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Employment Branding VIII
(September 3, 2004) Today, we move to the next segment of 'The Elements Of An Employment Brand Checklist' (see figure 1):
Time-Based Data Collection
Given the fact that an employment branding campaign lasts over an extended period of time, data collection (or getting to know the candidate better) is best presented as an incremental process where value is mutually exchanged. Over time, this allows the database to be measured by assessing the relationships in terms of "maturity" (the degree to which a certain level of data has been collected).
The relationship between a company and the people, who are interested in the employment brand, will have value moments that punctuate the rhythm of the arrangement. These "pulses of value" are specific moments with specific offers designed to increase the maturity of the database itself. Unlike consumer-oriented customer relationship management (CRM) systems, the employment branding system is designed to maintain relationships with people who, in the aggregate, are unlikely to "purchase" (that is, take a job) This is because an adequate supply of candidates requires at least 10 qualified candidates at the time the position needs to be filled. Where a CRM system measures its effectiveness in the number of sales closed or sales volume, the employment branding system measures effectiveness based on the retention of desired candidates.
In order to maintain retention numbers, value must be bestowed on the pool. Understanding which offers to make and how and when to make them will require a good deal of experimentation. Training courses and web delivery of relevant technical data are ideal bundles of value. Once published, their cost-per-delivery declines as the number of recipients increases. With a deliverable, composed of intellectual property (content), costs can be maintained while perceived value increases. This is less true of awards, bonus money, vacations, gadgets, tee shirts, and other promotional materials.
Employment Branding I
Employment Branding II
Employment Branding III
Employment Branding IV
Employment Branding V
Employment Branding VI
Employment Branding VII
- John Sumser © TwoColorHat. All Rights Reserved.
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Materials written by John Sumser © TwoColorHat. All Rights Reserved.
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