Who are you branding for?

by The Red Recruiter on July 21, 2014

Marble On The PianoWhen I started sharing a corporate culture, I thought that my intent was mainly to attract

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job seekers to the organization. It wasn’t long before I realized that my focus needed to change.

You see, the whole “Social Media” frenzy that seemed to captivate the minds of everyone, also gave a number of people the impression that the same rules applied to sharing, communities and success (however it is that you define that). Logically, it didn’t make sense to me that this would be the case… why would people be attracted to a company brand in the same way they would a person. That seemed way too impersonal.

It was for this reason that the strategy with Racker Talent did not start with a Facebook page or Twitter account. It simply didn’t make sense to pour a bunch of efforts into building a “community” of people who were interested in working for the company. Why would a passive candidate who was casually considering our organization “Like” a Facebook page and announce it to all their friends and colleagues. There is no logic in that. And if you’re not going after the passives, why wouldn’t you just stick with the active candidate channels that the industry has always used?

So, fast forward, the blog was launched and one-by-one I started adding contributors. In some part, I still thought it was about simply attracting people to the blog based on the stories. I knew the culture was special and I was hellbent on sharing it! Then my perspective started shifting.

I can hardly imagine a scenario (outside of a very select few popular B2C companies) where the level of “engagement” on a corporate career site would equal that of a non-business site. Why would people show their cards that way? “I love your company! It’s so great! Let me work for you!” … doubtful. If they do… awkward.

After coming to this conclusion, I started thinking about the purpose of the site a bit differently. Yes, it exists to help future employees understand our culture… but, there is something else to sharing culture that I’ve found to be rewarding. And, in large part, it has become my focus. The purpose of creating content related to the company culture is to give current employees something to talk about. I mean, let’s face it… if given the option of sharing a job opening or a cool story about the company they work for… which one do you think they are going to be more likely to share? I placed my bets on the cool stories about where they work.


by The Red Recruiter on July 8, 2014


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It’s #TalentNet time again – but, this time, I’ve prepared a little surprise.  Well, 5 surprises. I’m bringing along 5 members of the Rackspace Culture + Communications Support team. We left San Antonio today and arrived to Dallas just in time for the evening events. Check out our road trip! Looking forward to seeing everyone […]

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