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《安博电竞官网》

什么是雇主品牌?

雇主品牌是培育雇主品牌的行为, which is essentially an identity or persona cultivated by an organization that is presented to the public.

通常,雇主品牌体现了一个组织的使命、价值观和文化. A positive employer br和 signals to prospective job c和idates that the company is a reputable employer 和 a good place to work.

Employer br和—whether positive or negative—can strongly influence a talent acquisition (TA) team’s ability to effectively attract 和 hire top talent. The more involved TA teams are in the act of employer br和ing, the more likely they are to succeed.

如何打造强大的品牌?

一致性是一个强大雇主品牌的基石. 迈克尔·沃特拉斯,品牌战略机构直线的董事长兼首席执行官 , “The problem with most employer br和ing is that it is disconnected from the corporate br和 和 the core drivers of the business. It is typically 管理d by the HR department 和 too often becomes associated with superficial perks, 比如免费午餐或无限假期.” 

“The problem with most employer br和ing is that it is disconnected from the corporate br和 和 the core drivers of the business. It is typically 管理d by the HR department 和 too often becomes associated with superficial perks, 比如免费午餐或无限假期.” 

迈克尔·沃特拉斯,品牌战略机构直线的董事长兼首席执行官

Defining your business’ br和 begins by examining the core elements of the company’s mission, 值, 和视觉. 问问你自己:是什么让你的公司成为一个好雇主? The key to employer br和ing is finding ways to translate the internal answer to this question externally 和 do so consistently. 

The strongest employer br和s create 和 maintain continuity across all communication channels, 从企业网站到社交媒体平台, 从工作描述到口头交流.

考虑一下,根据 LinkedIn, more than half of job seekers consult a company’s social media pages 和 website to acquire more information about their prospective employers. 有力、连贯的信息传递将确保你给人留下有吸引力的第一印象. 

提升你的雇主品牌[网上广播]
图片来源:LinkedIn人才安博电竞

此外,一个好的雇主品牌可以增强你的业务. LinkedIn data 优秀的品牌会带来更多合格的申请者, 增加招聘速度, 以及显著改善的招聘预算.

最佳实践:大局

Watras, “what has been called ‘the employer br和’ should in fact grow out of the established company br和. 为了鼓励这种整合, we advocate abolishing the ’employer br和’ label 和 focusing instead on building out a talent dimension as a key part of the corporate br和.”

要做到这一点需要三个步骤:

  1. 建立人才框架 这列出了经理和高管对员工的主要期望.  
  2. 征求你的助教团队的反馈意见. 询问他们的人才架构是否足够, 是否对潜在员工有吸引力, 如果你的公司将这些价值观清晰而一致地传达出去.
  3. 将框架嵌入到整个业务中. Outward facing communications are a good place to start, but you also need to assess internal buy-in. 哪些地方需要改进, what processes 和 incentives can you put in place to better align your organization with its br和.

最佳实践:安博电竞官网现在看到的

安博电竞官网最近的第五部 今天助教系列网络研讨会—each featuring a panel of TA experts sharing insight on how to navigate various facets of the current economic downturn—focuses on employer br和ing 和 c和idate messaging.

以下是本次网络研讨会的一些重要内容:

  1. 现在不是保持沉默的时候, to stop sharing content or to pause all activity—it will make it all the harder to bounce back.
  2. 做得好的公司, 比如百加得和Gap, 展示他们是如何照顾员工和社区度过难关的.
  3. 公司仍然可以通过展示你的员工是如何适应的来建立雇主品牌, 分享真实的、与业务相关的内容, 和人才库保持联系.

最佳实践:你现在可以做什么

基于这些信息, here are just a few of the strategies you can use to boost your br和 during the current economic climate:

  • 分享真实透明的内容: 
    • Use employee generated content that showcases how employees are adapting to the circumstnaces around 他们.
    • 分享公司内部发生的事情:你是如何照顾员工的, 现在你的文化, 你们是如何转移生产的, 或者帮助社区. Look at how your company is bringing people together or how your company can bring c和idates together with your employees.
  • 注重员工体验: 
    • 你如何支持你的员工度过困难时期? 这将对你的雇主品牌产生持久的影响.
  • 继续培养你的人才库:
    • 对冻结招聘、删除招聘信息等保持透明. 
    • 就公司的立场发出清晰的信息.
  • 经常与休假员工登记.

员工推荐计划:一个内置的石蕊测试

如前所述 以前的文章在美国,雇主品牌推广和员工推荐是密切相关的. 戴尔电脑全球雇主品牌总监詹妮弗·纽比尔表示, 员工推荐计划的表现 为组织的品牌提供了试金石. 如果你的员工经常向你的公司推荐他们关系网中的成员, 这很好地体现了你们的品牌. 

此外,引荐往往能以更低的成本提供更高质量的员工. 根据 卧底招聘人员, referred employees stay with companies at a substantially higher rate than those hired through job boards. 和 招聘人员.com 他发现,与通过其他渠道招聘的员工相比,推荐每名员工的成本只是很小的一部分.

拥有强大雇主品牌的企业, 像戴尔这样的, 相信员工不仅是最好的招聘人员, 但雇主“品牌”是一种叙事, 安博电竞官网的故事就是安博电竞官网的人民.”

以下是一些有效管理推荐的策略:

  • 快点: Don’t delay recognizing 和 acknowledging referrals 和 when you hire a referred c和idate.
  • 个人:不要发送自动邮件. Take the time to write a note to thank a specific employee, an excellent tactic for enhancing morale.
  • 考虑给所有合格的候选人奖励:是的, 成功引荐被聘用的人应得到奖励, but consider rewards for referrals of highly qualified c和idates you were not able to hire.
  • 扩展程序:离职员工、退休员工,甚至客户都是人才的丰富资源.

利用社交媒体的反馈对你有利

Social Media platforms are a primary source of interaction between your organization 和 previous employees. Even the most highly regarded businesses deal with negative reviews on platforms like Glassdoor. When it comes to employer br和ing 和 negative social media reviews, the issue is not how to 避免 但如何去做 管理 他们. 

这里的关键是透明度. 你应该总是想象你现在的员工, 过去的员工, 潜在的员工和客户都在关注社会媒体的负面反馈. 

所有的反馈都是有帮助的, 此外, both to identify ways to improve your organizational culture 和 reinforce your employer br和. 

下面是一些处理社交媒体负面评论的策略:

  1. 别往心里去.
  2. 总是回应. 永远感谢审稿人的反馈. 始终向审稿人保证,他们的关注点会被认真对待并进行评估. 
  3. 提出进行一次一对一的谈话,进一步讨论反馈. 

不幸的是, 在某些情况下, 负面反馈可能会违反保密协议, 或者包含虚假的指控. 在这些情况下, 你必须咨询你的人力资源和法律部门如何进行. 

最后,同样关注积极的社交媒体反馈. Those posts should also receive responses 和 lead to invitations for one-on-one conversations. You might also consider encouraging those reviewers to share their experiences on 其他 platforms.

结论

一个强大的雇主品牌可以提高你的底线. 期. It helps retention, attracts qualified c和idates, lowers costs 和 boosts overall 性能. 一个成功的雇主品牌在于整个组织的一致性, 从上到下. 此外, attracting top talent through employer br和ing integrates those individuals into your br和, 维持和加强它的最佳方式是什么.

现在你知道了雇主品牌的要点, 把你的排骨带到下一个水平,看看你能做什么 强化你的雇主品牌.

梅森一

内容营销. 甜甜圈爱好者.