More on Attraction vs Promotion
If you want to attract great talent, develop your people. Build a reputation for being a place that great people come from. When it becomes clear that working with you is a pathway to a successful career, talent flows in your direction.
If you want to grow stale, make plans to handcuff your talent to their jobs. Advertise heavily. Hire only passive candidates. Write articles about what a great place to work you are. Win some awards.
The goal of a great talent attraction system is to make people want to come to work for you. While a passive candidate is indifferent and requires persuasion, peole who actively want to join your operation come with positive motives. Their desire creates and cements higher expectations that you get when someone’s arm needs twisting. Creating a dynamic that causes people to take action on their desire to work for you takes a lot of work
The objective of every employment branding initiative should be to increase the perceived desirability of working with your organization. Done well, this means unearthing the values already implicit in the culture. (Take a listen to Michael Long talk about this on last week’s HRExaminer Radio Hour)
John Sumser is the founder, principal author and editor-in-chief of the HRExaminer Online Magazine. John explores the people, technology, ideas and careers of senior leaders in Human Resources and Human Capital. John is the also principal of Two Color Hat where he routinely advises Human Resources, Recruiting Departments and Talent Management teams with product analysis, market segmentation, positioning, strategy and branding guidance.