HRO Today April 2015 - 29

Talent Acquisition
extraordinary success has hinged on its ability to recruit
people who believe in its purpose.
Kenco's founders were Jim Kennedy, Jr. and Sam
Smartt. Sixty-fi ve years ago they opened a 100,000
square-foot facility in Chattanooga, Tennessee. The
company then had two employees-Kennedy and
Smartt. From this inauspicious beginning, Kenco has
emerged into the largest privately held third party
logistics provider, with more than 90 facilities and over
30 million square feet of warehouse space.
" We have three primary guiding principles-to value
integrity above profi tability; demonstrate courage,
commitment and compassion; and be remarkable and
create uncommon value, " says Don Friddell, Kenco
director of marketing. " They have served us well. "
These principles were forged by the founders and
remain the bedrock of Kenco's employee value
proposition. At the helm today as CEO and chairman
is Kennedy's daughter Jane Kennedy Greene. Over the
course of the company's organic growth the past 65
years, its hiring managers sought to recruit not just
talented job candidates, but also people who were
squarely aligned with its culture.
" This is so important to us that we post these principles
across our 90-plus facilities so people never forget why
they work for this organization, " Friddell says. " We've
also worked with our RPO provider [Ultimate Software]
to ensure all our branding effectively conveys these
values through words and images. "
Communication is Key
Employment branding is not just a buzzword. Many
businesses have learned the dire impact of hiring
employees who don't believe in the organization's
mission, share in its purpose or respect its management
philosophy. The resulting cultural misalignment
increases the risk of disengaged employees, who
spread their malaise and damage workforce morale.
" A strong employment brand helps organizations
attract people who are aligned with the heart of
the organization and truly believe they can make a
difference, " says Adam Rogers, chief technology offi cer
at Ultimate Software. " Successful companies consider
this from the candidate's perspective. They assess not
only skills and experience, but also those qualities that
more effectively determine long-term success and fi t
with their culture. "
Rogers makes a good point. When employees don't
work out as expected, their employers are left with the
damage. According to a study by the U.S. Department
of Labor, the cost of bad hiring decisions can equal
30 percent of that individual's fi rst-year potential
earnings. This explains why cultural fi t is so important
to recruitment success.
The solution is to develop and convey an authentic
employment brand, one that is built on the foundation
of a company's unique culture. The risk is that not
all talented job candidates will want to work for the
organization. But, this is a risk worth taking, as only
those that are excited about the company's culture will
work hard for the business.
Even better, you can count on them now to do their
best to drive the organization's growth. " Anything
that can differentiate you from a workforce standpoint
than the competition is really important, " says
Rebecca Valladares, senior vice president, relationship
management, at RPO provider Hudson. " A strong
employment brand fi ts this need. But only if it's real. "
If it's real, chances are it will also be unique. Every
company has a singular culture and thus a unique
employee value proposition. Some organizations
cultures favor collaborative workforce behaviors,
Organizations need to develop
and convey an authentic
employment brand that is
built on the foundation of the
company's unique culture.
APRIL 2015 | www.hrotoday.com
[29]
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HRO Today April 2015

Table of Contents for the Digital Edition of HRO Today April 2015

HRO Today April 2015 - 1
HRO Today April 2015 - 2
HRO Today April 2015 - 3
HRO Today April 2015 - 4
HRO Today April 2015 - 5
HRO Today April 2015 - 6
HRO Today April 2015 - 7
HRO Today April 2015 - 8
HRO Today April 2015 - 9
HRO Today April 2015 - 10
HRO Today April 2015 - 11
HRO Today April 2015 - 12
HRO Today April 2015 - 13
HRO Today April 2015 - 14
HRO Today April 2015 - 15
HRO Today April 2015 - 16
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