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Talent Acquisition Part 6: How to create a strong employer brand

Can you imagine being so dedicated to making the right hires that you personally interview over 3000 Candidates?

That is what Sergey Brin did during the first 5 years of Google.

It was done to ensure Google made the right hires, which aligned with his company vision, values and culture. He knew the business he wanted to create would never be achieved unless ALL the people hired could deliver against his outlook.

As a business leader, you have a different perspective on how to make the right hires and what attributes and skills the Candidates need.  To attract this talent, you must have a strong employer brand. Don’t let it get comprised, ensure your line managers understand what is required.

Why is Google the exception and not the rule?

It is amazing that Google managed to achieve its goals in terms of Talent.

During the 2004-2008 period, many individuals who either interviewed or were interviewing at Google had a negative impression of the process and thus, the company. In some instances, there were  15 stage interview processes.

However, they were doing great things and even though their ‘Employer Brand’ took a bit of a bashing in the press and in the consciousness of potential employees, they always managed to attract the finest people to their door.

But what do you do if you aren’t a Google and you personally don’t have time to ‘rubber stamp’ every hire in your business? Indeed, what if one of your core values is ‘Enablement’ and you want your teams to be the individuals driving talent?

How to achieve your Talent goals

You must educate and ensure your Line Management understand the importance of the Employer brand. Emphasis must be placed on the approach to the creation of a positive hiring process because it has ‘long term’ impact on your ability to make the essential hires you require to reach your goals.

5 things to consider when creating a positive hiring process

  1. Communication

It is a vital aspect of the hiring process.

Proper communication is not limited to just the Candidates you intend to interview and/or hire. It should be used for every individual who applies. You should acknowledge receipt of the application, be clear if they will proceed or not and if they do proceed, let the candidate know exactly what to expect during the hiring process and from the role.

Every Candidate can become a positive voice on behalf of your business.  So, give them something to be positive about and create an audience of ambassadors for you as a potential employer.

  1. Hire against your company values

Ensure your ‘Line Management’ is hiring against the company’s key values.

Culture is the sum of the attitude towards your values as a business.’ Therefore, rather than hiring against an overarching feeling towards your company, break it down into values and hire against those values. Check out how to hire against a Talent Scorecard.

  1. Create ‘Management Values’

It is important for all management to live by these values daily. Your ‘Management Values’ should create an environment where all the employees live daily by Company Values. These values create the ‘Architecture’ to build something positive, facilitating your company’s ability to achieve goals.  Additionally, it helps you understand good from bad candidates.

  1. Ensure your ‘Management Values’ & ‘Company Values’ are lived by daily.

Your assessment of each employee should be centred around how they live by these values. Plus, employees that will be around these Candidates, like team members, should play a part in that assessment. Likewise, the ‘Line Managers’ should be assessed on how they create that environment for success.

  1. Be Prepared for interviews.

All stakeholders should have a meeting before interviews to ensure everyone is on the same page. It is recommended to write down what you want to achieve from the interview, how you are going to understand a candidate’s suitability to the role and company. During the interview process, you must help the Candidate understand if this is the right challenge for them. The interview process is not only for you to determine if the candidate is a right fit for the business but to ensure the business is the right fit for the candidate.

Establishing a positive employer brand centres around hiring the right type of people in the first place. You must create, build and manage an environment that understands how it can aid you in achieving the overall goals of your business.

What’s the worst interview you have ever experienced from a ‘candidate’ perspective?

If you believe an Audit of your current business and its approach to Talent Acquisition would be useful, please take our Free Talent Acquisition Audit.

This was part six in our Talent Acquisition series. Stay tuned for part 7: Matching Candidate values to your business.

Did you miss the other parts in our Talent Acquisition series? Check them out:

Part 1: Mistakes to avoid

Part 2: Why a junior profile shouldn’t lead talent strategy 

Part 3: What role does Channel Management play in strategy?

Part 4: How to hire the best people. Avoid Interview Bias.

Part 5: How to hire the best talent is simple, clarity.

This post was written by Martin Collins, Founder and MD of Red Executive.

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