I enjoyed listening to Jane Davis, Head of Talent Management for The Warehouse, present at October’s NZ Employer Branding Summit 2009 in Auckland. Jane presented on the topic of ‘Building an employer brand campaign that delivers bottom line results’. One of the key themes I took away from her session was the importance of research in defining, developing and refining an employer brand and recruitment strategy. Kellie Tomney, the Executive Manager Recruitment and Branding Strategy for St.George Australia, echoed a similar theme in her session on ‘Building an employer brand that aligns with your corporate and consumer brands’. Both organisations have used survey techniques extensively to understand and get inside the heads of their external job market and internal employees.
The Warehouse’s careers site has received a lot of recognition nationally and globally. The survey link on their website was added in early October and about 800 people completed it in its first two weeks. Participation has steadily grown since. The link takes the visitor through to a short survey (I have seen ones that were way too long!) It asks some damn useful questions that go beyond the typical source of visit and demographic type questions. Of interest are the questions that centre around visitor impressions of The Warehouse as an employer before and after visiting the careers site. I don’t want to prejudice any future visitor responses with the key themes identified thus far, but suffice it to say the results are quite startling and will provide The Warehouse with some powerful information about brand impressions and the careers site. This will help The Warehouse to further develop their employment communications. Information is certainly power!