Employer Brand: Authenticity trumps everything

I had the privilege of attending two discussions on employer brand recently.

The first, part of the HR Think Tank Series, considered adapting EVP as workforce demographics evolved and was a fascinating insight into the challenges HR practitioners are currently facing.

The second, organised by GRC Leaders, was more of a look into the future and how massive changes in technology and expectations were enabling and demanding fundamental changes in Talent Acquisition.

Despite (or because of) the different approaches some common themes emerged:

1. The conversation between employer and candidate is becoming more complex as the emphasis shifts from hard to soft skills.
2. Even for experienced hires, it is much more important to focus on potential and attitude rather than specific skills for the immediate job at hand.
3. Therefore, how you present your organisation, your employer brand, needs the time and space to convey a more nuanced message.
4. Authenticity trumps everything, glossy messaging doesn't work any more. Be honest about the challenges you are facing and you will attract people looking to solve those challenges.
5. Employer brand needs to focus on what differentiates you rather than what you have in common with other organisations.
6. In the social age, people expect to be able to drive the engagement rather than being a passive recipient of messaging.
7. The key challenge is how to scale the above? Often there are successful pockets of best practice but how do you deploy this consistently across the organisation?

I have been working in the HR Technology space for nearly twenty years but the sense of excitement (and uncertainty!) about the challenges coming down the road is unprecedented. The Hollaroo approach of a lifelong relationship with talent has never felt so relevant.