HRO Today March 2018 - 32

Talent Acquisition
quality talent, " says John Wilson, founder and CEO of
WilsonHCG.
The New Norm: Social Media Branding
With 69 percent of the U.S. public using some type of
social media platform and 74 percent of online Americans
using Facebook daily, according to the Pew Research
Center, social media's broad reach makes it a key tool
for sourcing and attracting both passive and active
contingent workers.
" Social media enables HR leaders to act as hybrid
marketers-to bring the conversation to candidates,
amplify their employer brand, and attract job
applicants, " says CareerArc's Chief Marketing Officer, Yair
Riemer. By performing these functions, social recruiting
is able to drive applicant volume and quickly generate
demand around a job or organization.
Because social media outlets allow potential contractors
to engage with companies in real-time, " ...social media
has become the window used for candidates to see
themselves in the brand they would be working for, "
says Amy Grogan, global employer branding and
communications director at Pontoon. " It's a great
platform for an employer and its employees to be
authentic and to share content directly related to culture
and values. "
These days, transparency about company culture is more
important than ever. With the widespread popularity of
online review sites, job candidates are extremely savvy
when researching potential employers. " According to
CareerArcs' recently released Employer Branding Study,
91 percent of candidates seek out at least one online or
offline resource to evaluate an employer's brand before
applying for a job-so employers need to remain vigilant
and proactive about their online presence to attract top
talent, " Riemer says.
This is doubly true when recruiting contingent workers
who confer greater cost savings the more they are
attracted to a brand. " As it pertains to bottom-line
impact, employment brand's value is magnified when
it comes to the contract workforce. If an organization
is more attractive to the contractor, the cost and time
of recruiting shrinks exponentially. This value multiplies
even further when organizations dip back into the same
talent pool or re-up with the same candidates, " says
Wilson.
[32]
HRO TODAY MAGAZINE
|
MARCH 2018
Attracting Top Contingent Workers
In a job market that can be classified as fully employed,
today's contract workers are especially selective when
choosing job opportunities. In order to establish
themselves as employers of choice, organizations need to
strategically manipulate their online presence to present
themselves in an attractive light. For the best results,
companies should consider the following social strategies:
* Present a unified brand. In order to attract high-quality
contingent workers, it is more important than ever for
organizations to present a unified employer brand that
is attractive to both traditional and non-traditional
talent. " There needs to be partnership between talent
acquisition and marketing to ensure companies are
aligned in terms of consumer brand and employment
brand. This ensures messaging is precise, honest, and
aligned with business objectives, " says Wilson.
" Maintaining a consistent voice in one's recruitment
marketing and employer branding initiatives is vital, "
explains Riemer. " People want to work for companies-
not job descriptions. " Companies that are able to create a
cohesive candidate experience that extends across social
media, ATS platforms, and their career website see the
most success.
But how can this be done?
" The integration starts with short-term planning:
Can talent acquisition influence upcoming marketing
campaigns, or at least have a hand in the review process?
Over the long-term, as these two functions begin to
communicate better and more frequently, the overall
company brand can be looked to as a source of new
talent, not just a consumer-facing aspect of the business, "
Dwyer says.
* Tell employee stories. One key strategy to winning over
top contingent labor is brand storytelling. By developing
consumer and employment brand stories that align
with company values, provide insight into the culture
of the organization, and leverage the experiences of
current contractors, organizations can cement deeper
connections with the talent they are engaging.
" Trust in companies is at an all-time low-as is trust in
brands and leadership-and people want to know from
their peers what it's like to be part of a given company.
Social media provides a unique platform to get a real
and authentic peek behind the curtain and see whether

HRO Today March 2018

Table of Contents for the Digital Edition of HRO Today March 2018

HRO Today March 2018 - 1
HRO Today March 2018 - 2
HRO Today March 2018 - 3
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