Category Archives: Branding

Employment Branding is the New Black

Posted on by
Reply

This Re-Run Friday was originally published in September 2015. Let me know what you think!

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.

Please! Help me turnaround our employment brand!

Posted on by
Reply

In HR and talent management discussions, I feel like I get asked two main questions:

  1. Which ATS do you recommend?
  2. How can we turn around our bad employment brand?

Let’s save the first question for another blog. Now, addressing the second question—it’s not always easy, but it’s definitely doable with some effort.

The first step is figuring out why your employer reputation is suffering. Sometimes, it’s a complex issue; other times, it’s more straightforward. For example, if your reputation took a hit due to how you treated employees in the past, rebuilding trust will take time. On the other hand, if it’s because of a recent negative news story, you can recover more quickly. I guess depending on the facts of that news story, though…

Start by pinpointing the root cause of your employer reputation challenges.

While some issues might be obvious, conducting employee surveys can provide helpful insights. I recommend alumni surveys among employees who left voluntarily—they often give constructive feedback.

The second important step is getting your entire leadership team on board.

HR efforts alone won’t be enough if leadership isn’t aligned. It’s not just about the CEO; all leaders need to acknowledge the problem and commit to fixing it. Once leadership is on the same page, the path forward becomes clearer.

The third crucial step is making your current employees believe that real change is happening.

Consistent communication is key. When employees see meaningful changes internally, they’re more likely to speak positively about your company externally. Consider identifying and rewarding employees who truly believe in the changes for referrals—this can drive positive change from within.

Lastly, work on changing the external perception of your company.

Don’t focus on external marketing before addressing internal issues. Fixing internal problems first will significantly strengthen your external branding efforts.

Remember, the initial steps require the most effort. Getting everyone in leadership to agree can be tough, especially if the root cause is ineffective leadership. There’s no quick fix for a damaged employer reputation. External marketing alone won’t solve it—it’s like putting a band-aid on a deeper issue.

Job Titles That Are Killing Me!

Posted on by
Reply

Has anyone thought about applying for a role like “Jr. Human Resource Manager”? Probably not, because let’s face it, job titles like that don’t exactly scream excitement or career advancement. Whoever decided to add “Jr.” to any job title ever – you’re killing me! Talk about taking the easy way out!

I hate spending 3 seconds on job titles, because job titles just scream, “Personnel Department”, but I have to take a few minutes to help out some of my HR brothers and sisters. Recently, I came across a classic job title mistake when someone had posted an opening and then broadcasted it out to the world for a, wait for it, “Jr. Industrial Engineer”. I almost cried.

Seriously! Did someone really sit down and think, “Yes, there’s a budding Industrial Engineer out there dreaming of being a ‘Jr. Industrial Engineer’?” It’s baffling. Some might argue, “But we use ‘Jr.’ to distinguish our less experienced engineers from the seniors.” However, I challenge you this: why not title it as a “Lesser Paid Industrial Engineer”? You’d attract the same caliber of candidates!

The solution is simple (yet often resisted). Establish a single pay band for all levels of Industrial Engineers, ranging from $38K to $100K, and compensate individuals based on their experience and qualifications within that band.

Why the resistance, you ask? Well, your senior compensation manager probably knows deep down that implementing such a system would lead to all your Industrial Engineers—juniors, mid-level, and seniors—earning $100K within two years!

And let’s not even get started on those numeric titles like “Accountant I, Accountant II,” which imply some grand career progression. Do you really think an Accountant is out there thinking, “Someday, I’ll be an Accountant III”? Also – what if someone doesn’t know roman numerals?

If only organizations like SHRM could intervene and educate HR professionals on effective job titling. Imagine SHRM representatives visiting workplaces and ceremoniously cutting up your HR certifications like expired credit cards if you used these job titles—it would be a game-changer!

Outdated job titles make companies look like relics from the 1970s-era Personnel Department.

But seriously, if you hear of any openings for Senior Associate HR Manager IV roles, I’m all ears!

Are All Employment Brands the Same?

Posted on by
Reply

I’ve always thought that 9 out of 10 employment brands are basically clones. If you asked candidates to tell the difference between them, they’d probably draw a blank.

Employment Brand #1 claims to hire top talent, treat employees well, value diversity, have a fun work vibe, and actually listen to staff.

Now, Employment Brand #2? They do the same as #1 but their logo is blue!

Then comes Employment Brand #3, doing the same as #1 and #2, but adding the twist of exclusively hiring top-tier talent.

And, of course, Employment Brand #4 follows the pattern but sweetens the deal with pay-for-performance.

Everyone’s saying, “We’re just like them, but better because we say so!” So, what makes some brands stand out from all the spam? The only answer that clicked with my limited marketing brain is a genuinely transformative leadership vision.

Sure, any company can offer more money, better perks, and all that jazz. But having a clear, inspiring, and unshakeable vision is a rare gem. Think Elon Musk, Steve Jobs, Henry Ford, Oprah Winfrey – leaders with a vision that stands out and makes employees follow without question.

If a transformative vision is the only thing that sets organizations apart, and the rest of us are pretty much the same, what’s the real message to candidates? Are we just serving up more spam? If so, is employment branding just a waste?

We’re living in an Instagram world, where good design and a smart media strategy are seen as ‘better’ – even if they don’t make you a better employer. Let’s not kid ourselves; we all play the game. And that’s okay, as long as you’re not playing without that transformative vision.

It’s even cool if you truly believe your company is great! Because, let’s be real, belief is what makes employers stand out. It’s the basis of a transformative vision.

The Power of Words in a Job Description

Posted on by
Reply

Once upon a time (it was a decade ago, but I don’t want to feel old) I wrote about a cool study where Wired teamed up with OkCupid and Match.com. They crunched tons of data from popular dating profiles and found the top 1000 words that got the most clicks. Now, I’m thinking if these words can get people together in dating, maybe they can also get folks interested in jobs.

I’m not just revisiting the topic; I’m going a bit further and tweaking these words to fit the changes in the past 10 years. I get it; words that work for dating might sound weird for jobs, but hear me out. It’s time to rewrite job descriptions to ditch the boring HR talk and be more real and appealing.

Here are the seven sets of words that data says work for getting more dates hires:

  1. Active Life Words: Throw in words like yoga, surfing, pilates, cross fit, hiking, hot girl walk – things that show your company’s active side.
  2. Pop Culture Vibes: Toss in references to things like Ted Lasso, Stranger Things, or Michael Scott. It gives your company a personality. Go ahead and mention Taylor Swift and Travis Kelce while you’re at it. Haters gonna hate, hate, hate, hate, hate.
  3. Music Words: Check out the top trending artists on Spotify or Apple Music. Add them in. A couple of lines of lyrics work, too. It adds a bit of musical flair to your job descriptions. Taylor Swift works in this category too.
  4. Chill Words: Use words like ocean, meditation, trust, therapeutic, and balanced – things that make your job sound calm and secure, which is a big deal nowadays.
  5. Foodie Feel: Words like chocolate, appetizers, sushi, happy hour, or Starbucks bring people together. Everyone eats. Share your company’s food scene.
  6. Power Words: Drop in terms like creative, motivated, ambitious, innovative, and passionate. Make your job descriptions more interesting than just the legal stuff.
  7. Spontaneity: Tattoos, f*ck, wasted, kissing, puppies, sucking, lucky, these words haven’t changed in 10 years. Stuff you wouldn’t normally find in a job ad – we threw it in just because. It might not be everyone’s cup of tea, but it could catch the eye of the newer generation.

Spice Girls Know Best

Posted on by
Reply

The Spice Girls have always had it right: “If you want my future, forget my past.”

But not HR. HR remembers everything. Once you’ve made a mistake, it’s hard to expect a clean slate in the future. Mark still holds the title of “top salesperson” despite a dry spell lasting three years. Jessica has the “drama queen” label from an incident 18 months back, even if there’s been no repeat. Once labeled, it sticks.

So, what’s the game plan?

If you screw up, if you sense that label, or if a specific issue has warranted repeated discussions, it’s time to consider a career move to a new organization. Pay attention to the number of discussions—once is a potential oversight, but twice or more likely lands you a Lifetime Label. These labels echo stick. Messed up with a subordinate? You’re forever “that” boss, unless you marry them, and even that comes with its own label. But get divorced? Back to square one.

This idea also extends to positive instances which is a good thing and a bad thing. Remember the manager who transformed a struggling business into a standout? Despite multiple failures in similar roles, their name popped up each time a struggling business nearby needed help. However, their initial success owed much to the team’s efforts. Placed in similar situations with different teams, they failed. Yet, the past clung, painting them as the ultimate “fixer.” HR just can’t forget your past!

The real issue? HR won’t acknowledge this tendency. So, if you truly want to “zig-a-zig-ha” in your career, sometimes, moving on is the only way forward.

Reality check! Your candidate experience is probably fine

Posted on by
2

Here’s the deal about candidate experience: it’s often pitched like it’s some tangible product, but truth be told, it’s not.

We’ve got these big shots in the industry telling us otherwise. They thrive on advising companies spooked about the fallout from a candidate having a bad experience. But let’s face it, that story’s made up. Sounds necessary, but it’s not.

Here’s how Candidate Experience probably came to be:

  1. Imagine this scenario: an exec’s relative applies for a job online. The system does its thing, rejects the unsuitable candidate, and sends the usual ‘Thanks, but no thanks.’ But here’s the twist!
  2. The exec learns that their bright relative got zero interaction or even a shot at an interview. Cue the family drama.
  3. To save face, the exec lays into the Talent Acquisition head about the treatment of candidates.

And voila! Candidate Experience drama unfolds—all because a relative got snubbed.

The exec, not wanting it to seem personal, drums up other reasons, and everyone just follows suit. “Treat candidates like our customers! Turn them into fans of our brand! Treat them better than ourselves; it’s a talent edge!” We start buying into this spiel, thinking our methods stink. But the fear that a sour candidate will boycott our products? It’s blown out of proportion. Only a tiny fraction think this way—just par for the course in Talent Acquisition.

For most Talent Acquisition leaders, what we’re doing is just fine. We treat candidates like regular humans, communicate whether they fit or not, and it works. Yeah, some of us might have some wonky processes, but we don’t have any huge issues. The biggest fib in HR? Making Candidate Experience out to be a big deal. Candidates aren’t asking for much—they just want to know we received their application and our thoughts on their fit. Treat them like people: a simple ‘thanks, but no thanks’ or ‘we’re interested, here’s what’s next’ does the trick. Be communicative.

It’s not brain surgery; it doesn’t need a ton of time or cash. You don’t have a real problem. I get it, everyone’s telling you otherwise, so it feels real. But trust me, it’s not!

Maximizing Employee Referrals: The Key to Hiring Success

Posted on by
2

Referral hires often stand out as the cream of the crop in any company’s recruitment efforts. It’s a simple equation:

Good Employee + wanting to stay a good employee + employee’s reputation = usually good people they recommend to HR/Recruiting to go after and hire

I’m like Einstein when it comes to HR math! However, here’s the challenge: despite this equation, many companies struggle to receive enough referrals. We’ve analyzed our referral process, fine-tuned collateral materials, and even leveraged technology to automate referrals. Yet, the numbers remain short of our expectations and needs.

There’s a straightforward but often overlooked aspect: giving employees explicit permission to share job openings within their personal and professional networks every time a referral is needed for a specific position.

HR excels in roll-outs—we’re masters at initiating programs. However, where we often stumble is in the continuity of these programs post-roll-out. Brutal truth, but true.

So, how can you ramp up your referral game?

  1. Establish a program (surprisingly, not all companies have one).
  2. When in need of a referral, ask for it every single time. Assuming that employees will naturally share openings isn’t always effective.
  3. Specifically “give permission” to employees to share job openings on their social networks—Facebook, LinkedIn, Twitter, Instagram, TikTok you name it!

BEST PRACTICE TIP: Create departmental email groups. When a relevant position opens up, send an email to the group with standard referral language and an easily shareable hyperlink along with clear instructions.

Granting “permission” triggers action—it’s a psychological thing, and it works wonders. Think about it, like you were a 5 year old.  Your parents tell you, you can’t ride your Green Machine in the street.  Then, one day, Mom is out getting her nails done and your Dad sees you doing circles in the driveway on that Green Machine and he goes “Hey, why don’t you take that into the street?!”  What do you do?  You immediately take that bad boy for a ride in the street! Dad “gave you permission” and you ran with it!

Referrals aren’t quite the same, but it’s surprising how some employees question whether they’re allowed to share job postings with friends and family. Don’t assume—they might surprise you.

So, empower your employees. Give your employees permission to get you some referrals! Or what if you allowed anyone in your company to hire?

Life’s Tough, But It Evens Out

Posted on by
Reply

In the realm of motivational quotes, one has continually stuck with me: “It’s hard, but it’s fair.” An older football coach used it to fire up his players, but it speaks volumes about life today.

The coach’s son, Toler Jr., eloquently defines the meaning of the phrase:

“It’s about sacrifice. It means that if you work hard, at the end of the day, fairness aligns with your efforts. It’s about investing time and readiness for the opportunities.”

We all think our parents are hard on us growing up.  I recall stories I tell to my own sons of my Dad waking me up on a Saturday morning at 7am, after I was out to late the night before, and ‘making’ me help him with something, like chopping wood or cleaning the garage out.  He didn’t really need my help, he was trying to teach me a lesson about choices.  If I chose to stay out late at night, it was going to suck getting up early to go to school.  He shared with me stories of his father doing the same thing – one night my Dad had gotten home late, so late, he didn’t even go to bed, just started a pot of coffee and waited for my grandfather to get up, figuring that was easier than getting a couple of hours of sleep and then hearing it from my grandfather the rest of the day.

In my role as an HR professional, I witness this every day in the workforce. There are those who consistently dedicate themselves without expecting special treatment. Others will put in the minimum, then expect a cookie. It’s a tough life lesson for those folks. Often, they depart, perceiving unfair treatment, and move between jobs, slowly learning the importance of effort and time investment. In my three decades in HR, genuine hard workers rarely face injustice. Occasionally, undeserving individuals might receive promotions, but the hard workers usually secure the better end of the deal.

As a parent, I hope I can teach my sons this lesson: Life is inherently challenging, but commitment and hard work pave the path to fairness.

Airlines and Credit Card Applications

Posted on by
1

I’ve been flying a ton lately and have had to experience quite a few airlines. I usually only fly Delta when given a chance. Honestly, I’ve flown all the others, and I find them to be superior in the things that matter to me. Delta gets me to where I’m going when they say they do. The Delta flights I’m on also seem safe and clean. The Delta employees I’ve run into actually come across as professional and friendly.

At the end of the day, most air travel has basically become akin to taking a ride on a Greyhound bus. I say this knowing most people have never ridden on a Greyhound bus. A real trip from one city to the next where you had to go to the bus station to catch the bus. It’s not glamorous. It’s slow and tedious. I once took a Greyhound bus trip from Grand Rapids, MI, to Omaha, NE, to see the girl I love. I believe that specific bus is still en route to Omaha. I started that trip over thirty years ago!

The one thing you notice when you fly a lot, which seems rather out of place, is the pitch to buy the airline credit card. What I’ve witnessed recently is the pressure on getting an airline credit card is directly correlated to the level of the airline you are own. Let me give you some examples:

  • Delta: They make a brief announcement over the intercom of some great offer of free flier miles if you go to some website and get the credit card. That’s it. One mention takes less than a minute. (For transparency’s sake: I have a Delta Skymiles credit card, but they got me via email, not flight announcement).
  • American Airlines and United: They also make the credit card announcement, but they also have their flight attendants walk up and down with actual applications for the credit card. Like, here you go, fill this out right now. It’s almost as if the flight attendants themselves are getting some sort of kickback. Or they should be!
  • Southwest: Much longer pitch, as is the Southwest way. They give way too much freedom to flight attendants and the intercom! I have to believe that standup comics actually get jobs at Southwest as flight attendants simply because it offers them a captured audience for their sh*tty jokes. You know, it’s some flight attendant up there telling a story about how their grandma got the card and came to see them for the holidays. I can’t remember if they also have the brochures/credit card applications that they hand out, but I’m guessing they do. There’s no way they don’t.
  • Spirit/Frontier: Okay, let’s be honest. I don’t fly these airlines. I would take the Greyhound bus before subjecting myself to this Carnival of the airways. But I can imagine what these pitches must be like, given all of the other cheap policies they have in place. Something like, “Yo! If we don’t get ten of you to sign up for this card, this plane isn’t leaving the gate!” They get their ten and then go, “Okay, only five more before we can take off from the tarmac!”
  • Korean Air: Nope. None of it. They just took care of me and made my flight the most pleasant experience ever.

Why do airlines shove their credit cards down our throats after we pay an exceptionally high amount for a ticket? Because it makes them a ton of money! It’s pretty simple economics. We have a captured audience. We are going to assume at least part of the audience are fans because they chose to fly with us. Of course, they want our credit card!

It’s actually somewhat surprising they aren’t pitching more things for us to buy. A new Away suitcase with a special Delta Airlines luggage tag that acts as a tracker as well! (I love my Away bag!) Some arrival limo service that’s easier than Uber and picks you up directly at your gate. Girl Scout cookies. I mean, who wouldn’t kill an entire box of Thin Mints on a flight from Detroit to Dallas? How much for the Girl Scout cookies? $20! Sold! Airport money is different than any other kind of money.

It’s all lazy marketing. We have a captured audience who paid for one thing. Why don’t we jam something else down their throats and see if we can make the flight experience even more miserable? The best is when your flight is delayed, and you hear the pitch. “Hey, why don’t you sell fewer credit cards and just get me to my destination on time!?”

I feel for the flight attendants forced to do this as part of their job. I hope they are getting kickbacks for each one they land. They should!

So, that’s my rant. Airline credit card applications in the air. Stop it. Be better.

Also, if you click here and use the code #SackettMiles you can get 90,000 Delta Skymiles!