Employee branding. Some assembly required.

Cross posted on my work blog.

I stumbled on this brilliant video today (hat tip to @williamtincup).

 

 

This is one of the better examples of linking corporate and employee branding for recruitment I have seen.

  • Low cost
  • Innovative
  • Targeted
  • Measured (note the stats at the end).

It cleverly reinforces the corporate and the employee brand.  I wrote a note several years ago now (client link here) where I stressed the need for organizations to get marketing and HR to work more closely together on recruitment branding. This is probably the best example I have seen of a company doing that. Ping me others that you have seen, please.

A clever play like this does put pressure on the rest of the recruitment process. Make sure you have good, solid administrative processes in place to process the applications effectively.

My colleague, Michael Maoz, has been critical of those that try to do Social CRM without getting the rest of their CRM in order.  The same goes for recruitment.  If you target your customer channel for recruiting, make sure you give them prompt, polite and top notch service, especially if you don’t end up hiring them. Applying for a job is a big step for most people, so treat that step with respect.  If you mess someone around in the recruitment process, the chances of you keeping them as a customer are next to zero.

Continuing this theme, a Belgian cartoonist, Canary Pete has a lovely take on the next stage of the IKEA hiring process.

 

 

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Learning from Australia.

 

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The best job in the world campaign from the Queensland government has gone brilliantly. It created masses of publicity for the barrier reef, on prime time TV, in the press, and across the full spectrum of social media.  It won best advertising campaign of the year.

According to my favourite newspaper, the Guardian.

A PR coup for Australian tourism, the whole campaign has generated around A$148m (£73m) worth of publicity for northern Queensland. In a clever piece of marketing and timing, they sent out news of the concept on a dreary Sunday afternoon in Britain, and subsequently the idea of a job reclining on a beach in Australia promptly received a prominent news slot in Monday morning’s papers

British Charity worker, Ben Southall landed the job, beating out 35.000 applicants.

There are a number of technical innovations that are worth noting for those of us involved in recruitment and recruitment software. Strong use of video based CV/Resume, Viral campaign, Voting, Community, multiple social media channels, psychometric testing…

I could pick up on those here, but I think there is a more important point here for recruiters and HR folks. Do you align your recruiting strategy with your overall branding strategy? Can you turn your recruiting strategy into a brand advantage? What does your  recruitment process say about your brand?  Do you work closely with marketing to position the employee brand in the broader branding strategy?  Do you measure the impact of your recruiting strategy on your brand?  Can you clearly articulate why someone should want to work for your organization?

If your organisation is skeptical about the power of social software and the web,  then you could do worse than remind them of this campaign.

If anyone has any details on the technology platforms used to manage the application process and the selection, I’d love to hear from you. What innovative recruitment strategies have you seen? Do let me know. please.