Great branding is a key element in achieving success in the business world, and this includes the role of the organization plays as Employer.   The Global Human Resources Outsourcing (GHRO) wanted to share an insightful article on the subject.

An “employer brand” denotes an organization’s reputation as an employer – the image of an organization as “a great place to work.”  Employer branding is the process of creating this image.

In an article titled “Mission: Brand Alignment,” HRO Today explores how employer branding aligned with a company’s corporate or product brand can produce great business results.

Linking salient corporate/product brand elements with your employer branding strategy gives an organization the ability to communicate the employer brand to various talent segments – candidate prospects, and current and former employees – across the business.

Many HR groups within organizations are realizing that an effective brand strategy can enhance their talent acquisition efforts.  Signaling your company message on several levels can resonate with job candidates.

Consequently, just as marketing executives leverage a wide variety of tactics and initiatives to drive awareness for product portfolios, many successful HR leaders are taking advantage of various branding elements traditionally found in a marketer’s toolbox.

Where to Start? Compare & Understand

One of the first steps toward aligning your employer brand with your product or corporate brand is to have an open and honest assessment of what your brand really stands for and means. One method that marketers use — in order to achieve a deeper understanding of essence — is to perform a brand alignment analysis.

Source and Attract

As you source and attract candidates in the early stages, one of the goals is to make sure that the different vehicles you utilize, such as job postings, employment advertisements, career portals, recruitment videos, social media, word-of-mouth and other tactics, reinforce your employer brand positioning and messaging.

Employer Branding Alignment Tips

• Collaboration between HR and Marketing is critical.  Learn what aspects of your corporate or product brand will translate well to your employer brand strategy. Many organizations are tasking marketing professionals to head their employer branding efforts and bridge the gap between the two functional areas.
• Focus more on brand engagement over brand communications. This is especially true when designing an employer branding program during your onboarding and employment stages. Think about the influencing and net promoter type brand attributes you can harness from an engaged group of employees. Dialogue and engagement are more powerful and relevant during this stage compared to monologue messaging.
• Assess all candidate touch points. Your employer brand reaches prospective candidates at many intersections. Make sure you’ve identified all of them and that your employer brand messaging is clear and relevant at each juncture.

And a word of caution: don’t assume that just because candidates easily identify with a great product brand that they will assume it’s also a great organization to be employed with.  The burden of proof is on the employer.

Does the free market’s creative destruction create more than it destroys?  Do oligopoly conditions (a small number of sellers dominating an industry) undermine free market theory?

The Global Human Resources Outsourcing (GHRO) team would like to know the answers to these and related questions, so we’re sharing a discussion of the issue, which is on the agenda at The HRO Today Forum, currently taking place in Washington, D.C. at the Gaylord National.

“A Workforce Congress: Insourcing, Outsourcing, & Job Creation” is the title of a panel headed up by Richard Crespin, Global Executive Director of the HR Outsourcing Association (HROA).

Free markets contrast with controlled markets in which prices, supply or demand is directly controlled.

In a recession, existing businesses shed jobs in an effort to cut costs and hoard cash for the lean months ahead, Crespin argues.  As the economy recovers, they start to add these jobs back.  It’s “economic churn,” not new economic growth.

To move the conversation beyond economic churn, the HROA convened HR Officers from large and small companies to discuss how to can create a more competitive workforce for companies, for America, and for the world.

The HROA also hosted a debate on “Is outsourcing good for America?”  This debate directly takes on the question of whether the free market’s creative destruction creates more than it destroys.

Oligopoly is at the heart of the counter-argument about the free markets concept.  The term “free market” itself reflects an idealized mathematical notion of how people behave, in that the emergent prices are a natural “push and pull” of supply and demand. In economic theory this is called “perfect competition,” because it occurs only when there are a large number of customers and a large number of suppliers in a market for goods which are optional purchases. In a perfectly competitive market, the ideals of a free market essentially exist. This was the economic theory of the 1960s to 1980s.

What’s happening now? The current trend in economics observes that big markets rarely operate in this perfect competition – because human beings are conscious of markets, they seek profits, they shut out competitors, and they corner markets as monopolies and oligopolies.  The result: fewer jobs all around.

Let us know what you think by commenting below.

In local news, eyes are focused on Costa Mesa, California, a city neighboring GHRO’s headquarter city of Irvine.  The City of Costa Mesa faces a budgetary dilemma: a dilemma it plans to solve through outsourcing many city services.  On the list to be outsourced are in-house information technology, maintenance services, employee benefits administration, and payroll staff, among others.  In six months, these employees will be looking for jobs.  It’s tough news and a tough lesson about how outsourcing has long kept the government afloat.

According to an article in Federal Computer Week, outside contractors have proved a long-indispensible government resource.  Outsourcing allows the government to perform work beyond its typical staffing, equipment, or monetary resources. It also creates a more efficient government through reduced costs and increased productivity.  In a time of budgetary concerns, outsourcing may be the only way the public sector, and even small private-sector businesses, can maintain necessary service levels.

Cost-savings occurs, in part, because contractors cost less than permanent employees.  Last year, USA Today reported that government employees received roughly $28,000 in annual benefits—over $12,000 more than their private-sector counterparts.  Data has also shown that pay rates in state and local government increase faster than private-sector rates.  Total compensation at all levels of government tends to be higher.

But lower pricing isn’t the only benefit of outsourcing services.  Outsourcing to private companies often results in new, fresh ideas beyond the government status quo.  Outsourcing is a great resource for small, private businesses, too!  It allows businesses to receive services they may not otherwise have been able to maintain or afford.  For instance, outsourcing human resources tasks to GHRO allows businesses to meet their HR needs, from hiring, payroll, employee benefits, to the latest in HR regulations and trends, at a fraction of the cost of maintaining an in-house HR department.  It is low-cost efficiency at its best.

How can HR outsourcing benefit you?  Contact GHRO today for a free quote!

Last month’s blog about the employer-employee Facebook saga scored one for employees, but the latest installment gives the edge to employers.  A recent case heard in a Georgia federal appeals court ruled that employees can be fired over their social-networking photos.

Tiffany Marshall, a Savannah probationary firefighter, lost her job over her Myspace photos.  These images featured Marshall and her coworkers in uniform, as well as several semi-clothed photos of Marshall, including one showing her bare backside.  An anonymous caller alerted Marshall’s supervisors to the photos.  Investigation found that Marshall had violated multiple Savannah Fire Department rules and regulations, particularly the section on displaying “unbecoming conduct” in her private life that discredited the department.  In response to the photos, the department gave Marshall a verbal reprimand and issued a general order reminding employees that department photos could not be used on personal websites without the fire chief’s express permission.

Marshall’s response to the reprimand led to her termination.  After she allegedly became defensive and combative, contending she’d been singled out as a female because male firefighters had not been disciplined for similar photos on their websites, she was fired for insubordination.  Marshall then sued for gender discrimination.  The court, which found no evidence of discrimination or violation of First Amendment free speech rights, dismissed her case.

What does this decision mean for employers?  A solid social media policy may be enforceable in court.  To be effective, the policy should clearly address work-related images and social postings, and disclose the employer’s right to review such media for compliance with employer regulations.  While drafting a policy, employers should remember that the National Labor Relations Act protects employees’ rights to discuss workplace activities.  Bottom line: employees’ social networking posts can’t be silenced, but can be guided by a carefully worded social media policy.

According to a CNN report, Americans working in a claustrophobia-inducing cubicle have one more thing to complain about: shrinking cubicle size.

The average worker’s office space has dwindled 15 square feet since 1994, down to a cozy 75 square feet in 2010.  And it’s not just the everyday workers who are feeling the squeeze—senior workers’ office space shrunk 19 feet over the same period.  Everyone but executive management, who enjoyed an increase in office space, has to do more work with less space.

Or are they?

What popularized the cubicle in the 1960s was its functional, modular office space without the construction required to build walled offices.  In the past, cubicle size has had to accommodate the latest office technology, such as bulky telephones, typewriters, and desktop computers.  Today, that technology is slender and sleek, such as flat-screen monitors, laptops, iPads, and Blackberries—and more important, that technology is mobile.

Mobile technology replaces the need for workers to be chained to their desks.  Instead, workers can telecommute or work from different places in the office, as in the open-space seating model found at companies such as Facebook and Intel.  This open-space model is becoming more popular thanks to its team-oriented setup and efficient use of work space.  Due to meetings, travel, shifts, or personal leave, not all work space is required at all times, so it makes sense to have fewer and unassigned work stations.

While some employees appreciate this modern, flexible approach to office space, other employees reject the approach’s irregularity, close quarters, and lack of privacy.  Since employees spend half their days at work, it’s important their office environment works for them to foster comfort and productivity.  But just as office spaces come in all shapes and sizes, so do employees, so not every model will suit every employee’s personality or work style.

Does that mean private offices are on the verge of extinction?  Not if SAS, a North Carolina business intelligence software company, is any indication.  For the last two years, the company was named Fortune magazine’s best place to work.  The kicker?  SAS gives almost all its employees private offices.

It’s Valentine’s Day and love is in the air.  If you’re in the office today, you’re likely to see coworkers receiving heart-shaped boxes of chocolates and lavish bouquets of lilies from their loved ones.  But what if such a display of affection occurs between coworkers?

Workplace relationships can pose a wealth of potential problems, from discrimination to sexual harassment.  These issues can be especially complicated for businesses that don’t clearly address workplace relationships in their employee handbooks.  If it’s too late to set policy amidst burgeoning love, supervisors and HR representatives will have to rely on their common sense to handle workplace relationships.  To make that process easier, remember to PREP by being:

Professional: When talking to employees, keep comments business related by addressing productivity, performance, and professional conduct.  Don’t discuss anything personal, and remember that any personal information confided in you should be kept strictly confidential.

Reasonable: Be reasonable about the demands placed on your employees.  They spend a lot of time together, which can naturally foster closeness.  Without a written policy to address workplace relationships, your response can only extend so far.  You can’t ask employees not to date, and even if you could, more problems could be created by enforcing unrealistic rules.

Equitable: As a matter of good HR practice, it’s important to treat all employees (and all workplace relationships) the same.  This applies even if the relationship involves an extramarital affair.

Proactive: After a relationship problem arises, it’s too late to implement a formal company policy, so don’t attempt enforcement beyond what federal, state, or local laws require.  Instead, talk with management about establishing a written policy to address workplace relationships.  A clear policy will be the best way to manage future workplace relationship issues.

With or without a formal policy, when a workplace relationship ends, things could get messy for both the former couple and the HR Department.  What was once welcome personal attention could now be considered unwelcome sexual harassment.  During the relationship, it may have been common for one partner to frequent the other’s desk to chat, but that chat may now make the other partner uncomfortable.  If left unaddressed, this unwanted conduct could easily snowball into a sexual harassment issue.

That’s why it’s best to catch these issues early.  As an HR representative, start by sitting down separately with each employee to clarify what professional behavior means to them and to your business.  Outlining professional standards may be enough to stop the unwanted conduct, but if the behavior continues, these conversations are a good starting point for potential disciplinary action.  Remember, everything should be documented, from the complaint to the sit-down conversations, to create a solid base for future action.  It’s important to take these issues seriously as professional matters and not just private conflicts.

Times are looking up for the once-struggling American auto industry, which means good news—and shared profits—for industry employees.

Last month, Ford Motor Co. paid $5,000 in profit sharing to each of its hourly workers, which was more than its contract with the labor union required.  And though Chrysler Group LLC did not make any money last year, the company still paid $750 to each of its hourly workers to thank them for standing by during recovery efforts.  Following suit, General Motors Co. is poised to pay each of its 45,000 hourly workers at least $3,000 in profit sharing.  This will mark GM’s largest ever payout, crushing 1999’s previous record of $1,775.

GM’s move comes as 2010 saw the company solidly back in the black for the first time since 2004, and just one year after a highly publicized $50 billion government bailout.  In those darker days, GM was forced to restructure by closing domestic factories and slicing more than 20,000 jobs, including much of its white-collar workforce.  Moving into the future, GM executives have expressed interest in compensating hourly workers according to their performance, much like the way salaried workers are compensated.  It should also be noted that salaried workers will not be receiving across-the-board raises.

This week’s record-breaking winter weather has walloped over 30 states and affected one in three Americans.  In weather this severe, emergency officials advised people not to travel unless absolutely necessary, lest they get stuck in blinding conditions or massive snow drifts.  To many, the thought of curling up under a blanket beats going out in a blizzard any day.  So the kids get to stay home on snow days, but when do their parents get to stay home from work?

The truth is, employment law doesn’t dictate when a business must close for weather—closing a business is solely the employer’s judgment call.  Many businesses may choose to stay open in severe weather, depending on demand for their goods and services.  This is especially true of grocery stores, gas stations, hotels, and public-service industries like police and fire departments, hospitals, and snow plow operations.  It makes business sense to stay operational if there is legitimate work to be done, even in a blizzard.  Plus, businesses in areas that are used to winter snow will be less inclined to close due to weather, thanks to efficient snow removal.

But what happens to employees when businesses make the call to close?  From a human resources standpoint, businesses that close for weather are not required to pay hourly or non-exempt workers.  Like any other workday, these employees must be compensated only for the hours actually worked.  Exempt employees are another matter.  Businesses that close for a few days due to weather must pay their exempt employees who were ready and able to report to work.  On the flip side, businesses do not have to pay exempt employees who were unavailable to report to work, for example, due to the weather, transportation, or child care issues.  An exception occurs when businesses close for an entire payroll week because of weather, flood, or power outage.  Under these circumstances, exempt employees who perform no work for the week—not even checking e-mail from home—are not required to be paid.

Your business’ productivity could suffer because employees are chaining themselves to their desks.  But why are employees spending so many days at work and shunning the personal leave they once relished?  New studies show employees are afraid to—or genuinely unable to—step away from their desks.  Even a nasty head cold or the beckoning of a Caribbean vacation won’t unlock those chains.

As for the head cold, a recent CareerBuilder survey found 72 percent of workers report for work when they’re legitimately sick.  Most respondents (55 percent) do this because they feel guilty about missing work.  While this seemingly demonstrates amazing loyalty, how loyal is it to show up to spread germs to healthy coworkers?  Furthermore, does an office full of runny-nosed people slumped at their desks promote productivity?

And then there’s that Caribbean vacation.  A Right Management poll found 46 percent of workers didn’t use all their vacation time in 2010.  Workers either couldn’t get away from their desks or felt like they couldn’t get away to enjoy their annual vacations.

Whatever the case, employees are spending more days at their desks.  With so many businesses short staffed, with more duties falling to fewer employees, taking personal time is a legitimate concern for many workers.  Employees also worry that if they miss work, even for a day or two, their employers will realize either the worker or the position isn’t vital.  Employees are afraid to step away because their jobs may not be there when they come back.

If your employees aren’t taking the personal time they need, they’re at risk for employee burnout.  Workers who don’t feel like they can get a break from work, either to get healthy or to have fun, are more likely to suffer persistently high stress levels.  In turn, high stress levels can lead to employee turnover, which can quickly have your business flipping through job applications.  So what to do with employees who won’t unlock that desk chain?

Hand them the keys.  Now, more than ever, it’s important to tell employees it’s OK to miss work—and it needs to genuinely be OK.  Remind employees that their jobs will be waiting when they come back, and then train coworkers to fill in for sick or vacationing employees.  At the end of the day, employees able to take time off work will be healthier and happier, and will respond with increased loyalty and productivity.

I’m assuming that many of you are active Human Resources professionals, and as such you’re responsible for everything from evaluating candidates, posting job descriptions, to handling employee’s questions regarding their retirement, and making sure their benefits are in order. However, for the focus of this post, I’d like to offer some insights regarding the hiring process from the perspective of a candidate who has been searching for a job for quite a while. Anyhow, take from my thoughts what you will! I hope I can be of some help.

The first area I’d like to offer my advice in is to say this: avoid confusing job descriptions. Now, I’m sure you do your best to write good job descriptions, but I still want to counsel you to try to look at what you’re writing from the perspective of a desperate job hunter. The vague job descriptions bring in all sorts of desperate people, many of whom are unqualified, who justify their applying for a job they’re clearly not capable of doing because the job description is unclear.

Secondly, you should try to make the interview process as easy as possible for the candidate to navigate. This means telling the candidate the basic information up front. You’d be surprised at how many interviews I’ve been invited to attend, only to have to call back later and ask for directions, for the names and positions of the people who will be interviewing me, and how long I can expect the interview to last and any other special considerations. Job candidates who are asked to interview are already stressed as it is; try to make the process easy on them.

Finally, once the interview is over, be in touch with the candidate, regardless of the outcome. I’ve sat through interviews that I thought were going well, only to leave without knowing what the process going forward is. I’ve had several places not call me to inform me of their decision. If you invite someone in for an interview, it’s only right that you follow up, even if that person did not make the cut.

I realize that many of you are already doing your jobs well, and probably do these things above all the time. So this isn’t a criticism at all. Instead, it’s just a gentle hello from the other side of the job application website, saying “Don’t forget about me!”

By-line:

This guest post is contributed by Alisa Gilbert, who writes on the topics of bachelors degree.  She welcomes your comments at her email Id: alisagilbert599@gmail.com.