Category Archives: recruiting to a culture

Brandemix Bonus Reel: Gamification for Recruiting

Director of Interactive Branding Jason Ginsburg explains what gamification is and how HR professionals can use it for recruiting, onboarding, training, and employee referral programs.



Register for Jason’s FREE webinar, Socialize Your Talent Strategy, presented Monday, April 29, at HR.com.

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How to Avoid the 3 Biggest Employer Branding Pitfalls

I travel around the country giving presentations on employer branding and building and promoting an employer value proposition. I usually highlight employer brand success stories. But as major brands like Goldman Sachs and Zynga stumble into PR crises, I thought it might be useful to help your company avoid the most common employer branding mistakes.

Don’t be inauthentic
Your employer brand embodies your employees, your culture, your vision, and your values; these are impossible to fake. So if you’re a fast-paced company with an entrepreneurial culture, don’t market yourself as a laid-back environment with unlimited vacation days.

I remember looking at the careers site for BP several months after the 2010 oil spill and being shocked to see that it looked the same as before the spill. Surely the eco-minded Generation Y or Gulf Coast residents affected by the disaster might hesitate joining the company afterwards? But there was only one acknowledgement of the situation – a tiny text link on the sidebar that asked “Why is it a good time to join BP?” Why indeed?

BP Careers, November 2010
Don’t get lost in the crowd
The are dozens of salty snacks on the market, so how does Doritos stand out? By having an attitude: Coming in crazy flavors with cool names and bright packaging. In the same way, your employer brand has to be distinctive. Avoid bland themes like “Grow your career with us” or “We offer work-life balance.” Almost any job can become a career and almost every job lets its employees go home at night.


Don’t get stuck in the facts
So many careers websites begin with, “Company X was founded in 1950 and now operates out of 75 offices in 12 countries.” Does that year mean the company is old-fashioned? Do those 12 countries mean employees get to see the world? Do the 75 offices mean employees can be transferred against their will?

Stand-alone facts like those can be both boring and confusing, a deadly combination for anyone looking to top motivate talent. Remember, you’re trying to create an emotional connection, so facts and numbers can only get you so far. Instead, talk about how your company helps people’s lives. Let employees share their stories. Show your workplace. Highlight employee events, rewards, volunteer work. Never be boring.

Be authentic and differentiated, and add an interesting and emotional component to your recruitment messaging.  If you can’t always leave them laughing, at least leave them hungry to learn more.

Let me know If you’d like to learn more  on LinkedIn, on Twitter, or right here in the comments.

Three Chances to See “Socialize Your Talent Strategy” This Month

Have you experienced “Socialize Your Talent Strategy” yet?

Click here to register for the SHRM 2013 Talent Management Conference.

Click here to register for SocialHRCamp New York.

Click here to register for the Quality of Hire virtual conference at HR.com.

Why Bridgepoint Education Careers is a Social Media Superstar

I recently discovered Bridgepoint Education’s clever use of Twitter and Pinterest to hire for its campuses and offices in San Diego, Denver, and Clinton, Iowa. I then had the chance to speak with Christina Hastings, Director of Talent Acquisition and Development, about her philosophy, her strategy, and her success.

Christina runs a personal Twitter, @aRecruitersPOV, as well as @BPEdCareers. Like many organizations, however, social media is no single worker’s full-time job. An associate, KelliAnn Holly, contributes to the Bridgepoint accounts.

On Twitter, Christina and KelliAnn create themes for each month: January’s was #NewYearNewYou. February’s was #WhatDoYouLove. March’s is #GiveBack, which emphasizes charity and volunteering. The duo also came up with themes for each day of the week:

Monday – #HotJobs
Tuesday – #JobAdvice, tips for resumes, interviewing, and the job search)
Wednesday – #Development, as in “How do you become a better you?”
Thursday – Throwback Thursday, as in “What was your recruiter’s first job?
Friday – What to do around town, highlighting shops and restaurants near Bridgepoint’s locations in San Diego, Denver, and Iowa.

aRecruitersPOV on Twitter

“It’s important to speak on behalf of the brand and as a member of the brand,” she told me. She believes in “profersonalism,” a combination of individual personality and corporate culture that conveys a personal yet professional message. “People would rather connect with a person than a company,” Christina said.

Christina has three expectations for anyone contributing to her department’s social media: Be yourself, support the brand, and drive everything back to the brand.

Bridgepoint’s TAD department is responsible not only for hiring, but also developing, training, and engaging employees. Christina uses the hashtag #TADculture to give an inside look at the employee experience. Her goal is to tweet three to five times a day, with at least one photo. When she and KelliAnn recently ran out of images, they spent their lunch break roaming their San Diego office, taking photos.

For inspiration, Christina looks to @FordCareers and @GenMillsCareers, who communicate their culture “without being one giant billboard.”

Christina and KelliAnn also manage Bridgepoint Education Careers’ 11 boards and more than 400 images on Pinterest. “We visually showcase what the culture looks like on the inside,” she told me. “It lets candidates peek behind the curtain. If someone’s cousin says, ‘this company looks cool and my cousin should work there,’ then we did our job.”

One board features photos of the Bridgepoint recruiters, complete with Twitter handles (and the #TADculture hashtag for good measure). Another is devoted to inspirational quotes. Christina is planning “Behind the Bridge,” a board that will serve as a tour of Bridgepoint’s San Diego workplace. “We’ll show you where you’ll park on your first day, and pin photos of our gym – and even the best time to use it!”

Bridgepoint Education Careers on Pinterest

Christina says she models her efforts after the Pinterest boards of Intuit Careers, Target Careers, and a Brandemix Social Media Superstar, Taco Bell Careers.

She plans to expand to YouTube, but is waiting for a bigger content library. “If we can’t produce videos on a consistent basis, is it worth it to be on YouTube? I want to have 20 videos before I feel like I can create a YouTube channel.”

Social media recruiting efforts can be difficult to measure, but Christina says she increased social hires from 4% to 7% of all hires last year. Most companies peak at 10%, but Christina would like to eventually reach 20%. With goals that bold, it’s obvious why Bridgepoint Education Careers, and Christina Hastings, are Social Media Recruiting Superstars.

Sometimes It’s All Hands On Deck

Telecommuting has been all over the news this week. First, Yahoo CEO Marissa Mayer changed the company’s policy that allowed employees to work (sometimes entirely) from home. Yahoo tried to put the story in perspective with a press release that said, “This isn’t a broad industry view on working from home. This is about what is right for Yahoo right now.”

Just a few days later, Best Buy announced that it would eliminate its renowned Results-Only Work Environment, a program that allowed corporate employees to work when and were they chose, as long as the quality of the work met the company’s standards. Like Yahoo’s change, it’s not a total ban, but corporate employees are now expected to work 40 hours a week and to come into the office “as much as possible.” Best Buy spokesperson Matt Furman said, “Bottom line, it’s ‘all hands on deck’ at Best Buy and that means having employees in the office as much as possible to collaborate and connect on ways to improve our business.”

So, are Yahoo and Best Buy doing the right thing? As a consultant to major brands on culture and employer branding, I think they are.

Working from home -- a lost luxury?

Working from home — a lost luxury?

Both these companies are engaged in turnarounds. Smart companies react to changing situations with their own changes, so I see these moves as responsive to business needs. It’s also reflective of the companies’ faith in their talent to help them steer the ship out of the storm.

Mayer and Best Buy CEO Hubert Joly know that they need the collective brainpower of their employees to come up with great and wonderful ideas. It takes a village, after all. In fact, Marissa Mayer was brought to Yahoo to make the company more like Google – and neither Google nor Facebook, both of whom have made it so easy for us to connect with people virtually, allows unlimited telecommuting.

Bloomberg, a hugely successful digital company, was a pioneer in seeing the value of instant, in-office, business exchanges in real-time. Their buildings famously have no offices, only shared spaces. It’s even part of their employer branding: “Our wide-open workspaces encourage collaboration.”

Bloomberg's share workspaces. Photo by Willie Jeung

Bloomberg’s share workspaces. Photo by Willie Jeung

Many other companies limit or ban working from home. In fact, 15 of Forbes 100 Best Companies to Work For have no telecommuting program. 

Talent management professionals have long known that it’s a business imperative to have the right talent for the right jobs at the right time. Now we coming to recognize that they need to be in the right place too.

Need help changing your culture? Email me and we’ll talk.

The Harlem Shake Does Not A Culture Make

It’s almost impossible to believe that an internet sensation combining
some of my favorite topics — workplace culture, internet trends, viral videos — could manage to turn me off but yes, it’s happened.

The explosion of Harlem Shake memes has put me on a rant as I wonder: Is it really good for your company’s brand? 
You say it makes your employee culture seem fun? I’m sure it was fun for the people in it and the hours it took to prep and shoot, but next week will it look as stale as your holiday party pictures from 2011?

You say the video differentiates you in the marketplace? Considering you’re doing almost exactly the same thing as Dr. Pepper, Puma, Intel, Rackspace and dozens of other companies, probably not. At this point, there are probably more companies that haven’t made these
videos than those that have. In my mind, your brand may be a follower instead of a leader.

Yes, your employees seem to be having fun, but if I’m an applicant, Ijust want a job. I have a degree, valuable skills, and a creative mind. I care about pay, flexibility, benefits, and work-life balance. I care about integrity and ethics and social responsibility. I care about travel and conferences and taking my dog to work. I want to see videos that speak to the things I think are important from the people you think are important.

If you think like me, I have great news. Today marks the start of TED2013 conference. More than 70 speakers from 14 cities and six continents will be delving into world issues, personal identity, spirituality, and music. It’s virtually guaranteed that these activists (like Bono), thought leaders, economists, and politicians will not be dancing. I encourage you to watch riveting talks by remarkable people and hear ideas worth spreading.If you don’t think like me, here’s a site dedicated to the more than 60 advertising agencies agencies doing the Harlem Shake. 

Boasting from Brandeland!

What a week for Brandemix! Our Director of Interactive Branding and I
have shared our thoughts on employer branding, social media, and recruiting in four fantastic publications. On top of that, we presented our popular webinar,
Socialize Your Talent Strategy, to more than 70 participants around the country and across the Atlantic. We were even asked to moderate an HR panel at Pace University.

Want to see what we’ve been up to? Check out these sites:

I was interviewed about employer branding for The Human Factor, the website of the Indian Institute of Planning and Management. I gave shared my stories, gave advice, and outlined the three
characteristics of a successful employer brand: Alignment, Authenticity, and Differentiation.

I was also quoted an article for Rescue a CEO, part of CEO BlogNation, offering entrepreneurs tips on how to rebrand a small business. I broke down every rebranding initiative into four simple steps.

Always a big fan of social media, I was featured in a piece for Managing Your HR called Social Media Can Help Companies Better Compete for Qualified Candidates. I quoted some important statistics for recruiters, like how 73% of employers
claimed they had made a successful hire through social media, and that 43% of employers said social media increased their quality of hire.
 
Jason Ginsburg, our Director of Interactive Branding, wrote Meet the
Rock-Star Brands of Social Recruiting
for the SmartBlog on Social
Media. He showed how Taco Bell, Sodexo, and UPS are cleverly using social channels to engage job-seekers and make hires.

Jason was also at Pace University, moderating the panel “Careers in Focus: Human Resources,” which featured representatives from NBC Universal, Penguin Publishing, Ipreo, and Harlequin speaking to students from Pace’s Lubin School of Business about the evolving field of HR.

Finally, I also had the honor of moderating a panel, “Selecting
and Optimizing Your Applicant Tracking System
,” hosted by HR/NY. I
spoke with professionals from TechnoMedia, S&P, and Oracle Taleo about matching an ATS to the
needs of a company, its recruiting partners, and its ideal candidates. We all shared best-practice
tips for maximizing your system’s potential.
 
Would you like us to write for your site or speak at your event?