A recent TechCrunch article on HR SaaS platforms touches on a very important shift in HR that is gaining momentum: [our] economy has firmly progressed to an information economy, where talent has replaced goods as the most significant and important determining factor.
While the SaaS business is moving quickly to enable the change and capture the emerging markets, where are the voices of the HR and business leaders behind the innovation? There is no doubt that the technology innovations will be led by forward-thinking managers and executives who recognize that corporate employers are long over-due for a reboot.
The article’s observation about the fundamental shift in HR SaaS solutions apply to the sector at large:
“The past generation of HR SaaS platforms were all founded before the absolute shift to a talent economy began. They were largely products of a transitional economy where talent was but one piece of the equation.”
The difference between the “talent-centric” and the “administrative” value proposition is the very change that is driving the need for an employer brand. Business objectives are not merely supported by administrative processes and compliance with labour regulations; they are driven by the kind of employees that are attracted to your business and motivated to stay there.
Perks that the tech industry used to draw young, innovative workers – like catered lunches, snacks and drinks in the kitchen and gym memberships – have become taken for granted at best, or lack novelty at worst. Young candidates look beyond those extras and are savvy at discerning workplace culture, an employer brand promise that your business has to deliver to avoid high turn-over rates.
So what kind of talent are you trying to attract? Does the workplace culture and processes you offer inspire your talent and cultivate their loyalty? How would they describe their workplace, and is that what you want them to think? Answers to those questions shape the employer brand that you relay to your current and future employees, which directly impact your customers’ and clients’ experience.
Making employer branding a strategic priority across your HR, marketing and business departments can help you address a wide range of business challenges with implications throughout your company. At Colourphill, we start by asking the right questions, devising a viable plan and following through by tracking the key performance indicators that can help you improve the business results that matter most.
Here are some questions that can help get you started:
- Where do you recruit your candidates? How do they like to be engaged?
- Do you customize the communication leading up to the interview and job offer? Or are you relying on standardized software and digital tools?
- Is your on-boarding process giving the best first impression of your company culture?
- Do you want to complement your internal enterprise solutions with tools that address your business needs while delighting your employees and recruits?
If you approach these questions with an open mind and engage managers and leadership across departments, the answers are sure to be revealing and insightful.
The future of HR management is not just about fulfilling administrative requirements and compliance. As business leaders try to navigate a rapidly-transforming employment landscape, HR can play a critical role in leading change across your company.
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