5 Reasons Your Talent Management Strategy Isn't Effective
1. Align Your EVP With Your Corporate Values
As HR professionals, we have seen it happen all too often; you find a fantastic employee to join your company, they seem a perfect fit and are excited to join the business, but then they leave six to twelve months down the line. What went wrong? There can be a number of reasons why an employee chooses to jump ship just twelve months into their tenure, but a common one is that the business didn't live up to their expectations once they joined the team. Nothing feels more deflating than starting a promising new job, only to find that half of what attracted to you to the company doesn't quite ring true, or even worse - it doesn't exist! To avoid this, make sure your EVP is consistent with the strategic objectives of your business. It's ok for a small percentage of it to be aspirational (as long as you really are working to make it a reality), as long as the majority of your EVP is already in place.
2. Know What Your Employees Want
Understanding your employees should already play a fundamental role in your talent management strategy; it will also be pivotal to the success or failure of your EVP. Sitting down with your employees regularly and getting to know what matters to them will help you to grasp what makes them tick and to find common denominators that you can use to attract future talent. Be sure to ask a cross section of staff what originally attracted them to your company and what keeps them loyal to you. Don't be afraid to ask about the least attractive aspects of the business, too. It's important that you get as accurate a representation of what people think and feel about your business as possible.
3. Tailor Your Message
Through speaking to your employees, you will gain an insight into what matters to different people and departments in the business. Highlighting the common denominators between groups will be important when you look to recruit talent for different roles - what matters to your Marketing team may well be completely different to what retains your Sales team. You will be able to tailor your EVP strategy to attract different types of talent on a personal, departmental and, if relevant, a global scale. However, remember that there will also be some common ground between your staff. This information, alongside your corporate values, will help you to ensure that the message of your EVP can be tailored, but is consistent overall.
4. Build Brand Ambassadors
Once properly established, your EVP should be pushed throughout the business. It is a common misconception that the Marketing and Communication teams are solely responsible for employer branding; don't make that mistake. Promoting your core brand values, aspirations and beliefs should be a collaborative effort between every member of the business. Consider selecting Brand Ambassadors; these should be inspirational people within your company who represent the best of what you stand for. They can help you as part of your recruitment strategy by communicating directly with talent in the early engagement stages. If your EVP is truly authentic, it should not be too difficult to get current employees to buy into it.
5. Socialise With Social Media
For many companies, social media now plays an important part in the recruitment process with businesses advertising jobs and actively sourcing candidates across the various social platforms. Keep yourself engaged with what is happening on your social media channels; it is all too easy for someone to leave bad feedback about your company, which will damage your EVP instantaneously. Instead of deleting negative comments, resolve them openly and effectively. This will help to repair any damage caused to your brand, and allow potential talent to re-engage and trust in you. Perpetuate your new EVP across your social media channels and your message will remain consistent wherever candidates turn.
Posted on: Thursday 29th May 2014
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