The other day I was in Jake’s, my favorite new sandwich shop, and in the next booth over were four young people having lunch. For the next ten minutes I watched as they texted furiously into their phones, their shoulders hunched and eyes narrowed, not pretending for a moment that the people they went to lunch with (or the outside world) existed. I thought a lot of things that day, namely:
- How will they ever learn to have a one-on one conversation with another person?
- How will they interview for a job?
- What’s so important that they need to text right now?
- Would they notice if I stole a french fry?
I find it so ironic that as a new world of communication tools have developed, we seem to be getting really, really bad at communicating with one another. That day at Jake’s also got me thinking about human resources and communications. The advances I’ve seen in just the last few years are incredible: robust Talent Acquisition Systems, mobile apps, social networking tools like Facebook, Twitter, Foursquare, LinkedIn, etc., virtual events, recruiting blogs and so much more.
But maybe we all need to relax, take a breath and step back so we can see the whole canvas.
When it comes to employer marketing and communications, my advice to recruiters is to maybe focus more on WHAT you want to communicate, and less on HOW you’ll communicate that message.
Start here: What is it that you want to say, both to your employees and candidates? I know it sound head-smackingly obvious, but so many organizations blow over this process with little thought, or simply insert glib clichés (“employer of choice,” “best practices,” “Six Sigma,” “dedicated to premier quality and service,” “industry leader,” etc.)–and it always comes back to haunt them.
Don’t get me wrong, this doesn’t mean there has to be nine months of navel-gazing, 40 different employee surveys, and hundreds of meetings with management. It does mean however, that before you embrace the next great HR trend or recruitment application, you spend some time thinking about what makes you desirable (or not) as an employer, what type of people you want working for you, and what your organization’s culture is truly like. Note: You need to be honest here. For example, some companies like to proclaim that they’re “family-friendly,” which sounds nice, but if EVERYONE, from management to employees to customers knows you’re not (unless by a family you mean a dysfunctional unit with lots of animosity and hostility), you’re doomed. Try to push this false image on your audience and you’ll waste time, money, and energy while losing credibility.
Another example: many HR Departments today say their goal is to deliver a great candidate experience. Okay. But can you clearly explain what that means? How will you show it to the next candidate who applies? How will you measure it? To do it right, you’ll have to get into thornier questions like: How can we possibly deliver a great candidate experience when we’re understaffed now and we get 5000 applications a month?
It’s the same with recruitment communications. Who cares if with two taps on your mighty iPhone you can post a job in 16 different places if all that appears is a boilerplated, outdated job description? What’s the point of a creating a Facebook careers page if after the first month no one in your organization cares about updating it or communicating with candidates?
The truth is that there aren’t easy answers to these questions. In fact, they probably get right to the heart of your company’s culture, operations and focus. Still, it’s the message that really matters, so start with that. The tools to deliver that message will be ready when you are.
