May 2005 Newsletter
May 2005 newsletter
In this issue:
- Concentrating on strengthening your employment brand.
- Source directly to print media with PageUp's integration with Advertising Energy.
- PageUp is proud to announce our new clients: Foster's Group, Computer Sciences Corporation (CSC) and Newcrest Mining Limited.
Strengthening your employment brand
What do you think comes into your customer's mind when they think about your organisation? Do they feel positive? Do they feel loyal? What image is envisaged of you as an employer? Are you attracting the calibre of candidates you feel you deserve?
The answer to all these questions comes down to branding.
Corporate product branding is well understood and corporate marketing departments have generous budgets allocated to building brand wareness, brand image and brand loyalty. Recruitment or employment branding has traditionally received less attention but it is just as important.
Your employment brand is the perception that your potential (and existing) employees have of your organisation. A strong employment brand will ensure that you always have a supply of quality candidates who want to work for you.
Your career site and your brand
Your corporate careers site must reinforce your brand image through the consistent use of logos, language and ?look and feel?. Your candidates will be forming a view of what it would be like to work for you.
Ideally your careers site should give an accurate impression of the 'value proposition?' that your company is offering. The more compelling the offering the stronger your employment brand.
The brand you portray will lead candidates to build perceptions about aspects of your company such as leadership, career development, training, recognition and work life balance. The greater awareness of these aspects you can build on your careers website, the stronger and more compelling your employment brand will be.
Why should you build a strong employment brand?
- Your candidates will feel they have a relationship with your company from the beginning of the recruitment process
- A strong employment brand will attract premium and passive candidates
- Candidates will really want to apply to your company
- An emotional attachment is formed with your employees and your applicants.
How can you build or reinforce your employment brand?
- Use the same principles of marketing for your employment brand as you do for your corporate/product brand
- Utilise market research to understand the external perceptions of your organisation as an employer.
- Conduct focus groups internally. What are your existing employees telling you about your employment brand?
- Conduct internal employee surveys
- Use a third party to conduct exit interviews. What are your departing employees really telling you?
- Use the feedback gained from the above mechanisms to determine the strength of your brand
In summary:
- 'Captivate' your candidates by presenting a realistic value proposition on your careers website
- Reflect corporate branding throughout your careers site
- Present a consistent message throughout your entire corporate website
- Reflect your values
- Communicate a clear message that you are committed to your employees and their retention within the organisation.
PageUp has worked with many of Australia's leading companies, providing advice and guidance in relation to corporate careers websites. We have built a deep understanding of best practice and the associated employment branding issues.
If you are interested in exploring ideas to strengthen your brand we would be more than happy to discuss this with you.
To pursue further please contact Meray Azar, Marketing Coordinator, on +61 3 8677 3777.
New PageUp Clients
Recently Foster's Group implemented PageUp People (http://web.archive.org/web/20060819105544/http://careers.fosters.com.au/). Foster's Group is a premium global multi-beverage company delivering a total portfolio of beer, wine, spirits, cider and non-alcoholic beverages. Their products are enjoyed by consumers all over the world.
We would also like to welcome Computer Sciences Corporation (CSC) and Newcrest Mining Limited who have also implemented PageUp People recently.
CSC has been serving Australia's business and technology needs with consulting, systems integration, infrastructure, outsourcing, application services, labour supply and domain knowledge capabilities since 1970. To have a look at their graduate careers page go to http://web.archive.org/web/20060819105544/http://au.country.csc.com/en/ and follow the careers link.
Newcrest Mining Limited is a leader in the exploration, development and operation of gold and copper mines. Take a peak at their people and careers webpage at http://web.archive.org/web/20060819105544/http://careers.newcrest.com.au/.
Integration with AD CONTROL
PageUp would like to announce our integration with Advertising Energy's premium solution to print media AD CONTROL. This program allows you to create press ads for your vacancies in minutes, not hours and has been integrated into PageUp People. At the touch of a button, your advertisement can be placed in over 1000 publications in minutes. If you would like any further information regarding AD CONTROL please contact PageUp on +61 3 8677 3777 or alternatively our Sydney office on +61 2 8088 0600.