Cross-posted from The NonProfit Times blog...
Wondering why your organization has trouble attracting good employees?
Well, that article in The New York Times reporting your CEO has been found certifiably insane sure didn’t help, but in fact when it comes to hiring and retention, the times they are a changing.
In their book “Brand For Talent,” Mark Schumann and Libby Sartain offer information meant to show that getting and keeping top employees means awareness that present-day employees are not the same as those who grew up during the Depression, even if they are dealing with the Great Recession.
Schumann and Sartain offer seven essentials that can help deal with a new situation.
• Wake up. Today’s job-seekers see themselves, not you, as the consumers. With a world of information at their fingertips, and the savvy to maneuver it, they are looking for something that satisfies them.
• Look ahead. You might have to market yourself as a good place to work. Think sensibilities, challenges, lessons, opportunities, the future.
• Create. A company must creatively market its employer brand to each segment of worker it hopes to secure.
• Segment. As with marketing, segmenting means adapting the talent brand message for each segment based on insight into audience needs and preferences.
• Implement. Be recognized, believed, personalized, and remembered.
• Sustain. There must be alignment of the culture, corporate identity and the consumer and employer brands.
• Survive. Be aware of and utilize social media to your benefit.