Proforce CREATIVE SOLUTIONS

Employer branding for PATRIOT businesses

Trouble Hiring the RIGHT People?

Symptoms of the Talent Attraction Problem

  • Recruiting struggles to “find” (attract) great candidate
  • Poorly engaged employees, high turnover, long “time-to-fill” positions
  • Employer information missing online, e.g., Rewards, Culture, etc.
  • Job Descriptions are just “jobs” instead of compelling opportunities
  • Poor CaX (Candidate Experience), e.g. inadequate communication
  • Online comments from former and current employees are negative

Your Employer Brand Impacts Recruiting

QUESTION: What determines if a Candidate will apply for your job?
ANSWER: Two major things:

1.   A Candidate’s initial exposure to your Employer Brand
2.   Their Candidate Experience (CaX) as they engage in the process

If your Employer Brand, in combination with your Candidate Experience, is not appealing, engaging and professional, High Performers will not apply and remain absent from the applicant pool. The reason is because the same way a recruiter is looking for reasons to disqualify an applicant, the candidate is looking for any reason to disqualify the employer early in the process.

 

 

 

ProForce Thought Leadership

Point of View: “How We Help You Create a Strong Employer Brand

Summary

If you are not getting High Quality Applicants for your open jobs, the root cause may be your Employer Brand. A Candidate’s initial exposure to your Employer Brand reputation and the subsequent Candidate Experience (CaX) ultimately determines if they will be in the applicant pool.

The fix is not a Marketing Strategy. It is not an Employer Branding exercise. It is not a Communication campaign. The path to a great Employer Brand is a commitment to creating a great External Perception and being committed to creating an Internal Culture that is consistent with that External Perception.

A Candidate’s Decision to Apply is Determined by the Results of Their Discovery

In this early stage, a Highly Qualified candidate is looking for multiple points of validation to reinforce their final decision whether to apply. The information they find and their experiences either reinforce or conflict with each other. For example, a company may state that “Respect for People” is a core value, but Glassdoor comments posted by current and former employees may reveal a very different perception of the internal culture. This conflict quickly compromises the integrity of the Employer Brand. The candidate predictably will disengage.

The typical Candidate Experience follows a consistent path of discovery that looks like this:

The Impact of a Weak Employer Brand

A Systems Thinking view reveals how the Internal Work Environment impacts the Internal Culture, then External Perception and ultimately influences who can be attracted to the Team which then reinforces the cycle. If the Internal Employer Culture is healthy but there is an absence of public information or worse, negative information, recruiting High Performers will be difficult at best. This is because external messages which are inconsistent with actual experience create conflict and quickly compromise the integrity of the Employer Brand.

Which illustration more closely represents the dynamic within your organization?

Most organizations have characteristics of both – creating a business imperative to proactively manage, build and improve both the Internal Culture and the public Employer Brand.

Steps to Greatness…A Strong Employer Brand

The fix is not a Marketing Strategy. It is not an Employer Branding exercise. It is not a Communication campaign. The path to a great Employer Brand is a commitment to creating a great External Perception and being committed to creating an Internal Culture that is consistent with that External Perception.

 

Your Corporate Brand is the Overall Composite of All Stakeholders’ Perceptions and Experience

Complete Brand Strategy Map

Let ProForce Show You How Good You Can Be

Your Path to a Strong Employer Brand

Next Steps…

We would love to speak with you and help you create a more powerful employer brand. Contact us to schedule a no obligation consultation.

We can quickly evaluate your online brand, provide feedback and ideas and identify where there’s opportunity for significant improvement.

 

 

How we partner is based on your needs and how we can best serve you.

 

Reach out to us today to schedule time to discover how we can help you.

Discover More…

ProForce Thought Leadership Resources

Employer Branding - Talent Attraction - Employer Reputation Management - Recruiting Optimization

CAUTION. The resources provided here represent the tip of an iceberg of a very large body of knowledge required to successfully implement an effective corporate Employer Branding, Talent Attraction and Reputation Management Strategy. None of the resources offered below, by themselves, illustrate the work required to deliver outcomes typically required by C-suite leadership. These resources are intended to illustrate our capability and provide a look through a keyhole at a world that is relatively unknown and overlooked in the talent acquisition community today.

ProForce Thought Leadership

Point of View: "The Role of Employer Branding in a Talent Attraction Model"

Summary

Watch this short overview highlighting the operational challenges and financial impacts of a Recruiting Model vs. a Talent Attraction Model.

See also how organizations improve their overall Return on Talent by creating a Candidate Experience on par with the Fortune 500 so they can attract the Best High-Performing Talent in their industry.

ProForce Thought Leadership

White Paper: "The Business Case for Employer Branding"

Summary

Here are the facts and statistics that illustrate the significant shift which has occurred in the last few years and the business case for why organizations can no longer afford to maintain the status quo. The Business Case for Employer Branding also answers the following questions:

  • Why would we consider changing how we are recruiting now?
  • Why do we need to improve our Employer Brand?
  • How important is Social Media as a part of the Employer Branding strategy?
  • Why is the Candidate Experience a part of the Employer Branding process?
  • Is Employer Branding the same thing as becoming a Great Place to Work?
  • What other ROI can we expect from developing a stronger Employer and Talent Brand?
  • Wouldn’t the ROI and benefits decrease if my competitors use this same strategy?
  • Why would we consider using an outside firm to help us develop our Employer Brand?

ProForce Thought Leadership

White Paper: "Strategies to Enhance Corporate Recruiting Capability"

Highlights

  • The most effective Talent Acquisition methods are a synthesis of many best practices.
  • We approach recruiting strategically and provide many support strategies to improve talent acquisition capability to attract higher performing candidates.
  • We partner with organizations to focus on strategic targeting capability; because, in the end, only hiring the right person counts.

Core Strategies

  • Position Profile Enhancement
  • Improved Employer Branding
  • Candidate Evaluation Criteria
  • Recruiting Process Outcomes
  • Operational Excellence

ProForce Thought Leadership

Point of View: "How We Help You Create a Strong Employer Brand"

Summary

If you are not getting High Quality Applicants for your open jobs, the root cause may be your Employer Brand. A Candidate’s initial exposure to your Employer Brand reputation and the subsequent Candidate Experience (CaX) ultimately determines if they will be in the applicant pool.

The fix is not a Marketing Strategy. It is not an Employer Branding exercise. It is not a Communication campaign. The path to a great Employer Brand is a commitment to creating a great External Perception and being committed to creating an Internal Culture that is consistent with that External Perception.

ProForce Research

Discover the 5 Strategic Shifts Top Global Brands are Using to Attract High Performing Talent

Overview
We will SHOW you the 5 Strategic Shifts the Top 10% of Brands are using to become an Employer of Choice and how they are using Talent Attraction strategies – NOT Traditional Recruiting – to consistently attract high performing talent who are the right cultural fit.

We will show you how we create high levels of commitment and connection with top candidates from the very beginning – even though it is the opposite of what 90% of companies are doing.

Discover More Now
https://joinnow.live/s/ZHkfSf

ProForce Thought Leadership

Reimagining Recruitment and Retention
Entrepreneur Educational Forum Executive Education Event
Sponsored by New Life CFO and 360 Consulting

Overview
Mark Galvan from ProForce participates as a subject matter expert panelist discussing Talent Acquisition, Employer Branding, Talent Attraction and retention challenges with C-level executives in this private hosted event.

Discover More Now

More Information from the Event
https://proforceco.com/reimagining-recruitment/

Download a digital version of the Participant Resources & Notes here:
https://proforceco.com/wp-content/uploads/2022/02/Reimagining-Recruitment-and-Retention-v1.02.pdf

Link to Schedule a complimentary Employer Brand Review:
https://proforceco.com/apply

Watch the Video Here
https://youtu.be/VjFmtSuNiAU

ProForce Point of View

Recruiting Should Deliver More.
Get More from Your Recruiting.

Summary
When we design a powerful Employer Brand strategy, we also help organizations realize more value from their recruiting investment than just a “new hire,” such as sales leads, affiliate partners, freelancers, social followers and product evangelists. With small changes in the execution of the process, organizations can realize significantly greater results and value from the same effort.

Every organization should demand more than just an offer letter after the enormous amount of time and money that is invested in the recruiting process. We can show you how.

Watch the Video Presentation
https://youtu.be/R173BULJU_Y

ProForce Client Case Example
Lavender Springs

Company
Lavender Springs is an intimate, assisted living home nestled in the Hill County, outside Austin, Texas where residents are not a number, but a member of their family.

Company URL
https://www.lavendersprings.com/

Scope of Work
Employer Brand Strength Discovery and Assessment; Talent Acquisition Strategy Development and Deployment; Technical Writing; Web-content Development; Web Design Support; PDF Brochures; Employer Branding; Job Descriptions Re-write; Total Rewards Re-write; Candidate Communication Re-write; Candidate Career Portal; Recruiting as a Service.

Disclaimer and Comment
In the case of Lavender Springs, the Company genuinely had few typical insurance -related benefits. But an estimated 85% of companies generally under-promote their internal company benefits anyway. In most cases, internal teams have not taken the time to identify the true benefits of working for their company. In fact, most organizations use a brief, one-line summary of benefits, or simply a few brief bullets added at the end of a job description or on a webpage. In our experience, more than 90% of small to midsize businesses have no internal Employer Brand champion with the expertise needed to properly brand the business as an Employer of Choice or to position the Total Rewards in a way that creates competitive advantage to win in the war for talent.

ProForce Client Case Example
REATA Commercial Realty

Company
REATA Commercial Realty is a boutique, corporate real estate advisory firm that exclusively represent tenants and offers a powerful package of knowledge and expertise to represent companies and non-profits that lease or buy commercial properties.

Company URL
https://texastenantrep.com/

Scope of Work
Employer Brand Strength Discovery and Assessment; Public Brand Enhancement; Web Strategy Development; Web Content Development; Talent Acquisition Strategy Development and Deployment; Employer Branding; Opportunity Descriptions Re-write; Job Descriptions Re-Write; Total Rewards Re-write; Standardized Candidate Communication Templates; PDF Brochures; Candidate Career Portal; Recruiting Marketing and Funnel Design; Recruiting as a Service.

ProForce Client Case Example
Globe Runner

Company
Globe Runner is a full-service digital marketing agency delivering Search Engine Optimization, Paid Media, Web Design and Development and Content Marketing.

Company URL
https://globerunner.com/

Scope of Work
Employer Brand Strength Discovery and Assessment; Employer Branding; Employer Brand Strength Assessment, Employer Brand Development, Career Portal Content Development; PDF Brochures; Job Descriptions Re-write; Total Rewards Re-write; Opportunity Messaging; Standardized Recruiting Communications Development; Candidate Career Portal; Social Reputation Management; Recruiting as a Service.

ProForce Client Case Example
Logisticorp Group
 

Company
Logisticorp is a 500+ person, MBE-certified company providing global supply chain management, transportation and logistics services to Fortune 100 companies.

Company URL
https://logisticorpgroup.com/

Scope of Work
Employer Brand Strength Discovery and Assessment; Employer Brand Development; Technical Writing, Web-content Development; Web Design; Web Technical Development; PDF Brochures; Employer Branding; Job Descriptions Re-write; Total Rewards Re-write; Candidate Career Portal; Candidate Communication Re-write; Recruiting as a Service.

Watch the Video Version
https://youtu.be/JLt0xn-cgbM

ProForce Thought Leadership

WATCH: Recruiting Should Deliver More.
Get More from Your Recruiting.

Summary
The concept of getting more value from the recruiting process is not extraordinary enough to be disruptive. Innovative in many environments, maybe; but, every organization should demand more than just an offer letter after the enormous amount of time and money that is invested in the recruiting process.

We also help organizations realize more value from their recruiting investment than just a “new hire” – such as sales leads, affiliate partners, freelancers, social followers and product evangelists. With small changes in the execution of the process, organizations can realize significantly greater results and value from the same effort.

Download the Transcript

Watch the Video Version
https://youtu.be/R173BULJU_Y

ProForce Video Blog Series
"Attracting and Retaining High Performing Talent" Part 1
Mastery Partners’ Maximize Business Value Podcast, Episode 80 with Mark Galvan
 

On YouTube at:
https://youtu.be/SFfobb81o7o?list=PLvS8nndMRcWen4dOGYMFDepFPqz1hA-hC

This episode of the Maximize Business Value Podcast is the first of a two-part series and it features host Tom Bronson and guest Mark Galvan, Managing Partner of ProForce. In this first episode, Tom and Mark lay the groundwork for Attracting and Retaining High Performing Talent, and the next episode will focus on implementation. Employer Branding, Online Reputation as an Employer and differentiating Talent Recruiting and Talent Attraction are just a few of the topics of the episode. Tune in to learn how the value of your business can be improved!

ProForce Video Blog Series
"Attracting and Retaining High Performing Talent" Part 2
Mastery Partners’ Maximize Business Value Podcast, Episode 81 with Mark Galvan
  

On YouTube at:
https://youtu.be/Q9C3JbbsEDg?list=PLvS8nndMRcWen4dOGYMFDepFPqz1hA-hC

This episode of the Maximize Business Value Podcast is the second of a two-part series and it features host Tom Bronson and guest Mark Galvan, Managing Partner of ProForce. In this first part, Tom and Mark talked about the groundwork for attracting and retaining the very best talent, but this episode focuses on implementation. The main topic of their conversation revolves around the 5 paradigm shifts where they discuss each in detail. Tune in to learn how the value of your business can be improved!

ProForce Video Blog Series
The High Performance Myth  

It sounds like, “we don’t need a high performer in THAT position.”

And it usually originates from people on our teams saying things like, “the work is not that important” or “the work not important enough to have a strong person in THAT role.”

Mark challenges the conventional thinking based on what the top 10% of companies are doing successfully.

ProForce Video Blog Series
The Myth of More Money  

When recruiting gets tough, most organizations resort to more salary, more benefits, starting bonuses, etc.

But most people genuinely want something else...meaning the conventional thinking is TOTALLY WRONG.

Mark busts this common myth with examples of why people go to work for more than money!

Join the New Community

 

NEW: Join the new group for business owners and executives. If you’re ready to learn more about what the most successful companies are doing to attract, engage and hire the right people, then you’ll appreciate the discussion in a unique new Facebook group for executive leaders who are accountable for high performance talent and operational success.

Click here to join the new Facebook group and join the discussion, Attracting High Performance Talent.

https://facebook.com/.../highperformancetalent/

 

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ProForce Thought Leadership

ProForce Client Case Example

Logisticorp Group

PDF Download

ProForce Thought Leadership

ProForce Client Case Example

Globe Runner

PDF Download

ProForce Thought Leadership

ProForce Client Case Example

REATA Commercial Realty

PDF Download

ProForce Thought Leadership

ProForce Client Case Example

Lavender Springs

PDF Download

ProForce Thought Leadership

Recruiting Should Deliver More.

Get More from Your Recruiting.

PDF Download

ProForce Thought Leadership

Point of View: “How We Help You Create a Strong Employer Brand“

PDF Download

ProForce Thought Leadership

White Paper: “Strategies to Enhance Corporate Recruiting Capability”

PDF Download

ProForce Thought Leadership

White Paper: “The Business Case for Employer Branding”

PDF Download

ProForce Thought Leadership

Point of View: “The Role of Employer Branding in a Talent Attraction Model“

PDF Download