Invest, refocus and redesign talent acquisition — leveraging network recruiting, brand reach and new technologies. In addition to marketing their organization and career opportunities, organizations should also market their mission, purpose, leadership team and work experience. Millennials and high performers look at all of these factors in an employer today.
The ten predictions from Bersin by Deloitte for 2015 cover topics from employee engagement to culture to new HR technologies and more. According to the report, the big overall trend for this year is that companies will have to re-engineer the way they do HR. What makes the prediction above so important is that last line, specifically the reference to high performers.
We are now in a job market where high performers can choose whichever company they want to contribute their talent and knowledge. They can also much more easily walk away from a company that they feel is not allowing them to be as successful as they could be, or that they don’t believe in.
And these high performers are critical. How critical? A study by Ernest O’Boyle and Herman Aguinis published in 2012 found that a high performer can deliver 400% more productivity than the average performer. 400%!!
So if your top performers, or 4Xers, and the 4Xers you’d like to recruit to your organization, are paying extra close attention to your mission, purpose, leadership team and employer brand, you want to make sure that you’ve put the time in to develop those key items in a way that will attract and retain that top talent.
How can you go about doing that? Here’s a suggested approach:
- Watch Simon Sinek’s “Start With Why” TED Talk video. Now, how can you apply that to your organization?
- Take a look at your Employee Value Proposition (EVP). If you’ve got it documented, great. If not, document it. What makes your organization a special place for employees to work? What differentiates you as an employer from those other companies that you compete with for employees?
- Evaluate your EVP. Is it what you want it to be? What will you need to do to continue to attract and retain 4Xers over the next two to three years? If you are where you need to be, great, continue on. If not, how can you get there?
- Use that EVP in your discussions with candidates and employees. Make sure your executives and managers use it. And most importantly, make sure you deliver it to employees. Nothing can be worse than saying one thing and doing another.
- Develop your core “talent” messaging by choosing three to five key points of your EVP to highlight. What are the things that matter most to your audience? Not sure what they are? Ask your best employees.
- Determine the demographics of your target audience (4Xers) and how to reach them. Social media? Websites/blogs? Trade publications? Newspapers?
- Establish your presence in those areas and start your messaging. Maximize your social media presence on whatever channel(s) your target audience loves. Learn how best to use these mediums so that you are not just blasting “advertising” at your audience.
- Highlight employees. Ask your best employees to shoot a video or offer a statement about what working for your organization means to them. Recognize your employees for accomplishments or for extra effort. Encourage them to share with family, friends and networked connections.
- Evaluate your progress. What’s working and what’s not? Keep and expand on the things that are working. Get rid of the things that are not (once you’ve given them a sufficient amount of time – roughly six months). Add something new that you think may have an impact. Then start over at whatever point in the process that makes sense for you.
Please consider these nine steps as a template to get you started and build on them. You want to begin this process sooner and not wait until later. Don’t wait to get it perfect. Start influencing your future 4Xers now and step up your efforts to keep the ones you’ve got.
Questions? At CAI we can walk you through this and most other employer challenges. Feel free to contact me at firstname.lastname@example.org or 919-878-9222.