In a world where 90 per cent of text messages are read within three minutes of being sent, text communication is becoming the norm. Gen Z is at the forefront of this messaging revolution! They have been raised on technology and instant replies and blue ticks! Stats show that messaging apps had nearly 5 billion monthly active users worldwide in 2017 and this number has grown by leaps and bounds since then.
To attract a digitally savvy generation, potential employees need to specifically target them through social channels such as Facebook, LinkedIn, Instagram, Twitter, YouTube, and Snapchat. Even better, each channel has their own messaging service!
Messaging naturally lends itself to customer services. It is a convenient way to LISTEN and to respond in real time. For example Swiggy takes longer to deliver your order and you can reach out to the customer service folks on their chat application. The same works for Amazon or Zomato. The generation that’s using these brands more or less like the “detachment” that comes with using these chat apps. Your queries get resolved and you don’t need to get into messy conversations.
Now, take a step forward and use social messaging like Viber, WhatsApp, Facebook Messenger as a platform for personalized recommendations, inform about special promotions and discount offers. Creating special stickers and games would be a good idea, something like what Burberry did in China. The British fashion brand used WeChat to send images of a letter with a pink bow and told them to “Shake” to open the gift and send a personalized Burberry greeting to a friend to celebrate the Chinese Lunar New Year. Customers could shop from the New Year Collection from the WeChat store and sign up to win limited edition Lunar New Year envelopes to be picked from the store.
So the name of the game is:
- Solutioning– you get a solution without picking up the phone, which means you can get things done without excusing yourself from meetings or in between work too
- Accessibility– social messaging apps are easy to access on your smartphones and tabs
- Interactivity– they have the functionality of being interactive, with predetermined responses that minimize typing and hence your physical effort
- Fun aspect of emoticons, stickers and GIFs- they are used to boost company specific content. But most only have a 24 hour shelf life so you need to maintain a regular flow.
A job description is a general, written statement that broadly describes duties, responsibilities, scope and working conditions of a job along with giving the job’s title and designation. From an employee’s perspective job description is important to help him/ her understand the company’s expectations from them. From an employer’s perspective, a well-thought out and nicely executed job description can help attract the right kind of candidates and can be an important tool in the war for talent.
Jump right in to know why showcasing your company culture in a job description is important and how you can do it.
Did you know that 41 per cent candidates are less likely to apply to an employer that does not showcase their company culture or post regular company updates? Your company culture is like the personality of your business, defining it will help you attract the right kind of talent which will in turn help you save big bucks in the long run. Another reason that you should consider for showing your company culture via the job descriptions is that 67 per cent of the candidates believe that it is important to work with an employer with a matching set of values. So, you see how using a job description to showcase your company culture is a very smart move.
Let us now talk about how you can do that.
Experts say that you should use the company’s mission statement to reflect what the organization’s culture is and how they conduct their business. This they say reinforces what’s expected when it comes to judging what is culturally fit for the company. Beyond the mission statement, let the candidates know what other traits are appreciated in your company.
LinkedIn says that this can be a tricky territory. You need to carefully choose a tone to reflect your company’s culture in the job description. Though they do warn that even if the company culture might be casual, the emphasis should be on balancing the job description that sound fun yet not unprofessional.
Professors of strategy at world’s top business school, INSEAD, W. Chan Kim and Renee Mauborgne, say that successful strategy hinges on three propositions, namely, Value Proposition, Profit Proposition and People Proposition. The value proposition attracts buyers, the profit proposition helps the company make money and the people proposition helps motivate people working with the company to execute the strategy.
Most of the companies it seems, are working on only the two of these three mentioned propositions. But if you have already woken up to this fact, here are 3 reasons how you can create a people strategy for your business that is as good as (or even better) your product strategy:
- Create a company culture: Your company culture is a reflection of what your business stands for. Look at Twitter. Employees can’t seem to stop raving about their work culture- rooftop meetings, free food, yoga classes and a motivated work group to learn from and work with. More importantly they believe that they are doing something that matters. You can’t really beat that combination that inspires dedication in any kind of industry.
- Hire the right people: Did you know that 93 per cent of organizations expect the war for talent to intensify next year? The term, war for talent, was coined in 1997 by McKinsey’s Steven Hankin but the whole magnitude of it has hit home since the unemployment rates fell below 5 per cent. It has become important to focus on ‘who’ the candidate is rather than ‘where’ s/he has been or ‘what’ they have accomplished. The need of the hour is to go looking for people with a wider skill set than just what the job demands.
- Plan to train people: According to a report in PwC’s 18th Annual Global CEO survey, 81 per cent were reported to always equip employees with new skills through continuous learning and mobility programs. This is a great way to create an adaptable work force that will be able to stand the test of the changing times.
People today want to define the world that they live in. Or how they put it is “they want to choose” the world that they live in. They have varying opinions on sustainability, mindfulness, CSR and so. And a job seeker is a sum total of these and much more.
But herein lies the hook for people that have these sensibilities.
So, you see, a job seeker is not just looking at the profits that a company is turning but also the impact the company and its products and services have on people and environment around them. The company is being scrutinised by the prospective employees. That is why sustainability, as a business practice, makes for a great employer branding tool.
- Gives you an advantage: About 88 percent of millennials, interviewed for a survey, believe that it is important to be part of a company with the right kind of culture. Firms that have a sustainability plan in place have an upper hand over their competitors and stand to attract the largest and the best chunk of fresh graduates that come looking for job opening in the market with this mind set.
- Helps build a solid reputation: In a survey conducted by telecom giant British Telecom, UK, 120 young professionals were asked about factors beyond salary that they would give importance to while considering a workplace. It was found that 33% of them associated great importance with corporate social responsibility and sustainability. Need we say more here? Ignoring to make sustainability a part of your employer brand can mean a lot of harm when it comes to simple thing as word-of-mouth publicity.
- Inspired and loyal work force: Companies that weave in sustainability initiatives are able to create more sought -after work cultures. One study found that companies that were able to embed this into their business strategy boosted the team morale by 55 per cent. The employee loyalty at such places too was better by 38 per cent than companies with no such plans and programs.