There has been enough talking about
driving performance from the new type of workforce i.e. millennials and what environment and behavior that needs to be fostered in order to increase productivity to achieve organisational objectives.
But let’s rewind a bit and see what organisations have to do to attract the brilliant millennial talent. If the talent needs are different then the same has to be conveyed in the way organisations market themselves.
Gone are the days when an organisation would create a core brand with global messages which highlighted the company’s differentiating factors and were communicated on the most popular channels. Experts suggest for a role-reversal at this stage i.e. employers putting themselves in the shoes of prospective employees, now, where or rather whom would you turn to for an advice?
The answer lies right in front of you – your existing employees, they are the strongest magnet to attract potential employees. So, brilliant employees will attract more brilliant ones, after all Birds of the same feather flock together.
To steer such reaction, current employees need to be in sync with the organisation i.e. completely engaged. As discussed, high level of engagement increases productivity and profits but also paves the path to acquiring the right talent. However, there is a gap, say, your employees are engaged and positive towards referring potential ones but is that enough? Would mere referrals actually help you in picking and choosing the right talent for your organisation?
Not at all. Infact you would not be using your current positive employee strength to the fullest. Here arises the need to boost your communication channel, establish a direct connect with your target talent in their niche.
This will be achieved by way of employee branding – portraying your employees as your true brand ambassadors who are aligned with the organisational culture and value system and demonstrate their delight and work positivity throughout their digital footprint and interactions, whether personal or professional.
They can give applicants the trusted guidance they need to make better decisions, addressing their concerns and giving them a sneak-peek into the real organisational environment which is not visible through the glossy global advertisements as those are not employee-centric.
Employees take branding to a whole new level as they influence the decisions of the applicants while ensuring that it is only the fit talent pool that gets influenced, thereby dissuading poor-quality from applying and save the organisation time and money.Consequently, shifting from selling to counselling. Disseminating knowledge and in turn motivating the applicants to get on-board.
About 75% of global Talent Acquisition leaders say talent brand has a significant impact on their ability to hire great talent. In this new age, recruiters need to dawn the hats of marketers and salespeople alike. It is not just about the money but the scope has widened towards career progression, skill building and visibility opportunities along with travel opportunities and total rewards.
Thus, potential employees want to know beforehand about the organisation’s policy on financial rewards, promotional cycle, work flexibility and in some cases even the specific department’s five year plan. Generally, job interviews also end up with the applicant asking multiple questions about the organisation and what value can it add to their individual career.
We are moving towards an intellectually intensive workforce which will let you assess their smarts but will not get on-board easily without having studied the entire organisational blueprint, leader profiles, employee opinions and happiness, benefits, reviews etc.
Therefore, informing the recruiters that even their impressions and activities matter and intellectual talent will knock the doors and stay where they feel the worth of their skills and efforts.
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