I love employer branding and when done well it can revolutionise Government Departments, large and even small businesses.
Always on the look out for businesses doing this well, I was excited to find this fantastic presentation by Elaine J0bson, where she shares the principles on how Virgin successfully took the old Health and Raquet club brand and changed it to be part of the distinctive Virgin family.
The key take aways for me from this presentation that can easily be applied to your business or department are:
1. Good is the enemy of Great. You can have a good business but unless you do something different and push the boundaries you will never have a Great business.
2. Culture is everything. People will be attracted to your business because of your culture.
3. Combine Employer Branding strategies. The service and people strategies need to be combined in order to create a great culture.
4. Create an over arching theme. For Virgin, they started by having an overarching theme that they called their Love Strategy with a goal to be the ‘Worlds Most Loved’. They then changed their language around each part of the employee process / experience. All employees were refereed to as humans and the Virgin brand was in a ‘relationship’ with everyone of them.
• The recruitment process is called Flirting.
• Falling in Love with the brand is the first 90 days.
• The Being in Love phase is where the employees are looking for substance – asking themselves, is this somewhere I would want to stay long term.
• Staying in Love – 12 months plus – is the brand taking their humans for granted?, are they still helping nurture learning and growth?
• Happily ever Active – is a place Virgin have created for people who are scoring a 9 or 10 promoter score and have been with the business over 12 months. It is a place where things just happen – random acts of love.
Very inspiring and very achievable. All we need to do is stop and define the strategy that will take our employer brand to the next level.
If used to its full potential, LinkedIn can be a powerful tool in your recruiting process. If you’re not already using LinkedIn for your company, why not?
Setting up a company page on LinkedIn allows another avenue for you to represent your company culture and employee brand. Once that presence is set up and running, you are already in a prime position to reach out to the employees that are already attracted to you and want to work with you. Having team members on board who actually want to work with you in your business because they have been following what you do makes everything so much easier and cheaper in the recruitment process.
One of the best things about attracting team through LinkedIn is you can see the details and interactions of potential candidates also. And if they are already ‘linked’ to your company page you have an opportunity to even choose someone to chase after before there has even been any advertising of positions. So there’s another clue for candidates, follow the companies you want to work for!
Don’t get me wrong, using LinkedIn will not magically solve your recruitment and employee branding overnight. There will still be the need for screening, phone calls, handshakes and interviews but it will make a noticeable difference to the way you ‘used’ to do recruiting.
Google is awesome. Not only do they supply us with endless amounts of information and social and communication tools, they also know how to look after their staff.
One of the perks of working at Google is their healthcare plan, which includes on-site medical staff. If a team member feels unwell whilst at work, he or she has access to see a doctor at the Googleplex.
We all know that work at times can be stressful. Google recognises this too and they offer their staff a subsidized massage program. For a reduced fee, employees can receive a massage from a licensed therapist in one of Google’s massage rooms.
For something similar, cost effective and closer to home, there is a service called 3 Minute Angels. They come to your business in work hours and give your employees a blissful 5, 10 or 15 minute massage.
There are many incentives that you can offer your staff to keep them motivated and refreshed. Anything from, a free lunch once a month, to a team social event, there are lots of things you can do to show your staff you care and appreciate their efforts.
Or, if you can create get a massage room with an on-site masseuse, I say do it. Your staff will love you for it.