Thursday, December 29, 2011

Promote Your Company from the Inside Out

Promote Your Company from the Inside Out

How can your company be an employer of choice?  Here are 7 ways that you promote your company from the inside out:
  • Go for “best of lists” best company to work for, fastest growing, etc.  Make sure that you use these accreditations on your Intranet, company Facebook page, company LinkedIn page, and as an email signature.  This messaging should be well known to your employees so they can easily throw that little factoid out when they are explaining to their friends what they do and who they work for.
  • At the end of each fiscal year put a short summary together that shows the number of people promoted and what % of your staff that is.  Track that year over year and announce the results and any goals associated with that.   Post this information on your Intranet and your career pages.  People like to know that employee development is important in your company and that they won’t just get stuck in a dead end job.
  • Highlight your employees who have reached milestone anniversaries, post their story on the Intranet for employees to see and have something to look forward to. Consider more public options as well, so long as they are permission based.
  • Have you had employees get recognized for awards in their field, published articles, or patents?  Make a big deal about that with your employees on the Intranet as well as on your career portal; that tells people that they will be recognized for their personal achievements and contributions.  If you can influence HR to offer a bonus for these types of achievements that would be even better.
  • If your company offers salary or other benefits that are better than other companies in your industry, announce that.  Make it known that you research this information every year and that your goal is to stay xx above the average in order to attract and retain the best talent.  If it’s working, say so.  Your employees will remember that when a recruiter comes calling on them or when their friends ask them if your company pays well.
  • Work with your sustainability or energy management department to get some stats on what your company is doing above and beyond to reduce your facilities and overall carbon footprint.  If it’s better than other employers in your industry and area, make sure to announce that to your employees.  A greater number of employees are concerned about sustainability and would prefer to work for a company who promotes sustainable practices.
  • Get quotes from your employees on why they like working for you and use those quotes to form your branding messages. Make your employer-pitch as human and emotive as possible. The best messages from a marketing standpoint are ideally stories, not just quotes.
The bottom line is, if your employees are fed the branding messages consistently, your marketing can stick in their heads like that 5 dollar footlong commercial. If every employee in your company both understands the value of employment branding and knows “the pitch” by heart, your recruiting efforts will be easier. If your overall goal is to land the top talent in your market, it can’t just be you doing all the heavy lifting.  The whole company from the inside out needs to be on point and on message, but of course most importantly, be inspired to help follow your company vision and advance its image.

Monday, December 5, 2011

"You cannot escape the responsibility of tomorrow by evading it today" Abraham Lincoln

Monday, November 28, 2011

Homage to the Electrical Outlet


Homage to the Electrical Outlet

Many people can tell you who invented electricity and the light bulb, but I would wager most people do not know who invented the electrical outlet. Harvey Hubbell, a man nearly forgotten in history, that’s who. I would argue that Harvey’s invention is just as important as the light bulb because the electrical outlet made electricity available to the masses. In fact, the outlet paved the way for electricity to be the most overlooked commodity of the modern era. That’s right, the outlet. Without Harvey, how do you plug in a TV? Better yet without Harvey, what does the term “plug in” really mean?  How do you charge your iPAD? Think about it; the outlet powers your home. 

People most often think about what is behind the outlet; the electricity, and what is in front of the outlet; the thing being powered.  It’s the magical connection of electricity to the thing being powered that is truly amazing, and truly simple. 

What if you were to treat every day as if you are an outlet? What magical connections could you make come to life? As a marketer you have the ability to take the mundane, the everyday, and bring it to life in a magical way.  No, you aren’t making TVs, but you are making the connection between the TV and the consumer.  You make magic with your ideas, your words, your art.  Outlets seldom get the praise of a beautiful Christmas Tree, but the tree wouldn’t be lit without the outlet. 

You have the power to be an outlet. You have the power to bring electricity to an idea. You have the power. Cherish it.


Tuesday, October 4, 2011

Hiring Managers are the X Factor


Hiring Managers are The X Factor

I have a secret that only those really, really close to me know; a secret that could impact my career, my hire-ability, my social life, etc.   I, like millions of Americans, am addicted reality TV.  My DVR is full of unwatched episodes of Project Runway, Dancing With the Stars, So You Think You Can Dance, American Idol, ABDC (if you know this one you are an addict too), and yes, The X Factor. After watching the first few episodes of The X Factor is struck me as uniquely strange that two of the most influential talent scouts in the music business could have such polar views on the talent they were judging. I know in many cases this juxtaposition is created for drama and ratings, but with Simon Cowell and L.A. Reid we are looking at two intrinsic, very distinct views on talent. The more I watched the two of these talent giants argue it became clear that while both are great at what they do, they are both looking at talent (recruitment) in very different ways. As I often selfishly do, I turned this public display of differing opinion into an internal thought process about the various views of hiring managers in regard to talent and their similarities to the judges on The X Factor. 

Paula Abdul – I wanted to start with Paula because while she is often looked down upon for her flighty behavior, the persona she displays is one that often is mirrored in hiring managers. Sure, she may be a little out there, but when she see’s what she is looking for she isn’t afraid to stand up and shout about it. This CAN be a good thing, when hiring managers are excited about the caliber of a candidate. Hiring managers need to not only be evaluating the candidates; they need to be selling too.  This CAN also be a bad thing when hiring managers stand up and shout about it, metaphorically speaking, during the interview process. Unlike The X Factor, the prize  =from a real world interview isn’t pre-determined and written in a contract for all to review. If a hiring manager pulls a Paula you can bet the candidate will be empowered to make a more aggressive play during negotiations.  Smart candidates will know they have the upper hand, and will use it against you.  Unlike reality TV, there is no audience vote to throw a monkey wrench in the process.

Simon Cowell – Simon is a talent scout in the truest sense of the word.  He isn’t looking for polished performers who are ready to step into the spotlight day one.  Simon is looking for the real goods that come from deep inside a truly great performer, that no make up or dance moves will be able to enhance. Look at the two greatest Idols, Carey and Kelly, neither looked or acted the part when they won, but they had “it” inside and Simon knew it. Some hiring managers are really good at looking for the “it”, not the polish.  They look for things between the lines of the resume that they know will help the candidate be great.  They see talent as what it is, a special natural ability or aptitude, not a dog and pony show with a great resume.  These hiring managers make rogue decisions that seem to fly in the face of expectations, and more times than not they are right. 

L.A. Reid – L.A. on the other hand is a talent promoter. He doesn’t look for innate talent, he looks for polished show ready performers who will sell. He see’s someone that requires work and growth as not talented, instead of just un-developed. L.A. hires great talent, he makes people tons of money, and is no doubt amazing at what he does. It is just a different approach than his counterpart Simon. Hiring managers like L.A. want a candidate that checks off all the boxes from the job description on day 1. These managers expect their candidates to have the sizzle it takes to win them over right away. These managers are often times more impressed with the presentation than with the substance. Again, they see great talent and many times make the right hiring decision; they just go about it in a different way. 

Nicole Scherzinger - The fourth member of the cast, Nicole, is the current talent evaluating other talent. Often times hiring managers have risen through the ranks and are looking to hire people with a similar drive, skill set, background, etc.  Nicole’s experience makes her a good judge of what my sell today, like her albums, but her limited experience gives her the foresight to look long term at the talent in front of her. Many hiring managers are just looking to fill the job, like Nicole. The best hiring managers are looking to fill their own job, so they can move up!

So, which type of talent scout/hiring manager are you? Better yet, which of these mentalities best suits the needs of a hiring manager? I personally believe that matching the hiring manager and the job requirements to The X Factor persona that best fits will help to optimize the hiring process. Sometimes we may need to hire like L.A and find a Rock Star who has all the polish the world who can come in and make an impact right away. We, like L.A., are sometimes willing to trade attitude, ego, and expectations that come with the glitz for the short-term impact.  Other times, we MUST hire like Simon and look for the talent that is right there below the surface, just waiting to be discovered and developed.  And once we have identified that talent we must be committed to helping them develop and grow.  These are the folks whose passion, determination, and production is still untapped and who can grow exponentially given the right circumstance.  Look what Simon was able to do for all the Idol winners, but especially the biggest ones.  And yes, sometimes we do need to pull a Paula for a candidate or two to make sure we close the deal, and sometimes we need to be like Nicole and compare everyone we see to ourselves. The point is L.A. and Simon are both great at evaluating and hiring talent, but their requirements are very different.