What is employer branding?
The image or impression of an organization as an employer based on the benefits of being employed by the organization
Branding includes experiences a candidate goes through while interacting with a company throughout the recruitment process, including:
what candidates experience when they go to the company’s website
whether HR sends an acknowledgment letter or email thanking each candidate who sends in a résumé
how candidates are greeted by the receptionist when they make initial contact by phone or in person
whether the HR person who interviews candidates is a good spokesperson who can articulate organization’s values and culture
What steps does employer branding involve?
Step 1 - define the target audience, where to find them, and what they want from an employer
Step 2 - develop the employee value proposition - the specific reasons why the organization is a unique place to work and a more attractive employer for the target audience compared to other organizations
Step 3 - communicate the brand by incorporating the value proposition into all recruitment efforts
What does the recruitment process involve?
- Identify job offerings: HR planning/strategic plan, Employee resignations/terminations
- Specify job requirements: from job description/specification
- Select method of recruitment: Internal, external
- Generate pool of qualified candidates: Employment equity/diversity goals.
What types of internal recruitment are there?
Promotion and Transfer
What is a promotion?
A change of assignment to a job at a higher
level in the organization.
Principal criteria for determining promotions
are merit, seniority, and potential.
What is transfer?
The placement of an individual in another job
for which the duties, responsibilities, status,
and remuneration are approximately equal to
those of the previous job.
What are the advantages of Internal recruitment?
- employees see that competence is rewarded thus
enhancing commitment, morale, and performance - firm is likely to have a more accurate assessment of
person’s skills and performance level - reduced hiring cost and time
- inside candidates require less orientation (lower costs)
- signals to other employees that similar efforts by them
will also result in promotion – morale increases.
What are disadvantages of internal recruitment?
- discontent of unsuccessful candidates
- time consuming to post and interview all candidates if
one is already preferred - employee dissatisfaction with insider as new boss
- possibility of “inbreeding”
- current employees may lack the knowledge, experience
or skills needed for placement in the vacant/new position. - perceptions of favoritism if the process is not transparent
- excessive competition by internal candidates with each
other
What are the factors that affect recruitment from labour market?
Area from which applicants are to be recruited
tight market: high employment, few available workers
lose market: low employment, many available workers
Factors determining the relevant labour market:
Skills and knowledge required for a job
Level of compensation offered for a job
Reluctance of job seekers to relocate
Ease of commuting to workplace
Location of job (urban or nonurban)
What are the advantages of the outside recruitment?
- acquisition of skills or knowledge not currently available
within the organization and/or new ideas and creative
problem-solving techniques - elimination of employee rivalry and competition for
transfers and promotions - potential cost savings resulting from hiring individuals
who already have the skills, rather than providing
extensive training to internals who need to upgrade - larger, more diverse pool of qualified candidates
What is a yield ratio?
percentage of applicants that proceed to next stage of selection
What is time-lapse data?
time from start of recruitment to new employee starting work
What are AIDA principles?
To achieve optimum results from an advertisement, the following
four-point guide, called AIDA, should be kept in mind as the ad
is being constructed:
The ad should attract attention
The ad should interest in the job
The ad should create a desire for the job
The ad should instigate an action to apply
How to increase the effectiveness of job referrals?
Up the ante (reward good referrals)
Pay for performance (wait time before reward is given)
Tailor the program (inform employees on kind of people company want to hire)
Increase visibility (celebrate successes)
Keep the data (Kepp good resumes on file for later)
Rethink taboos (Consider family and friends)
Widen the program (Ask those outside the company)
Measure the results(Determine the program)
What are the sources of non-permanent staff?
- Temporary help agencies
- contract workers
- employee leasing
