There has been quite the conversation about company branding in our industry and how this is helping drive candidates into the process. Why Coca-Cola or IBM need a branding team is beyond me, I am pretty sure they are well known around the world, but that is exactly what I am getting at.
Smaller companies who do not have a budget for marketing and don’t have money for branding, or do they?
Let me tell you a little story, you know I love stories.
A few years ago I was speaking at a conference in Chicago with #SRSC. The words from Craig Fisher hit me like a ton of bricks.
“You need to have a personal brand.”
Branding gets a bad break and I am partly to blame for it. I have always believed that a bad product couldn’t get better no matter how much branding was applied. Same thing is true with a less than perfect company. If the culture or management team is poor, there is no amount of branding and cheerleading that is going to save it. Not in the internet age, that is for sure, I am looking at you Glassdoor.com.
Do you know what a Honeypot is? This is not the jar of honey from the Winnie the Pooh stories but what cyber security professionals use to trap hacker. I don’t want to get too technical however when an IP address pings the server, it looks for ways to get behind the firewall. Therefore, crafty defenders set up a spot on the server that let the attacker think they got it but they really didn’t. Instead, like our lovable Pooh, their hand gets stuck in the honey jar, and they are trapped.
It worked perfectly. She was able to recruit the most prolific recruiters in Silicon Valley to come work for her at a company called Meebo. They were eventually acquired by Google.
I applied this same approach to my LinkedIn profile. My profile doesn’t read like a resume. I added the jobs I was looking to fill to my LinkedIn profile. The next part was to tell my visitors that I am open to a conversation and added my work email. No more InMail and therefore a much personal conversation.
I was a little overwhelmed by the response and am even to this day amazed at how many people want to connect with me. Developers, Data folks, and even CEOs of Fortune 500 companies. I have received resumes of people that recruiters would drool over and have spent hours of Boolean searches and spam campaigns.
The bottom line is that with all the privacy concerns out there and rules being put in place like GDPR in Europe and beyond, it is time to prepare yourself for change. The days of scraping tools are done and there is a new order coming.
That is what makes ENGAGE Talent more valuable. No scraping. No data privacy issues.
I will be doing a webinar with my good friend Andrew Gadomski next Wednesday to discuss GDPR, the end of Data.com, and global implications to data privacy. Come check us out.
The registration link is:
Derek Zeller - Director of Recruiting Solutions