Whether your traditional programs and tactics need a simple revitalization based on best practices or because you’d like to revolutionize them so you can engage employees, as an HR or employee communications function, we have the unique opportunity to turn everyday transactions into employee interactions — to transform everyday tools so they are relevant to how employees live and work. All employees interact with an organization through a cyclical process: from the time they start thinking about you as a potential employer to when they become an employee up through when they leave.
I have no shame in admitting that I’m fascinated (okay, addicted) to the show Catfish. It’s a show on MTV that seeks to identify the true identities of people who are pretending to be someone they’re not by using social media to create false identities — particularly to pursue deceptive online romances. While we may not all be intentionally deceptive in the same way as a “catfish,” social media does allow us to hide behind a veil of anonymity, giving people the boldness to act and say things that they wouldn’t normally or to live vicariously through their online persona. In a recent episode of Catfish, the “catfish” said she felt no remorse for misleading the other person. And she had no plans to stop catfishing. It made me think that, with all this social media, we are — in many respects — learning to be authentically disingenuous.
Many companies have realized the value of a strong employer brand, but everyone is in a different place in their journey. Some organizations are just figuring out the meaning of an employer brand while others have fully activated one. Personally, I’ve had the pleasure of working at several different companies within various industries all within varying levels of immersion with employer branding. This diverse experience made me think about putting together some insights on how you might recognize that you might be behind the employer brand times. I suppose it might have been more optimistic to outline how you know you’re doing well, but the pessimist in me said that you might better identify with things you see in your organization today, versus what you aspire to have tomorrow.
Because what I do professionally is employer brand marketing, it’s second nature for me to observe and appreciate overall brand experience. This is true whether I’m buying something online or working to market my company’s employer brand. Successful brands — from behemoths like Amazon to small business retailers — follow basic principles of brand reputation: integrity, transparency, and empathy. In today’s world, it’s nearly impossible for a brand to be successful if it isn’t aware of (or acknowledges) what is being said about it as well as how the brand contributes to the conversation.
It seems only yesterday that HR Communicators were focused on employee engagement and how to better engage employees through more effective communications, onsite events and employee town halls, employee opinion surveys, and collaborative technology.
We’re in the midst of one of the worst hiring crunches of all time.
It’s taking longer than ever to fill positions, and right now 68% of HR managers say they’re having problems with staffing. That number was at 50% in 2013. Under this kind or pressure, anyone who needs to hire is trying to figure out where they can apply the least force for the greatest results. We’re spread thin, and we need to make things happen with the resources we’ve got.