THE TECHNACIOUS RECRUITER NEWSLETTER

March 22, 2010   view past issues

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Three Sensible Steps to Burnish Your Brand

Special Notice

Are you worried about the security of your current job? Do you think there may be other places where you could better advance your career? Then, make sure that you’re prepared. And, that you have what it takes to avoid the pitfalls and take advantage of the opportunities.

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Three Sensible Steps to Burnish Your Brand

Every recruiter worth their salt recognizes the importance of branding. You can write the best recruitment ad on the planet and still come up empty handed if your employer’s brand is the organizational equivalent of Bernie Madoff.

Unlike consumer branding, however, employment branding is not simply a cutesy tag line or solemn statement of values. In fact, the image that’s created in a prospect’s mind comes more from what you (and your colleagues) do than what you say.

So, what should you do? Well obviously, there are a lot of practices that can positively affect your recruiting outcomes, but the following three are my choice for those that will most likely burnish your brand.

Step #1. Tell them what you’re going to do, and then do it.

The number one complaint candidates have about employers is that their application is never acknowledged. And when it isn’t, no words can undo the negative view an applicant has of an employer.

Ironically, most employers actually do notify job seekers when their resume is received. So, what’s causing this disconnect? The applicant’s spam filter. How do you fix that?

  • First, tell applicants that you will acknowledge the receipt of their resume. Make that statement a prominent feature in every recruitment ad you post.
  • .

  • Second, tell them what email address your response will be coming from and encourage them to add it to their email white list so they’ll be sure to get it.
  • Step #2. Stop selling and start farming.

    The career areas on most corporate career sites have the look and feel of a store. They leave candidates with the sense that employers see them as commodities-pencils with personalities-rather than persons of talent.

    What’s a better culture for a corporate career area? Create a farm where you can nurture relationships with prospects, when they’re looking for a job and when they aren’t. How can you do that?

  • First, add one or more career advancement features (e.g., a free online course about setting career goals, a listing of upcoming professional development conferences in various fields) to all of the job search content you provide for your site’s visitors.
  • Second, expand your advertising so that it explicitly promotes your site’s career features and makes your support for their career success a part of your organization’s brand.
  • Step #3. Remember what your mother taught you.

    The first lesson your mother taught you was probably “Don’t speak to strangers!”. Sadly, however, that’s how many candidates feel as if they’ve been treated. They are all but unknown to the organizations that recruit them. Such an arms-length approach may be rational in an era of resume overload, but it’s also harmful to any organization’s claim that it is “employee friendly.”

    Put 100 recruiters in a room and ask them what sourcing method produces the best new hires, and 99 will tell you it’s their employee referral system. How can you leverage that success to turn strangers into devoted fans of your organization?

  • First, reach out to those employees who have participated in your employee referral program and identified some of your best new hires. Ask them to volunteer for a virtual Candidate Mentoring Program and train them in the best responses to the typical questions candidates ask.
  • Second, set up a blog in the career area on your corporate Web-site and have your Candidate Mentors engage with candidates as real people by answering their questions. Obviously, they won’t get to every question, but the effort they make to be helpful and assist candidates will go a long way toward humanizing your organization and its brand.
  • Are there other ways to build up an employment brand? Of course. What’s important, however, is that these are actions, not statements. And actions, as we all know, speak louder than words.

    Thanks for reading,

    Peter

    Visit my blog at Weddles.com/WorkStrong

    P.S. Perform a random act of kindness! Tell your friends and colleagues about WEDDLE’s Newsletter. They’ll appreciate your thoughtfulness, and so will we.


    Build Career Success With Work Strong

    These are tough times for everyone in the workplace.

    It doesn’t matter whether you have 2 or 32 years of employment experience, today’s world of work is a risk-filled, even threatening place. And it is also the place where you spend one-third or more of your day.

    So what should you do? Give yourself “career security”-security you can count on even in the toughest of times.

    And the best source of career security is Peter Weddle’s book, Work Strong: Your Personal Career Fitness System.

  • If you’re in transition, it will resuscitate your career even as you hunt for a new job.
  • If you’re currently employed, it will help you strengthen and protect your career for whatever lies ahead.
  • Click here to get a 24% discount on the book at Amazon.com!

    Or, if you’d like A FREE WORK STRONG WRISTBAND, order the book directly from WEDDLE’s by calling 203.964.1888 or clicking here.

    Don’t delay. Give yourself the power and promise of career security. Get Work Strong right away!


    Our Featured Books

    Get WEDDLE’s recruiting bestsellers today.

  • WEDDLE’s 2009/10 Guide to Employment Sites on the Internet. This widely acclaimed guide to the Web’s 100,000+ job boards and career portals has been completely updated so you can make smart buying decisions for your organization’s online recruitment advertising.
  • WEDDLE’s 2009/10 Guide to Association Web Sites. The best talent are often members of their local, state, regional or national professional associations. This one-of-a-kind Guide enables you to determine which of those associations have the recruiting resources you need to connect with their members.
  • How can you get these amazing resources? Click here to reach our online bookstore or call 203.964.1888 to order your copies of these truly unique recruiting guides.

    Even Super Search Strings Won’t Work With the Wrong Keywords

    How can you tell search engines and computers what kind of candidate you’re looking for? Use Finding Needles in a Haystack. Just released by WEDDLE’s, this 3-volume set is the first comprehensive listing of keywords for successfully searching resume databases online and off. You can select individual volumes or get the entire set.

    Volume I

    Engineering, Executive & Management, Finance & Economics, Healthcare, Human Resources, Sales & Marketing, Technology

    Volume II

    Banking, Broadcasting & Media, Construction, Dentistry, Food & Beverage, Hospitality, Insurance, Investment Finance, Law, Pharmacy, Psychology & Counseling, Real Estate, Retail, Science, Social Work & Services

    Volume III

    Accounting & Bookkeeping, Administration, Advertising & Communications, Architecture, Art & Design, Customer Service, Equipment Installation & Maintenance, Hazardous Materials, Manufacturing, Public Relations, Purchasing, Security, Translation, Logistics, Writing, Journalism & Editing

    The set provides over 25,000 keywords and keyword phrases, across 5400 job and position titles in 28 industries and professions. You can order each book for $49.95 or the 3-volume set for just $139.95. As, sourcing guru Shally Steckerl put it, these books are “a rare and uniquely useful reference guide for recruiters!”

    To order your copy, please click here or call WEDDLE’s at 203.964.1888.


    Our Featured Employment Web Site

    Site Spotlite … from the pages of WEDDLE’s 2009/10 Guide to Employment Sites on the Internet.

    There are 50,000 job boards and career portals now in operation in North America and an equal number operating elsewhere around the world. The key to recruiting top talent online, therefore, is knowing where to find and how to select the best sites for each of your requirements. WEDDLE’s 2009/10 Guide profiles The Top 100 employment sites on the Web today and provides The Best & the Rest, a listing of over 10,000 such sites worldwide. It’s all of the information you need to determine which job boards will deliver the optimum yield for you. For example:

    EHSCareers.com

    http://www.ehscareers.com

    Post full time jobs: Yes

    Post part time, contract or consulting jobs: Yes-All

    Distribution of jobs: International

    Fee to post a job: $151-200/posting

    Posting period: Varies

    Can posting be linked to your site: Yes

    Resume database: Yes

    Number of resumes: 9,000+

    Source of resumes: Direct from individuals

    Top occupations among visitors: Environmental, Occupational Health, Safety, Engineering, Management, Operations

    Other services for employers: Automated resume agent, Banner advertising, Status Reports

    Member, International Association of Employment Web Sites: Yes


    Build Career Success With Work Strong

    These are tough times for everyone in the workplace.

    It doesn’t matter whether you have 2 or 32 years of employment experience, today’s world of work is a risk-filled, even threatening place. And it is also the place where you spend one-third or more of your day.

    So what should you do? Give yourself “career security”-security you can count on even in the toughest of times.

    And the best source of career security is Peter Weddle’s book, Work Strong: Your Personal Career Fitness System.

  • If you’re in transition, it will resuscitate your career even as you hunt for a new job.
  • If you’re currently employed, it will help you strengthen and protect your career for whatever lies ahead.
  • Click here to get a 24% discount on the book at Amazon.com!

    Or, if you’d like A FREE WORK STRONG WRISTBAND, order the book directly from WEDDLE’s by calling 203.964.1888 or clicking here.

    Don’t delay. Give yourself the power and promise of career security. Get Work Strong right away!