Great Place to Work race comes to Finish in few weeks - Is your company in it?

Paid a visit to the Finnish Great Place to Work Institute today. The New List will be published in less than a month's time and based on my own experience, about 150 employers in Finland are living exciting times. According to Panu, who is the CEO of the Finnish organisation, the trust index keeps crawling up year by year making the competition ever so tough. If you succeeded well last year does not mean you will this year as everyone has worked hard to be even better this year around.

Me on the left (you didn't guess, right?) and Panu Luukka, CEO of Great Place to Work Institute Finland on the right

What does "being better mean" in this race?
First of all, I think it's fair to say, the companies who participate in the survey are not taking part on it only to succeed in the public race. They are participating in it to get prove their leadership culture rocks and rolls, to become benchmarked against others and to gain insight into how others lead.

Even though the goal should be to be on the top of the rank to make participation an investment worth while, success means the company has done not something, but many things right in order to engage talents to their organisation. It's a good "competition" for HR people, we don't have anything else to measure our success in our jobs so well than such a survey.

 

Leo from HR 2.0 with Panu engaged in discussion at the new GPTW Finland office

It has a huge impact on HR's job, CEO's job and People's jobs

Participation in the GPTW survey was major part of my job in my previous workplace before becoming an entrepreneur. I'm a big fan of the survey as it is an excellent tool to make me do my job really well as an HR. I really saw the impact of great results in the development of our employer brand, engagement of people and abilities to attract talents. As a result, the company made great financial results.

Great Place to Work -survey is really not just a survey. The survey results are the epitome of the leadership culture of an organisation. Benchmark results are a prove you're taking the People Promise seriously, you're working on it continuously and you want to have the best there are to work for you.

When you get the best people, you want to make it a sound & profitable investment, so you take care of your investment, nurture it and make it grow for you. That should be of a CEO's interest.

How does it have an impact on people's jobs then? If the employer wants to attract and keep the best, employer provides such working environment where the best have the best oppotunities and possibilities to bloom. I've always wanted to work in an environment where I can make the most of my career for a win-win situation.


Lot of money can buy a good word but is it credible and have you got it?

The problem with this "lot of money" is that HR departments never have it. So what can we do to get a great employer image, a brand of a good work place where all the best want to nest?

We start working from inside out.  

 

 

 

 

 

 

 

 

 

 

 

 

 

Inside out gives you a lot of embassadors

Great work places are made of the following:

1. Simple, clear vision
2. Solid leadership foundation and culture you can call your own
3. Lot of (I mean LOOOOOOT of) internal communication and marketing coming from all angles and adobes 
4. Values that are lived on a daily basis and everyone knows how to
5. Appreciation

Working on these aspects with a great passion, your people will have many great stories to talk about to their friends. The word starts to spread naturally, without a marketing budget. Word of mouth coming from past and existing employees are the most credible statements affecting employer image. As people will talk, why not offer them success stories to talk about.

Passion for great work places and employer images

I have worked with building a solid foundation of a great place to work. I know what it ate, what makes it tick and what it requires from everyone - CEO included. And most of all, I know the effect it has on success of a business. Now that's really tasty! It's such an exciting circle that feed's itself once you get in it. But you have to want to get in it and work for it. If it was an overnight task, we wouldn't be reading so much about the difficulties to find and engage talents. 

Just to make sure you got it:

1. Make a great place to work your HR priority
2. Get the best of the best in and step ahead of competition
3. See, feel and live the experience of how well a great place to work can attract and engage the talents
4. Hear the happy steps of a happy CEO as he evaluates his excel
5. Be proud of your accomplishments that make you an HR every success driven CEO wants

I'm excited to see what companies made it to The List this year!

Susanna

Have you got an attractive and engaging people promise?

I picked up few interesting reads from Waterstone in Manchester over New Year's. "Purple Your People" is a book by Jane Sunley and it pretty much focuses on attracting the right people that can make the business very succesful. You do know that it's people who will or won't make your business great?

Can you pick up the talent from the crowd?

We all agree on great ideas, innovations and capital being critical to a succesful people, but so are people. Yet we don't tend to think too much about the people, what kind of people we really need and why would anyone want to work for us, much else give their best for us. What are you willing to give back? 

The importance of people has been clear for me obviously for a long time, after all, I've made a pretty successful career out of dealing with people - talents and otherwise. But it really striked me when my company went through our first financing round last year. I spoke with many investors then (and since) and each one of them highlighted the critical importance of team (i.e people) when making an investment. Someone said in these words: "Even a wonderful idea can suck if the wrong people attempt to make it. Yet an average idea can become a success with a great team." So my word of advice for all those companies who aim to make it successful: invest in your employer brand and keep your hands tightly on the talents you find. It's the people who make your brand.

5 tips on starting the job of becoming an acknowledged great place to work

1. Place the same importance on getting your company known as a superior place of work as you would do on getting your customers know about your excellent products or services
2. Investigate, understand and clarify your "People Promise" (as Jane Sunley calls it) = Your employees' experience about your company as a workplace
3. Your People Promise must be a clearly articulated offer, that is continuously communicated and delivered within the organization
4. This job can not be an HR start up and initiative, it's an internal movement inhaled and exhaled by all managers
5. Once you got it straight, your employees will start to act as your marketing department communicating your distinctive People Promise outside the organization

So how do we do this?

1. Ask your most long term employees what has made them stick with your company for all those years
2. Ask all of your people what are the things that make them proud working for your company
3. Ask what are the top 3 things they would change if they were the CEO
4. Analyze your strenghts and weaknesses as an employer
5. Make a combined decision and effort to start working on your great place of work -strategy
6. Set up 2-3 initial goals and work on those
7. Communicate plans, actions and results. Like on and on until everyone working for your company tells you they already know. 
8. Measure results, get feedback, set up new goals together with the staff. 

From a long term experience I can assure what a difference great employer brand does for finding and keeping the talents, and thereafter building on a success of an enterprise. Building such a reputation takes a solid plan and time. It will not happen over a night and for it to actually materialize, it has to be someone's priority in the company. That someone has to understand people, leadership, communication and marketing.

We at HR 2.0 are currently working on an exciting project in which one of our customer's is going to find such a person with our help. This is a project that started with a question: What kind of people promise are we offering? We've figured out what actions and activities supporting the people promise already exist, who is responsible for those, what kind of actions are required to meet the goal of getting a great employer brand, what kind of person we need to fulfill the goal and what will his or hers job be about. Next step: recruitment. I hope I will be able to share this exciting story with you one day! Until that, have a great place to work as your new year's resolution.

If you're interested in picking up few ideas on employer branding, check another article we wrote about the topic.

 

Kind regards, Susanna

Sosiaalisessa markkinoinnissa ei ole ROI:ta, sanoo Copyblogger

Sosiaaliseen mediaan ollaan menty nyt massoittain. Ei ehkä vielä HR:ssä, mutta tuotteiden ja palveluiden, jopa yritysten markkinoinnissa. Törmäsin LinkedIn:ssä hiljattain keskusteluun siitä miten sosiaalisen median ROI:ta mitataan. Sillä sitä pitää jonkun mielestä mitata.

Luin kiinnostavan, mutta tuskaisen pitkän kirjoituksen aiheesta Copybloggerilta. Ajattelin napata siitä kiinnostavimmat kohdat teille:

1. Marketing will never produce an ROI because ROI is not what you think it is.

A pure definition of ROI is simple to quantify. ROI = (Gain from the Investment – Cost of Investment)/Cost of the Investment The problem for marketing professionals is that marketing activity is not an investment. An investment is an asset that you purchase and place on your Balance Sheet. Like an office building or a computer system. It's something you could sell later if you didn't need it any more. Marketing is an expense, and goes on the Profit & Loss statement.

2. What is the ROI of email?

Calculate the ROI of using email within your organization. Not email marketing, but just the emails you send back and forth to get things done. Sure, you may know what it originally cost to install your email system, but how do you measure the gain achieved from it? The absence of email in your organization would lead to more harm than good. Its "gain" is not so much a measurement of return but an implicit cost of being in business.

Unfortunately, this is not the same view shared by people who use the term ROI when they're talking about marketing.

3. Marketing is not something you buy off the shelf

It's like walking down to the local dealership and saying "I'll take the 2012 online marketing model with the social media package" — a ludicrous analogy but not too far from truth. People who use the term ROI see marketing as something to buy. Smart companies see marketing as an integral part of doing business — a necessity no less important than the company email system, their computers, or their office lease.

4. Marketing is measured against profits, which is a far more meaningful standard than ROI

Changing an organization's attitude toward marketing from a measurement of ROI is difficult. It requires a fundamental alteration in the view of marketing's role. Marketing is an inherent cost of doing business and measured against the profit we generate. It starts with CEO and permeates our thinking in how we spend our time, resources, and money. Most of the brands you love like Apple, Southwest Airlines, or Nordstrom inherently appreciate that marketing is a fundamental part of their business. It gets baked into the products and services — it's not just a line item on a P&L like the heating bill.

5. Embrace a new definition

Sales generate revenue. Marketing generates profits. Marketing, including social media marketing, is about efficiency. Marketing is a process of decreasing the time, money, and resources required to communicate with customers and make it easy for them to buy products and services. The more efficient your marketing is, the more profit you make. That's what you want to optimize for. By defining marketing as a function of profits, you create a new perception within your organization about the value of marketing.

6. Use measurements that matter

Frequency, reach, and engagement are the modern measurements of marketing. But instead of contrasting them to revenue generated, focus instead on profits and efficiency. Measure the ways marketing is making your company more profitable by making the sales cycle more efficient.

7. Create measurable structures

The biggest mistake we see, and the one that makes people think they can't measure social media results, is that businesses try to complete an entire transaction on a social media platform, like Facebook or Twitter. Digital sharecropping. Twitter and Facebook and LinkedIn and Google+ were never intended to be your virtual storefront.  Instead, you use them as outposts to start talking with people who may eventually become customers. You use them to make yourself interesting and show people you're a good egg.

8. Using landing pages to focus social media attention

Use social media sites to get attention in the first place, and show people you're likable and trustworthy. But when someone is ready to learn more about your business, bring them back to an asset you control — bring them back to your website. More specifically, send them to a well-crafted landing page that's optimized to get the result you want in that circumstance. Everything that happens on a landing page can be measured. So you can know precisely how many people sign up to your email list from Facebook, or download a particular version of a white paper from LinkedIn.

Landing pages are the key to measuring the effectiveness of what you do with social media. If you're having trouble figuring out whether your social media marketing is effective, it's because you haven't thought through your landing page strategy.

Mitä mieltä olette? Voidaanko, tuleeko, pitäisikö markkinointia somessa mitata ROI:lla? 

Terkuin, Susanna

Miksi minä paasaan bloggaamisesta

Minä bloggaan, bloggaan ja bloggaan. Sen lisäksi minä paasaan bloggaamisesta syvästi intohimoiseen, joskus ehkä jopa opettavaiseen sävyyn. Haluan kertoa teille miksi. Siksi että bloggaaminen on mielestäni tehokkain sisältömarkkinoinnin väline ja erityisen hyvin se sopii työnantajamarkkinoinnin välineeksi. Olemme hyödyntäneet bloggaamista erittäin onnistuneesti markkinoinnin välineenä myös asiakkaiden rekrytointitoimeksiannoissa. Onnistuminen on näkynyt haastavienkin hakujen päätyessä tavoitteiden mukaisesti maaliin.

Zappoksen blogi on huippu!

Google rakastaa blogeja

Tämän olen tainnut mainita useaan otteeseen, mutta harjoituksen tehdessä mestarit, mainitsempa sen nyt vielä kerran. Hyper Dog Media listasi 13 hyvää syytä siihen miksi Google rakastaa blogeja. Suosittelen tutustumaan. Blogopreneur pääsi vain kymmeneen. Nekin kannattaa katsoa. Socialmedia2day jakoi omat vinkkinsä SEO:sta eilen. SEO, eli Search Enging Optimizing on aihe, joka kannattaa pistää korvan taakse. Optimoimalla oman sisällöntuotannon löydettävyyden kannalta maksimiin on pitäisi olla jokaisen bloggaajan important things to do -listalla.

Yksi vinkki tähän teemaan vielä: Blogger-alusta on Googlen omistama. Ja toinen: Tutustu  vinkkeihimme mistä bloggailla.

Terkuin, Susanna

7 reasons why HR is ignored

I follow and participate a LinkedIn-group called Human Resources Professionals Worldwide. There was an interesting discussion on why some organizations ignore the strategic importance of their HR function. This is an issue I have preached about on so many occasions myself, that I simply could not ignore the discussion that went on.  If you as an HR professional have ever wondered about this, here's a summary of what my peer group members responded: Traditionally HR functions fail to recognize the strategic importance of their role and focus on hire, fire and discipline - in other words put the fire down HR are not taking risks & stepping forward HR lack line orientation; i.e customer focus. Our customers are CEO and top down HR is not playing a significant role in getting the organization to where it is; not showing credibility, not being respected as a professional, lacks politics HR is not demonstrating how it solves people related problems HR is not selling it's services nor the importance of it's services Most people who work in HR is not interested in "creating waves" If you want to follow up on this conversation, you have to join the group Human Resources Professionals Worldwide on LinkedIn.

Tapahtumat työnantajamielikuvan markkinointikanavana

Pikkujouluja ja kesäjuhlia järjestettäessä sitä harvoin miettii näiden tapahtumien arvoa, tavoitteita ja tuloksia henkilöstön sitouttajana ja työnantajakuvan markkinointikanavana. Yrityksen sisäiset tapahtumat, pienet ja suuret, vaivalla organisoidut ja spontaanisti järjestetyt ovat sitä kuitenkin mitä suuremmassa määrin. Aiemmassa työpaikassani henkilöstötapahtumien järjestäminen oli vuosikellotettu juttu, joista ei tingitty mistään syystä. Tapahtumien koko ja kustannukset saattoivat vaihdella kunkin toimipisteen liikevaihdon ja tuloksen mukaan, mutta organisoitua yhdessäoloa pidettiin tärkeänä yhteishengen luojana ja sitouttamisen tekijänä toimipisteen iästä ja taloudellisesta tilasta huolimatta. Panostus henkilöstöön maksoi aina itsensä takaisin.  Perjantaikahvit vai tapahtumayrityksen tuottamat juhlat? Kaiken kokoisilla juhlilla on aikansa ja paikkansa. Myös sillä, kenen aikaa tapahtuman organisointiin käytetään. Juhlien järjestäminen on tietenkin kivaa puuhaa, joka sekin yhdistää, mutta onko käytetty aika investoitu oikeaan kohteeseen?  Tapahtumajärjestäjillä on kokemukseen perustuva osaaminen järjestää juhlia tehokkaasti. Henkilöstön ajankäyttö juhlien kasaamiseen saattaa tulla tapahtumatuottajaa kalliimmaksi. On syyyä punnita kenen ajasta on fiksuinta maksaa. Tapahtumien ostaminen on muuten sekin oma taitolajinsa. Jokainen joka tapahtumia on järjestänyt tietää kuinka monesta liikkuvasta osasta tapahtuma koostuu. Muutos yhtäällä, unohdus toisaalla saattaa aikaansaada aikamoisen lisätyömäärän. Selkeät tavoitteet ja yhdessä heti alkuun sovitut linjaukset tehostavat kummasti organisointia, tekee sen itse tai jollekin muulle siitä maksaen. Budjetti kannattaa myös olla naulattuna siinä vaiheessa, kun suunnitelmia aletaan raapustaa. Kustannukset nimittäin kasvavat sitä mukaa mitä enemmän tehdään ees-taas -liikettä eteenpäin. Bilebudjettia ei ole syytä tuhlata säätämiseen! Elämys yhdelle, työtehtävä toiselle Kuka tahansa selviää perjantaikahvien organisoimisesta, mutta kunnon henkilöstötapahtumat ovat niin iso investointi, että asiantunteva suunnitelmallisuus ja toteuttaminen on paikallaan. Ulkoisen avun käyttäminen viestii jotain tärkeää myös henkilöstölle: olette tärkeitä ja haluamme tarjota teille kaikille laadukkaan, ammattimaisesti järjestetyn elämyksen. On nimittäin selvää, että itse järjestetty tapahtuma ei ole kaikille elämys. Osalle porukkaa se on työtehtävä.  Teksti on julkaistu tapahtumayritys Eventgardenin blogissa. Kirjoittaja, HR Kakspistenolla Oy:n perustaja Susanna Rantanen on Eventgardenin emoyhtiön, BSG Marketingin hallituksen jäsen. Kirjoitus on ihan puhtaasti puolueellinen, kirjoittajan harkintakyvyttömyyden tulos ja tuotos, mutta silti totta joka sana.

8 Habits of Successful Bloggers by Annabel Candy

Too few companies (in Finland) are actively working on their employer social footprint. Employer social footprint refers to everything the search engines list about your company as an employer that positively add to your employer brand. In our previous posting we wrote about why it's worth for an employer to blog. I found the following 8 habits of successful bloggers written by Annabel Candy, who is an australian social media blogger. I'd like to share these with you. 1. Effective bloggers take risks Most successful bloggers have one thing in common: they've started blogs that failed. They don't stop trying new things at the first sniff of success either, their blogs keep evolving and changing to move with the times and with their readers. You have to be brave when you start blogging, then keep taking those risks and keep innovating. Not every idea will work. Many will fail, but if you don't keep taking risks and trying new things your blog will get stale and your readers will get bored. 2. Effective bloggers are creative If you're ready to take risks you need to come up with creative ideas to run with. As time goes on it can feel harder to come up with and act on new ideas that keep adding value to your blog. It's critical to keep acting creatively, and then fine tune those ideas that have legs. If you want to be truly creative you'll need to keep taking action and develop a thick skin. 3. Effective bloggers are really passionate You're passionate about what you do, aren't you? But the whole idea of being passionate about your niche is such a cliché, I can see you're just about to skip this bit. Yes, you might know you're passionate about your topic — but you need to make sure your readers know it too. You need to make sure your passion jumps off the screen from your blog, your Facebook page and your Twitter account so that your readers love hanging out with you and don't take their attention or business elsewhere. 4. Effective bloggers are visible and engaging I'm always astonished by how many new bloggers see comments as being a pain in the neck. It seems they look at comments as something that only eats up their time. Effective bloggers see their blog readers as interesting people who they naturally want to interact with them. They reply to comments on their blog posts and talk to their readers on other social media because they value them. The best bloggers focus on creating strong content that resonates with their readers. They're not afraid to be provocative or share personal stories. They have that unique voice and point of view which creates reader loyalty. Effective bloggers really talk to people. They show they care, and engage their readers rather than just going through the motions of networking because it has to be done. 5. Effective bloggers are disciplined and organized If you've got one of these traits, you’re onto a good thing. If you have both, you'll go far. The top bloggers are able to focus on the big picture and have the discipline to stick with it. They have organized systems with editorial calendars planned months in advance, lists of RSS feeds for blog reading, and deadlines for new products they're developing. Like many good traits, you're not going to nail discipline and organization overnight, but if you keep working on them, and keep improving your productivity, your blogging will improve. 6. Effective bloggers are self-aware They know what their strengths and weaknesses are, and how to work to them (or through them) to achieve their goals. You need to know your limitations and learn how to delegate the tasks you can't do well, or don't enjoy, to people who can take care of them more effectively than you. Things like blog design, technical issues, or editing can be handed over to other people or organizations. If you're not a natural born writer you can even pay someone to ghost write your blog posts for you. 7. Effective bloggers use a variety of media In 1995 I signed up for an Master of Arts program in Design for Interactive Multimedia. We spent a lot of time working out which media would best communicate our desired outcomes. We spent spent days debating if a particular point would be best taught through video, with images, or in text. But out in the real world, it doesn't work like that. Bloggers are governed by budget and time constraints. It's easy to stick to text and hope for the best, but more and more bloggers are turning to video, audio, and more. Video doesn't have to be a difficult undertaking, and it needn't cost an arm and a leg. And it's a powerful way to get your point across or to make your point more accessible to your readers. Nothing will personalize you and your blog better than video, even if it's just a two-minute production filmed on your iPhone. 8. Effective bloggers diversify their income Having multiple income streams is a good idea in any business. It's key if you want to make money blogging. It protects you if one income stream fails, and allows you to safely test new ways of earning money. There are many ways to build a business around a good blog. You may use your blog to build your profile, sell your services, open up new career opportunities, or partner with the right people to develop software or instructional courses. If you've grown your readership and built trust and authority with them, you can make money directly through your blog by selling advertising, offering sponsored blog posts, or becoming an affiliate. (These aren’t Copyblogger's preferred models, but they work well for many bloggers.) A combination of some or all of the above will increase the income that your blog generates, whether directly or indirectly. It's not what happens, but how you act on it Whatever habits you do or don't currently possess, one thing is inevitable when it comes to effective blogging: The bumps and turns will pop up regularly. You will reach plateaus that you feel you won't be able to break. The only way to get over those humps and through those plateaus is to keep blogging, to slowly adjust your habits, and keep learning and applying new techniques that work for you. The problem is not that these challenges come along, it's that we don’t face them correctly. Annabel Candy targets her blogs towards small business owners and writers but I think us HR and employer brand specialists can take can learn from Annabel's advice and experience and take something with us, don't you? -SR-

Miksi HR:n kannattaa blogata

Olet varmasti samaa mieltä kanssani siitä, että tänä päivänä talenttien houkuttelu ja löytäminen on aikaa vievää, kallista ja myös todella haastavaa. Kanavamäärät kasvavat, on sosiaalista mediaa ja muuta verkostoa, joissa jokaisessa pitäisi olla aktiivisesti läsnä. Mitä jos voisit parantaa työnantajamainettasi houkuttelemalla työnhakijat luoksesi sen sijaan, että käyt itse koputtelemassa joka ikistä mahdollista ovea talentin toivossa? Työnantajakuvamarkkinointi on muutakin kuin työpaikkailmoitus Tyypillinen työnantajamarkkinoinnin tuotos on työpaikkailmoitus. Toisin sanoen, postaamme ilmoituksen valitsemiimme kanaviin, mutta ketä sillä tavoitamme? Pääasiassa aktiivisesti työnhaussa olevat, mutta keitä he ovat? Ja miten voimme parantaa osumatarkkuutta ja saada parempia hakijoita, jos työnantajamaineemme ei ole järin houkutteleva tai yrityksemme riittävän tunnettu?  Bloggaa! Säännöllinen bloggaaminen on helppo tapa etabloida työnantajakuvaa (kasvattaa digitaalista työnantaja-jalanjälkeämme) ja sitouttaa lukijoita yritysenne arvoihin, kulttuuriin ja toimintatapoihin. Bloggaamista ei missään nimessä tulisi rajata ylimmän johdon työvälineeksi, sillä ura-asioilla verkossa liikkuvat ammattilaiset ovat kiinnostuneita eri tyyppisistä tarinoista kuin ne, mitä toimitusjohtaja kynästään suoltaa. Bloggaaminen on myös tehty todella helpoksi. Tarjolla on monenlaisia alustoja blogin pitämiseen, kuten blogger tai posterous. Jos omille nettisivuille ei saa avattua blogia, käyvät nämä ulkopuoliset työkalut tarpeen täyttämiseen. Kirjoitimme aiheesta myös aiemmassa blogikirjoituksessamme: Hei HR, olethan jo somessa? Miksi hakutulosten täytyy kiinnostaa myös HR:ää? Kun työnhakijat etsivät uusia uramahdollisuuksia, yleisin tapa edetä lienee googlaus. Seuraavaksi yleisintä lienee suora siirtyminen kiinnostavan yrityksen nettisivuille. Jos yrityksenne brändi ei ole tunnettu, on syytä tehdä toimenpiteitä hakutuloksiin pääsemiseksi. Bloggaaminen on erinomainen tapa parantaa yrityksen löydettävyyttä googlen hakuosumissa. En nyt lähde tekniselle tielle, mutta sanottakoon isossa kuvassa, että mitä enemmän yrityksestä lähtevissä blogeissa toistuu työnhakijoita kiinnostavat teemat (ja tagisanat), sitä todennäköisemmin yrityksenne verkkoon tuottamat materiaalit alkavat hakutuloksissa näkyä. Haluat luonnollisesti työnhakijoiden löytävän työpaikkanne jatkossa helpommin, ihastuvan yritykseenne, hakevan tehtäviinne tai välittävän työpaikkalinkkejänne eteenpäin. Koska tiedon välittäminen ja jakaminen on tehty äärihelpoksi sosiaalisessa mediassa, voivat tarinanne ja avoimet paikkanne levitä parhaimmassa tapauksessa silmänräpäyksessä ympäri eetteriä. Ei varmasti tarvi erikseen mainita kuinka paljon tehokkaampaa ja halvempaa tämä markkinointi on verrattuna maksulliseen työpaikkailmoitteluun. Mistä bloggailla? Minkälainen tieto kiinnostaisi sinua työnhakijana? Tietysti kaikki, joka auttaa sinua parantamaan mahdollisuuksiasi löytää ja saada unelmiesi työpaikka. Haluat siten tyänantajan edustajana tuottaa sisältöä, joka on oikeasti kiinnostavaa, jännittävää, arvokasta ja helposti jaettavaa. Miksi? Koska verkko on täynnä matskua, joka ei kiinnosta ketään. Älä siis tuhlaa aikaasi ja universaalia tilaamme tuottamalla jotain sellaista, joka ei kiinnosta ketään. Esimerkkejä kiinnostavasta sisällöstä: Yrityksenne rekrytointikriteerit, mitä ne käytännössä tarkoittavat ja miksi ne ovat teille tärkeät Yrityskulttuuri kuvina, videoina, tarinoina ja toimintana Vinkkejä siitä, mitä hyvä hakemus mielestäsi sisältää Neuvoja miten valmistautua työhaastatteluun (yrityksessänne) Urakehitykseen liittyviä menestystarinoita organisaatiostanne Esimerkkejä oman osaamisen kehittämismahdollisuuksista organisaatiossanne Yleistä toimialakohtaista palkkatietoa Tietoa ja vinkkejä toimialanne avoimista työpaikoista Uutisia ja innovaatioita toimialaltanne Tavoittele bloggaamisella mahdollisimman laajaa lukijakuntaa. PR:n ideana on se, että uskallat markkinoida ja mainostaa myös kilpailijoita. Saat heidän uutistensa siivellä omankin nimesi kuuluville. Lukijat arvostavat monipuolista tietolähdettä ja uskallusta tarjota lisäarvoa myös oman organisaation ulkopuolelta. Lukijat myös haluavat jakaa hyväksi havaitsemaansa sisältöä eteenpäin omille verkostoilleen. Tässä piilee sosiaalisen median arvo ja hyöty. Kirjoitimme tästä aiemmin otsikolla "Pyri suosittelun voimaan.." Säännöllisen bloggaamisen seurauksena kirjoituksenne alkavat osua hakutuloksiin ja tieto levitä sosiaalisessa mediassa. Tavoitteena on päästä vuorovaikutukseen ja kontaktiin sellaisten henkilöiden kanssa, jotka eivät vielä edes tiedä kiinnostuvansa tulevaisuudessa avoimista työpaikoistanne! Näkyvyys ja olemassa olo verkossa sisältökärjellä auttaa viestimään minkälainen työpaikka yrityksenne on, mitä asioita arvostatte ja mitä toimialallanne tapahtuu. Ehkäpä seuraavalla kerralla hakijoiden joukossa on blogikirjoitusten myötä yrityksestänne kiinnostuneita hakijoita! Mitä mieltä olet? Bloggaatteko jo säännöllisesti ja onko se tuottanut teille tulosta? Kuulemme mielellämme esimerkkejä ja hyviä kokemuksia!

Bloggaaminen työnantajamarkkinoinnin välineenä

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Why it's worth to blog as an HR

Don't you agree, that these days finding and attracting your future employees is not only time consuming and expensive but also darn difficult? There are more and more channels, networks and social media where we should be present and active at all times. What if you could enhance your employing power by attracting people to you instead of you hammering each and every door possible in the attempt to find them? Employer marketing is more than job advertising Generally marketing in recruitment goes by the name of job advertising. In other words, we post the vacancy to selected job boards. But who do we reach? Mostly those who are actively looking for new career opportunities. But who are they? And what if our company brand isn't appealing, attractive and known in our recruitment target groups? Write a blog! Blogging regularly is an easy way to establish an employer image in your target group as well as engage the potential future employees into your company culture, values, business and ways of working. Blogging shouldn't be limited to the company CEO. Job seekers are generally interested in different types of stories than what comes out of a CEO's pencil (or pad). Even though blogging is made super easy these days by variety of services offering free blogging tools, such as blogger or posterous, the best way to draw traffic to your company is a blog integrated into the corporate site with an URL containing the company's domain name. But this is getting technical now. Why search engine ranking matters to HR too? When job seekers hunt for career opportunities, they tend to google or go directly to the websites of companies they find appealing. If your corporate brand is not appealing or known, you need to make sure google finds you. Writing a blog is an excellent way to enhance your search engine rankings. I won't go into technical details but in a big picture, the more you write (and tag) about keywords job seekers are interested in, the better will be your company's search engine rankings. You want job seekers to find you, become attracted to you (your company that is of course) and start looking for and forwarding around your vacancies. As the forwarding is made very easy in the social media, needless to say how these little agents can spread the word to millions of people before you count to ten! This is way more cheaper than buying a job advert and way more effective than copy pasting links to your job adverts by yourself. What to blog about? What interests you if you were a job seeker? Of course any data that helps the job seeker to improve their chances in finding the perfect job for them. You want to create content that is interesting, exciting, valuable and easily forwardable. Why? Because the web is full on material that is of no interest to anyone. So it's a waste of your time and space in this universe to produce something of no interest to anyone. Examples of worth while content: Your recruitment criteria, what they mean and why they are important to your company Your company culture in pictures, people and action Tips on what you appreciate in a good job application Advice on how to prepare for an interview at your company Success stories of career development in your company Examples of what opportunities exist for personal development in your company General salary data from your industry Information about industry related vacancies News and innovations within your industry Your goal with blogging should be to get our content to spread across as far and wide as possible so that next time you advertise a vacancy and people google your company what they find is a lot of valuable content that convinces them to apply to such an interesting company and employer. In our recent blog "Pushing or Pulling talents" we wrote about the importance of employer marketing. Being "out there" on the web with your content sheds a light into who you are as an employer and this will most likely make job seekers pay attention to your job advertising in the future as well. What do you think? Do you blog and has it been a good lead generator for your recruitment? We'd like to hear!

Sosiaalinen media työnantajakuvan ja rekrytoinnin markkinointikanavana

Mainostajien liitto piti hyvin ajankohtaisen seminaarin teemasta "Rekrytointi sosiaalisessa mediassa" tässä taannoin. Sain kutsun tulla pitämään asiantuntijapuheenvuoron aiheesta miten työnantajakuvaa kehitetään ja mitä ovat uudet tavat kohdata haluttu kohderyhmä sosiaalisessa mediassa.  Keskeiset teemat aiheesta voi kiteyttää seuraavaan: Työnantajakuvan ja -maineen kehittäminen Työnantajakuva syntyy johtamiskulttuurista, yrityksen todellisesta arvomaailmasta ja tunnelmasta. Työnantajakuva kertoo minkälainen yritys on työpaikkana. Työnantajakuvan kehittäminen ei lähde markkinointi- tai viestintätoimenpiteistä vaan johtamiskulttuurin systemaattisesta kehittämisestä. Maineen kehittämisen tavoitteena on synnyttää arjessa kiinnostavia ja houkuttelevia tarinoita ja esimerkkejä, joita sekä nykyiset että entisetkin työntekijät haluavat kertoa eteenpäin. Näistä tarinoista syntyy keskeistä materiaalia myös markkinointiviestintä-tarkoituksiin. Työnantajakuvamarkkinointi Työnantajakuvamarkkinointi on jatkuvasti käynnissä oleva operaatio, joka tukee ajoittaista työpaikkailmoittelua. Sosiaalisessa mediassa työnantajakuvamarkkinoinnilla voi tavoittaa nopeasti ja tehokkaasti hyvin laajan yleisön. Säännöllinen työnantajakuvamarkkinointi saattaa upota myös passiivisiin työnhakijoihin yksittäistä ilmoitusta paremmin. Säännöllinen työnantajakuvamarkkinointi parantaa yksittäisten ilmoitusten huomioarvoa. Markkinointikeinoja on runsaasti ja uudenlaiset tavat auttavat kiinnittämään huomion kaiken melun seassa. Sosiaalisessa mediassa arkipäiväisyys, kotikutoisuus, rehellisyys ja rosoisuus ovat sliipattuja mainoksia kiinnostavampia. Tämä tekee työnantajakuvamarkkinoinnista myös erityisen kustannustehokasta! Vuorovaikuttaminen sosiaalisessa mediassa olemisen ydin Sosiaalisessa mediassa oleminen on vuorovaikuttamista. Olet läsnä, olet kiinnostunut, kuuntelet, vastaat kysymyksiin, jaat kiinnostavaa tietoa eteenpäin, tykkäät. Ihan kuten kasvotustenkin ihmisten kanssa! Sosiaalisessa mediassa kannattaa rakentaa verkostoja koko ajan. Koskaan et tiedä kuka on tuleva työntekijäsi tai kuka tuntee tulevan työntekijäsi. Aiheesta lisää alla olevassa esityksessä! Kertokaa mitä pidätte, mitä olette itse kokeilleet ja mitä mieltä ylipäätään olette sosiaalisen median hyödyntämisestä työnantajakuvamarkkinoinnissa ja rekrytointimarkkinoinnissa. Twitteristä löydätte seminaarin feedin: #mlseminaari.

Rekrytointimarkkinointi sosiaalisessa mediassa

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