Blog Post: Hiring or Not...Don't Let Your Employment Brand Slide

Fellow Employers,

In our tough economy, it seems that employers and HR professionals fall into two divergent camps, both of which can pose significant challenges and opportunities. 

Camp 1.  I'm hiring.  With what news people call a "flood of talent" on the market, some will say you have an embarassment of riches.  Some will say you have the opportunity to get the very best...on the cheap.  However, you may feel quite differently.  Perhaps you're overwhelmed with unsolicited responses.  If you post a job, your email system goes berserk and you're so buried that you can't give people the attention required to make a strategic decision.  Some candidates who are motivated by financial pressures from recent layoffs, are applying to all sorts of jobs indiscriminately further compounding the issue.  You may be dealing with candidates who are bitter or feel entitled to a job.  Just because they were a big deal at their last job doesn't mean they're right for your organization.  I bet you're feeling this pinch, whether you'd admit it in polite conversation or not. 

This landscape poses real management challenges for the HR professional.  I was recruiting in the pharmaceutical biz when the 911 recession hit and I saw this situation play out with some of my clients.  Some companies abused the buyer's market treating people like cattle, artificially driving down wages, and generally forgetting what it's like to be a job seeker.  Although they got fat off the land for a hot minute, I think this treatment caused employees to behave like mercenaries.  Since relatively little effort was made to create a compelling employment brand or establish engagement upon hiring, employees soon split for the next big thing.  They felt "disposable", so they took their passion, skills, and brain power to the competitor down the street.     

Other companies saw this as an opportunity to get the right people on the bus.   They did this by communicating their employment brand.  They built great employment pages on their websites that communicated their culture.  Remember Google?  Nobody did this better than Google!  Southwest Airlines was superb as well.  They invested in high-touch candidate application systems with automated email responses.  They kept their name top-of-mind by being active in the community.  They created strong relationships with colleges to ensure a pipeline of talent when the market inevitably tightened.  All these branding efforts helped them whittle down the giant stack of resumes and make strategic hires.  Thus, we came up with the basic equation of my business.  Strong employment brand=Strong company. 

Camp 2.  I'm not hiring.  Many wonderful companies have been set back on their heels.  Hard working HR people in these organizations perservere in a pressure cooker of layoffs, personal uncertainty, and unemployment claims, all the while trying not to be a "cost center."  God forbid you should appear too expensive.  Touchy-feely things like an employment brand may be the last thing on your mind.  They're the provenance of $500/hr consultants. 

Careful now...although it may be easy to toss aside the brand you worked so hard to create, consider the risks.  In tough times your employment brand is even more important.  Candidates believe what they hear, especially if it's bad.  What message are you sending to your potential candidates?  Are you on top of your PR strategy?  Is your company just recuperating between rounds, or are you down for the count permanently?  Surely, you care about every single one of your employees and the way you treat them on the way out will help you or haunt you when this economy turns.  Building your employment brand is never a bad investment and by doing this you'll be prepared to rocket out of the gate before your competitors when our economy rebounds.  We must think strategically about all this stuff, even though things are wild right now.