Canadian HR Reporter

CanaDian hr reporter october 6, 2014 10 FEATuRES RecRUITMenT Jobseekers demanding transparency Employers should make sure social conversations refl ect the real deal By Manda Cuthbertson and Leandra Harris S avvy organizations that un- derstand the relationship between corporate com- munications, reputation man- agement and employer branding are embracing organizational transparency. ey know it's not optional in today's fast-paced digital reality, so they're weav- ing open, honest communica- tions into the employer brand narrative. Jobseekers are demanding more intelligence on prospective employers — and it's easy to fi nd. Social media provides multiple channels for candidates to further explore organizations for fi t with their own personal values and seek out good (or bad) reviews. Additional company research can be conducted through career review sites such as Glassdoor or Rate My Employer, where em- ployees anonymously share com- pany reviews, CEO approval rat- ings and salary information. Jobseekers can participate in these social conversations to gain objectivity in career decisions, because they trust personal expe- riences far more than carefully- crafted company messaging. With the advent of such uncen- sored opinion editorial opportu- nities, strong brand names and strategic recruitment programs are not enough. Employers need to develop highly engaged brand ambassadors who actively rein- force an attractive workplace cul- ture in their own words. Generational shifts continue to infl uence the expectations of job- seekers and employees. Genera- tion C — people who care deeply about creation, curation, connec- tion and community, according to Google — wants to engage with brands that refl ect their val- ues and speak their language, and they'll become great advocates when inspired to do so through honest and authentic relation- ships powered by technology. Just be forewarned — they are equally likely to share their poor experiences and boycott em- ployers that don't live up to their expectations. Here are a few ways to tell your employer brand story in a clear and compelling way to drive your business plan and create competi- tive advantage in attraction and talent management strategies: Use honest, authentic messaging When people practices are not aligned with the employer brand promise, leaders cannot possibly deliver on candidate and employee expectations. Defi ning your em- ployee value proposition (EVP) in an honest and transparent way is one of the most eff ective aspects of an employer brand strategy. An authentic EVP aligned with the recruitment and onboarding process, and based on internal and external research, supports transparency with candidates joining an organization. When they are given candid insight into the corporate cul- ture, they'll soon feel like they fi t in and their decision to join the company will be reinforced when their onboarding experience vali- dates the EVP. External stakeholders, leaders and employees provide key in- sight as to what people value in- ternally and how the organization is perceived externally. Pay close attention to critical intersections A thorough analysis of the brand experience at each phase of the employment lifecycle provides a strong foundation for a successful, long-term employer brand strat- egy. It's essential the brand be fully realized in all aspects of corporate life for it to truly feel authentic to employees. Authenticity and transparency create trust, which positively cor- relates to engagement and bot- tom-line results. Once the EVP is identifi ed, con- duct a gap analysis to identify any misalignment of organizational practices and the actual employ- ee experience. Address any issues to ensure the employer brand is fully entrenched throughout the employee lifecycle. Refl ect the real deal An employer brand is the collec- tive perception of an organiza- tion constructed from employee reviews and the customer expe- rience, all of which is amplifi ed through social media. e rapid speed of shared so- cial media highlights the impor- tance of transparency in busi- ness, particularly with respect to employer branding. Insincere messaging and disingenuous EVPs are quickly exposed. Develop a social media plan to share your brand story. Include a carefully considered content cal- endar that accurately refl ects your employer brand and EVP. Have leaders be accountable CEOs and executive leadership have a pivotal role to play in en- trenching transparency into an organization's core business strat- egy and they must seek to inform by sharing business results, foster- ing a true open door principle and openly acknowledging issues. Highly visible leaders are con- stantly assessed for authenticity, both internally and externally, and their behaviour will either foster or quash a culture of trans- parency. Set expectations with leaders with respect to transpar- ency and regular communication of key information. Remember transparency doesn't mean complete disclosure Practices employed around trans- parency should be designed to drive a business plan forward. De- velop a tailored approach based on organizational values and stra- tegically align corporate behaviour with the brand promise. Commu- nication strategies should include clear guidelines illustrating what leaders are expected to share, or not share, with team members. An investment in corporate culture is a proven approach to improved organizational perfor- mance. Top employer brands expe- rience increased ease in attracting candidates and higher job accep- tance rates coupled with reduced recruitment costs, not to mention improved employee engagement, decreased turnover and recogni- tion as an employer of choice, ac- cording to a 2014 report from Em- ployer Brand International. When an authentic and fully entrenched employer brand is reinforced through a transpar- ent communication strategy, the results can be transformative. Transparency ensures the true employer brand will be experi- enced as promised. There's never been a more critical time for employers to be genuine about what they have to off er candidates and current em- ployees. ey should start telling their authentic brand stories and get ahead of the curve in their tal- ent strategies. Manda Cuthbertson is director of operations and delivery and Leandra Harris is managing director at Blu Ivy Group, an employer branding and employee engagement consultancy in Toronto. For more information, visit www.bluivygroup.com. 2015 BRITISH COLUMBIA LEGAL TELEPHONE DIRECTORY Also get quick access to: • Courts • Judges and court officials • Law related services and organizations • Federal and provincial government departments • Boards and commissions Searching is fast and easy with: • Alphabetical and geographical listing of lawyers • Alphabetical and geographical listing of law firms • Alphabetical listing of judges INCLUDES BRITISH COLUMBIA, NORTHWEST TERRITORIES, NUNAVUT AND YUKON. British Columbia's vast legal community is right at your fingertips with the 2015 British Columbia Legal Telephone Directory. You get instant access to more than 1 1,000 lawyers and law offices spanning British Columbia, Northwest Territories, Nunavut and Yukon. Each year we ensure this directory includes the most up-to-date names, phone numbers, mailing addresses and emails, so you don't have to search anywhere else. It's all here when you want to network or need legal expertise. Spiralbound • October 2014 $44* • L88804-676 Multiple copy discounts available *Plus applicable taxes and shipping & handling (Prices subject to change without notice) Get connected and stay connected to your legal community with the 2015 British Columbia Legal Telephone Directory. Order your copy today. Visit www.carswell.com or call 1.800.387.5164 for a 30-day, no risk evaluation THIS IS YOUR LEGAL COMMUNITY. STAY CONNECTED. Durable spiralbound format saves on wear and tear of everyday usage! COST: $69 + applicable taxes LIVE WEBINAR TIME: 12:00 - 1:00 p.m. ET REGISTER ONLINE: www.HRReporter.com/CPDCentre For more Live and On-demand Webinars, visit us online. MANAGING MENTAL HEALTH ISSUES IN THE WORKPLACE Learn and follow best practices when handling employee mental health issues to make accommodation as easy as possible on both the employee and your organization. PRESENTER: Krista Siedlak | Turnpenny Milne DATE: October 14, 2014 WEBINAR SERIES REMAINING UNION FREE: KEYS TO PROTECTING YOUR BUSINESS Unionization efforts don't automatically lead to a workforce unionizing. Learn how to respond to such efforts and the legal ways employers can contest them. PRESENTERS: Sundeep Gokhale & Heather Robson | Sherrard Kuzz LLP DATE: October 16, 2014 Sundeep Gokhale Krista Siedlak Set expectations with leaders with respect to transparency and regular communication of key information.

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