Employer Brand Headlines Newsletter

This one came out too late for my summery of brand trends, but here are five emerging brand trends for 2020. I heartily endorse their first trend that as more and more "authentic reviews" turn out to be fake, candidates will stop relying on review sites as much. At the very least, candidates will change how they interpret those reviews, which should impact your own review site strategy. (And here's early examples from the Washington Post: companies that sell fake people.) Also see the fifth prediction: People will pay more for brands with a human side. As the de facto owner of the human side of your corporate brand, this is where you can make a real impact.

Adaptive marketing and psychographic branding?! Yup. It's time to raise your game, folks. As Seth Godin talks about, people don't want a 1/2" drill bit, or even a 1/2" hole to a screw. They want to be able to hang a picture to feel like they've accomplished something. Your employer branding will work if you can better define its meaning, and tailor it to different motivations.

Do job seekers really change? Here's two charts to show how much graduating talent has changed in just nine years.

Universal Music UK have changed their work culture to be more inclusive to neurodiverse people.

If you've been thinking about investing in tools to help you see the social media sentiment of your employer brand, this article is a nice primer. My own experience is that it is very hard to separate out consumer brand halo effects from employer brand. But this is how consumer brand pros do it.

There are a lot of reasons you might communicate as to why someone should work for your company. But have you considered that they'd want to work here because you're a thought leader? Here are some guidelines to consider when building out your thought leadership connected to your brand.

So many companies rely on case-based interviews, that there's an assumption that they must be useful. 50 million Elvis fans can't be wrong, right? But there's a lot of data refuting the value of this kind of evaluation. As top consulting companies shift interview styles, there's an opportunity for employer branding to both shape what is being evaluated for (thus aligning with the brand) and communicate why the shift is happening (again, reinforcing the brand and how a holistic approach to talent might be driving these changes).

Joel Cheesman of Ratedly has a nice write-up on employer brand that leans heavily on developing a framework with which to see the problem first. It does my systems-driven heart good to see more and more people realizing that just jumping into employer branding without validated frameworks is kind of like buying a used car in a language you don't understand.

Some interesting data from Talent Board on what candidates long for in their candidate experience. Spoiler: while most of us are focusing on sexy and cool programs when candidate really just want to feel like they've been heard.

Consider how many people applied to Valve after seeing this viral employee handbook (which was designed as a public-facing document because it has a section on what it is looking for in new employees). If you read it, it is filled to the brim with so many little touches and brand-specfic in-jokes that it REEKS of publicity stunt, but an insanely specific one.

Have you heard that joke that every item in an employee manual should be named for the person who necessitated that rule? The drinking at work social engagements is the Chad Rule, for example (he knows what he did)? Yeah. Employee manuals are kind of the worst. Don't take my work for it. Fistful of Talent agrees with me, calling it the "worst HR document ever." I bring this up because anything that sucks that people see is an opportunity to support your employer brand.

What's the hardest part of getting your employer brand ideas off the ground? Building a business case. Very few of us were taught this skill, so my friend Mezjan wrote up his own process for business case development perfect for EB pros.

And since we're talking about content in employer branding, Beamery has a great guide to building a recruiting-focused content marketing playbook.

And if you're looking to fine-tune your storytelling content strategy, Narrative Science has a nice ebook called Let Your People Be People I can recommend.

You you content marketers and lovers of narrative-driven employer branding, have I got some gold for you... but I'll tell you more in a minute. That feeling, right there, where the writer yanks the rug out from under you and doesn't immediately satiate your curiosity? That's emotional power, something referred to as an "open loop," a glitch in your own cognition you can leverage to create more engagement and emotional connections with people.

Over at Branding Mag, there's an interesting conversation about how to create a sense of brand without a visual identity. The idea being that the experience itself is the brand. Can the experience of working somewhere be a clear brand? It's an interesting thought.

TalentCulture, in a three trends for hiring Gen Z talent article, suggest that we are in the midst of a shift in which tech talent doesn't always have a tech degree, which is interesting. As technology becomes democratized, it will simply be a larger element in every major's curriculum. And since you can download code and code snippets for free, it becomes easier and easier for other majors to tap into the tech. I mean, not all doctors started as biology majors.

In an increasingly complex and stressful world with blurred lines between personal and work lives, workers at all levels need total well-being in all aspects of their lives. Expectations at work and home are no longer distinct or neatly separate – they are becoming one and the same. Savvy companies know that workers who are well

LinkedIn looked at its own user data and discovered some trends for 2020 and beyond. The most interesting? They think that data and analytics have reached a kind of "inflection point" at which is it no longer a "one day" thing but more of a "we're falling behind" thing. Also, they are seeing trends that their next new hire is likely to be found internally than in recent years.

I've got an open call for podcast and article ideas (feel free to chime in), and one of the big asks is more discussion on how to work with recruiters and other teams. While I try and put together my own thoughts, here's an article from HBR on how culture differences should be considered when building trust with other business units.

Have you wondered why your "talent community" (quotes intentional) isn't working? More to the point, have you had to explain it to your boss? I think the first issue for most of us is that we call it a community without understanding what a community really is. Here's a quick checklist to see if you really have a community or just a pretty mailing list.

Hashtags aren't magic. Having one doesn't generate awareness. But here are a few examples of EB hashtags done right, thanks to Stories Incorporated

Do yourself a favor and sit down before you read this (very contrarian but not "wrong") article on how brand loyalty is really just laziness and inertia in action. This might sting a little.

Usually, when we wonder, "why did someone apply and interview only to walk away from the offer?" we think about the question on an individual level. What was the issue with that person or interaction? But when you look more systemically, you might see that things like messaging, branding, and candidate experience timeline have just as much of an impact. CNBC asks why 50% of offers end up being rejected.

Our jobs often feel lonely in a sea of people (because we're the only ones who understand what we do). So essays that discuss what someone has learned in their job and journey are so valuable. Jazmyn Mijuskovic talks about her first year at Publix.

Our jobs often feel lonely in a sea of people (because we're the only ones who understand what we do). So essays that discuss what someone has learned in their job and journey are so valuable. Here are two: Lilian Mahoukou talks about his work at Mondelez,

Taking an entire company, hundreds and thousands individuals' hopes, dreams and passion, and distilling it into something that might fit inside a fortune cookie without sounding... like a fortune cookie, is an art. So if the time has come to try your hand, here are some great value proposition templates to help you focus your thinking.

Are you thinking seriously about Gen Z talent yet? You should. And not because they are the 23 and 24 year olds you're desperate to attract, but because they really are very different from their millennial predecessors. First and foremost? The current landscape of economic and political instability is forcing them to make very different choices in employer.

What happens when your employees get politically active? This week, more than 360 Amazon employees signed a public petition demanding the corporation take action on climate change. The company responded by threatening to fire them. Last year, Google saw a mass walkout. Between Greta, a US presidential election and Brexit, the political and social landscape is getting very tricky. And yes, your employer brand plays a role. If you've established values and pillars around being green or being socially responsible, what happens when staff act on that? And do you know how leadership will respond?

What does it take to build a strong employer brand? Well, you need to know how to execute projects (tactical mind). You also need to be able to select and prioritize your projects (strategic mind), but theres something still missing. If you want your brand work to achieve maximum impact, you need to know how to tap into a third mind: the political mind. The Three Minds of Employer Branding over at ERE.