Building a Talent Brand
Talent is a word that you hear on a regular basis; we hear about the lack of great talent available, or chatter about how to attract millennials or debates about how best to find talent, keep talent and develop talent.
How do you go about attracting the best talent in a highly competitive market?
One of the steps in doing so, is knowing your brand, and building a compelling story around it in order to attract the right talent to your organisation.
A brand needs a consistent message that is going to resonate with potential hires who are passively looking, actively looking or not looking at all. You want the brand to be one where people are excited to work, a company that is talked about for the right reasons and one where people aspire to work one day.
“…A brand needs a consistent message that is going to resonate with potential hires who are passively looking, actively looking or not looking at all”
How do you start to build a talent brand that will charm and delight your audience?
Look at all factors that can attract potential hires. Put yourself in their shoes and think about what would attract your target audience. Are they a mixture of Baby Boomers, Generation X / Y and Millennials? Or are you targeting mainly millennials? Once you have determined this, then review the below questions to help you understand how your brand is different.
- What is different about the role(s) we are seeking to hire? What career(s) can this lead to? What evidence is there of career progression?
- What difference will they make by working here? What innovative things are the company doing?
- How do we manage and lead our teams? What makes us different?
- Who are my colleagues? What kind of culture are we building? Is my voice heard?
- What is work / life balance like? What is my work environment like?
- What do we do for our employees? Do we invest in our employees? Do we offer leadership development programs, educational assistance or career sabbaticals?
- Am I doing work that matters? How are we making the world a better place?
If you are a millennial building this talent brand, then you are a step-ahead in understanding what matters to your peers. However, if you are from a different generation, then you need to “get under the hood” of what matters to millennials and what they value. According to Espinoza, Ukleja and Rusch, Managing the Millennials, they advocate that Millennial Intrinsic Value are –
Work – Life Balance Reward Self-Expression
Attention Achievement Informality
Simplicity Multi-tasking Meaning
Factoring all of the above in, now, think about your open vacancies, your business, your culture, your company values and brand and how you can create a compelling story to attract the best talent for your organisation.
Now you have created your story, what social media platforms do you use to communicate your message?
LinkedIn, Facebook, Instagram, Twitter, Pinterest – so much to choose from. Pick the right platform to reflect what your business represents. Some firms shy away from Facebook as they believe it risks building the wrong community, where as some other brands excel on Facebook and find it produces the best ROI.
Social media has cultivated the age of transparency; because of this, there are convincing arguments that say corporate leaders should be on LinkedIn, even if their presence was managed by an internal communications specialist. Future hires want to know who they may be working for. In building a brand, you want to remove any pause for apprehension; the more a potential hire can learn and like about your company, the better the odds that you can attract them to your brand. So now you have built your talent brand; is it communicating the same, transparent, consistent message across all channels – Your employees, vendors, customers, online channels and candidates?
“…the more a potential hire can learn and like about your company, the better the odds that you can attract them to your brand.”
Once you start attracting talent, be mindful of candidate experience; just as you would tell your friends and family about a poor restaurant experience, so too, would you tell them about a poor candidate experience. Successful and unsuccessful candidates are your brand ambassadors so while building your talent brand and social media presence, ensure that the story translates into an excellent candidate experience too.
“…candidates are your brand ambassadors”