In a prior blog post (“Noah’s Job Search” Blog.reliableinsights.com, 8/9/13) I introduced the fine work of Gerry Crispin and Mark Mehler, founders of CareerXroads, a consulting company specializing in human resources, staffing, and recruiting. As promised, I have been devoting additional blog posts to their excellent and enlightening report (“This Year’s Mystery Job Seeker: Noah Z. Ark, A Man For The Modern World” www.careerxroads.com).
Noah found a mixed bag concerning employment branding as delivered by companies’ Web sites. Noah faced a key question:
“Given your understanding of ‘Employment Branding’, do you feel this site offers a quality sense of WHY people come here and Why people stay?”
Only 7% of the time did Noah respond with “really good.” Noah was able to respond “good” 33% of the time. A “neutral” response occurred 40% of the time, “bad” 13%, and “really bad” 7%.
Please understand I am thrilled 40% of the sites elicited a positive response concerning employment branding. Nevertheless, we have 60% leaving no particular impression, or worse yet, a bad impression. These are not good numbers. Liz Ryan (CEO of Human Workplace) emphasizes how this approach subtly insults job seekers (http://www.linkedin.com/today/post/article/20130815041829-52594-your-job-ads-are-driving-away-talent):
“If we are not marketing to job-seekers in a job ad, then we are screaming ‘You are not worth marketing to.’ . . . We market our organizations with evangelical fervor when we’re recruiting customers. Why would we value our value-creating collaborators, a/k/a prospective employees, any less?”
Branding is a marketing concept we know more about today than ever. Companies need to realize branding for their external customers is not the only branding they do. Their employment branding is a vital component of their standing in the marketplace, both physically and virtually. I am astounded more companies are not recognizing the branding dynamic’s importance with their online job-application processes.
I think there was a time when the Internet was in its earliest days that job seekers would cut a lot of slack to companies. Job seekers realized everyone was still learning exactly how this online world works. Nowadays, I think that slack cutting will soon be over if it is not already.
Increasingly sophisticated job seekers will demand increasingly sophisticated job sites. When they do not find them, they will drop those companies from their prospect lists. When that happens, the companies will always lose.