3 Steps to Creating an Employment Brand

Few things affect recruitment as much as employment branding. Generally, branding is associated with marketing, but HR departments can utilize the same techniques to help recruit and retain today’s top talent. As Recruiting.com puts it, a company’s employment brand is most easily defined as the outward appearance of what it’s like working for a company. Put simply, it’s how a company’s culture and work environment are perceived by potential candidates. And as competition for top talent continues, developing a positive employment brand can be a major differentiator and strategic advantage for employers.

Developing a positive employment brand can be an overwhelming concept for companies to approach, and many may struggle to identify where to start the process. To help, below are three key steps to developing an employment brand.

Align With What Current Employees Think

Current employees are a valuable resource for companies wishing to differentiate themselves to candidates. Getting a ground-level perspective of their organization can help employers identify the strengths and address the weaknesses of their company culture and workplace environment. As a result, business leaders gain the insight to develop and optimize their employer brand based on the way their company is not the way they think it is or want it to be. This leads to more authentic, human-oriented employer branding.

Provide Compelling Reasons

Competition for top talent is stiff. There are more available jobs than skilled workers people looking to get hired. This means it’s crucial for talent-hungry companies to stand out to the limited number of candidates on the market. In order for this to happen, companies need to differentiate themselves.

Before employers can differentiate themselves in the eyes of job-seekers, they need to identify what makes their company unique. Asking a few simple questions can be a great way for employers to better understand how they differ from competitors: “Why would any candidate choose my business over dozens of others?” “Do we provide professional development?” “Do we let employees bring their dogs into work?” These are exactly the type of questions employers should be asking their employees. Ultimately, employers need to communicate why a candidate should consider joining their team.

Create a Sense of Excitement

An effective employment brand conveys a sense of excitement. During recruiting, companies can accomplish this by directly setting deadlines and reminding candidates — in a fun way — of the high volume of applicants they’re receiving. Maybe recruiting teams can put prospective hires in an automated email campaign that gives them a friendly “countdown” email every week. Not only does this add a personal touch to recruiting, it also helps illustrate the company is “in demand” by top talent.

With more candidates than open positions, it’s critical to establish a winning employment brand that will attract and retain top performers. Utilizing the insight of existing employees, providing specific differentiators and creating a sense of excitement are three ways employers can jumpstart their employer brand and drive better recruiting.

Want to explore further recruiting tips in detail? Read out recent blog post highlighting the top four tips for successful recruitment.

Maximizing Human Talent Through Workforce Automation

Automated technology continues to replace human workers in a wide variety of jobs and industries. This includes the retail, transportation, manufacturing and agriculture industries, just to name a few. Businesses with a backbone comprised largely of brick-and-mortar stores are struggling to keep up with online retailers, autonomous cars are threatening to replace humans in transport jobs, and automated farming technology continues to make leaps and bounds. Furthermore, according to a Harvard Business Review article, “robots have probably taken about 85% of the 5 million manufacturing jobs that have disappeared from the United States since 2000.” Despite the doom-and-gloom perspective that many companies have regarding workforce automation, it presents a unique opportunity for businesses to maximize human talent. By utilizing machines to take care of busy-work and time-consuming manual processes, companies can focus human workers on strategic, business-growth initiatives rather than simply replace workers with robots.

More Than a Store

Providing community-focused human services is one way to maximize human talent in brick-and-mortar locations. Walmart, for example, is already rolling out optometry services, beauty salons and restaurants at various locations. Imagine the potential revenue sources from offering similar services such as day care, elder care or a community meeting space. Doing so would not only give human employees a way to contribute to new areas of business growth, but it would also give businesses a way to become an integral part of the community.

Stock Options

Another tactic some companies are trying is offering employees generous stock options. If an employee was replaced, yet holds stock in the company, they could benefit from the increased value as a result of utilizing automated workers. Consider the example of the Chobani founder, Hamdi Ulukaya, who gave 10% of his stock in the yogurt company to 2,000 employees, while the rest received stock options worth about $150,000 each. This approach provides a financial buffer for employees that will suffer from technological unemployment. This tactic is particularly valuable if a company has immediate plans to automate its jobs.

As reliance on enterprise technology continues to grow and automated workers begin replacing humans, companies have a great opportunity to invest in the potential of their employees. While the knee-jerk reaction might be to simply help employees find new jobs, companies that shift into new markets and adapt their business models to allow employees, customers and communities to benefit from technological change will see a prosperous future in automating the majority of their workforce. Want to discover other leading industry trends? Read this article about what HR teams need most in 2017.

 

Creatively Addressing Workforce Automation

 

Automated technology continues to replace human workers in a wide variety of jobs and industries. This includes the retail, transportation, manufacturing and agriculture industries, just to name a few. Businesses with a backbone comprised largely of brick-and-mortar stores are struggling to keep up with online retailers, autonomous cars are threatening to replace humans in transport jobs, and automated farming technology continues to make leaps and bounds. Furthermore, according to a Harvard Business Review article, “robots have probably taken about 85% of the 5 million manufacturing jobs that have disappeared from the United States since 2000.” Companies are struggling to find a way to adapt their business models to accommodate the rapid replacement of humans in the workplace. The article further states that: “While our first instinct might be to help employees find new jobs, what we really need to do is is help companies shift into new markets focused on human services and adopt new business models that will allow employees, customers, and communities to benefit from technological change.”

More Than a Store

Providing community-focused human services is one way to combat plummeting brick-and-mortar sales, but it isn’t such a far-out proposition as it seems. Walmart, for example, is already rolling out optometry services, beauty salons and restaurants at various locations. Imagine the various potential revenue sources from offering similar services such as day care, elder care or a community meeting space. Doing so would not only give employees being replaced by robots a new job, but it would make businesses an integral part of the community.

Stock Options

Another tactic some companies are trying is offering employees replaced by robots generous stock options. If an employee was replaced, yet holds stock in the company, they could benefit from the increased value as a result of utilizing automated workers. Consider the example of the Chobani founder, Hamdi Ulukaya, who gave 10% of his stock in the yogurt company to 2,000 employees, while the rest received stock options worth about $150,000 each. This approach provides a financial buffer for employees that will suffer from technological unemployment. This tactic is particularly valuable if a company has immediate plans to automate its jobs.

As reliance on enterprise technology continues to grow and automated workers begin replacing humans, companies have a duty to invest in the potential of their employees. While the knee-jerk reaction might be to simply help employees find new jobs, companies that shift into new markets and adapt their business models to allow employees, customers and communities to benefit from technological change will see a prosperous future in automating the majority of their workforce. Want to discover other leading industry trends? Read this article about what HR teams need most in 2017.