Organizations focus on customer experience and the moment of truth. They invest substantially to deliver superior experience to a customer – prospective as well as existing. It is the employees of the organization who make the difference right from the stage of design to delivery of the product or the service. Attracting the right-fit employees is the first challenge and keeping them motivated for a long time is the next challenge. That brings us to the topic of Employer Brand. The stronger this brand is, the easier and economical it is, to attract and retain talent. Like reputation and credibility, employer brand takes time to build. Top leaders of the organization wrestle with all long-term issues and hence, this is one such topic that ought to find time in the Board room.
Today, it is yet to find a place on the table because not enough is being done to measure the lost opportunity and the hidden treasure.
Are we attracting the best?
Place an advertisement for an open job and check the response. In most parts of India across sectors, we find many applications. But, are they the best that we can get? More often than not, the best talent doesn’t come forward to apply for a job unless you or the hiring manager is a talent magnet.
Organizations have hiring plans and they have to fill the vacant roles within a certain period of time. The recruiters within the company and the agency partners muster all energies to get people on board. The question remains if we are getting the best. Is the hiring engine well-tuned to pick the best?
One of the recent works of research, CIEL Works 2018 shows that employer brand is the 2nd most important challenge before the recruiters while attracting talent. Given the growth of an economy, talent is the competitive advantage that can potentially differentiate the performance of an organization from another. So, the best efforts will attract the best!
Do your top employees receive many headhunting calls? Only a few people in your industry are better than your employees? Do your customers offer great reviews about your employees? If it’s YES all the way, you are doing well!
Devil lies in the details
Like we are concerned about the moments of truth with our customers, we need to be thinking of the moments of truth with the candidates. Their journey starts right from the time someone speaks or emails them about an opportunity. The candidate does some background work before he or she decides to pursue the opportunity. If it is a top talent, one is likely to deep-dive to understand more about the opportunity. The information about our organization, our top leaders, our plans, our ex-employees, vendors, clients and current employees are all available on the internet. The conversations that we are having with the others and vice versa leave behind trails which are moments of truth for a potential hire. Do we know if they are reflective of who we are? If not, do we do anything about it?
Recruiter and Job Description
Does the hiring manager take the interest to brief the recruiters who are going to look for candidates? If the recruiters are going to the talent market with a generic job description, we cannot attract the best. Neither can we provide a realistic idea of who we are, what the job is and how the career is likely to shape. Job description document is something created by the HR team sometime in the past to comply with some requirements. That doesn’t describe fully what the line manager is looking for. Most organizations make the mistake of sending out a sample job description to many recruiting agencies. As a result, recruiters play the game of ‘fastest finger first‘ to churn out a few candidates. Naturally, candidates get half-baked or incomplete information about the opportunity. The best-fit might decline it and the organization makes a compromise hire!
Similarly, the way a candidate is received, interacted with, communicated and engaged are all moments of truth. They determine what he or she is going to speak about us in his or her circle. Given the power of social media, the experience gets amplified fast.
These minor details determine the quality of candidates we attract not only today but also in the future. Do we really care about these details of how a vacancy in our organization gets communicated and a candidate is engaged with?
Drive it right from the very top
Perception about an organization’s culture, norms and future prospects sum up its employer brand. It takes time to build. Hence, one needs a long-term approach to define what this employer brand is and what actions must be taken to realize its full potential.
While talking about employer branding, often experts talk about technology and standardised methods such as Application Tracking System, Website, Social Media presence, asynchronous video interviews, rewards for internal referral, Apps to engage with candidates and training recruiters. While these are useful and need to be done, the main hurdle to overcome is to treat this subject as a long-term strategic agenda and paying attention to it as much a strategic topic deserves.