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.
Posted in branding, Hiring, recruiting to a culture
Tagged advice, avoid employer branding mistakes, BP branding, Doritos branding, Employer Brand, Employer Branding, hiring, how to, jobs, recruiting, recruiting mistakes
Job-seekers don’t want to see another “Harlem Shake” video; they want to learn about your workplace, your culture, and your employees. Here are some tips for creating a compelling employer video.
Posted in establishing culture, Hiring, technology
Tagged branding, CULTURE, employee video, Employer Branding, employer video, harlem shake, hiring, Jason Ginsburg, recruiting
According to CareerXroads, 28% of external hires in 2011 were referrals, and that
number gets even larger when you factor in internal referrals. An employee
referral program is a fantastic way to find talent that fits your culture while
strengthening your employer brand with your current workers. It decreases cost
per hire, time to hire, and turnover.
But just as there are many ways to create an effective ERP, there are plenty of
ways to screw it up. Here are the most popular ones – make sure you avoid them.
Forget about it.
We’ve all seen this happen to company initiatives. Management makes a big
announcement, holds a splashy launch event, and then…nothing. No reminders, no
follow-ups, no mention of a deadline. No one announces the winners – if there
are any. Eventually, the program dies a quiet death. To avoid this pitfall,
give the program a catchy name with a slogan that reflects your employer brand
(like we did for Kaplan, below). Announce winners and new hires as soon as
possible, and give regular reminders to employees. Some workers respond to
scorecards and leaderboards, which can be real or virtual.
Don’t help employees.
It’s not enough to just tell your workers, “Go talk to your friends!” You have to give them support. Create badges they can post on their Facebook pages, provide short links to use on Twitter, and give them YouTube videos they can send in an email. You can even give them actual cards or certificates to hand out; they’ll feel like Santa Claus. Guarantee interviews for all referrals, so employees know their friends will make the first cut. And if your careers site is boring or complicated, create a
microsite just for the program
Make it complicated.
You’re asking employees to spend their free time helping you, so why make it
complicated? Strict or obscure rules – like “the referral should not have worked
for a competitor in the last three years” – discourage employees. Some
organizations forbid managers or the entire HR department from participating,
which just creates envy and dissent. And don’t make employees wait too long for
their reward; how excited would you be if you had won $100…which you’ll get after the new hire has worked for 90 days and then two pay periods later?
Give pathetic rewards.
You’re saving potentially thousands of dollars on a hire, so you can give more than a
$25 gift card to the employee who went and above and beyond to improve the
team. Publicize the winners to through every internal channel so that other
employees will want to double their efforts. If you can’t award large payouts
or flashy prizes, there are plenty of low-cost alternatives, such as a premium
parking space, lunch with the CEO, or extra/preferential vacation time. No
matter what the prize, make the employee feel special and appreciated, which
helps not only the ERP but your organization’s morale as well.
And don’t forget to promote the ERP externally, to all your brand’s fans, customers, and applicants. Also, give feedback to employees whose referrals didn’t get hired, so they’ll know what to look for in the future.
Employee referral programs turn your employees into brand ambassadors externally and generate team spirit internally. They’re cost-effective and increase the odds
of creating the culture you want in your workplace. Avoid these mistakes and
you’ll be well on your way – but if you need additional help, we at Brandemix
are experts. And we’d love to hear from you.
Posted in employee communications, establishing culture, Hiring, recruiting to a culture
Tagged branding, employee referral programs, employee rewards, ERP, facebook, hiring, recruiting, rewards, twitter, YouTube
Fortune magazine just released its list of 100 Best Companies to Work For. But while many news outlets and job boards are covering the main list, the magazine’s researchers compiled some very detailed and segmented data. And I found some patterns emerging on why certain companies have created authentic employer brands as great places to work.
Keeping Employees Healthy Keeps Them Happy
Fourteen companies on the Fortune list pay 100% of their employees’ health care costs. Sure, that’s easy for giants like Microsoft, but a number of small firms do it, too, including Boston Consulting Group, NuStar Energy, the Everett Clinic, and Perkins Cole, which all have around 2,000 workers. As health insurance costs climb and the Affordable Care Act’s future becomes cloudy, health care should be part of every organization’s employer value proposition. How do you handle your employees’ health benefits?
Forty-four of the 100 companies have a workforce of at least 50% women. Twenty-three of the companies have a workforce of at least 40% minorities. Eighty-nine of the companies offer domestic partner benefits. We’ve long known that diversity brings fresh, new perspectives to an organization. Now we have the hard numbers to back it up. And don’t forget that “diversity” includes people with disabilities and older workers.
It’s Not Just About Money
Amazingly, 27 of the companies give hourly workers an average annual pay of under $40,000. That includes Men’s Wearhouse, CarMax, Aflac, and Starbucks. Five of the companies, including Nordstrom and General Mills, pay annual salaries of less than $50,000. And yet they beat out hundreds of other, better-paying firms to make Fortune’s list. Obviously these companies have great employer branding and are attracting and engaging employees in other ways. Which brings us to…
Uniting Employees in Unique Ways
One of the lists on the Fortune site is called Unusual Perks, naming some clever benefits that improve employee satisfaction. Among them is NetApp, which offers a basketball court, volleyball court, and massage rooms. Alston & Bird provides free Spanish classes. The Southern Ohio Medical Center features an employee-run vegetable garden. FactSet Research brings local food trucks to its offices, along with free lunches and weekly summer barbecues. And Pricewaterhouse Coopers offers a Mentor Moms program, pairing up expectant mothers with other moms at the company.
What do these top-10 perks have in common? For one, they all bring employees together. Whether they’re eating, learning, planting, or playing, all these perks have a communal aspect that helps build teamwork and camaraderie. Compare that to #4 Wegmans’ free holiday coupon books, which employees use to buy products on their own. Nice, but how does that improve the workplace?
More Perks That Employees Love
Not every company can put a basketball court in their office. Some of the more conventional benefits that the top companies offer include: an on-site child care center (31 companies), an on-site gym (69 companies) or off-site gym discounts (61 companies), telecommuting (85 companies), and the option for a year-round compressed workweek (80 companies).
The Secrets of the Top 100
My takeaway? These successful companies have brought in a broad array of workers with different backgrounds. They pay their employees well or offer substantial benefits, or both. They offer unique perks that allow workers to interact across departmental lines and to socialize before and after business hours. They also provide options for the busy 21st-century employees, such as telecommuting, child care, and a compressed workweek.
It doesn’t matter how large these companies are, how old they are, or what field they’re in. All these elements add to their employer brand as a destination of choice, building success at attracting, engaging, and retaining top talent.
But what if your organization has already received honors as a great workplace or offers unique benefits, but your employees don’t know about them? Our corporate communications experts can help.
Posted in branding, employee communications, establishing culture, Hiring
Tagged 2012, 2012 best companies, benefits, best, companies, compensation, diversity, employee engagement, Fortune, hiring, jobs, pay, perks, recruiting, retention, talent