Article | July 30, 2020
For education leaders today, inequity and lack of access are in the spotlight and budgets are under the microscope. You’re working under financial strain while adding new line items for reopening in a pandemic. There’s pressure to deliver the most balanced budget possible, and one your community supports. The asset you most need to draw on right now isn’t financial–-it’s your leadership, and how you build trust in the community, ensure a fair process in decision-making, and give people ownership over the district’s decisions.
Article | July 30, 2020
Marketing and Human Resources (HR) are two very different functions that are rarely interconnected. However, they’re on either end of the spectrum of an organization’s daily operations.
While HR management looks inwards to make the most of an organization’s workforce, marketing has to position the organization globally and create connections. However, both departments have one common core that every organization can leverage - they are people-oriented processes. Proven marketing principles can empower the HR initiatives in your organization.
“Companies that do not make customer experience a priority will struggle and quickly fall behind.”
- Jeff Pedowitz, President and CEO, The Pedowitz Group
Many hiring strategies fail to communicate the right message and values to job applicants. In addition, human resources branding is disconnected from the usually on-point and thoughtful company brand. It creates dissonance for employees, hampering the opportunity to attract future employees of the brand through them.
Here are five essential marketing lessons to help you unlock the hidden potential of modern HR management and build a robust and universal employer brand.
Employer Branding - a Powerful Marketing Tool
Just as a consumer brand is designed to reach potential customers and position the brand as a valuable solution, employer branding can achieve similar goals to attract talent. In addition, a coherent employer brand demonstrates commitment and positions you as a positive, valued employer. Here are the components of employer branding to focus on while marketing human resources
A dedicated career page - the official company website acts as a virtual headquarter of an organization. While a dedicated careers page is an intrinsic part of all company websites that many organizations neglect to leverage. It is an opportunity to speak directly to existing and potential employees.
Workplace - The workplace is where employees spend most of their time. Even if remote work takes precedence today, a showcase of the inherent work culture, whether work-from-home or work from the office, can be a decisive factor in converting the suitable candidates into employees.
Social media branding - employee communication is built into your digital identity. How you speak to employees and to-be-employees sets the tone for things to come. Showcasing what goes behind the scenes makes the connection to people more authentic.
Company events - company events are an essential part of internal human resource branding. They offer the dual opportunity to demonstrate the commitment to social wellness andthe overall work atmosphere to job seekers.
Listen to RECRUITERS’ Managing Director Gerald Doyle talk about the best way to create a positive onboarding experience:- https://youtu.be/Gvdz-z0w0c8
For instance, the Airbnb careers page is a brilliant overview of its work for the company. With great pictures, concise messaging, an apparent reference to employee benefits, and a prominent display of employee mission and values, Airbnb does a brilliant job of reflecting seriousness and dedication to one of its most important assets - its people. The simplicity of its career page is an excellent example of how an organization can do a lot with less by letting its work culture do the talking.
The Ideal Candidates are your Target Audience
Most marketers will tell you that speaking to consumers in their voice is a significant aspect of communication. Reaching the right people is a matter of demonstrating an understanding of their needs. To solve customer problems, you must first meet them where they are.
Fulfilment-analysis - Reaching the right talent pool requires you to understand the problems you are solving thoroughly. Amplifying the core requirements and skillsets of a job to the right people is critical in attracting the suitable profiles.
Job descriptions - Writing compelling job descriptions is like writing a creative brief - they must comprise the expected deliverables, attitudes, and parameters that inform and inspire candidates to engage by applying.
User experience - Attracting the right talent is just the beginning. You must ensure that candidates go through an applicant user journey that is smooth, relevant, and worthwhile.
Brillio is a leading software company. Their hiring strategies have creatively embodied such practices. The company focuses on outlining core competencies for every role, assessing technical and behavioral skills, and focusing on diverse cultural backgrounds and skills. Brillio demonstrates a keen understanding of the work they do and the people they need. By leveraging such approaches, the company achieved a staggering offer to acceptance ratio of 86% in 2018.
Designing a User Experience - for your Employees
Employee experience, such as consumer experience, is the bedrock of business growth. As a result, organizations focused on improving the user journey throughout the employee life cycle also enjoy the increased engagement.
From tech that boosts productivity to enabling more successful collaboration, from functional workplace amenities to empowering HR policies, everything that makes it easier for an employee to do his job well is the employee experience. Just as your product or service solves a problem, you must find a way to make employees part of the value-addition and address how you as an organization enable a mutual solution.
Amplifying the Right Values
As a business, your ultimate objective is solving a consumer problem. It is one of the pillars of enduring consumer loyalty.
Marketing thrives on identifying the need that is closest to the consumer and addressing that. In the same vein, HR must identify what the employees seek the most from their work. Employees who feel valued and recognized for their productivity work better and stay longer. This is not incidental.
Focusing on the bigger picture can help you align your short-term HR policies to increase employee engagement and loyalty.
Technology is your Friend
Marketing is an ongoing journey that religiously uses technology to power its success. The accurate measure of superior marketing is the willingness to track, test, analyze and fine-tune a campaign or maximize results.
Analytic thinking is a pillar of marketing, and HR executives can adopt this marketing principle. As a result, you can maximize the use of new tools, technologies, and applications to measure engagement, track employee sentiment, and continuously tweak processes to meet organizational objectives.
Another marketing lesson that can inspire HR is the ability to stay connected with consumers. Having a two-way line of communication is even easier to maintain with employees than with consumers. However, keeping people engaged and excited is the real challenge that marketing can teach HR to tackle using tech.
To Wrap Up
Marketing recruitment services may be a new area of HR, but it is an important one. At the pace the world of business is changing, people's experience - both internal and external- is becoming a vital driver of business outcomes. As a result, HR leaders looking to introspect and adapt to their changing roles as strategic advisors must capitalize on the intersection of marketing and HR principles.
Frequently Asked Questions
What does a marketing recruiter do?
A marketing recruiter focuses solely on developing persuasive human resources branding. As a marketing and HR executive, he is responsible for curating employee testimonials, crafting recruitment-minded content, and leading qualified candidates to become job applicants.
What does a recruitment marketing plan include?
A recruitment marketing plan will treat candidates the same way you treat customers to attract qualified talent. Determining your goals clearly and identifying your target talent audience is the first step. Next comes optimizing your career content and sharing new content through social media and your career page.
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Article | July 30, 2020
Human resource best practices has drastically changed in the last decade and it has been observed that somehow they affect the organizations in many ways. As a result of this, nowadays, creating programs that improve the quality of work environment, organizing activities to nurture talent anddevelop future leadersmotivating employees, etc. are the things that help align HR goals with the company’s vision. If you manage to make your sales guys happy, it results in a 37% increased sale. The same is the case with other departments. It is found that engaged and happy employees become 20% more productive in their respective work.
If your organization is dedicated to following HR best practices, you will be able to see higher employee retention andhappier employees who contribute to the best of their abilities.This blog will take you through HR best practices in 2020 where you will get to know which activities you can apply in your organization, why are they important and how it will affect the workplace in this and the coming years. Let’s go over them one by one.
Table of Contents:
- Providing Employee Security
- Hiring Right Candidate for the Right Position
- Improving Engagement Through Feedback
- Offering Flexible Workspace
- Compensation and Benefits
Providing Employee Security
It is an undeniable fact that secure employees can give the best work results. When we speak about HR best practices, it is the prominent factor that tops the list. Where there are many changes in the lives of employees, a stable job or workplace is something they look up to and when it comes to career goals of, it is achieved by them in the long term.
When employees feel constantly worried about their jobs, they can’t perform which affects their results. So as an employer it is your responsibility to make them feel secure providing everything which is necessary so that they can relax and settle into doing their best work. It is a proven fact that job security is the best motivator for employees around the world when they can see the direct correlation between work productivity and their future with the company.
The other side of employee security is retaining employees that can significantly affect your bottom line and increase productivity. It is not just about good employees leaving your organization because of employee security reasons but also being able to maintain them to boost the company’s reputation as an employer as there are always some organizations that are willing to hire good employees. For instance suppose some X number of employees stick together with your organization for a long time, they are more likely to work on dynamic projects. They are the ones who create a stronger bond and bolster a strong sense of corporate culture.
Hiring Right Candidate for the Right Position
You obviously can’t hire people just for the sake of filling the positions because it seriously affects the organization in long terms. Here comes the selective hiring approach. What is it exactly? Hiring people who are not just fit for the role but also exceptional and can add value is something that every employer would want to invest time in. Performance analysis gives eye-opening data about hiring the right candidates. According to research, the difference between an average performer and a high performer can be as high as 400% and the data proves to be true for various industries, geography, and job types.
So it is supremely important to bring the right people in the organization to build a competitive advantage.
With the technological advancement, hiring professionals are availed with faster hiring software and tools that save your time. Further, to filter out candidates, the selection criteria that decide the characteristics of a candidate can be divided into 3 sections as ability, trainability, and commitment. Depending on these capabilities, it becomes easier for you to make hiring decisions.
Improving Engagement Through Feedback
Employee feedback is beneficial for both i.e. employees and the company. For employees, it is beneficial for career development and for employers and the company it results in much better and improved productivity. So it is important to note that every person involved in the feedback process is well aware of what needs to pay more attention and that fills the gaps for overall success. To support why employee feedback is necessary, there are some stats.
-69% of employees say they would work harder if they feel their efforts are valued and recognized.
-In a study of 65, 672 employees, Gallup (An American analytics and advisory company) found those employees who received strength feedback had a 14.9% lower turnover rate than those who did not receive any feedback.
Growth seems impossible without crucial feedback that is delivered regularly. It impacts financial growth, leadership growth, employee engagement, and the cultural growth of the company.
Offering Flexible Workspace
Nowadays workplaces have become more than cubicles where employees just come in, make them comfortable and focus on work with freedom in mind. If you are wondering about how office designs can motivate employees to increase work productivity then it will be good to know for you that many companies are investing to support flexible workspaces. Even if the existing design of your office is professional, you may be lagging in getting the most out of available space and when you think of employee comfort and workflow. To start with, simply you can allow them to tailor and custom their desks inspiring flexible work environment.
Another aspect that comes under this category apart from physical space to work is giving your employees access to work from home. In the end, employees are people with different preferences and to value their preferences is surely going to result in better productivity making more profit in the business. So it’s always an option to think about how and when they work which is going to save money, time, resources, enhance productivity, creativity, creating happier and healthier teams.
So, here is an opportunity to make it a win-win situation for business owners and employees to cherish in 2020.
Learn more: Critical factors that affect employee productivity
Compensation and Benefits
After hiring the right people what HRs need to focus on is retaining them balancing their and the company’s growth. These are the people who will be adding value and achieving goals of the company so you need to pay them fairly and inspire to make them stay. Apart from this, you can give them performance-based rewards appreciating their contributions at every step of the journey. Activities like this create a sense of ownership for employees and they get motivated to maximize their results, commitment to the company’s long-term visions and you will be able to retain high potentials.
Article | July 30, 2020
A global pandemic. Economic uncertainty. A growing social justice movement seeking accountability for long-standing systemic inequality. An upcoming election. These are all powerful changes taking place this year.
Our health and well-being are contending with these forces and the unprecedented change they bring to our lives and workplaces.
For example, many organizations, including ours, shifted to an all remote operation. This presents unique challenges in the "new normal" workplace such as continuing to develop strong workplace culture while fighting feelings of isolation, balancing work and childcare while monitoring and maintaining a high-level of productivity. For those not working remotely, HR teams are facing employee burnout and concerns for mental and physical health.