Tag Archives: hiring

What is Talent Brand, Why Do I Need It, and How Do I Build It?

There’s high demand for top talent in the tech industry, but a fairly low supply. With more people retiring and not enough workers to fill the pipeline that means in general candidates have their pick of the litter for potential employers. So how does a business stand out from the rest?

What is talent brand?

It’s the brand you use for employment and recruiting. Brand is more than a logo and a tagline — it’s the reputation your company has with employees and with the outside world, like candidates. It’s not separate from your company’s brand, it’s complementary.

Portrait of two happy business colleagues standing together in the office

Why does talent brand matter?

People are attracted to brands. Period. And people want to work for brands that match their core values. If volunteering is important, you’ll want to work for a company that has a strong corporate social responsibility (CSR). Maybe you love sports and everything sports-related, maybe Nike or Adidas is your company.

Talent brand does more than just build a shiny reputation and attract new employees, though. According to LinkedIn, effective talent branding can increase engagement in current employees, cut hiring cost by 50%, and reduce turnover by 28%.

How to build a talent brand

Every employee plays an integral part in developing an engaging and rewarding workplace, and letting people see that could mean a world of difference for our hiring. Also, in HR it’s important to think like a salesperson or someone in marketing.

Build awareness. Build perception for passive job searchers. “Before they’re even looking for a job, we want people to think, ‘I could see myself working at ReadyTalk,’” says Caroline Scott, talent acquisition manager. Instead of promoting a specific engineering position, for example, focus more on the brand of the company.

Build and leverage partnerships. We’ve found partners who can help us showcase our culture, like The Muse. The Muse hosts and designs company-specific pages, which are well-designed and appealing. The resulting network of featured companies attracts huge numbers of workers, 60% of whom are passive job seekers. Our page enables potential hires to see job postings and gain a better understanding of the “real” ReadyTalk through content like video profiles, worker testimonials and written information on perks and more.

Conduct targeted marketing. We also built our own landing pages to specifically target certain seekers: one page for engineers, one page for other searchers. We can promote those pages through social, email or a variety of other methods … all while maintaining a direct relationship to the brand we’ve built. For the most part they serve a similar function as our page on the Muse, but feature slightly different content — targeted for the positions we’re hiring for, including the perks we think they’re most likely to enjoy.

Advertise what’s special — the secret sauce of your company. More often than not, our most memorable perks are our intangible ones. The PTO, remote work and endless supply of habanero almonds are all fantastic, but lots of other companies have those in some form or fashion. What’s special at ReadyTalk is our culture of innovation that promotes free continuing education programs, our opportunities to volunteer, our return-to-work internships for caregivers to re-enter the workforce and development opportunities like our leader camps. We even have breakfasts and happy hours with the executive team. More than that, we focus on pushing down decision making because we trust our employees. That’s ReadyTalk’s secret sauce, but each company has something that may appeal to people who align to that brand. In our case, we get enthusiastic, typically healthy people who like to volunteer and innovate.

How to Help Veterans and Why It Matters

There’s a lot to be proud of at ReadyTalk. We have great people as well as awesome perks like being able to volunteer while being paid. But it’s more than that — we have a culture that really values people. And when I type “really values,” I mean I attended a brown bag presented by employees across the company where everyone, including IT, talked about how ReadyTalk is a people-first company.

When you make decisions with people in mind, you can’t go wrong.

One of those things to be proud of in this people-first company is a program known as Returnship. What is it? It’s a lot like an intern program, but for people who are older and are looking to re-enter the workforce. It’s great for anyone thinking about returning, maybe slowly, from new moms to job changers to veterans.

Being a new mom and going back to work was rough

I was a new mom once — one who quit her job envisioning that I’d want to be a stay-at-home mom. About eight months into my time as a stay-at-home mom, I began to remember longingly what it was like to be in an office. Adult conversation became way more important than I ever thought it could be. And though at the time I jumped in with both feet, accepting a mostly full-time position, I wish I’d been able to go at it slowly with a reduced schedule that ramped up as I became more comfortable.

When you’ve been out of the workforce for a while, it can be a shock to re-enter.

The biggest shock of all is that although I had the same skills, my priorities were completely different. I had to think about getting home to make dinner. I also had to decide between Valentine Day parties and meetings.

thank you veterans

Imagine being a veteran

Being a new mom is rough, but being a veteran re-entering the workplace is a bigger shock — especially one who’s been out of the country and has seen combat or the results of combat. Service can change people beyond just priorities. And when they’re ready to return to the workforce, they’ll possibly need more time and different ways to integrate again.

Why veterans?

The U.S. Bureau of Labor Statistics lists unemployment in 2015 at almost 6% for veterans. Yet veterans have fantastic skills. Unlike civilians just entering the workforce, they understand how to get work done. They have a range of skills that are easily transferrable to various jobs, too. And they’re hard workers. In fact, all the people in the military I’ve ever known are tenacious and diligent, meeting deadlines easily. They understand what it takes to get a job done and they’ll do it. They don’t usually complain either about working hard.

We owe it to them, too. These brave men and women have devoted their lives to our country and it’s our responsibility — all of ours — to ensure they’re welcomed back. And because they’re talented, dedicated, and smart — why shouldn’t we welcome them back with open arms in businesses across the country?

They may also need more support. Many veterans struggle with a range of issues mostly around purpose — what do I do now and what am I doing to contribute? They may be more apt to suffer from depression — sometimes from that lack of purpose. And because they aren’t complainers, they’re less likely to talk about it. In fact, Pew Research has the statistic as high as 44% have difficulty adjusting to civilian life … especially soldiers who come home now — post 9/11.

How we help

This blog will touch on the Returnship program again, but in the meantime it’s worth noting that business people can have a direct way to help veterans.

  • Hire a veteran
  • Develop a returnship program of your own with veterans and other workers who’ve been out of the workforce
  • Support nonprofit causes to help veterans like Veterans to Farmers