Give & Get Employer Branding Buchzusammenfassung - das Wichtigste aus Give & Get Employer Branding

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Zusammenfassung von Give & Get Employer Branding

Name: Give & Get Employer Branding
Rating: 4.3 (126 reviews)
Author: Bryan Adams and Charlotte Marshall

Bryan Adams and Charlotte Marshall

Repel the Many and Compel the Few with Impact, Purpose and Belonging

4.3 (126 Bewertungen)

20 Min.

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Give & Get Employer Branding
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What’s in it for me? Learn how to attract the best talent and make your recruiting efforts more effective.

Have you ever heard of the Japanese principle ikigai? Basically, it’s a word that describes your reason for being. It’s that feeling of joy you get by doing things that give your life a sense of purpose and meaning.

Now, while few people would turn up their nose at being offered money for nothing, what we really want is to put our skills to work and make an impact – to earn a place of belonging and achieve something great. In other words, we want to give something in order to get something.

This is why the Give and Get approach to employer branding makes sense. It appeals to our fundamental desire to make a difference. And aren’t these the kind of people you want working for your organization? The sort of employees who thrive on overcoming challenges and making the most of their skills? Of course they are! So now’s the time to learn the basics of the Give and Get approach to employer branding, and start attracting those perfect candidates.

In these blinks you’ll find out

why you should use the Hero’s Journey to attract candidates;
why you should think about Jedis and Avengers when recruiting; and
how a video featuring Usain Bolt can be a useful tool for improving candidate satisfaction.

If you want better candidates, create a better employee value proposition.

If you have vacant positions you need to fill, what do you do? Most businesses will attempt to attract candidates through the usual methods, like posting a standard job description on a few websites and social media channels like LinkedIn and Facebook.

Certainly, these efforts can result in a large number of applications piling up in no time. However, while everyone wants a decent selection of candidates, is there anything worse than going through heaps of unqualified and undesirable applicants? The answer to that question is, of course, “No.”

The key message here is: If you want better candidates, create a better employee value proposition.

Every hiring process takes time, money, and energy. There are résumés to sort through and candidates to interview. So wouldn’t it be great if you only had to deal with the best, most qualified, and highly motivated candidates?

It may sound radical, but it is possible to get better candidates by turning the majority of them away before they even send in a résumé. As the authors put it, it’s time to “repel the many and compel the few.”

The way to do this is through an honest and bold EVP, or employee value proposition. Essentially, an EVP is the answer to the question, “Why should I apply for this job or want to work for this company?”

Now, the traditional EVP usually includes a lot of positives. In order to attract candidates, they tend to be heavy on the benefits and perks and light on difficulties and challenges.

This may sound sensible, but it can easily backfire. After all, the more you make it sound like a cozy, unchallenging job, the more likely it is you’ll get unqualified candidates wasting your time. Or, on the other hand, by neglecting to mention all the challenges, you’ll get new hires who will quickly end up frustrated once the harsh realities of the job come to light.

This is why the authors are proposing the Give and Get approach to the EVP. Give and Get is all about putting the difficulties, struggles, and challenges of the job up front as a way to scare off the undesirables and leave you with only the candidates who have the right stuff.

You still tell the candidates what they’ll get from the job, but you’ll also emphasize the harsh realities and what they’ll be expected to give.

In the blinks ahead we’ll look at what you can expect from this bold, new approach – and how you can start activating it today.

Attract purpose-driven Jedis by establishing your company’s own strong purpose and emphasizing harsh realities.

You may be thinking, “Wait a minute...you want me to purposely attract fewer candidates?” Yes. But, keep in mind, we want to improve your recruitment and hiring process by attracting fewer unwanted candidates and stronger, more passionate ones overall.

This is what the Give and Get approach is all about: bringing you candidates that are eager to work for your company specifically. These are potential hires that are less likely to contribute to workforce turnover numbers and more likely to be loyal, hardworking superstars.

Using storytelling techniques will also help you to create a strong and compelling employer brand.

If you’re familiar with the story of Luke Skywalker, then you’re familiar with the Hero’s Journey.

Back in the 1970s, George Lucas was struggling to complete his screenplay for Star Wars. Eventually, he passed it along to his friend and writer, Joseph Campbell, who helped punch up the story so that it followed a formula he’d been theorizing about: the Hero’s Journey.

Research will help you to find the perfect stories to share with your audience.

You’re probably not a trained storyteller, are you? So how are you supposed to come up with engaging stories that will capture your audience’s attention?

Well, if you have a workforce of people who are succeeding at their job, then you have stories right under your nose, just waiting to be told. All you have to do is reach out and ask the right questions.

Activating your brand will allow you to “re-recruit” your workforce and turn executives into brand ambassadors.

How big is your organization? Do you have offices in multiple locations? If so, you need to consider these geographic differences while identifying your personas. If you treat your US audience the same as your UK audience, you’re not going to get the best results.

When it comes time to activate your new employer brand, you should work up separate plans for each of your audiences. These plans should be tailored to touch on the desires and challenges that you’ve come to understand from talking to people in each of your departments and locations.

Make your career site the center of your employer brand, and think in terms of “See, Think, Do, Delight.”

Let’s talk about materials. What are the tools that will get your employer brand off the ground?

You want to make your brand as simple and straightforward as possible. To do that, have a cheatsheet and employer brand guidebook ready for senior executives – and a toolkit for anyone else who may be a possible brand ambassador.

There are objective metrics you can point to when launching your first Give and Get campaign.

You want a good example of delight? How about sending candidates a video of Usain Bolt wishing you luck, the day before your interview? This is something that Virgin Media started doing, and it’s precisely the kind of extra effort that led to the company revitalizing its employer brand.

While some aspects of the candidate experience can be hard to measure and keep track of, it’s not impossible to highlight the ways in which the Give and Get approach can improve your business.

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Worum geht es in Give & Get Employer Branding?

Give & Get Employer Branding (2020) is a handy introduction and guidebook into the world of employer branding. You’ll find all the basic information you need to reinvigorate your employer brand in order to attract the best candidates and turn your current employees into loyal and eager ambassadors for your organization.

Bestes Zitat aus Give & Get Employer Branding

Of course, while every prospective customer will be sold a product, no business on earth wants to hire everyone who steps forward.

—Bryan Adams and Charlotte Marshall

Wer Give & Get Employer Branding lesen sollte

Anyone working in human resources
Managers who want to attract better candidates
Executives tired of wasting time and money on ineffective recruitment techniques

Über den Autor

Bryan Adams is the CEO and founder of Ph.Creative, a world-renowned employer-branding agency that has worked with some of the biggest international companies, including Apple and Virgin. He is also an influential writer and author – in 2015, he cowrote the bestselling book Getting Goosebumps.

Charlotte Marshall is an award-winning international speaker and employer brand specialist with years of experience in creating and launching employer brands for businesses that include Fortune 500 companies. She specializes in using HR professionals, marketing, and communications to attract the perfect talent.

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