What happens when you recruit quality talent using the latest solutions — personalized candidate career portals, social recruiting, gamification, predictive data, video interviewing — more – and then that new hire starts to work and there is no onboarding solution in place, just a desk, and some paperwork to complete?  Employment Brand Fracture, of course.

Employment Brand Fracture (EBF) can have a major impact on a new hire’s retention rate, engagement, alignment with the culture, and productivity.

EBF is the disconnect between the candidates’ perception of what it would be like to work for the employer and the reality of actually working for the employer. And it happens — Day One — when new hires are at their weakest, wondering if they accepted the right position. The new hire may even have previous offers made to them from another organization and new inquiries about their job status that keep coming in.

EBF happens more frequently than one thinks. EBF can happen if brand messaging is not based on the organization’s real Employment Value Proposition (EVP), if there is no onboarding solution, and/or if there is no pre-boarding solution.

Onboarding Automation

According to Brandon Hall Group’s 2015 HCM Technology Trends Study, nearly half of the organizations surveyed (47%) manually onboard new hires. While manual processes can be in place to effectively onboard new hires, it is not the most efficient way to manage all the tasks involved in onboarding – including benefit administration. Manual onboarding processes may not be as effective as an automated solution because:

  • It may not give a comprehensive, consistent view of the organization.
  • The onboarding experience may not reinforce the employment brand conveyed externally.
  • There is the possibility for unintentional lapses.
  • If the onboarding period is longer than two weeks, the process may be difficult and time-consuming to manage manually.

Another important onboarding metric to consider when choosing between manual and automated onboarding solutions is improving time-to-productivity. If the onboarding solution has a pre-boarding portal, the transition from candidate to employee will be smoother and quicker. Before Day One, administrative paperwork can be completed and candidates can be virtually introduced to their co-workers, leadership, and work environment. Then, training can commence Day One.

Source: Brandon Hall Group 2015 HCM Technology Trends Survey

Source: Brandon Hall Group 2015 HCM Technology Trends Survey

A Real Employment Value Proposition

In order to be effective in attracting quality talent it is necessary to convey authentic brand messaging based on the organization’s true EVP. The EVP is the matching of what employees and employers value in each other. Employment brand messaging is the messaging about who your organization is as an employer.

EVP is determined by conducting research among leadership, employees, candidates and other stakeholders in terms of why they want to work for the organization, perceptions about work environment/culture, alignment of values, organizational strengths/opportunities, and more. Finally collaboration and agreement ensues to determine what constitutes that organization’s EVP. From there, employer brand messaging can be determined.

Avoiding Employment Brand Fracture

In order to avoid EBF, messaging and the HCM technology should reflect your organization’s EVP.  If the messaging is inaccurate or inconsistent, if the onboarding process/solution is inconsistent with the way the candidates were sourced, recruited, and hired, EBF will occur and it will confuse your new hires, leading to retention issues.

Daria Friedman, Principal Analyst, Talent Acquisition,
Brandon Hall Group

Daria Friedman

Daria Friedman is the Principal Analyst overseeing the talent acquisition practice for Brandon Hall Group. Prior to Brandon Hall, Daria led the research practice for Bernard Hodes Group, a recruitment solutions agency, and Findly, a talent acquisition software service provider. Daria’s focus is on conducting talent acquisition research on topics such as candidate experience, employer value proposition validation, onboarding, candidate experience, retention, internal communications, career site messaging, talent pool assessments/supply and demand, employee engagement, campus/graduate recruitment, brand perceptions/positioning, best practices, diversity, market/competitive dynamics, talent acquisition metrics, source-of-hire/job search dynamics, employer preferences, employee benefits, technology purchase preferences, and more. She has produced many thought-leading and award-winning research studies at Hodes, including: Healthcare Talent Metrics, The Growing Value of Employer Brands, RNs at Risk, The Collegiate Career Mindset, The Employment Conversation - How Employers and Talent Meet on the Social Web, and Playing for Keeps/Recruiting for Retention. Daria developed Industry Matters, a monthly newsletter that provides insight on the talent landscape from both an economic and talent acquisition trend perspective. She has conducted research globally across many industries, such as Healthcare, Technology, Insurance, Finance, Hospitality, Telecommunications, Defense, Law Enforcement, and Retail. Daria is skilled in quantitative, qualitative and secondary research methodologies. Daria has an MBA in Marketing from Fairleigh Dickinson University and a BA in French from Montclair State University.

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