As with the Maroon 5 song “Misery,” in which the melancholy lyrics seem to contradict the upbeat music, one might not make the connection between the choice of a company’s career transition service provider and their talent brand. But when done thoughtfully, combining these elements can be a big hit.
So, what is a talent brand? Talent brand is a company’s reputation, as an employer, in the eyes of the public. It is influenced by what the company says about itself (the Employer Brand) and what its employees have to say about working there. It includes what people think, feel, and share about their actual experiences. Importantly, it includes those who have left the organization but continue to share their thoughts, particularly on social media. The degree and frequency to which current and former employees share their feelings about the organization directly correlate to the talent brand.
A strong talent brand directly affects an organization’s ability to attract the best job seekers and retain them long-term. LinkedIn’s “Employer Brand Playbook” revealed that a strong talent brand reduces cost-per-hire by up to 50%, and can reduce turnover rates as much as 28%. But how can career transition services influence a company’s talent brand?
Career transition services are provided by companies to employees as they leave the organization, helping them to execute a job search and secure a new opportunity more effectively. Having a strong career transition partner enables affected employees to move forward quickly, and to rediscover and articulate their unique value in the workplace. Since they understand that this support was built into their separation agreement, many of these individuals leave feeling valued and often speak highly of their former employer.
In partnership with HR leaders, career transition consultants help plan and communicate workforce changes with care, making the process smoother for those impacted and sending a positive message to the teams who remain. The positive message extends to the community, consumers of the company’s products and services, as well as other stakeholders.
How career transition services are delivered – and how participants experience them – has a powerful impact on the organization’s talent brand and how it’s perceived publicly. Those candidates who have a positive experience will attest to the value it brings and its importance as part of the overall employee experience.
At Ratliff & Company, we have heard employees say things like “Without this service, I could not have found my new job.” Some have gone as far as “They should make it a requirement to go through your services” and “This is one of the best benefits my previous employer provided.” Positive comments shared with friends, colleagues, and social media networks create a profound impact on a company’s talent brand.
Qualitative and quantitative research shows that having an effective and experienced coach is the single most important element in a positive career transition experience. Consider selecting a service provider with a fully integrated program that includes certified career transition consultants who provide in-depth, one-to-one meetings.
Think you have a strong talent brand? Chances are that the answer lies in what current and former employees are saying about you in your online communityd on sites like Glassdoor. Don’t go it alone; capitalize on the benefits of partnering with a strong career transition partner.
Nada Norval is Senior Vice President of Career Transition for Ratliff & Company. She can be reached at nnorval@ratliffandcompany.com.
