Employment Branding

Authenticity: Assessing Whether Your Recruiting Messages Are Effective (Part 2 of 2)

Examine your social media initiatives using the following checklist. Tally your points to determine how authentic your efforts are. Corporate profile page (4 points) — your organization should have a profile page on each of the major social networking sites that service your target audience, including but not limited to LinkedIn, Facebook, Twitter, Qzone, and MySpace. If you set up …

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Authenticity: Assessing Whether Your Recruiting Messages Are Effective (Part 1 of 2)

Most Current Recruiting Messages Aren’t Authentic Recruiting messages can be presented via a variety of channels, including corporate websites, job postings, print collateral, social media services, and during 1:1 interaction throughout the assessment and hiring process. Unfortunately, regardless of the channel used, most recruiting communications rate low on authenticity. Over the years the language used to “differentiate” an organization has …

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Best Practices in Recruiting — ERE Excellence Awards 2010 (Part 2 of 4)

Award Winner — Ernst & Young As a global leader in accounting and advisory services, Ernst & Young has a long history of excelling in many aspects of talent management. Its efforts with regard to employer branding are no exception. E&Y’s brand focuses on telling a robust story about how it helps professionals “Achieve Potential — Make a Difference.”It has …

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Revelation – Your Employer Brand Is No Longer Owned by Your Firm

For more than a decade, I have worked tirelessly to maintain my status as a recognized global expert on employer branding. I have advised numerous firms; developed positioning methodologies now in use by many HR consultancies and recruitment marketing firms; given dozens of employer branding presentations; and have even written a book on the topic. Despite many successes, it’s time to admit …

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Assess Your Employment Brand Using an Audit Checklist

One of the hottest topics in talent management today is employment branding, in part because applicants rank brand as the second most influential factor when deciding whether to accept an offer. Just five years ago, less than 1:10 Fortune 200 companies had a dedicated role to manage the employment brand, yet today more than 1:4 Fortune 200 companies have dedicated …

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Building Your ‘I Care’ Brand During the Gas Price Surge

Corporations around the world are missing an opportunity both to help their employees during their economic struggles and to build their employment brand image as an employer that cares. The foundation of this opportunity is the current surge in gas prices and other economic factors that are heavily impacting almost every corporation’s workforce. It’s almost impossible to pick up a …

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Top Places to Work Lists Are Valuable for both Branding and Poaching!

It’s official. Google is the #1 Best Place to Work in America according to Fortune Magazine. If you haven’t yet read this issue of Fortune, you should. It’s a powerful listing of what can be done by corporations in order to make their workplaces more exciting. It’s also important to realize that even though the Fortune list is the granddaddy of them all, there …

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What Is Your Google Rep? Managing Your Online Brand

Product Brands This is the reputation or image afforded a product by potential consumers of that product. Examples include Scotch Tape and Post-it Notes. Both are well-known products despite the fact that few people know who makes them (3M). Organizational Brands This group of brands represents the image afforded to an organization as an entity. You could think of it …

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Employment Branding: the Only Long-Term Recruiting Strategy

The Many Benefits of Employment Branding I have found that the primary reason why corporate recruiting managers under appreciate and under utilize a corporate branding strategy is because they have done a poor job in making the business case for investing in their firm's employment brand. You can't make a compelling business case unless you first know the possible benefits …

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The Power of Stories for Employment Branding and Referrals

Google: the Master Story Creator Certainly, no firm has mastered the use of stories for building its culture, for recruiting, and for building its employment-brand image better than Google has. In fact, as a result of its efforts to continually create new stories about its people-management practices, Google has become the most talked about firm in the history of the …

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