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How to use your employer brand to target passive job seekers

While everyone is atwitter about using social media as a recruitment tool, branding opportunities that this presents are not being embraced. Human Capital talks to three experts about how to use your employer brand to target passive job seekers (article contribution by Brett Minchington).

To read the article please click here and turn to page 10-11.

Have you read Brett's new book "Employer Brand Leadership - A Global Perspective" For full details please visit the publisher's website click here>

Upcoming events - Nov 2010

Employer Brand Leadership Masterclass - Adelaide, Australia - 9 November 2010

2010 European Employer Branding & Reputation Summit - Paris, France 18 November 2010

Connect with Brett - You can follow him on Twitter, watch him on YouTube connect with him via LinkedIn, or friend him on Facebook.

EVP Part II - Bringing your EVP to life!

Article originally published in South Africa's leading HR publication, HR Future

Brett is an International monthly columnist on employer branding for HR Future

This article provides some insights into Employer Value Proposition development as featured in Brett's new book Employer Brand Leadership - A Global Perspective.

In the second of a two part series Brett Minchington discusses how to bring your employer value proposition (EVP) to life!

Communicating your employer value proposition (EVP) is one of the most challenging, but rewarding initiatives undertaken by leaders.

As stated in part 1 of this series, the EVP is a set of associations and offerings provided by your organisation in return for the skills, capabilities and experiences an employee brings to the organisation.

Companies must segment and target their value propositions to influence and attract the best talent

Original article published on www.ere.net

Influencing candidates to join your company will require a segmented and targeted recruitment communications approach — that’s the key take-away from our Employer Brand International’s global research study to identify the key ‘Influencers of Employment Choice.’ The global study surveyed more than 400 employees to determine what influences their employment choice. The survey found there was a high degree of variation by region, gender, age, organization type, position levels, and employment tenure across 15 employment attributes such as leadership, communications, work environment, and corporate social responsibility. The findings provide a wakeup call for organizations currently relying on a ‘one size fits all’ approach to recruiting talent.

The findings come at a critical time as organizations adapt to the ‘new normal’ where the cost of a bad hire will impact companies more than ever before.

Recruitment spend is hard to come by, post-global financial crisis, and the days of throwing large amounts of money at recruitment mass-marketing campaigns that fail to communicate the company’s value proposition(s) are over.

Gender differences

The study found if you want to influence women in their employment choice you need to communicate flexible working patterns and a friendly working environment. Compared to men, flexible working patterns are six times more likely to influence women in their employment choice. For males the opportunity to work with thought leaders, an organization with a culture of innovation, and a clearly defined mission have a stronger influence on their choice of employer.

What are the 'KEY Influencers of Employment Choice?'

I'm pleased to post a copy of the media release about the new global research study findings we published on 21 June.

Media Release

21 June 2010
For immediate release

For information on how to obtain a copy of the full report please click here for the publisher's website>

Companies must segment and target their value propositions to influence and attract the best talents

- Global Survey Findings - from Employer Brand International


Influencing candidates to join your company will require a targeted recruitment strategy and communications approach according to a wide-ranging new survey from Employer Brand International. The ‘Influencers of Employment Choice Global Research Study’ surveyed more than 400 employees worldwide on what influences their employment choice. The survey found there was a high degree of variation by region, gender, age, organisation type, position levels and employment tenure across fifteen employment attributes such as leadership, communications, work environment and corporate social responsibility. The findings provide a wakeup call for organisations currently relying on a one-size-fits-all approach to recruiting talent.

Employer Brand International CEO, Brett Minchington said, “The research findings come at a critical time as organisations adapt to the ‘new normal’ where the cost of a bad hire will impact companies more than ever before. Recruitment dollars are very tight and the days of throwing large amounts at marketing campaigns that fail to communicate the company’s value proposition(s) are over.”
 
The study found if you want to influence women in their employment choice you need to communicate flexible working patterns and a friendly working environment. Compared to men, flexible working patterns are six times more likely to influence women in their employment choice. The opportunity to work with thought leaders, an organisation with a culture of innovation and a clearly defined mission have a stronger influence on employment choice for males.

The research shows employees in private companies can be influenced to join companies who value leadership, reward for performance and a global perspective in their work much more than not-for-profit and government sector employees. On the other hand, government employees are more influenced in their employment choice by companies that offer flexible work patterns and who can demonstrate an authentic approach towards corporate social responsibility.

Entry level and administration staff are more influenced by a value proposition that promotes work work-life balance - hence the importance of flexibility, work environment and career development for this group. Senior management and executives look more at the type of company you are, and can be influenced in their employment choice by companies which promote the opportunity to work with thought leaders and companies who promote a culture of innovation, a clearly define mission and high levels of customer service.

Other key findings of the global survey include:

• An employer who offers flexible work patterns is four times likely to influence the employment choice of Australians and USA/Canadians compared to Asian employees.
• Being rewarded for performance decreases in strength of influence of employment choice as age increases.
• Working for a company that provides a high level of customer service increases in influence of employment choice as age increases. It is nearly 5 times as strong an influence for 50+ years compared to 18-29 years.
• A friendly working environment is also a stronger influencer of employment choice for younger age groups and declines with age (nearly 3 times stronger for 18-29 years compared to 50+ years).
• The opportunity to work with thought leaders is nearly twice as strong an influencer of employment choice for employees in the private sector compared to government.
• Working for a company with inspiring leadership is three times a stronger influence for employees in the private sector compared to not-for-profit and government employees.  
• Executives are less influenced by employment offers promoting a clearly defined career path than colleagues lower in the hierarchy.

The results of the research will assist to inform and guide organisations in their talent attraction and retention practices. Every dollar spent on recruitment communications is valuable these days and it pays to have a segmented and targeted approach,” Minchington said.


For further information, including how to obtain a copy of the full report please click here for the publisher's website>

About Employer Brand International (EBI)
EBI provides research, guidance and thought leadership in employer branding including strategic consulting, events/training, publications, research and think-tanks. EBI’s expert services are provided through an international network of expert employer brand Senior Associates. EBI’s Global Advisory Board consists of leading corporate professionals and academics from around the world.


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For media inquiries please contact

Andrea Fielding
Global Relationship Manager
Employer Brand International
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