– The Engagement Tool –
Ringo Starr. The last member of the Fab Four, which became a fundamental part of Liverpool’s success. The candidate, who filled the position of Pete Best, was crucial to the band that changed the history of music, with his integration and commitment. The tool presented here aims to facilitate the understanding of the needs of the people in the organization with the intention of (1) Directing and identifying different profiles, (2) Avoiding the loss of talent and (3) avoiding the loss of potential candidates.
1. Employer branding and Brand Image: retention vs loyalty
A strategy centered on the Candidate Experience implies certain benefits about two known concepts: Employer branding (EB) and Brand image (BI). It seeks to increase the satisfaction of the candidates/employees and improve the brand image. Employer branding represents the reputation of the company as an employer. It would be employee satisfaction in terms of working conditions. It appears to be inevitably linked with the contractual part, but there are other factors such as the career, work flexibility or personal development. The capacity and ability of a company to find and retain talent, largely depends on this concept. Indicators already exist in employment websites on these types of topics, according to “Employees Rising” (Weber Shandwick, April 2014) 39% of employees shared positive comments online about their employer.
On the other hand, the Brand Image relates to the emotional part of the candidate/employee. Terms such as mission, vision or corporate social responsibility are important in the evaluation of this concept, as found by some statistics from Corporate Responsibility Magazine / Allegis Group Services Study (August 2012):
• 69% would not accept a job with a company with a bad reputation, including in cases of unemployment.
• The 84% of the candidates considered leaving their company if another with an excellent reputation offered them a job.
• One in every two employees had left their job to get away from their manager at some point in their career.
The analysis and study of the metrics to evaluate the degree of these concepts is difficult, it costs money and it takes time. The proposed alternative is to know the concerns and motivations of the employees that join the organization. Knowing that information must become a fundamental objective in order to estimate more accurately when searching for the candidate and to better explain the benefits of belonging to the company.
2. The commitment matrix
The following matrix classifies employees based on their commitment. 4 different are profiles identified when crossing the concepts of EB and BI. The X axis represents the sentimental relationship with the company, that is, the same as passion and loyalty. Meanwhile, the Y axis refers to employee satisfaction with their working conditions, which translates into the company’s retention capacity.
Bridge: the employee is convinced by the mission, values and / or model of deal. There may even be a “family” relationship with the company. Your loyalty is high but you may not feel satisfied with your conditions, with the business situation or with your career plan. If the company fails to discover this, there is a risk that they may leave.
Trapeze artist: they stay with the company because their working conditions satisfy them, even if they don’t identify with the image of it. Or they “fall” on the side of the rocket and decide to leave, or the company finds an incentive that is capable of making them “Fall in love”.
In love: represents the employee commitment and satisfaction. They feel valued (EB high) and proud to belong to that organization (high BI). It shows positivity and is a good ambassador for the company.
Rocket: These are profiles with an expiration date. It does not necessarily imply that they are bad employees. Sometimes, companies need external consultants or temporary people, but trying fixed positions, this is the quadrant to avoid.
The search for a LEAN Candidate should be a journey full of positive experiences and enriching for both parties that ends with the beginning of a new relationship. A transparent, motivating and loyal commitment. As if it were the fourth Beatle, selecting the candidate using a CdX strategy, will be beneficial in every way.
Joaquín Gregorio Bondía