Company culture plays a critical role in companies at the forefront of its digital transformations. For example, Apple has a unique corporate culture that emphasizes innovation, creativity, and expertise. To promote this culture, they nitpick employees through an extremely thorough recruitment program. Today, Apple’s brand valuation stand at $170 billion, which would never happen unless you have a loyal customer base that sees this image. Anyone who has been to an Apple store knows that Apple Geniuses (employees) are experts in products they sell and are willing to give their time to all of your queries. They’re knowledgeable, smart, and positively reflect the company culture.
For higher productivity, innovation and more effective executive, it’s imperative that HR use some assist from marketing. Lynda Gratton, Professor of Management Practice at London Business School, wrote a blog on “Five Changes Future Leaders Must Face” and one of the changes was the need for all leaders to work more collaboratively. Top talent is a point of concern amongst CEOs, and so employer branding is slowly turning into a critical strategy to address present and future talent shortages. Today, less than 20 percent of businesses recognize the need to have an employee branding strategy, while only 30 percent of companies with teams of two or more departments responsible for managing their employer brand.
In recent years though, the HR is now using assisting from marketing to get on to the battleground called the internet and fetch the best talent.
Compete for Talent
Today there is serious competition for the absolute best talent. When a high-potential employee goes after a company, the first thing they check out is social media platforms like Facebook and LinkedIn, or even employer review sites like Glassdoor. Now, company presence on social media and other sites is generally owned by marketing or PR. To win the talent-game fast and furious, companies must take a sales-oriented approach to their online presence.
Although, a lot of business prefer taking a more balanced, recruiting-centric approach to their online presence. This is because, in many industries, finding the best talent is as crucial as finding loyal customers.
Give Careful Consideration to UIs, I.E. User Interfaces
To start with, start researching various platform and their UIs by applying for jobs at some of the best employer brands in the U.S. Soon, you’ll find that even the most boring, clunky process is designed to feed into an algorithm.
Access to a live person via chat, or maybe even a web video. This is the most common practice in customer service. Give the same kind of attention to people who show the willingness to work for your company.
Be More Human
In today’s digital age, the most human companies will win. You have the most fantastic opportunities to use technology to tear down hindrances between people as opposed to raising them. If you have visited HR-oriented web pages on the internet, you may have noticed -
- Stock pictures of completely diverse people with real smiles in a real workplaces.
Text-overwhelming descriptions of what the organization does rather than stories (particularly videos) of how the organization feels to employees who work there.
A absence of the uber-useful video "tours" to communicate the culture and values and work ethics of the company.
If you have seen some of Sweden’s promotions, you may have noticed a phone number. You can call on the toll-free number and talk to a random Swedish citizen who has volunteered to be an ambassador for their nation. Why not do this for a company with over 1,000 employees.
On the promoting side, we every now and then we discover about employees who post stories about our products, leading to more views on our company content. Now, this isn’t something that happens too often but sounds like it should. Employee social networks look great on paper however, actually, there has been a moderate success. Who needs to post company news on Twitter or their own Facebook page?
Discussing the company culture, commenting about the pride they have in an association, or posting photographs from a company potluck … well, that is an easy feat. We should give employees the training and tools to do their very best when creating content about their company culture.
Discover Contextual Advertising. Today any sort of marketing more often than not has a paid promotional part. If you are trying to attract talent instead of customers, why not use promotional marketing? There are people online talking about their job hunting experiences all the time. It might look good if you create targeted ads that can help potential employees with their questions and problems.
Give More Thought To Strategic Touchpoints
The purchaser's decision is a tangled wreckage of touchpoints. They may see advertisements, look online for data, and talk to friends and family. Advertisers try to have some sort of substance holding up clients at every point in this journey. Clearly, there is also a comparative way to the work travel. Why not consider brimming those touchpoints with supportive data as we do on the marketing side? Consider including content for each of the decision-points in a potential employee’s journey. Help them evaluate (and maybe even look at) your company culture, pay, benefits, and so on.
Use Influencer Marketing to Recruit
We are quickly moving toward a world in which online ads are blocked or disregarded, however, people still love to get information from the people they trust. Why not employee an influence? When people seek information about your company, who are they most likely to listen to? How about you connect with some of the most important online personalities so they become advocates of your company culture?
A lot of tech companies today hire well-known industry bloggers to create content on behalf of the company. Due to the blogger’s vast online reach, the company instantly gains credibility. Why not use a similar strategy for recruiting efforts?
Now a lot of these ideas remain untested to the wary HR’s eyes. However, existing HR recruiting practices are so behind our times that there’s no loss in trying out these.