The basics of employer branding.Last month we began to explore 'employer branding.' In this issue we will look at the importance of building a positive employer brand, how it can be done and what we can do as an industry to help enhance the overall image of the industry's career brand. BENEFITS OF EMPLOYER BRANDING Employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). Dr. John Sullivan
John Sullivan (b. February 17 1740, Somersworth, New Hampshire – d. (www.drjohn sullivan.com) provides a concise list of excellent reasons why employers should focus on their employer brand and strive to become the employer of choice. Advantages of Becoming an Employer of Choice * Ease in attracting quality talent * Retention rates for current employees * Maintaining the corporate culture is relatively easy * Customers and strategic partners are also attracted by your favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. image * Employee motivation can be easy to maintain because of a shared pride/vision * A positive image often results in a higher stock price WHERE YOUR BRAND BEGINS Identify what factors impact your employer brand. These items, or 'touch points,' are those places where a potential applicant interacts with your company. Employees of your organization are sometimes the most influential touch points, but there are a number of other touch points such as: point-of-sale material; the corporate Web site; giveaway items; advertisements; job postings, etc. The list is long, but the goal is to reflect a consistent message about your organization among all touch points. IT DOESN'T MEAN BIG BUCKS Employer branding does not have to be costly. For example, develop a standard follow-up procedure for applicants that apply to your job openings. The number one complaint we hear from jobseekers is that they have not heard from an employer after they have submitted their resume. Make it a priority to at least setup See BIOS setup and install program. an automated au·to·mate v. au·to·mat·ed, au·to·mat·ing, au·to·mates v.tr. 1. To convert to automatic operation: automate a factory. 2. response to let them know you have received their resume and when you expect to have the position filled by. WORKING AS ONE We have looked at individual employer branding, but the lack of interest in career opportunities in agriculture is a larger issue which will require employers from the industry to come together and promote not only their organization, but the industry as a whole. AgForLife.com recently was launched to help create awareness of career opportunities in agriculture. food and life sciences among middle school, high school and college students as well as parents, educators and professionals within the industry. To learn more about AgForLife and how you can get involved visit www.agforlife.com. by AgCareers.com AgCareers.com, a member of the Farms.com family of companies, is the leading online job board and human resource service provider for agriculture, food, natural resources and biotechnology. WEB BASICS FOR PROMOTING YOUR COMPANY The web is a great way to target customers or potential employees who may already be interested in your product or company. There are three distinct ways for your organization to create an effective presence on the web: Search Engine Optimization Designing a Web site so that search engines easily find the pages and index them. The goal is to have your page be in the top 10 results of a search. Optimization includes the choice of words used in the text paragraphs and the placement of those words on the page, both visible and hidden (SEO (Search Engine Optimization, Search Engine Optimizer) See search engine optimization. ), Keyword Advertising Paying for placement and click-throughs on the results list of a Web search engine. Advertisers bid an amount to get a link to their Web site placed at the beginning of the results list when the user's search words match their product keywords. , and Banner Advertising Banner Advertising A common form of advertising on the internet. The banner is an advertisement of 460x68 pixels, usually placed at the top of the page Notes: For an example, just look at the top of a page on almost any popular web site. . Today, Farms.com looks at Search Engine Optimization. Search Engine Optimization is free, but is often overlooked. Search engines, such as Google (Google, Mountain View, CA, www.google.com) The largest search engine on the Web, founded by Larry Page and Sergey Brin, two Stanford University students. In 1996, they developed their "BackRub" search engine, named after its unique page ranking method (explained below). , are built to index text that is why Search Engine Optimization is so important. "The key here is to remember that your title tag communicates the theme of your Web site, and each web page to potential visitors," says Joe Dales, vice president of Farms.com. The title tag is what is displayed in the search engine results after a query. Your title tag should not be more than about 90 characters. For example, Human Resources The fancy word for "people." The human resources department within an organization, years ago known as the "personnel department," manages the administrative aspects of the employees. professionals often feature a careers page or section on their corporate Web site, but it should also have an HR related title tag with an appropriate tone to help to attract quality candidates to your organization. For more information about enhancing your web presence, contact Joe Dales at 877/438-5729, ext. 5013. Upcoming AgCareers.com EVENTS Become the Employer of Choice (Enhance Your Employer Brand) April 26-27, 2006 Kansas City Kansas City, two adjacent cities of the same name, one (1990 pop. 149,767), seat of Wyandotte co., NE Kansas (inc. 1859), the other (1990 pop. 435,146), Clay, Jackson, and Platte counties, NW Mo. (inc. 1850). , MO Knock-Your-Socks-Off Sales Presentations May 2-3 2006 Edmonton, Alberta, Canada May 16, June 20, July 28, 2006 Web seminars Canadian Ag HR Roundtable July 11-13, 2006 Old, Alberta, Canada U.S. Ag HR Roundtable August 7-9, 2006 St. Louis, MO Visit www.AgCareers.com for details |
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