3 Things You Desperately Need to Understand About Your Employment Branding

Employment Branding is the new black.

It’s been the new black for a few seasons now, so I keep waiting to see what’s next.  Talent Acquisition technology (mostly CRM based tools) are really hot right now and will get hotter in the future, but EB is still king for the moment.

Why?  Mostly because the majority of HR and TA leaders suck at marketing, and their internal marketing folks have bigger fish to fry, like driving top-line sales, increasing traffic, gaining market share, etc.  So, HR and TA pros are left to deal with their employment brand on their own.  Which means, they’re mostly paying others to do this work for them.

Here’s what most HR and TA leaders are missing:

1. Employment Branding is not Advertising. It’s marketing. Marketing and Advertising are different. Employment branding is not about increasing the number of applicants you are getting. It’s about telling and sharing what it’s like to work at your organization.  If you do a great job, yes, you’ll see more applicants. But, I could never share my employment brand and increase my applicants through just sheer advertising muscle.

2. Your Employment Brand is most valuable when people consume it organically. No one likes to be forced fed. They love it when someone introduces them to something cool. Kind of like, “hey, I just discovered this, check it out.”

3. Your own employees’ Network Effect is the most powerful way to share your brand. Network effect is the effect that one user of a good or service has on the value of that product to other people. Meaning your own employees are the most powerful vehicles to share your employment brand that you have. The key is finding ways where they’ll want to freely, and readily, share your brand to their network. This also speaks to the importance of Candidate Experience, since your candidates also have a strong network effect.

At the Glassdoor Employer Branding Summit last week we were asked, “where we see employment branding in five years?”  I see employment branding becoming much more integrated into the overall company branding.  Right now, some big companies are already doing this.  You see General Electric doing a strong job of finding ways to integrate their employment brand directly into their normal brand messaging.

Current GE advertising is sharing the message we are digital company who is also an industrial company, while going after Coders.  It’s a corporate brand message, that is also an employment brand message.  This is not owned or produced by GE’s HR function. This is clearly coming out of GE’s corporate marketing department, with influence from Talent Acquisition and Operations.

Employment branding is still for the most part an issue HR and TA are having to deal with. Within five years, this will be an organizational priority for not only HR, but the entire organization, and marketing will pull it over to their side of the fence, which I believe is where it belonged from the start.

T3 – @Paysavvy

This week on T3 I take a look at the ‘modern day alternative to ADP’, Paysavvy. Paysavvy is a Canadian company that is a fully integrated payroll, HR, and time management for mid-sized companies.  I usually wouldn’t right about a payroll company on T3 but Paysavvy is a little different.

Only five years old, they really came at payroll from a different direction than those who were already entrenched in the industry. Currently, they only provide services for Canadian payrolls and since I’ve got a gigantic audience in Canada for reasons I don’t understand, I thought what the hell! They will support companies outside of Canada who have operations and a need to run payrolls in Canada.

I also love the fact they just come right out and call out  the industry giant ADP.  Who does that?! Someone who is very confident that what they are offering is good, really good.

5 Things I really like about Paysavvy: 

1. One of the few companies vetted by the Canadian Revenue Agency (CRA), so you know they are reputable and can be trusted with the one thing HR departments get more bad publicity with than anything else, payroll administration.

2. Build for the SMB organization. Integrated with Quickbooks, Sage, Microsoft Dynamics, Netsuite, etc. But, also build for modern day organizations whose employees want to do automated charitable giving (through sites like Chimp) and retirement & investing (through Wealthbar). Enterprise level functionality and tools, but not enterprise pricing.

3. Customer service support is personal and provided in ways fast moving SMB clients need. Direct access to personal support with the same person each time, dedicated customer support reps. Live chat feature for the times you don’t have time to jump on the phone. All customer support folks housed onsite at the corporate office, close to those developing and selling the product.

4. Built specifically for Canadian payrolls. Includes all Canadian holidays automated, year-end closing documents you can email directly to employees, ability to go seven years back on all payroll data within the system.

5. The system is super easy to customize and they actually have the step-by-step instructions on the dashboard you can pull up when you want to make a change, instead of having to wait for someone else to do it.  Fully integrated online or clock entry system with manager approval processes.

I know. I know. It’s a Canadian Payroll system. Yep, but it’s a pretty damn good Canadian Payroll System.

Eventually, Paysavvy is looking to quickly build out full HCM capabilities in the attempt to be a fully integrated end-to-end HR suite, all on the same platform, but still built for their core SMB audience. I’ll update you when this comes on line.  In the meantime, if you’re in need of a Canadian based payroll system, check them out!

T3 – Talent Tech Tuesday – is a weekly series here at The Project to educate and inform everyone who stops by on a daily/weekly basis on some great recruiting and sourcing technologies that are on the market.  None of the companies who I highlight are paying me for this promotion.  There are so many really cool things going on in the space and I wanted to educate myself and share what I find.  If you want to be on T3 – send me a note.

The 1 Reason You’re Afraid To Make Recruiting Simple

Have you ever wondered why Recruiting Departments continue to make complex processes?  In reality, all of us, wants things simple.  But, when you look at our organizations they are filled with complexity.  It seems like the more we try to make things simple, the more complex they get.  You know what?  It’s you. It’s not everyone else.  You are making things complex, and you’re doing this because it makes you feel good.

From Harvard Business Review:

“There are several deep psychological reasons why stopping activities is so hard to do in organizations. First, while people complain about being too busy, they also take a certain amount of satisfaction and pride in being needed at all hours of the day and night. In other words, being busy is a status symbol. In fact a few years ago we asked senior managers in a research organization — all of whom were complaining about being too busy — to voluntarily give up one or two of their committee assignments. Nobody took the bait because being on numerous committees was a source of prestige.

Managers also hesitate to stop things because they don’t want to admit that they are doing low-value or unnecessary work. Particularly at a time of layoffs, high unemployment, and a focus on cost reduction, managers want to believe (and convince others) that what they are doing is absolutely critical and can’t possibly be stopped. So while it’s somewhat easier to identify unnecessary activities that others are doing, it’s risky to volunteer that my own activities aren’t adding value. After all, if I stop doing them, then what would I do?”

That’s the bad news.  You have have deep psychological issues.  Your spouse already knew that about you.

The good news is, you can stop it!  How?  Reward people for eliminating worthless work.  Right now we reward people who are working 70 hours per week and always busy and we tell people “Wow! Look at Tim he’s a rock star, always here, always working!”  Then someone in your group goes, “Yeah, but Tim is an idiot, I could do his job in 20 hours per week, if…”  We don’t reward the 20 hour guy, we reward the guy working 70 hours, even if he doesn’t have to. (Editor’s note: calling yourself an idiot in a post is cathartic in a number of ways!)

Somewhere in our society the ‘working smarter’ analogy got lost or turned into ‘work smarter and longer’.  The reality is most people don’t have the ability to work smarter, so they just work longer and make everything they do look ‘Really’ important!   You just thought of someone in your organization when you read that, didn’t you!?  We all have them, you can now officially call them ‘psychos’ since they do actually have a “deep psychological” reasons for doing what they’re doing. Harvard said so!

I love simple.  I love simple HR.  I love simple Recruiting.  I hate HR and Talent Pros that make things complex, because I know they have ‘deep psychological’ issues!  Please go make things simple today!

Live Streaming Today @Glassdoor’s Employer Branding Summit

Today from 10am EST to 6:30pm EST – Glassdoor is Live Streaming their entire Employer Branding Summit from San Francisco!

Kris Dunn and I will be hosting the Live Stream with a Special Kick Off show starting at 10am EST, Halftime show at 3pm EST and special segments at breaks throughout the day!  We will be giving out special prizes to those watching the Live Stream and interacting with us throughout the day!

You can watch Live Stream for FREE by clicking on this Link.

The agenda is packed with some of the best Employment Branding minds in the business:

Glassdoor Speakers

 

 

Check it out! It’s like the next best thing besides actually being there with us, which is pretty cool. I mean you have Kris and I doing our best ESPN SportsCenter acting jobs!

 

Can HR out Crazy a Crazy Employee?

In HR we run into employees all the time that do “Crazy” pretty dang good!  I’m always interested in how we work around crazy.  Almost never do we just fire crazy and get rid of it, we tend to keep it around. In fact, we tend to try and fix crazy.

I’m not talking about legitimate mental illness. I’m talking about employees who are perfectly “fine” but act crazy for a number of reasons: attention, they love drama, they love pushing buttons, they love being in the middle of shit, you know, work crazy.   We see it every day in our organizations.

I’ve found something that works really well for me in dealing with crazy.  Do crazy, better than the employee does crazy. Sounds crazy right?!  Here’s how it works.

Crazy employees have power because they act crazy, and no one wants to jump into their crazy storm.  So, people just stay silent, try to stay away, change subjects, ignore, etc.  These are all great mechanisms to stay out of the crazy storm.  Unfortunately, this just feeds the crazy storm and helps turn it into a crazy hurricane!  You see, crazy employees hear silence  and silence to them is agreement. Now, they’ve got justification for their crazy storm because in their mind no one told them they disagree, so that must mean they agree!

You can’t reason with crazy.

So, how do you stop crazy?  You do crazy better than they do crazy.  But you do crazy under control. You fight a crazy storm with a crazy calm.  But, let’s be clear, you still need to go crazy.  Let me give you an example:

Crazy Employee:  “My boss is out to get me!  Yesterday he told Jill “great job” and he didn’t tell me great job.  I think he’s sleeping with Jill – you need to investigate.  Also, Jill might be stealing – you didn’t hear that from me, but she just bought a new car and we make the same amount, I think – what does she make? – anyway I can’t afford a new car!” 

Me: “You know what?  I want to thank you for giving me this information – I’m pulling in your boss right now and we are going to have this out!  Just sit here while I call him in – we are going to blast him!”

Crazy Employee“Hey! Wait! Don’t call him in while I’m here – he’ll know it’s me that told you.”

Me“Yeah – but to fire him I’m going to need you to testify at the trial. Once I fire him for sleeping with Jill, he’ll want to fight it – happens all the time – no big deal – we got him!  You’ll do fine on the witness stand.”

Crazy Employee“Um, I don’t want to do that – just forget it”

Crazy doesn’t like to go public in front of others. Crazy works best one-on-one behind closed doors where there aren’t witnesses.  You can stop crazy very quickly by going public and asking them to be crazy in front of others.  I’ve found that if I can do crazy behind closed doors better than crazy can do crazy, it tends to snap crazy back into semi-reality.  Plus, it’s fun to act crazy sometimes, as long as it’s behind closed doors!

1 Sign That Shows Google Now Controls HR

It was just a matter of time. The company that vows to do know evil, would eventually take over the function that is the most hated in the world.  Don’t get me wrong, Google didn’t come into your organization and start giving your employees performance reviews, yet.  What Google does is much more stealth.

Remember back in April of this year (2015)? Laszlo Bock, the head of HR for Google, released his book “Work Rules!” He then went on a national book tour and was famously interviewed, everywhere, telling anyone who would listen that you don’t need a college degree to work at Google. In fact, Google has found that your college GPA and transcripts to be ‘worthless’ in terms of making a quality hire.

We all kind of chuckled.  Well, there goes Google, being Google again.

Let’s fast forward to today. Jobvite recently released their 2015 Recruiter Nation Survey.  It’s always an interesting read, with great data and metrics, but one metric stood out, to me, above all others:

“57% of Organizations now report that GPAs are unimportant.”

Do you see what just happened?

If Jobvite would have asked organizations and recruiters in January of this year, this same question, prior to Laszlo’s announcement, how do you think this number would be different?  I’m telling you the number would have been around 5% or less!

GPA are unimportant. Really?

Here’s what Google, I mean Laszlo, forgot to tell everyone about why Google can hire people who have never gone to college.  THEY HIRE FREAKING GENIUSES THAT HAVE BEEN CODING IN THEIR PARENTS BASEMENTS SINCE THEY WERE 12! These kids don’t need college. College would bore them. They know more than the professors teaching them. Google gets to hire the top 1% of people, not just college grads.

You won’t get these geniuses, who don’t need to go to college.  You get half-baked nitwits who need college, a good spanking, a few years to grow up and probably deep therapy.  You are not Google.

Yet, here we are, and you are answering Jobvite’s survey questions and acting like your Google.  Thank you Google.  Thank you for setting HR back a decade.  For not telling the full story, just swaying opinion by making bold statements.  We now get a generation of workers who think they can just jump off their Xbox and into a job paying six figures.  That’s really helpful.  You’re brilliant Laszlo.

Check out Jobvite’s 2015 Recruiter Nation Survey, it’s good stuff, even the stuff that Google brainwashed you to answer.

T3 – EmployUs (@EmployUsApp)

This week on T3 I take a look at the free mobile hiring App EmployUs.  EmployUs has developed a platform (currently still in Beta) that offers cash rewards for connecting companies with successful job applicants. If you recommend an acquaintance for a job, you’ll cash in on the referral bonus if your candidate makes the cut.

EmployUs is being called the “Uber of Recruitment” for what many are considering a disruption to the normal recruitment industry standard practices.  EmployUs is trying to put the power of agency recruitment directly in the hands of those hiring, and cutting the middle man, by leveraging the social networks of not only your employees, but anyone who might have an interest in referring talent your way.

It’s simple. It’s clean. It might be a little naive, but I think they could really grab some traction from some employers who are willing to be on the cutting edge of talent attraction.  Right now the platform is completely open.  I tend to believe that will scare away some corporate talent acquisition shops, but already Citrix and Redhat are investing and using the platform!

How does it work?

Company signs up for the App and posts jobs.  Referrers, sign up for the App, and refer people.  It’s a closed loop private App, so only those signed up can see the jobs and refer.  Companies using the are obviously encouraged to invite their employees to join.  This also could be problematic, because when an employee joins EmployUs, it’s not just joining as part of your company, they now can see all jobs for all employers on the App.  So, you’re inviting your own employees to the App in hopes of them referring their friends, family and contacts to your jobs, but they’ll also see jobs they could apply themselves to other employers.

Their early numbers show that about 20% of those being referred are being hired.  That’s a big number.  The average referral bonuses being offered are anywhere from $500-$10,000, a far cry from contingent headhunting fees, and a nice way to run your internal referral program for your own organization.  EmployUs does get  paid a portion of the referral bonus. We’re all capitalist. So, it’s free to use the App, but they’re going to get paid somehow.

I like the idea.  I would like to see EmployUs add a little functionality that would allow employers to keep it 100% inhouse to begin with, before opening it up to anyone, in terms of accepting candidates.  I do think this platform could launch an entire industry of “Mommy Recruiters” (Stay at Home parents who want to recruit and use this platform to ‘refer’ candidates and collect the referral bonuses).  Which is another interesting idea that might come out of this.

Check them out. EmployUs has a unique idea, that I think can be a valuable tool to your talent attraction strategy.

T3 – Talent Tech Tuesday – is a weekly series here at The Project to educate and inform everyone who stops by on a daily/weekly basis on some great recruiting and sourcing technologies that are on the market.  None of the companies who I highlight are paying me for this promotion.  There are so many really cool things going on in the space and I wanted to educate myself and share what I find.  If you want to be on T3 – send me a note.

What is your Organizational Expiration Date?

We got home from vacation recently and like most families we were foraging through the cupboards and refrigerator to make dinner our first night back home.  I poured some milk for my son, and he asked me “is that milk alright?” Like somehow I hadn’t considered its feelings, but he mostly meant was it still good.

Sure the expiration date had passed a day, or so, prior, but I did the Dad smell test, and that milk was more than alright!  He wasn’t in agreement, so our “alright” milk took a trip to never-gonna-get-drank-land down the sink.  Expiration dates on food are great. They help us understand when something goes bad, protects us from ourselves and what we think is good and bad, which can be subjective.

All this makes me think that we should have expiration dates on our employees!

It was recently rumored that Detroit Tigers Manager, Brad Ausmus, is probably going to get fired after this season.  He was a popular hire two years ago and led the Tigers to the playoff.  This year, though, the Tigers have not met expectations, with a team filled with high price talent.

So, why has his expiration date come up?  It’s all about expectations.  Once you gain success, it’s not good enough to maintain that success or, G*d forbid go backwards, you have to keep getting more successful.  The only way Ausmus get’s more successful is to win the World Series, which is tough to do.

There are a number of other reasons people should have expiration dates with organizations; these include:

  • Chronic Average:   This is for the people who just never really do anything- they just exist in your organization.  After a while, they need to just go exist at another organization.
  • Convicted Idiot: This is the person who makes certain bad decision, so bad, that their expiration with your organization must come up. Think, hitting on the bosses wife at the holiday party, or worse!  Probably can’t legally terminate them, but they need to go someplace else.
  • 1997 Top Salesman/woman:   This happens way to much – yeah, you were top sales person a decade ago, either get the trophy back or give another organization your attitude!  We tend to keep them around because we are hoping they’ll regain their top form – but they don’t – let them expire.
  • My Boss Is Dummer than Me: An organization can take only so many of these, for only so long – Ok, you win, go be smarter than us someplace else.
  • No Admins Left To Sleep With: I’m hoping the title of this one explains it as well – otherwise you might have reached your HR expiration date at your organization!

Marines say Inclusive Combat Units are Lower Performing

Not surprisingly, no one in the HR/Talent community is talking about a major study released by the Marines last week that shows all male combat units perform better than mixed male and female combat units. More from Time:

The results of study speak to the dangers of the Golem effect. Research has shown that when less is expected of a specific group, less is exactly what they will achieve. For decades, women in the Marine Corps have been subject to lower performance standards, starting at recruit training. The passive acceptance of second-rate results for women flies in the face of the mythical characterization of the Marine Corps as the most elite of all of the services.

Although female recruits have historically underperformed in every quantifiable category at boot camp, the Marine Corps has never acknowledged this to be a fundamental obstacle to the success and credibility of female Marines. Ultimately, the impact of lowered expectations for female performance at boot camp were reflected across the spectrum of the study’s results.

A Marine Corps mantra is “Every Marine a rifleman.” However, until last year, female recruits achieved an initial qualification rate on the rifle range between 68% and 72%, compared to male averages between 85% and 93%. It became normal for up to a third of every cohort of female recruits to require remediation on the rifle range or be recycled in training.

So, does this have workplace application?

I think it does speak to the lowering selection standards amongst different groups of people you have coming into your organization. It also speaks to the concept of Inclusion and what importance your organization puts on Inclusion for your success.  The results of the Marine’s study is not surprising. They lowered standards for female recruits, continued to lower standards through training, then measured them against all male units which had higher standards.  The mixed groups would almost always fail under these circumstances.

It’s also not surprising that in a combat setting inclusive groups would perform lower than exclusive groups.  Combat units thrive when they act as one, not independent.  Inclusion doesn’t help this concept, it hinders it. You will find the same thing in manufacturing environments, call centers, etc.

Inclusion doesn’t make every workplace environment perform better.  In some workplaces, increased inclusion will actually bring down overall performance.

The larger issue with the Marine study, though, is that the Marines lowered incoming standards for females, which ultimately led to lower performance in the mixed groups.  More from Marine Lieutenant Colonel, Kate Germano

“The gender normed physical fitness test allows women to settle for mediocrity while their male peers are held to more stringent standards including dead-hang pull ups and a faster three-mile run requirement. Considering these disparities, it should not be a surprise that men would outperform the women in the study, nor should the female lower extremity injury rate be considered startling.

The Marine Corps force integration plan summary touts the fact that the recruiting force has seen a 4.5% increase in female enlistments since 2008. But does an increase of women in the Marine Corps really equate to talent management if the women are simply expected to do less? No matter how many women there are in the Marine Corps, if low expectations for performance are maintained, women will never measure up to their male counterparts in any capacity, much less the field of infantry.”

I’m wondering how many HR & Talent Pros are facing something similar in their own workplaces.  With the push to make all workplaces more inclusive, regardless of the results, I tend to believe there are probably more, but few willing to go as public as the Marine Corp did in this study!

Don’t confuse this issue. This isn’t male vs. female. This is a false belief that all environments perform better by being inclusive, which isn’t the case. Especially, if you’re going to hold the inclusive group to lower standards!

The Undercover Job Start

I’ve had quite a few friends start new positions in this past year.  It’s exciting to see so many people get great opportunities after living through the recession!

One common thing happens to all of these folks. It goes something like this:

1.  Social announcement that they got a new position!  Yay! Congrats! When do you start?! We all know the drill.

2. Actual announcement on the first day they start the job.  This happens in a number of forms, social, press release, etc. This is Day 1 on the job, they don’t even know which bathroom they should be using based on their position, and Bam!, you’ve been announced to the world you’re open for business in your new role.

3. Everyone in the world is contacting you on your first day for a variety of reasons. Some will want to just congratulate you. Some will want to pimp your for business. Some will want dirt on why you left the last place. All will want time you don’t have because YOU JUST STARTED A NEW JOB AND YOU DON’T EVEN KNOW WHERE THE BATHROOM IS!!!

4. You spend the first week trying to find the bathroom.

5. By week #2, you found the bathroom, your email works on your smartphone, and your new company is already beginning to discount your ideas and opinions. Welcome to the show kid, it moves pretty fast!

That’s why I think you should do away with the current job announcement practices, and do something else.  Here’s my new Sackett Job Announcement Plan for Success (like a Trump policy, but it works):

1. Day 1, will now be called Day A.

2. Day A – E, will be your first days of employment, but no one will actually be told that you started.

3. Day 1 (which is really day 6) will happen on the first day of week #2.  Now, you’re actually ready to announce your new position, and take on the coming storm of emails, phone calls, tweets, etc.

Better, right?

We can call it the Undercover Job Start.  You’ve started, but let’s keep it on the down-low until I find the bathroom and stuff.  It’s like the same job start, but without all the stress.

They do this in the restaurant industry when they open a new restaurant. They ‘soft’ open a week before the actual Grand Opening.  People trickle in. It gives the staff a chance to work out the kinks and fix stuff without having a full restaurant to deal with.  That’s how you want to start your job!