Ahhh… Employment Branding (EB)—the most buzzed-about phrase in recruiting today and a hell of a lot more sexy than Candidate Experience (CE).
It’s so interesting—this meld of Social Media, Recruiting and Marketing. It’s the intro, the “How You Doin’?” moment versus the “do the right thing” check and balance concept of CE. If you listen to anyone talk about it, any of the players at the forefront of the industry, you pick up on their passion. Don’t believe me? Check in on some of the free webinars offered by CareerArc. Even more interesting is figuring out where this new “department” belongs. Companies like Oracle, Marriott, CEB and others have the luxury of creating their own EB departments, but what about the small company? What can they do?
Some of the large companies actually give us guidance on that. More often than not, the EB department leaders come from the recruiting department and have been involved in social media during their recruiting careers. They could be Twitter rockstars or Blogging Goddesses. Every once in a while, you find a really interesting leader with social recruiting and premiere marketing agency experience like Nando Rodriguez. Matthew Jeffery, VP, Head of Global Sourcing and Employment Branding for SAP, lets us in on an even bigger idea—integrating EB into the sourcing work we do.
It makes so much sense, really: Sourcers act as the champions of EB and, in theory, are easy to integrate into our already heavily social-media-oriented day. Except now, instead of using keywords and operators to extract data, we can cheerlead. We can share more than job postings—moments—that make us proud to work for our employers, or in the case of search, our clients. You are already doing this as a Sourcer if you have any forward-facing candidate interaction. We’re usually telling our candidates this info, in an email or a phone call.
How can you do more? On Facebook, Twitter, LinkedIn, and Instagram, by sharing those company moments that make your company more human. Because that’s the key, really, making your brand more than a “thing.” I consider myself lucky to work with nonprofit organizations like The SEED Foundation and Share Our Strength. It’s easy to share their mission, passion, and the great people that work for those organizations. They’re highly visual and champion their work and their people.
The bigger challenge, in my opinion, is to integrate more cheerleading into the social media part of the Sourcer’s workday. Tips from the EB experts include:
- Using automation tools like Buffer or Hootsuite to distill and schedule content.
- Become friends with corporate marketing. What are the highlights? The coming attractions in their eyes?
- Using real moments captured by your employees versus stock photos.
- Chilling on the job postings. Many of our feeds look like an unending ticker, and we need to be human, less bot like.
- Not overposting, but re-posting where appropriate (you’d repost on Twitter, but maybe not on Facebook).
When we’re human and engaging on digital platforms, we can easily step into Employment Brand. As Sourcers, we can change our game and add some dynamic and good will while moving beyond the job post and boolean search.
Kelly is the Recruitment Manager for Westat, a leading social science research organization headquartered in Rockville, Maryland.