It has become ever harder to attract, engage, and retain top talent. This is a top priority for executives and most companies/organizations place this responsibility on HR professionals and departments because of their central roles in the hiring process.
But recruiting and retaining talent that is skilled and high-performing to fit within your organizational culture is a difficult task. According to the SHRM recruiting difficulty survey from 2017, the main reasons for this are:
In order to attract talent that fits a specific company culture, hr professionals need to connect and engage with the candidate. They need to make it easy the potential hire to realize if they are a good fit for the company. This is where the employer brand comes into play.
Developing an employer brand means creating experiences used to market your business to recruits and employees. Everyone in your organization should synchronize on the values, tone, and voice of your brand and be consistent and clear on its EVP (Employer Value Proposition) in order to communicate an authentic brand experience.
Ensuring a great employer brand experience helps attract top talent, enables self-selection with prospects, and increases the odds of developing long-term business relationships with skilled and high-performing members of your organization.
There is real pressure to develop unique engaging experiences for both employees and prospects. And this is near impossible if the company brand is non-existent or outdated or if the HR team is working in poor conditions. HR and marketing department partnership is essential from the beginning, so there need to be no distractions hurting their complex but fruitful relationship.
According to research, 10% of talent is off the market in less then ten days. Finding these prospects is hard when working with only a sterile list of skills and experiences necessary for the job you are recruiting for. Marketers employ various techniques of audience segmentation, persona development and marketing distribution to acquire prospects. This type of research, analysis, and preparation is essential for developing storyboards and scenarios to strategically and effectively communicate the business and brand to the user. And it is exactly this kind of setup which is essential and often lacking in many HR departments. HR and marketing departments are not used to collaboration on strategic initiatives, especially if they are lead by HR alone.
Marketing departments on the other hand, are the brand’s carriers and therefore the essential part of developing an employer brand, so the longer you keep them out of the journey- the worse. It’s highly advised to engage your in-house marketing team early on or seek out help if your business does not yet have a marketing department. But bear in mind that you need to make a careful selection when it comes to outsourcing marketing. It is highly advisable to choose carefully from a list of established agencies which deal with digital marketing and have the experience of working with the world’s top brands. Trying to perform marketing activities without consultation or supervision, but especially knowledge may put your brand in an unwanted position, so taking that step is of crucial importance.
You need to reevaluate your corporate brand, mission, and vision. If it looks outdated or worse, is non-existent, you will need to work from the ground up. Make a list of available assets the brand built so far and build from there. The EVP has to reflect the tone and voice of your brand’s UVP. Your mission and vision statements are your guides here. Your authenticity as an employer depends on the ability of HR and marketing teams to create and market the employee experience (EX) and company culture that is true to the brand.
In order to truly connect, recruit and retain the type of talent that “fits” your organization your EVP needs to be rooted in purpose. The key role of the HR department is to understand what matters to employees, but marketing departments know how to attract their attention as well as to develop and distribute strategic messaging to win them over. It requires a lot of collaboration between these two teams to deliver a purpose-driven message and develop valuable brand experience.
Markets change and so do employees’ expectations. Brands evolve in order to stay competitive and so must the employer brand. It’s imperative that you stay on top of the basic trends such is salary data, but you need to set up competitive listening. This is another key takeaway from marketing techniques in which a marketing agency can help you. It will help answer questions like what benefits are your competitors providing to your potential prospects and candidates or what are the top places to work in the field you are recruiting for? Staying ahead of the curve of your competitors will help enhance your employer brand and evolve your company culture.
The key takeaway here is that marketing and HR correlate on developing a corporate brand, enhance and market the organizational culture and together help build engaging employee experiences. Taking the best of both worlds is not difficult to organize and manage and it does wonders for branding when the partnership is established early on.
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