Tag Archives: Fortune Magazine

Employer Branding Now

data point tuesday_500

Universum, the global employer branding and market research organization, recently published a new report on the state of employer branding practices. It’s good. If you’re unclear about what employer branding is, this report is for you. If you’re involved – at all – with talent acquisition, this report is for you. If you’ve created your EVP (employee value proposition) and are headed into activation, this report is for you. Because talent is everything in today’s hyper competitive global marketplace, employer branding is becoming a critical part of talent strategy.

The report, Employer Branding Now, is a comprehensive review of what leading organizations around the world are doing to become more successful in connecting with the talent they need. Without giving away the store, the following graph shows how overall investments in recruitment channels are shifting. No surprise that investments in social channels are increasing, along with employee referral programs and alumni networks. On the other side of the coin, it’s probably not surprising that print advertising is sinking rapidly. And while you may have thought job boards were dead, that just isn’t the case. But check out the third-party recruiter channel. Are you surprised?

Universum EBnow

Food for thought here, I think!

The report is the outcome of a yearly survey of approximately 2,500 employer branding managers from around the world. The respondents represent a wide range of industries, and include 100 of the FORTUNE 500.

The actionable insights that conclude the report give helpful direction to those in the thick of employer branding activation, as well as those just starting to work on their EVP:

  1. Create closer alignment between employer brand priorities and talent priorities.

  2. Fully leverage the power of EVPs to deliver greater employer brand focus and impact.

  3. Balance brand consistency with talent segmentation and local targeting.

  4. Invest in quality social media content (no longer a side order, now the meat of the day).

  5. Invest in analytics – effective employer brand strategies are increasingly numbers driven.

The report is delivered in a colorful and easy to read eBook format. It’s a good read with attractive and easily understood graphs and data points. You can get it here.

 

Full disclosure: I chair Universum’s North America Board.

 

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Filed under China Gorman, Data Point Tuesday, Employer Branding, FORTUNE Magazine, Global Human Capital, HR Analytics, Human Resources, Recruiting, Social Recruiting, Talent Acquisition, Universum

From the Archives: In support of Marissa Mayer and Jackie Reses

This was the most popular of my blog posts so far in 2013. I was one of few bloggers in the HR space supporting Marissa Mayer and Jackie Reses when they eliminated telecommuting at Yahoo! Well, it’s 7 months later and guess what? Yahoo! is performing better on a whole host of KPIs. The Workflex movement is still alive and Mayer was just named #1 on FORTUNE’s 40 Under 40 list. Hmmm…

 

Freud with cigarSometimes a cigar is just a cigar and sometimes a policy change is just a policy change.  And to attribute larger societal meaning is misguided and, well, you know, not smart.

Ending telecommuting at Yahoo! isn’t a new skirmish in the “mommy war” as USA Today proclaims.

Ending telecommuting at Yahoo! isn’t a frontal attack on GenX and GenY as countless bloggers are screaming.

Ending telecommuting at Yahoo! isn’t a stake in the heart of workplace flexibility as SHRM believes.

Ending telecommuting at Yahoo! is a bold decision by a bold CEO trying to turn her business around.

I’m a business leader.  I get it.

I get it that when you’re turning around a business you frequently have to make decisions that are unpopular.

I get it that when you make decisions to support your strategic plan others will assign meaning that was never intended.

I get it that you may have to make decisions that will change the culture in big ways.Yahoo!

I get the panic stress you feel when you decide to that cultural change is required and that decision will potentially put good people at risk.

I’m a business leader. I get it.

Turning around a business isn’t for sissies of either sex.  Ask Carly Fiorina and Mark Hurd and Meg Whitman.

The current brouhaha over Yahoo!’s decision to bring the field back home and end telecommuting is out of control.  The HR community, in particular, is totally wound around the crankshaft over this decision.  The cries of “foul!” are everywhere in the Twitterverse, the Blogosphere, old media and new media, radio and television.

And I understand the concern, although some of the hysteria is a little hard to take.  Workflex, as SHRM and the Families and Work Institute call it, is a boon for working mothers and fathers, a requirement – we’re told – for hiring and retaining GenX and GenY, and a central plank in improving engagement.  Their data is solid.  I get it.

Except when it isn’t working.  Except when management has lost line of sight into employee productivity.  Except when the culture of work and communication has gotten inefficient and lost its discipline and rigor. Except when out of sight truly is out of mind.

Marissa MayerI give Mayer and Reses big time credit for stepping up to the plate and swinging for the fences.  I saw the memo.  It said that the time for focusing on speed, communication, collaboration and quality is at hand. And in the CEO’s judgment, that means being physically together in hallways, work spaces and cafeterias.

They’re turning a business around, people!  And that’s intense work.  It requires all hands on deck.  I think Mayer and Reses Jackie Reseswant – and need – to harness the talent in Yahoo! in ways that keep the focus and intensity high.  In an environment where leaders can be hands-on and where communication isn’t delayed one second by distance and physical separation.

Say what you will about the value of engaging your workforce by allowing flexible work arrangements:  doing things the way you’ve always done them and expecting a different outcome is, well, you know, not smart.  And no one ever called Mayer that.

Saving a business isn’t about comfort and preferences. It’s about rolling up sleeves and doing whatever it takes to emerge triumphant.  And if that means some long-term, previously engaged colleagues decide that the new requirements don’t fit their lifestyle, then they’ll make other plans.  That’s tough, for sure.  But it’s how things work sometimes.  Everyone has choices to make and consequences to manage. I think Mayer is making tough choices and I think she’s prepared for the consequences.

Is this a referendum on workflex? No

Is this an assault on working parents? No

Is Mayer betraying her gender and her generation? No

Will this change the talent management landscape overnight and around the world? No

Is this one CEO and CHRO working together to change a culture’s priorities and save a business?  Yes

I get it.  So should you.

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Filed under China Gorman, Connecting Dots, Families and Work Institute, FORTUNE Magazine, Jackie Reses, Marissa Mayer, SHRM, Telecommuting, Yahoo!