TM - May 2008 - (Page 17) Target has its red bullseye, McDonald’s has its golden arches and Nike has its Swoosh. Each brand offers an unspoken promise to the consumer. Employer brands make promises, too, and the strength or weakness of that promise can bring in top job candidates, help keep them or drive them away. rends related to talent shortages, globalization and offshoring, not to mention the economic slowdown, have ensured that talent managers are focused on engaging and retaining their current talent pools. To ensure top talent stays where it should — within your organization — talent managers must consider how to create a positive employee experience as a piece of an employer’s overall brand. The Importance of the Employee Experience The bigger the consumer brand, the more likely it is that an organization will attract top candidates, at least in the initial recruiting stages. However, your company brand is only as good as the employee’s experience of that brand promise. If the consumer brand is strong but the employer brand is weak, an employee may feel deceived or undervalued and think, “This company is not what they portray to the public,” or “they are not committed to their people.” Neither is a good message to send to potential or existing talent. The employee experience starts with an employee’s first interaction with an organization. That first impression may extend far beyond company offerings in position, salary and benefits. Today’s workforce is equally concerned with opportunities for career advancement, rewards and recognition, management style and company culture. Together these blend to make up the employer value proposition and employer brand, that impact the employee experience and, ultimately, the hire’s decision to join and remain with an organization. “Early-stage companies must put their best foot forward to attract top talent, as they don’t necessarily have a visible consumer brand,” said Blake Wolff, COO of Astadia Inc., a management consulting and on-demand technology solutions company. “Once new hires have joined the organization, the employer should reinforce the brand promise with an environment of open, honest communication and a well-developed career development program.” T Connect Employer and Company Brand One leading high technology organization has a mission to foster highly customer-centric employees. Its mission to deliver superior customer service and satisfaction is reinforced throughout the recruiting process. This mission drives the branding and messaging for all its online recruiting campaigns. Resulting candidates are deemed a good fit for a position if they demonstrate proven customer-centric knowledge and skills. By ensuring their new hires’ skills and prior experience match core company culture, the organization is setting a strong framework for success. But the importance of brand doesn’t stop at the recruiting process. Financial services firms are known to support formal career tracks for their talent in order to create the right kind of employee experience. Many have received the “Best Company to Work For” label that aids brand building because employees like to know that an organization is committed to employees’ long-term growth and development. Companies that incorporate this commitment into their employer brand and message will have an advantage because the employer brand validates why top candidates came to the organization in the first place. “A thoughtful employer brand can be just as valuable as a well-executed consumer brand,” said Gordon Rudow, CEO of San Francisco-based Bonfire Communications, an agency that specializes in building company brands. “Just as a good consumer brand inspires trust and loyalty, so does a strong employer brand help attract, engage and retain the best people and harness their performance.” Many talent managers partner with the marketing department to help build an effective employer brand. It makes sense to leverage the expertise of marketers that spend their days building brands and running programs to attract and retain customers. They know a customer today is not necessarily a customer tomorrow, and HR and business leaders can apply marketing concepts to their recruiting and branding efforts to build a competitive edge. May 2008 talent management magazine www.TalentMgt.com 17 http://www.TalentMgt.com
Table of Contents Feed for the Digital Edition of TM - May 2008 Talent Management - May 2008 Editor's Letter Contents Human Performance Leading Edge Learning Connections Make the Connection: Effective Employee Evaluations Vacation: The Benefit Many Employees Don't Take The Four Pillars of Managing Performance Transform Talent With Deeper Skill Specialization Mentoring's Role in Succession Planning Graybar: Supporting a Long-Term View of Talent Management American Diabetes Association: On a Mission to Improve Employee Health Taking the Talent Pulse: What Drives High Potentials? American Systems Employees Earn a Piece of the Pie Advertisers’ Index Editorial Resources Full Potential TM - May 2008 TM - May 2008 - (Page Intro) TM - May 2008 - Talent Management - May 2008 (Page Cover1) TM - May 2008 - Talent Management - May 2008 (Page Cover2) TM - May 2008 - Talent Management - May 2008 (Page 1) TM - May 2008 - Talent Management - May 2008 (Page 2) TM - May 2008 - Talent Management - May 2008 (Page 3) TM - May 2008 - Editor's Letter (Page 4) TM - May 2008 - Editor's Letter (Page 5) TM - May 2008 - Contents (Page 6) TM - May 2008 - Contents (Page 7) TM - May 2008 - Contents (Page 8) TM - May 2008 - Contents (Page 9) TM - May 2008 - Human Performance (Page 10) TM - May 2008 - Human Performance (Page 11) TM - May 2008 - Leading Edge (Page 12) TM - May 2008 - Leading Edge (Page 13) TM - May 2008 - Learning Connections (Page 14) TM - May 2008 - Learning Connections (Page 15) TM - May 2008 - Learning Connections (Page 16) TM - May 2008 - Learning Connections (Page 17) TM - May 2008 - Learning Connections (Page 18) TM - May 2008 - Learning Connections (Page 19) TM - May 2008 - Learning Connections (Page 20) TM - May 2008 - Learning Connections (Page 21) TM - May 2008 - Make the Connection: Effective Employee Evaluations (Page 22) TM - May 2008 - Make the Connection: Effective Employee Evaluations (Page 23) TM - May 2008 - Make the Connection: Effective Employee Evaluations (Page 24) TM - May 2008 - Make the Connection: Effective Employee Evaluations (Page 25) TM - May 2008 - Vacation: The Benefit Many Employees Don't Take (Page 26) TM - May 2008 - Vacation: The Benefit Many Employees Don't Take (Page 27) TM - May 2008 - Vacation: The Benefit Many Employees Don't Take (Page 28) TM - May 2008 - Vacation: The Benefit Many Employees Don't Take (Page 29) TM - May 2008 - The Four Pillars of Managing Performance (Page 30) TM - May 2008 - The Four Pillars of Managing Performance (Page 31) TM - May 2008 - The Four Pillars of Managing Performance (Page 32) TM - May 2008 - The Four Pillars of Managing Performance (Page 33) TM - May 2008 - Transform Talent With Deeper Skill Specialization (Page 34) TM - May 2008 - Transform Talent With Deeper Skill Specialization (Page 35) TM - May 2008 - Mentoring's Role in Succession Planning (Page 36) TM - May 2008 - Mentoring's Role in Succession Planning (Page 37) TM - May 2008 - Mentoring's Role in Succession Planning (Page 38) TM - May 2008 - Mentoring's Role in Succession Planning (Page 39) TM - May 2008 - Graybar: Supporting a Long-Term View of Talent Management (Page 40) TM - May 2008 - Graybar: Supporting a Long-Term View of Talent Management (Page 41) TM - May 2008 - American Diabetes Association: On a Mission to Improve Employee Health (Page 42) TM - May 2008 - American Diabetes Association: On a Mission to Improve Employee Health (Page 43) TM - May 2008 - Taking the Talent Pulse: What Drives High Potentials? (Page 44) TM - May 2008 - Taking the Talent Pulse: What Drives High Potentials? (Page 45) TM - May 2008 - Taking the Talent Pulse: What Drives High Potentials? (Page 46) TM - May 2008 - Taking the Talent Pulse: What Drives High Potentials? (Page 47) TM - May 2008 - American Systems Employees Earn a Piece of the Pie (Page 48) TM - May 2008 - Editorial Resources (Page 49) TM - May 2008 - Editorial Resources (Page 50) TM - May 2008 - Editorial Resources (Page 51) TM - May 2008 - Editorial Resources (Page 52) TM - May 2008 - Editorial Resources (Page Cover3) TM - May 2008 - Editorial Resources (Page Cover4)
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