{"id":13091,"date":"2009-05-25T14:25:15","date_gmt":"2009-05-25T13:25:15","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=13091"},"modified":"2009-05-24T15:28:05","modified_gmt":"2009-05-24T14:28:05","slug":"employer-branding-other-hand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/employer-branding-other-hand\/","title":{"rendered":"On the Other Hand!"},"content":{"rendered":"
\"hand\"<\/a><\/div>\n

In two recent posts I pointed out some (let’s say) problematic aspects of the recent CareerCast report on the results of their job-ranking research.\u00a0 To quote myself:\u00a0 “It takes thoughtful analysis to turn raw data into useful information.”<\/p>\n

Happily, I’ve just found a report that does<\/em> apply thoughtful analysis to data–and returns some fascinating information.\u00a0 It’s Arbita’s first report<\/a> on something they are calling “the Recruitment Genome Project.”<\/p>\n

Arbita describes itself as a “recruitment marketing technology, media, training and workforce development and consulting firm,” which seems like quite a plate-full.\u00a0 But whatever they do the rest of the time, they have produced an informative and reasonably readable document, based on the responses of almost 500 stakeholders in corporate recruitment marketing, self-selected from a pool of 24,000 invitees.\u00a0 I wish the sample had been larger, but the fact that these respondents actively replied–and completed a 48-question survey–argues that they have a high level of interest in the subject matter.<\/p>\n

So what do we learn?\u00a0 Way too much to discuss in one post.\u00a0 So first a summary statement, and then a look at the findings most closely related to Corporate Eye.\u00a0 The summary (my version, not theirs):\u00a0 There are significant and fundamental disconnections in corporate recruiting, separating goals from means and results.\u00a0 Repeating themes include:\u00a0 too few metrics, not enough knowledge\/training, too little investment in improvement.<\/p>\n

Now to the most relevant bit.\u00a0 “Although 68.5 percent of respondents are satisfied with their employment brand, 46.1 percent of that same group are dissatisfied with their current career web site–a recruitment tool that experts agree is nearly entirely driven by a company’s employment brand.”<\/p>\n

The explanation for this disconnect, according to the report, is that “for most companies, the employment brand is linked directly to the corporate brand, and recruiting strategists don’t see the difference. “<\/p>\n

Observes Kevin Wheeler (founder of The Future of Talent Institute<\/a>), “It’s almost become a template for employment branding, to just add a career page to the company site.”<\/p>\n

And I would contend–speaking as someone who looks at a LOT of those pages–that it doesn’t really matter how slick they are.\u00a0 All the bells, whistles, and videos you can pile on will not<\/em> compensate for the lack of a clear, consistent, effective message.<\/p>\n

Several other question categories from the survey reveal dissatisfaction with the corporate career site.\u00a0 But it’s clear that most of the companies represented in the survey have no plans for improvements.\u00a0 First of all, no one intends to increase spending on any aspect of recruiting this year.\u00a0 And secondly, some of the other reported gaps may be even more pressing.\u00a0 In every question related to search marketing and social media (from blogs to SEO) the majority say they don’t have an effective strategy.\u00a0 The least-bad area is social networks (Facebook, LinkedIn), where only 51% regard their strategy as inadequate, and the worst is “finding candidates on blogs,” where a whopping 85% report being way off the mark.<\/p>\n

Take a look at the report, and consider how your<\/em> company would answer the Arbita questions.<\/p>\n

(Thanks to John Morgan<\/a> for the colorful Hand.)<\/p>\n


<\/p>\n","protected":false},"excerpt":{"rendered":"

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