Ok most of you get the point that talent will become increasingly scarce as the baby-boomers exit the market. Depending on your industry you may be feeling the pain around this already. Others are on the brink for the most part. Either way, the need to attract and retain key talent will require more focus and share of mind for most HR executives moving forward blah blah. So what can be done about it?
Well, let’s talk about your Employment brand. An Employment brand, sometimes referred to as Peoplebrand, is most easily thought of as the initial impression someone has to the idea of working for your organization. Is the initial response positive, negative or does it just kind of lie their?
Companies in general spend significant resources building consumer brands as we are all aware. But what is the brand, or promise, your employees associate with working for your organization? Equally important, what do those who you are trying to attract to the company think about the employment brand? If you are unsure about the answer it could represent an opportunity.
I want to share with you a couple examples of how some companies are building their PeopleBrand. Before I do I want to make the case that there are only a few different ways you can create a bond with current and future employees. They are:
- Economic
- Structural
- Emotional
For our purposes today, let’s focus on the emotional bond. There are many ways this affinity can be gained. Let me give you two quick stories to illustrate; one on either side of the employment lifecycle.
- I had lunch with someone, let’s call her Nancy, who worked for a company that had done such a tremendous job in developing the company culture and employment brand that they had, what seemed to be, and endless supply of high-quality applicants streaming in on a regular basis. You know the type of company that has such a high buzz factor around it that people are compelled to be part of it. The interesting thing is most do not even know what “it” is…but I digress.
The company Nancy worked for was in the financial services industry. Now, nothing against FS industry, I have worked in it myself, but this space is not generally known for a cult of personality environment. Many would consider the work somewhat mundane but they have done a masterful job in creating a kind of a cult like environment where the vision and mission are at least as important as the work being accomplished. It is an all-hands-on- deck mind-set where a cause has been identified and aligned with the employees at all levels.
The company Nancy works for had designed and successfully established an emotional affinity that extends beyond the employee, into the market, creating a strong value proposition with people who were not even part of it. They had established a set of values that were aligned with the company strategy and integrated into everyone’s accountabilities and those they want as part of the team. Through this they create True Believers internally and externally….the pinnacle of any employment brand. Oh by the way, the pay is at best on average with the industry and the community.
- A young professional, lets call him Ed, stepped into my office Friday who I had been helping with his outplacement services. Ed entered the office and extended his hand in thanks as he had just found a new position after being released from a local employer some months back. He had given each of our team a small gift and a card expressing his appreciation. He then went into a heartfelt recitation of the emotional journey he had been on and the thanks he had for us AND to his former employer. His thanks to us for the guidance we were able to provide in his time of need as he searched, but more importantly, thanks to his former employer for providing transition support after he was released.
Not being one easily moved by sentiment, I was particularly struck by the emotional connection he forged with his former employer through this difficult process. A process that can leave many jolted by and highly suspect of the company and its values.
Here was a guy who had gone through the trauma of losing his job, but after finding new work, had such kind things to say about his former employee because they had decided to invest in him even after his departure. The company “walked the talk” when it came to the company values in caring for their people. I wonder what Ed will say as he talks about his former employer over the next 40 years. The employment brand was secure and I dare say enhanced.
I tell you these stories because they are a powerful reminder to me that nurturing and investing in the employee brand are how many companies are competing and winning the war for talent. It is how they are delivering superior results. It is one way they will keep the talent in Iowa.
*No animals were harmed in the development of this blog. |
