The title Community Manager didn't even exist 5 years ago, well it did but in a totally different industry. Anyway, the world of online, digital, or "inbound" marketing is evolving everyday, every hour, and even sometimes within minutes. One of the ways we try to keep up with the trends is by having the best people working on the things they enjoy the most. In this case we're speaking of Community Managers. Not just social media managers, but true authentic "Community" Managers. It's a true DNA match for a PeopleOps Community Manager to be architecting and maintaining talent communities. Here's a graphic describing the difference.
For almost a year, PeopleOps has been talking about the need for more authenticity and a 'high touch' within recruiting. We firmly believe that the candidates NOT HIRED by a leading brand, if not treated with a basic mutual respect, could become a PR nightmare for the entire company.
What happens when that trend starts is a continuum among everything else. The drive for authenticity that is seeing entire countries being turned upside down from within, is now effecting major corporations as well. Brands, Employers, Startups, pay attention! If you do not have an authentic culture, that is REAL, what is happening to Goldman Sachs will happen to you.
Brands in the next couple of years will have to be honest and do right for the customer, or they will be out of business; either from consumers shunning them or from their very own executives blowing the whistle. We are not implicating that this executive was on point with Goldman rather we are simply saying this should be the warning shot to all brands.
You have to do right for PEOPLE; employees, customers, vendors, etc, and if you don't...its going to be a really tough decade for you.
Exec's Scathing Letter: Why I Am Leaving Goldman Sachs
To put the problem in the simplest terms, the interests of the client continue to be sidelined in the way the firm operates and thinks about making money. Goldman Sachs is one of the world’s largest and most...
Marketing department of all sizes have been recently talking about the transition of the context of marketing and how it gets its message to audiences. The old montage of "stack it high and let it fly" is dead and gone. Marketing teams are instead crafting hundreds, if not thousands, of messages that are now being delivered to small niche groups.
What is most interesting is understanding why this shift is a must for marketing companies. This is because, due to the absolute inundation of content, consumers authenticity radars have also become more evolved. Take, for instance, when companies try to cleverly craft YouTube videos that look like it was generated by real people, but was actually done by a production company and then they try to make that video go viral. The consumers' comment strings will tell the whole story.
Here is the interesting thing, consumers are also candidates. This means that the same canned messaging, job posts, and the corporate speak embedded in the job description are not going to cut it with the candidates you often are seeking. I am aware that the candidate application pools often get overwhelming results in terms of applicants. However the applicant to hire ratios at most top companies is less then 3% and falling. Why is this? The best candidates are often not applying to the jobs. Why? They are not looking at the promoted Tweets because it is not that interesting to them.
So what is the cure? It's really a one-two punch. You have to have a real, authentic, direct message. When I say "You", it's whomever your job pitch man is: sourcer, recruiter, hiring manager, internal employee, etc. Most, if not all, companies have this. So why the lackluster results? Is your pitchman inspired? I am not talking about the corporate Kool-Aid drinking 'Yes Men.' Your pitchman needs to be legitimately into the company...like the product, the services, what your company is working on, they buy into the big picture, or just basically give a rip about the organization. Why does this matter? It's the only way the messaging is going to resonate. Sometimes it's not what you say, but how you say it. I hope whomever your pitchman is, they care about the company. If not, I hope you can quickly find someone who does.
Do you legitimately care about the company you represent? If you don't, maybe it's time you too become inspired.