In the last six months, the Versant employer branding team has shared its recruitment and retention expertise with more than 250 corporate leaders. During our learning events, we had valuable interaction. Here is what we discussed:
- HR cannot solve the problem alone. Finding and keeping the right talent is now a “top of the house” priority that requires resources and CEO involvement. Growth focused companies are getting that top-level support
- . The ‘real’ cost of turn-over must be a focus. Losing good talent can add 30 to 50 percent to a company’s labor costs. In forward thinking organizations, finance teams are involved in calculating the cost of turnover to support and justify recruitment, retention and workplace brand resources.
- Employee retention and a sense of belonging are more important than ever. WHY good employees join and stay with a company is the heart of a company’s culture and its employer brand. Successful leaders are committed to telling their workplace culture story. There also is emphasis on communicating how each job function contributes to the organization’s purpose. As one leader said, “We are putting the human back into human resources.”
- Location-based recruitment marketing campaigns are working. Leading companies see the value of using new technology to find and recruit passive job seekers in ZIP codes or communities where others are employed. According to one CEO, “Today, people who are unemployed are not of interest to us. We have to be aggressive and get people to think about working for us who already have jobs and are considering a change.” This approach to recruiting also sends a strong message that your company is digitally savvy. (Aruba reports that employees who work in a fully-enabled digital workplace have considerably higher engagement, job satisfaction and better work-life balance.)
- Video. Video. Short, authentic videos tell your workplace brand story in a way that engages candidates. Let your best people tell the real story (Recruitment Ambassador Videos).
It has become clear that HR leaders and top company executives are embracing a new, strategic approach to talent management. In today’s hyper competitive talent market, top companies are putting a premium on their employer brand. Creating and communicating a great workplace culture is a necessity for business growth.