HRO Today September 2016 - 47

Talent Acquisition
* Veteran recruitment programs; and
* Donation matching
67% of employees
prefer to work for a
socially responsible
company.
Source: Nielsen
Anthony Andre, regional leader of North America for
talent communications and employer brand for talent
acquisition provider Korn Ferry Futurestep. " Corporate
reputation regarding commitment to the communities
they serve is an important factor in that decision and a
significant contributor to individual motivation. "
With Millennials set to comprise more than 50 percent
of the workforce in just four years, organizations need
to respond to their needs as well. A recent study by
PeopleScout found that 80 percent of Millennials want
to be employed by a company that is known for being
ethical and socially aware.
" Millennials, who are our future leaders, want to
work for an organization that cares about what they
care about, " says Kim Pope, executive vice president
of recruitment solutions for human capital solutions
provider WilsonHCG. " They want to know they are
making an impact. If their personal beliefs and goals
align with their organization, it encourages engagement
and long-term growth at the company. "
Where should companies begin? Both Sullivan and Pope
recommend aligning CR programs to the mission and
culture of the organization. By doing this, employees and
candidates will have an authentic view of company values.
Once established, Pope says there are several ways for
organizations to incorporate CR in their employer brand.
Some best practices include:
* Diversity resource groups;
* Paid volunteer days;
" By aligning corporate responsibility initiatives to DNA
and culture, these organizations are integrating CR
into their employer brand and attracting like-minded
candidates, " she explains.
How should organizations communicate their efforts?
Sullivan recommends using social media channels, blogs,
and company websites. " The careers page is a great place
to showcase photos and articles that describe your CR
program and reflect your company values, which in turn
support your employer brand, " he says.
Leading organizations should consider doing this-
and more. " Communicating CR efforts through your
employment brand is half the battle, " says Pope.
" Candidates need to see these initiatives in action and
trust that the company is following through. "
Pope recommends getting current employees involved
as brand ambassadors. " Encourage employees to use
a company-specific hashtag on photos for social media
while participating in a CR activity, " she advises. " This
allows candidates to get a transparent and honest look at
these programs through the eyes of current employees. "
And applying for and touting award wins doesn't hurt
either. " Many Fortune 500 organizations with strong CR
programs communicate their efforts via awards like the
Global 100 Most Sustainable Corporations in the World or
DiversityInc's Top 50 Companies for Diversity, " says Pope.
CR efforts also aid in alignment with candidates and
cultural fit. " When these CR initiatives are communicated
through the employer brand, we see that like-minded
talent is attracted to that company, " says Sullivan. " Not
only are applicant rates higher, the right people are
applying. "
It's truly a win-win for all. " Employees want to feel
connected to their organization and know that they are
making an impact. One of the ways they can find that
connection is through corporate responsibility efforts, "
says Pope. " If they see that a potential employer truly
cares about a social issue, charity, or sustainability
initiative, they can build a deeper connection with their
employer and want to help the company achieve their
goals. "
SEPTEMBER 2016 | www.hrotoday.com
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HRO Today September 2016

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