How do you build your brand?

Have you noticed more competition for good talent in the marketplace in 2013?  We sure have, and it has manifested itself in a myriad of ways recently.  Counter offers, multiple offers for one candidate, passive candidates sitting tight, exceptions and concessions being made on things like PTO and benefits, and much more.  Even if you have not experienced any of these trends recently, there are some effective strategies we have seen employed that can be good to know.

The key word I will be focusing on in a three-part series this spring and summer is BRANDING.  The three perspectives I want to bring to bear about what is being said about your organization are:

1) What do your current employees say?

2) What does the market say?

3) What does your competition say?

All three are inter-related, but I really want to dig into each one individually as the small things can make all the difference between landing the prized candidate you are after and just missing.  The first one is quite possibly the most important as it can have an impact on the other two in a profound manner.  Your employees talk amongst themselves, with their outside vendor partners, with former employees, and even with friends and neighbors. 

So what can you proactive do to create a working environment that creates a positive brand image in the market?  Facebook can actually be one of the first places to go.  Some of my best clients are actively posting pictures of their staff volunteering in the community.  Or celebrating someone’s work anniversary.  Or perhaps a work-related accomplishment like a professional designation.  This is an effective (and free) way to promote the culture within your organization. 

Secondly, provide ongoing communication to employees regarding benefits, culture, opportunities for growth, etc.  Recently I had a candidate interview with a team member of a client of mine who really struggled with answering basic questions regarding the overall benefits provided to employees.  That left a really bad impression with the candidate, and whether or not it is fair, the company itself.  I wouldn’t expect an employee to have all details memorized down to the last detail, but it would be another great FREE advertisement about  your company to have your employees bragging to everyone they knew about the benefits of working for your company.

Lastly, define your company culture early and often and in an open and honest manner.  Another recent example I can give is a client of mine who had several people act as advocates to my candidate before, during, and after the interview.  Some of the items that were communicated were of small concern to the candidate, but overall there was a ton of respect for openly discussing the current working environment.  At the end of the day it was actually what motivated the acceptance of the offer. 

Bottom line is that the job market is an ever-evolving beast that may force you to make some changes regarding how you have branded your company, especially as it relates to recruiting.  So why not stay ahead of the curve and be the leader in your market?

Spring cleaning and goal setting

This picture doesn't do justice to what I saw driving around my neighborhood yesterday afternoon.  It was spring garbage pick up/clean up day, so all of my neighbors were setting old unused items by the curb.  Then all afternoon beat up trucks, vans, trailers, and everything in between were seen driving around the rubble and picking up the items intended for the landfill.

At the end of the day, however, it was a fabulous feeling to have some extra space in the garage and I was even tempted to get out my lawn mower after officially "retiring" my snow blower to the far corner of my garage until next winter.  I always get revved up this time of year thinking about what I get dust off, clean up, and organize both inside and outside of my home.

It also got me thinking about work goals as well.  There is no reason to limit my motivation to landscaping and honey-do lists.  Now is a great time to be thinking about career goals, new opportunities, turning over a new leaf (pun intended for spring), hiring a new employee, and much more.  One of our busiest times all year is May and June and this year is shaping up to be no different.

So if you haven't already thought about it, shake the dust off of your resume.  Revise and update that most recent job description for a role that should probably be filled by mid-summer.  Take the opportunity to write down a to-do list of things you want to accomplish before the end of summer.  This time of year always goes by so quickly with kids' activities, summer vacations, and days off here and there to go golfing or swimming.  So why not plan ahead and put down on paper some goals to commit to in the next 5-6 weeks.

If you are anything like me yesterday, you will feel a sense of accomplishment and new beginning afterward.

What goals might you want to achieve by the Fourth of July?

Finishing second in a job interview does not make you the first loser

Three times in the past two weeks I have had clients tell me that they had a tough time picking the top candidate out of two finalists.  While we can all agree that is a happy problem, there is still the issue of telling one candidate that they didn't get the job.  I have been the messenger many times in ten years of recruiting to the candidate that finished in second place.  There are several reasons why it isn't as bad as you might think.

First of all it provides an incredible amount of credibility to your search.  Although you did not get the position you were ultimately seeking, the company obviously thought you were a solid candidate to consider and would even possibly consider again.  This means that other companies will likely feel the same way.  I know as a third party recruiter, I am extremely motivated to work with that individual again.

Secondly, you never know when the company will come back around and have interest in your candidacy again.  Most times when it is a tough final decision, that means the company would have been absolutely fine with hiring the candidate that finished in "second place" out of the gates.  The candidate finishing in first place may accept an offer, only to turn it down a few days later.  Or perhaps not work out after 3-6 months and the company comes calling for the second candidate.  I have even had companies create positions for the second candidate, which turn out to be an even better long term match.  It all depends upon how the second candidate takes the news at the outset of finishing in second.  If you handle it with grace and professionalism, that will always bode well.  If you are bitter and look back with regret, that gets you nowhere.

Lastly, it might be that the position simply wasn't meant to be at that particular time.  When deep in the throes of the interview process the competitive juices are always flowing.  You may not be thinking truly objectively and you just want to get the offer for the sake of getting the offer.  Once you have some time to reflect you may see that it was a good thing for your long term career development.  Or another position may come along that turns out to be an even better match.

Bottom line is that you must always be thinking ahead while in the interview process.  Prepare yourself for the possibility that you might finish in second place and how you will handle that.  You can view it as defeat with victory your only goal.  But to me that seems short sighted.  I remind candidates that I represent that them finishing in second place also means I finish in second place.  For the reasons I outlined above (and the list could be much longer), you will be someone I will want to work with again and again.

Have you ever finished in second place?  How did it shape your thoughts about future interviews?  I would welcome your thoughts and stories as always!