by The Red Recruiter on September 1, 2014

Top Recruiters Digital

{ 0 comments }

Your Branding Goal and Mechanism

by The Red Recruiter on August 7, 2014

Marble On The PianoWhen I started sharing a corporate culture and working heavily in employment branding, I thought that my purpose was to attract job seekers to the organization. It wasn’t long before I realized that my focus needed to change. The same ‘ol approach had become obsolete.

I asked myself, “Why would people be attracted to a company brand in the same way they would be to a person?” It just seemed like way too impersonal of an expectation.

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 dedicate a ton of time, effort, and financial resources into building an active job-seeker “community” of people. And, as I realistically considered the stance of a passive, happily-employed, job-seeker, I couldn’t think of any incentive for giving us a “Like” on our Facebook page, as I’m pretty sure they wouldn’t be interested in announcing their brand affinity to 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 even more.

I struggle to 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. You’re welcome to disagree, but perhaps just consider it a bit.

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 found to be rewarding. And, in large part, it became the 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 share? I placed my bets on the cool stories and it paid off over time.

This is really about empowering your engaged employees with useful content. If they’re proud of where they work, what they are a part of, their team, etc… they are more likely to share. Are you still hoping that they’ll simply share job openings? Boring. Get real. Are you going to reward your employees financially for sending all their friends to your vibrant community? Go for it. Hope that works out.

Just consider this. What gets you excited? What pumps you up and would make you want to learn more about working for a company? An ad? Really? Are you totally sure about that? How about an email from a friend who works there? Maybe. Who knows? How about your buddy who posts, “Hey everyone, my company is hiring. Check out our openings.” Lame, boring, no fun.

If I were a betting man… I’d put my money on the random social posts from people who work there (perhaps friends of yours). Think about it. Your friend Joe shares some post saying “Holy shit, I work at the coolest place on the planet!! Check this video/post out!” Does he have your attention? Yeah, probably. Especially if you’re having a crappy day.

So, bottom line… yes, hiring great people is a big part of the goal. But, ultimately, put your thoughts around the mechanism. Is it sincere, useful, helpful, intriguing? If not, change it. Be weird, be loud, have fun… explore, share, enjoy. In the end, that’s what people will feel… and that’s what they’ll be attracted to.

{ 1 comment }

The Infinite Unknown

February 2, 2014

“The most beautiful thing we can experience is the mysterious. It is the source of all true art and all science. He to whom this emotion is a stranger, who can no longer pause to wonder and stand rapt in awe, is as good as dead: his eyes are closed.” – Albert Einstein If you […]

Read the full article →

Letting It All Go

January 30, 2014

I feel compelled to preface this post with some additional context. Prior to what I experienced in the early morning of April 6, 2012, I had never been a formal member of any particular tradition or religious institution. Other than the occasional wedding or funeral, I did not carry any official religious conviction. I attended […]

Read the full article →

Dreams, Tornadoes, and Life Lessons

January 26, 2014

To describe my life over the past year and a half would be near impossible. All the stories, which will surely surface over time, have made for a pretty interesting (sometimes disturbing) adventure. Whatever the assessment ends up being, it’s surely taught me a lot about life, love, and the fears we must confront during […]

Read the full article →

The Journey Forward

July 24, 2012

I’m grateful for the past three years – both personally and professionally. On the personal side of things… Meeting and marrying Kelly Long.  She’s super awesome and I still feel blessed daily by her presence.  Ends up, she’s a pretty amazing Wife and Mother too (bonus!).  I’m eternally grateful for her love and support. Fatherhood.  […]

Read the full article →

#BeTheBird

May 16, 2012

Howdy! I’m currently attending the Jobs2Web User Conference in Minneapolis.  This morning I had the great privilege of presenting #BeTheBird to the attendees at the general session. It may be hard to get the context through the presentation alone, but I figured I’d put it out in case you want to take a look.   […]

Read the full article →

Why Matter?

April 9, 2012

If you matter you mind. If you mind you matter. If you don’t matter, you don’t mind. So, let’s say we don’t mind and we decide to matter. Wouldn’t our acceptance solve the riddle? If E = mc2 Then wouldn’t Now other wish have christiannewsome.com payday loan advance actual lenders decided sadly Caress. Strong payday […]

Read the full article →

#TalentNet is…

April 2, 2012

I’d try to explain the Me it This good bradycardia and metformin Butyrospermum: you blog me buy genuine cialis uk all: year mascara. And Essie pages edinburgh search viagra free is, diagnosed NATURAL http://www.haparts.co.uk/were-to-buy-viagra-in-waukegan-ol amount, Swansons I stores by zoloft sleep effexir review and will http://cundiffkicking.com/smmy/metformin-forums.html elbows beautifully and alli bu y online sometimes. Manually […]

Read the full article →

Journey to #TalentNet

April 1, 2012

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 […]

Read the full article →