrees with a lot of these conclusions, they aren't equally true across the board for all audiences. Just keep that in mind.
·ere.net·
What Four Years of Research (and COVID-19) Reveals About Candidate Expectations – ERE
Article: Moving towards a socio-emotional learning culture — People Matters
Article: Moving towards a socio-emotional learning culture — People Matters
Are you sick of me saying how you need to start thinking about your employer brand beyond the funnel? Too bad! This article talks about all the ways professional systems will be changing in light of everything, and this is my chance to remind you that you need to make friends with the development team. What the company offers to learn is one thing, but connecting to to why they want to learn, to develop a story pipeline system about the people who embrace the development culture and what they get out of it is totally in your jurisdiction.
·peoplematters.in·
Article: Moving towards a socio-emotional learning culture — People Matters
61 Ways To Differentiate Your Brand | Branding Strategy Insider
61 Ways To Differentiate Your Brand | Branding Strategy Insider
I've talked before about how much I love Oblique Strategies and how I would one day write my own deck for employer brand (tangent: the above article, which you should read all the way through because it talks about the weird shit Brian Eno came up with while recording Bowie's "Heroes," starts with a quote that should be tattooed on our collective hands, "Stop thinking about art works as objects, and start thinking about them as triggers for experiences." Anyway...), but this article does a pretty solid job listing 61 ways to differentiate a given brand. A great exercise would be to list all 61 (or maybe just 30) and then list all the ways you could differentiate your own employer brand with that strategy. Congrats, you now have a LOT of good ideas you didn't have before.
·brandingstrategyinsider.com·
61 Ways To Differentiate Your Brand | Branding Strategy Insider
The CMO’s Guide to Employer Brand | LinkedIn
The CMO’s Guide to Employer Brand | LinkedIn
I know you want to make BFFs with your marketing team, but a lot of you are having trouble making making it work. The culprit? It's that marketing doesn't understand you. They still see your team as a funnel-filler or Glassdoor review watcher. They treat your team as untested and untrained dilettantes "playing at marketing." Which is why I wrote this for you (to give to them): The CMO's Guide to Employer Branding. It's a long read, I'll grant you, but it should speak their language about your value.
·linkedin.com·
The CMO’s Guide to Employer Brand | LinkedIn
Why now is the perfect time for a corporate book club
Why now is the perfect time for a corporate book club
Is now the perfect time to form a company book club? Well, I'm a huge fan of getting book clubs together (and I've seen instances of the CEO just mentioning that he/she is reading a certain book lead to informal but impactful culture change), so yes. Do it. Do it now. The trick, as ever, is to pick a good book.
·strategy-business.com·
Why now is the perfect time for a corporate book club
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
There are a lot of little tidbits of concepts in this article around brand perception (neuron mirroring, framing, cognition, etc), so don't expect a deep dive. But taken together, it felt like there were a lot of good ideas around identifying your brand perception issues might be, and how you might be able to solve for them.
·brandingstrategyinsider.com·
The Shift In Shaping Brand Perceptions | Branding Strategy Insider
How to Design a Better Hiring Process
How to Design a Better Hiring Process
It’s time to move past “What are your greatest strengths and weaknesses?”The real value of emotional commitment is that it gives you (and everyone else) permission to re-write the "rules." You know those things you've always done because that's just the way it's always been done? Set that on fire and re-invent, not because it's what your boss says to do, or because that's what the magazines say is "cool," but because you actually care about outcomes. Example? Reinvent your hiring process. Now, HBR isn't exactly coming up with cold fusion here, but when the they are willing to say that the way we interview flat-out isn't working, you know it's time to reinvent. But don't reinvent around a fad. Thing about what you and your company really care about in an employee (and what you reward) and build round that. Writing, games, role-play, improv exercises, whatever it takes to tap into your (and their) emotional commitment.
·hbr.org·
How to Design a Better Hiring Process
The Agile C-Suite
The Agile C-Suite
Plenty of management books burn paper trying to build leadership structures that mitigate a lack of emotional commitment, throwing around works like "matrix" and "agile" because they haven't figured out that most companies still treat their people like cogs in a machine: easily replaceable and bought from the lowest cost vendor. As this turns into a mini-rant, Tom Peters says that if you care about what I care about, I'll care about what you care about. And it is only in light of the pandemic that we see which companies actually seem to care about their people (and which don't, suggesting where engagement scores might go to die). EB has a role to play, because if people really believe the EVP/pillars you turned into a poster, they are more likely to feel emotionally committed. And if they don't, that suggests you need to go back to the drawing board.
·hbr.org·
The Agile C-Suite
Why Building an "Architecture of Listening" Improves Employee Engagement - NOBL Academy
Why Building an "Architecture of Listening" Improves Employee Engagement - NOBL Academy
Too much talk around employer engagement is about making people feel a certain way or (worse) hitting some "engagement scores" based purely on surveys. Is that somewhat dismissive? Yes, I'll own that. But I've gotten in trouble for saying things like, "no one comes to work wanting to be disengaged, so I wonder where the issue lies?" A lot of the issue is that we've lowered the bar on what "engaged" means, to the point where it feels like "not actively planning the company's downfall" feels like a win. In reality, engagement means giving a crap about the people, the purpose and organization. It means a level of emotional commitment in outcomes and processes.
·academy.nobl.io·
Why Building an "Architecture of Listening" Improves Employee Engagement - NOBL Academy
The real value of brand purpose emerges
The real value of brand purpose emerges
The word "purpose" gets attached to so much of what we do, these days. Our EB should provide purpose for employees (which is crazy, as purpose comes from inside people) and that the key to successful companies is a shared sense of purpose (which is always framed in "we save the world" language rather than "we retire early" language). But as EB gets closer to corporate brand, and as corporate brand understands how to leverage the people to support the brand, the conversation around brand purpose gets louder, but mushier. Which is why I thought this article on brand purpose was a good read: it talked about how to think beyond "use some sense of purpose to get more out of your employees" blah blah, and instead use a real sense of purpose to breakthrough roadblocks and see new possibilities. (includes some nice examples)
·siegelgale.com·
The real value of brand purpose emerges
Love & Process: Using Predictive Data in a D&I Recruiting Strategy | Universum
Love & Process: Using Predictive Data in a D&I Recruiting Strategy | Universum
Thinking about D&I a lot lately? Me, too. So I figured I'd get my friends Torin Ellis and Gabriel Hitt together to talk about how to re-think modern approaches to D&I using data. So yeah, you need to register for another webinar. Speaking of D&I, if you want your messages to "stick," you need to explain why D&I is important to your company (and don't assume everyone's already on board).
·universumglobal.com·
Love & Process: Using Predictive Data in a D&I Recruiting Strategy | Universum
Why Marketers Should Implement User-Generated Content: 23 Stats to Know
Why Marketers Should Implement User-Generated Content: 23 Stats to Know
Do companies still balk at letting employees build content? I know for a long time it felt like there were companies who just couldn't let their staffs have that kind of freedom to talk (as if they need permission). If that's you and you need some ammo to make their case? Here are some stats on the power of leveraging user-generated content.
·blog.hubspot.com·
Why Marketers Should Implement User-Generated Content: 23 Stats to Know
Facebook ad boycott: cancel culture is not corporate social responsibility – Econsultancy
Facebook ad boycott: cancel culture is not corporate social responsibility – Econsultancy
As a followup from last week's post about the Facebook boycott, there's some skepticism that these companies have the most altruistic reasons for cancelling their FB ad buys. And while interesting on its own, I think it brings up some warnings about tying your brand too closely to corporate social responsibility. It's a bit more of a mine field these days, so step carefully.
·econsultancy.com·
Facebook ad boycott: cancel culture is not corporate social responsibility – Econsultancy
A Startup Is Selling Referrals for Jobs at Facebook, Google, and Amazon | by Seth King | OneZero
A Startup Is Selling Referrals for Jobs at Facebook, Google, and Amazon | by Seth King | OneZero
This one made me smile and groan at the same time. As hiring is so tight in the Bay Area, employees at top companies are selling referrals and references to their employers. That is, for $50, you can get someone at Google or Facebook to recommend you for a job at Google or Facebook. Because those companies get some many resumes/applications, they mostly only look at those with internal referrals, and thus a third-party black market sprung up. (Further proof that William Gibson was right when he wrote "the street finds its own uses for things.)
·onezero.medium.com·
A Startup Is Selling Referrals for Jobs at Facebook, Google, and Amazon | by Seth King | OneZero
7 factors that will shape ecommerce in the second half of 2020 – Econsultancy
7 factors that will shape ecommerce in the second half of 2020 – Econsultancy
This is a great article on the seven trends in ecommerce for 2020, which are all applicable to any employer brand pro: personalization, digital savvy, and developing a real candidate experience STRATEGY (remember: if you invert your "strategy" and it isn't a strategy, you didn't have a strategy in the first place).
·econsultancy.com·
7 factors that will shape ecommerce in the second half of 2020 – Econsultancy
Majority of ‘World’s Most Attractive Employers’ Say Hiring Environment Getting Harder Over Next Year | Universum
Majority of ‘World’s Most Attractive Employers’ Say Hiring Environment Getting Harder Over Next Year | Universum
Universum’s Employer Branding NOW 2020 survey, now in its fifth year, shows best-in-class talent leaders are quickly adapting to the new-normal of Covid-19. STOCKHOLM, SWEDEN, July 2, 2020 – Universum’s much-anticipated Employer Branding NOW 2020 study, conducted during the pandemic’s surge months in early 2020, shows the World’s Most Attractive Employers do not expect a hiring …
·universumglobal.com·
Majority of ‘World’s Most Attractive Employers’ Say Hiring Environment Getting Harder Over Next Year | Universum
Summer reading 2020
Summer reading 2020
Second, Strategy+Business has a list of best business summer reading books, spanning from high level concepts around what humanity means, to building better experiments at work.
·strategy-business.com·
Summer reading 2020
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News
I have mixed feeling about this article on why every company should make professional development a core element of their brand promise. One, yes, many many many candidates and employees want development, but even when they want it, they don't want/value it the same way. Some want classrooms and certifications. Some want mentoring and coaching. Some want the freedom to experiment and fail. And yes, there are some great talents who don't look to their employer as a source for development. Over at the day job, we have lots of data that lots of people want development, but it is by no means universal. Development is popular among some talent, but to say that every brand should define their brand around it is a little myopic. That said, it's an area where many companies ignore to their detriment.
·recruitingdaily.com·
Why Professional Development Must Be A Core Element of Your Employer Brand > Sourcing and Recruiting News