[ernie] The Interbiznet ERNIE_00.11.20

[Carrie Baggs <interbiz@interbiznet.com>]

		interbiznet this week   (through Nov. 20, 2000)
interbiznet.com E R N I E Electronic Recruiting News In Email Our Rate Card S P O N S O R S Find out more About IBN Got a news tip? Tell us at news@ interbiznet.com Our Rate Card Presentations     - Basic (PDF)     - Strategy (PDF) Recruiting Trends Archives Recruiting Eyeballs Key Industry Suppliers Resume Databases (Over 60) Company Job Listings (Over 4000) Salary Surveys NATSS Enterprise Fidelity HR Live HR Online SHRM Workforce Mag DejaNews Suggestions? It is better to not be on the web than to be on and not know why John Sumser Reality is more complex than it seems. John Gall It's better to do a few things really well than than to do a lot of things badly. If you can't make the necessary commitments of time and energy to your electronic marketing efforts scale back your plan. John Sumser All material in this email is the property of IBN (The Internet Business Network: interbiznet.com) You may download a copy for personal use. Redistribution without permission is strictly prohibited. All material in this email is © 1995 - 2000 by IBN OUR HOME	Read Today's Interbiznet Bugler 2000 ERI Executive Summary Requires Acrobat. The 2001 ERI can now be ordered at the pre-publication price. Order your copy today! To subscribe or unsubscribe from ERNIE, please use the form at the bottom of this page. Employment Branding (November 20, 2000) What do you need for Employment Branding? Let's see...some rope, a really hot fire, a long steel rod with your corporate logo on the end, a bucket of cold water, a couple husky wranglers and someone who looks like the Marlboro man...Well, maybe everyone's not lucky enough to live in an area where brute force branding is the way to go. For the rest of us, Employment Branding is a new arena with little in the way of guidance. The objective of contemporary Recruitment Communications systems is to deliver messages of job availability and organizational flexibility as close to a Potential Employee as possible. Employment branding is the careful development of those messages, their delivery targets and the reconciliation of those messages with the reality behind the firewall. It's no small chore. There are three components to the mix: Messages of Job Availability and Organizational Flexibility Definitions Of Targets Reconciliation Of The Message With Reality Each item is a thesis subject in itself. One thing you can be certain about is the fact that this is not a software problem. It won't be resolved by the movement of data about people through exchanges. It isn't about the brand name of the Job Board that you use. It doesn't involve investment in "user interface design". It's about the job, the company and the person filling the job. Even though the microtargeting disciplines required to fully execute Employment Branding are still being developed, the inherent problems are not technical at all. They involve making the workplace attractive to potential employees. Rather than fussing about how well the employee is going to fit the culture, the emphasis is on making the culture fit the employee. It's about managing real diversity...the various lives and life-cycle needs of each individual team member. In a labor shortage, the question is "who has the most attractive workplace and who can communicate that best to the right people?" That's the essence of employment branding. One of the key reasons that a Chief Talent Officer is becoming a central figure in our landscape is that someone has to have real, hands on responsibility for workplace attractiveness (no, we don't mean fresh paint and potted plants) and its clear relationship to profitability. Employment Branding can't be the "bait and switch" deal that some great Recruiters practice currently. The workplace has to build commitment as a natural component of its structure. - John Sumser ****************************************************************************************** ****************************************************************************************** Contacting Us: Call, fax, write, email. We'd love to talk about your project. All material on this site is © 1995 - 2000 by IBN: interbiznet.com (The Internet Business Network), 346 Starling Rd., Mill Valley, CA 94941 415.380.8244 staff@interbiznet.com To Subscribe or Unsubscribe From the ERNIE... 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