The Inaugural Employer Branding Summit, held last week at the Hotel Nikko in San Francisco, was a wealth of information.
Robert Hohman, CEO of Glassdoor, gave the keynote and explained how the world of work is changing and we have transitioned from seeking “labor” to seeking “talent.” In his words, “one, great person can change a company” and smart employers recognize that and are fighting for great people.
He also asked all attendees to ask themselves, “is there a gap in your company between who you are and who you think you are?”
Candidates crave transparency and authenticity and will research and seek out the “truth” about a company. The top 5 “job search influencers” are:
- Company employees
- School alumni
- Company recruiters
- Current work colleagues
Josh Bersin of Bersin by Deloitte told us that “life is complicated enough without work being complicated, too” and told everyone that the simple act of saying “thank you” invokes a hormonal response (oxytocin) in people. In other words, hearing praise gets us high.
Bryan Chaney from IBM suggested we partner with our marketing departments to ensure that the employer brand message is consistent with the overarching brand message while Stacy Zapar of Zappos explained how Zappos has done away with job postings all together and now focuses its recruitment efforts on building a community of potential candidates through the Inside Zappos Program.
At an event filled with jaw-dropping statistics, this one blew my mind: 71% of labor market is open to a new job at any time.
If you’re not telling your story to candidates, the market will certainly do it for you.