EP085 - And the Kitchen Sink

The Talent Cast

In this really long episode, I clear out my notes and cover more than a dozen employer brand topics before we head out for summer break. Everything from social recruiting, deep branding, the invisible employer brand, and recruitment marketing's race to the bottom, this episode is chock full of big ideas. - Is employee advocacy a social strategy or EB strategy? - The slow EB: a big launch invites criticism and rejection. A slow play allows people to feel like the EB has always been there - Assessment solutions are about hiring in bulk, in finding a hire based on specs rather than finding weirdos and artists. The assessment is a decision to optimize around what is today rather than building something that is more future-proof - Follow the leader: "what every career site needs" thinking will ensure no one knows the difference between you and other companies (a sure sign that you don't have confidence in your company/brand). Its driven by what's "supposed to work" without understanding your particular context. Its a way to play safe and not really think about your needs and situation. - Race to the bottom - What would happen if you asked every employee if they would choose to work here if they knew then what they know now? - Branding yields a premium, allowing you to "punch above your weight" in the hiring world. It allows you to contend for talent you might wouldn't have been able to before - A great EB directs the prospect to consider something more. To think about opportunities outside the obvious. It can direct the prospect to re-evaluate how they are evaluating companies. - The invisible employer brand. Does your eB need to be stated? Obvious? - How long does your EB live? - The smaller the company, the more important your EB is - Your job is to make people care first. The sales comes second - What happens when everyone is an exception? Too much of hr is about applying a solution to everyone as if everyone is the same. This isn’t about cultural fit. This is about embracing the mess instead of trying to kill your junk drawer - Who is your competition on Instagram/Twitter? Who are you taking followers from? Its a game of attention: getting it and holding it - Employer branding is "deep branding" - Talent is a moving target: How quickly do things change? The job description you got approved last month is already out of date by the time you hire. So imagine what things look like a year from now? Or three? So stop hiring for skill sets. Stop running the job description checklists. - Employee experience is a lie, except when it isn't. Why do people work? to get a paycheck? Ugh. If that's true, employee experience is crucial. It becomes the differentiator. If the purpose is to succeed, to grow, to make an impact (see: every study on millennial motivations), employee experience is worthless. What matters is your purpose, your why. Defining and communicating that becomes the experience. People are willing to give up perks and comfort for the possibility of success if they see a clear path to it. - Employees want to love their jobs. Why doesn't that happen? Show notes: http://wp.me/p806sS-ba