HR Tips

by Stephen Bruce, PhD, PHR

If you are looking for a great way to attract new, quality talent, consider the branding technique known as brand ambassadors. These are employees specifically trained to transmit your company message with the goal of finding new hires.

Polivka, senior director of Global Employer Branding & Marketing United Health Group, offered her branding tips at the HR Technology Conference held recently in Las Vegas.

First off, says Polivka, lay the groundwork of why online ambassadors are important. Here are key recruiting technologies that differentiate the best from the rest. These will help you build your business case, says Polivka. The following information is taken from the March 2014 Aberdeen Group Report.

    Seventy-three percent of best-in-class companies have the ability to allow jobseekers to apply through their mobile devices.
    Seventy-two percent of best-in-class companies leverage social media for talent acquisition.
    Seventy-one percent of best-in-class companies provide jobseekers the option to upload a LinkedIn profile instead of a résumé.
    Fifty-eight percent of best-in-class companies leverage or plan to leverage video-interviewing tools.
    Forty-nine percent of the best-in-class companies are looking for tools to replace the résumé in the next 5 years.

Further, Polivka says, consider the candidate process.

Orientation: Candidates evaluate themselves and the market by searching for jobs on major search engines (85%) and by visiting job boards (69%).

Consideration: Candidates become more interactive and social by visiting companies’ career sites, 83% visiting career sites and 62% visiting social media sites.

Action: Candidates actively apply to jobs, 63% saying they do research before applying. Further, 62% are disappointed in companies that are unresponsive during the application process.

Engagement: Candidates consider job offers. Seventy percent agree that their experience, positive or negative, impacts their decision to accept a position, and 68% say they would be willing to accept less than their lowest salary requirement.

Here’s what’s important, says Polivka: For three of the four steps above, you have no influence. By the way, she adds, these jobseekers are savvy. Don’t worry if you have a negative comment—they can spot the disgruntled employee. It’s the collective voice that counts.


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