Archive for Employer Branding

It’s all about the uniqueness… of your careers website

As the web changes and the social platforms influence the way it’s used, sometimes you’d be forgiven for thinking it’s becoming more uniform. Careers website design seemingly borders on template formula. Any ‘big idea’ from an employer brand is often left on the homepage. And web technique, or technology, can overshadow the messages you’re trying to promote.

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For SC Johnson, the site ‘lives and breathes’ the Responsible Careers employer brand. From the ‘environmental’ Tree Navigation to the revealing of the SCintilating facts. From the Point of View of the employees to the ‘personality’ of the animated infographic videos. For a company that makes ‘chemical’ products, it portrays the real human side of an FMCG business.

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That human side is also upfront on EAT careers. The video only site promotes the passion of the people who work there. Filmed without scripts. In their words. In their shops. No fancy production. Real, honest communication. In three words. Just like the brand itself.

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Then there’s a brand with an ‘image problem’. Whose stores are seen as jumble sales. But the reality is so different. That’s TK Maxx. Where managers have more autonomy than almost every other high street, fashion retailer. But who would think that? Not many which is where a single-minded website comes into play. Highlighting what happens in a day. Hearing from existing Managers about what it’s really like. Understanding the success of the business. Testing yourself to see if you could manage one. All ensuring that you change your mind about the TK Maxx ‘experience’ and see the reality.

EAT was shortlisted in Best use of Digital Media in Recruitment at the Digiawards last night. And in tonight’s shortlists at the CIPD Recruitment Marketing Awards, we have TK Maxx in Best Recruitment Website and the SC Johnson site is part of the the Best Employer Brand entry. All our fingers and toes are crossed.

It’s all about the uniqueness… of your employer brand

These days it’s hard for an employer brand to stand out. Everyone wants to be seen as a Great Place To Work, naturally. EVPs seemingly aren’t USPs any more but generic lists of corporate buzzwords that everyone uses. And portraying a unique brand across social media is a challenge in itself.

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With EAT. the employer brand came from the brand values – we’ve covered that before the last CIPD RMAs when it was voted Best Employer Brand. Since then, for the last 2 years, that brand has been ‘living’ across social media. Unique hashtags have bought it, and more relevantly, the recruitment needs to life. Everything from Airport vacancies to students for part-time positions, have been ‘advertised’. Eash with their own unique theme, but every one reinforcing and building on the overall employer brand. Gone are the old skool days of separate campaigns, that used to appear in the press, which were unrelated to the main recruitment strategy because they were for ‘difficult to recruit’ skills/areas. Nowadays, it should be seamless. There are too many different channels to keep using different messages. It’s so easy to do that. But it’s so confusing. It might be hard work to keep the brand consistent but it’s so worth it.

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But what about an employer without a real image? How about one with famous brands? Mr Muscle. Toilet Duck. Glade. We’ve all heard of those brands but the company behind them? That’s SC Johnson. A worldwide FMCG business that has always cared for the environment and its people – way before it was the popular thing to do. They have a truly unique culture. The people who work for SCJ are given huge responsibility and are empowered to work with an integrity that runs to the core of the entire business. That’s a real USP.

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One that we demonstrated through ‘Responsible Careers’. Their people sold the business – no corporate fluff. That demonstrates real responsibility. Infographic animations created a unique presentation. SCintillating facts revealed on the website reinforced their difference as an employer. A visual style that went through everything from attraction to internal comms to employee birthday cards and a celebration cake. That’s how an employer brand can say a lot.

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So, think what your EVP says about you. Look at what your employer brand implies. Now does all of that come across in everything that you do?

EAT is shortlisted in Best use of Digital Media in Recruitment at the Digiawards tonight. Then tomorrow at the CIPD Recruitment Marketing Awards, the EAT #hashtag campaigns are shortlisted in Best use of Social Media, while SC Johnson is in contention for the Best Employer Brand category. Everything is crossed.

It’s all about the uniqueness… CIPD/Digi awards series

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There’s going to be a mashup next week. 2 award events. 2 consecutive nights. 7 shortlisted nominations in total. In celebration, it’s time for another of our andsome blog ‘mini series’ inspired by this magnificent seven at the Digiawards and the CIPD Recruitment Marketing Awards.

In the frame are websites, social recruiting campaigns and employer branding for Boots, EAT, SC Johnson, TK Maxx and the Raymond Blanc Cookery School.

Now mashups normally create something unique – so, this series is all about uniqueness. From the use of social platforms, the big idea (remember that one), the audiences and the candidate experience. They’ll all be in the mix.

It all kicks off on Monday. We hope to see you then.

The future of recruitment is… now

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Direct resourcing has always been around – it just wasn’t as fashionable and some HR/recruitment weren’t so accountable.

Employer Branding was driven by employees way before it became popular to blog about it.

Technology is here – how it’s used is what matters, rather than just what it does.

Social media has had an effect on recruitment for the past 4 years – there’s no need to keep talking about what it could do, it’s what it does that matters.

Talent communities existed before social media or the latest social-enabled ATS technological advance.

Looking for quality candidates, rather than quantity has always been the holy grail.

Candidate Engagement wasn’t just ‘invented’ when organisations started using social media for recruitment.

Word of Mouth about opportunities happened way before you could tweet a link.

Spreading the word of jobs on Social Media is not a problem, it’s how you ‘post’ them that counts.

Website User experience isn’t Candidate Experience – it’s wider than that.

Recruitment marketing has been around for years – it’s quite worrying when recruiters think it’s a relatively new approach.

It’s time to keep it real. Too many conferences that offer the same topics/opinions/case studies will make it stale.

The time for talk is done, the time to do is here.

It’s all about the candidate engagement… of employer branded content

EAT. employer brand. Real recruiting effectiveness – in 3 words. That’s how we blogged about it just before it won the Best Employer Brand at the CIPD RMAs last summer. What we didn’t talk about much then was how effective social media can be in bringing (and evolving) Employer Brands to life.

Gone are the days where the good old EVP can be researched and printed in stone. These days, brands must live in the real world, in real time. And definitely not in excel-sheet-driven-land, where content is planned ad infinitum while the rest of the world passes it by.

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That is the strength of EAT. The message content upholds the employer brand ethos – why say it in 30 words when three will do. It’s put out when it needs to be. Not because it has to be. There’s a vacancy. There’s an update. There’s a different target audience to reach. There’s a short-term #hashtag campaign. There’s a real life event – like sunshine or a Royal Jubilee. There’s a branded update. There’s a recruitment drive. There’s a Pop-Up Recruitment event in days. There’s a promotion. There’s a three word sign photo. You get the picture. That’s what makes it engaging. Because it’s not in your face. Just like the brand. You see, employer branding can also be how you behave as much as what you say, tweet, update and share.

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It can (and should) engage your own people too. In EAT. the shop people use the EAT. Careers Community Facebook page to get internal news more than their internal newsletter. Showing the training, assessment tasks and promotions ‘live’ on social media – means it’s a living Employer Brand – happening as, when and as transparently as possible. Social Employer Branding, we call it.

EAT. are shortlisted in Best use of Social Media, Best use of Mobile and Best Employer Brand at the RADs 2013 tomorrow night. 3 categories. Is it meant to be? We hope so. (In three words, naturally).

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