![]() Jyl Safier, Marketing Operations Manager at Conergy offers an explanation as to why renewable energy and green tech firms have not yet adopted such strategic branding initiatives. Effective branding to attract talented employees seeks to answer one basic question: why should someone choose your organization over your competitor?” “Your company’s products may compete within the renewable energy industry, but when it comes to attracting top talent you are competing with all industries. Neal Lurie, Director of Marketing at the American Solar Energy Society (ASES) stresses the fact that there is and will continue to be intense competition for top talent. Employment branding, on the contrary, is a long-term recruiting strategy that attracts and retains teams of top-talent management and staff and discourages those who might not be an appropriate for an organization.Īs a result of the ensuing retirement of many engineers within the Baby Boomer generation and the importance of employment culture to the Generation Y population, it is imperative that renewable energy firms begin to seriously consider their e-branding strategies if they intend to survive. Historically, most actions in recruiting are designed for short-term gain and have centered on recruiters responding to job requisitions, writing job descriptions, placing ads, visiting job boards, attending job fairs and mining social networking sites in an effort to fill job openings. The renewable energy and green tech industry is obviously not alone in its quest for qualified talent at all levels of an organization and so as demand for renewable energy increases, firms will need to develop, deploy and refine talent acquisition strategies to support that growing demand. ![]() Within the Renewable Energy business, very few firms have finely mastered the art of crafting an e-brand image for talent acquisition purposes and quite a vast majority have yet to consider its benefits. We thrive on the exchanging of ideas and since our organization is very flat, we have conversations with folks throughout the entire organization about what makes Google authentic.” During the interview process, it goes both ways, candidates meet with many people they need to understand the culture and what it would be like to work here. Additionally, employment brand management efforts reduce the turnover rate among top performers and increase overall workforce satisfaction and productivity.Īccording to Sunny Gettinger, Global Communications & Public Affairs Manager at Google, “We do really focus on what it’s like to work here. The net benefit of successful employment branding is that your organization’s exposure and favorable reputation increases, creating consensus among your employees and the outside world that your organization is a great place to work. Whereas corporate or product branding cultivates and puts forth an image that stresses those products and activities that your organization uniquely does best, e-branding strategies are deployed for the primary objective of attracting, recruiting and retaining skilled leadership and top talent to your organization. And that’s probably because no other firm has built and managed a more successful employment brand (e-brand) initiative.Īn e-brand is an emerging and collaborative strategic marketing and human resources initiative. Google? Google might well be the most talked about firm in recent history. New York, United States Name any company in the world (outside of your own) that you immediately perceive as a great place to work.
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