Tag Archives: 2013

4 Things to Make Sure Your Boss Knows About Employer Branding (The 5th is Optional)

“Employer branding is the new black,” according to George Anders’ recent article on Forbes.com. LinkedIn is spreading the word about the significance of having a strong employer brand while also providing more tools and resources to help companies promote one on their platform.

So you’re not Apple, Amazon, Deloitte, or Disney. Don’t despair. That doesn’t mean you can’t have an employer brand or employer value proposition of your own.

Here are 4 things to tell your boss when you’re putting it into your 2013 budget:

It’s not a headline or tagline within your recruitment marketing materials.
Your employer brand is the essence of the employer/employee contract. It contains the reasons people join your company and the reasons they stay. Intuitively this
information may be known to some or all of your organization, but going through
the exercise of defining your brand architecture, your differentiators, and your employer value proposition will make sure that you’re all speaking in one voice. 

Once this is defined, it may never appear in any of your recruitment marketing
materials or internal communications. 
But the essence of the employer value
proposition can be communicated in a multitude of ways, varying by business
unit, country, or corporate initiative.
It makes the company money.
A well-defined employer brand will be integrated with the business strategy and articulate the shared responsibilities for achieving success. The ROI is not an HR metric (cost-per-hire, time-to-fill) but rather a metric of revenue growth. In March 1994, the Harvard Business Review wrote about the service-profit chain. Employee satisfaction drives customer satisfaction, loyalty, and revenue growth. This relationship still holds true today. Employer branding fuels employee engagement, which fosters productivity, which fuels profitability.


It saves the company money.
Good employer branding connects employees with cultures, reducing the chance of a hiring misfire. There is transparency in the employer-employee contract and
everyone knows the deal going in. Both turnover rates and recruiting costs go down.

It doesn’t cost a lot of money.
Those of you who have attended my employer branding presentations already have many of the tools to do it yourself. But even going outside to bring in an employer branding expert doesn’t have to be an expensive proposition. Communication audits and employer branding surveys can get the ball rolling, and executive interviews and internal focus groups can be selectively added. For a small research plan, costs can be as low as $10,000. If you’re lucky enough to get a bigger budget, I recommend you survey external constituents to really provide context and color to your internal findings.

You will have more fun at work.
Yes, it’s true. Once you have gone through your branding exercise and embedded the essence of your competitive differentiation into your careers website, videos, recruitment and social media marketing, and internal communications, you’re all set to reap the rewards. Happy hiring managers, increased employee referrals, more unsolicited resumés coming in from top talent, lower turnover, and greater retention. You’ll have more time to work on other critical initiatives like workforce planning, talent management, or diversity and inclusion. Or maybe just steal a few extra minutes to read a blog or two.  

Is Facebook About to Offer Free Job Listings?

I recently predicted that Facebook will eventually destroy LinkedIn. Today, that prediction came closer to reality as the world’s largest social network announced a partnership with national employment services and the US Department of Labor. According to Facebook’s official statement, the Social Jobs Partnership goal will be “to facilitate employment for America’s jobless through the use of social networks.”

Facebook has launched a page, facebook.com/socialjobs, which features resources and information for job seekers from the coalition’s other partners: The National Association of Colleges and Employers, the DirectEmployers Association, and the National Association of State Workforce Agencies, along with the Labor Department. Facebook plans to create public service announcements to promote its services in the ten states with the highest unemployment rates, which, according to CNN Money, are Michigan, Rhode Island, California, South Carolina, Oregon, Nevada, North Carolina, Georgia, Alaska, and Florida.


Included in Facebook’s list of initiatives is this intriguing item: “The partnership will explore and develop systems for delivering job postings virally through Facebook at no charge.” Does that mean Facebook will officially enter the job-search market? If so, well, Mashable’s Sarah Kessler put it bluntly: “A job board that lives on Facebook could put the social network in direct competition with sites like LinkedIn and Monster.com.”

LinkedIn already faces challenges from Monster-owned BeKnown and the startup BranchOut, which have launched recruiting applications for Facebook. If Facebook itself gets into the game, it may make LinkedIn irrelevant even before my 2013 prediction.

And that’s just the start of the dominos falling. Monster would find itself in a particularly strange position as its host starts directly competing against it. Monster may drop its Facebook application and return to its own site – but if that strategy was working, why did it approach Facebook at all? Craigslist would also stand to suffer if Facebook allows free job listings, because the social network could offer more focused targeting than Craigslist’s city sections do. BranchOut, with no corporate “parent,” may simply disappear.

When Mashable’s Kessler pressed Facebook on this important matter, a spokesman told her, “We’re going to invest in research in new technologies that will deliver jobs virally at no charge and expand opportunities for people to create social job searching experiences online.”

That one sentence may alter the future of four different corporations and the entire online recruiting world. You know where I stand; what’s your prediction?

Why Facebook Will Destroy LinkedIn

This week, the Wall Street Journal published a story by Joe Light that highlighted certain employers, such as Waste Management, finding more recruitment success on Facebook than on LinkedIn.

“Facebook hires account for less than 1% of the total hires companies are making,” Light noted, quoting Jobs2Web’s recent analysis. “But if current growth trends continue, Facebook could rival traditional job boards in 2012.”

But it isn’t just the job boards that should be worried; Facebook will destroy LinkedIn, too. Here’s why:

  • LinkedIn has 120 million members; Facebook has 750 million. Employers understand the concept of fishing where the fish are.
  • The perception that Facebook is made up of flaky teenagers while LinkedIn includes only business professionals is wrong; the two sites’ average ages are just two years apart (38 for Facebook, 40 for LinkedIn). So there are plenty of 30-somethings on Facebook with years of work experience who are considering a career change.
  • LinkedIn is under attack by a major job board. In June, Monster launched BeKnown, an application that turns Facebook into a recruiting platform. It has 760,000 active monthly users after just two months. Instead of joining forces with LinkedIn, Monster chose to bypass the professional site and ally itself with Facebook.

  • LinkedIn is also drawing fire from a startup. BranchOut, founded by former SuperFan CEO Rick Marini, is a similar application with 2.7 million monthly users. Like BeKnown, BranchOut overlays employer information on top of the Facebook interface while shielding personal data (like embarrassing photos) from recruiters’ eyes. The success of these apps shows that millions of job seekers don’t want to leave their favorite website when looking for work.
  • LinkedIn can’t compete with Facebook’s social marketing. A major part of job searching involves personal references and word of mouth. Facebook is designed for just such interactions, as its “Recommended Pages” on a user’s home page shows. Instead of “Three friends like Pepsi,” users might soon see “Three friends applied to work at PepsiCo.” This sort of peer-to-peer marketing, effective in virtually every other field, will be impossible to duplicate on LinkedIn.

Facebook has more people, spending more time on the site, using innovative technology and getting personal referrals. LinkedIn has only its reputation and clean—bordering on empty—interface. I predict 2011 will be a tough year for the professional networking site. 2012 will be brutal. And, sometime in 2013, Facebook will finally destroy LinkedIn.