Employer Branding for More Employee Confidence: Rethink HR with 30 Questions!


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HR, Human Resource, is traditionally an administrative activity. But the War for Talents requires new skills in human resources that reinforce the employer brand. Trust is an important keyword here. 30 questions that recruiters support.

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Here writes for you:

 

Simone Janson Simone JansonSimone Janson is publisherGerman Top20 blogger and Consultant for HR communication.

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Criticism of traditional personnel work

Dear Personals, we have to talk. Lately I've got more insights into the way of thinking of HR managers through lectures, eg on the future staff or at the personnel management congress as well as personal discussions. And was shocked that in the year 2018 I will still be asked, who actually looks at employer reviews on the relevant platforms.

And especially our panel discussion on the topic “Proud to be HR”At the HR management congress showed that the relationship between HR staff and themselves is at least a little bit divided:

  1. On the one hand, they are still too often stuck in outdated corporate structures that are about somehow managing employees.
  2. On the other hand, in the industry for my taste too much is talked about technology and tools and too little about the people, in which it should indeed go on the subject of HR. And of course, this worldview is also connected in both directions.

Privacy: The welfare of employees plays only a minor role

The fact that the well-being of the employees all too often plays only a minor role, for example, shows the topic of data protection, which is handled quite laxly in parts of the HR industry:

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I am thinking of the stories of HR service providers who collect CVs from job seekers in social networks or Companythat the eMails read along with their employees.

And if ordinary people on the street knew how people try to find information about an applicant's personality, many would be sick. The Excitement around the profiler Suzanne Grieger-Langer lets greet.

Scandal theme Privacy - pitfalls for employer branding

Even though the topic of data protection is being discussed very violently again, it is not a completely new topic, but rather an old hat, which boils up practically every now and then. But one that contributes like no other to damaging the image of the HR industry.

I am thinking of the following anecdote from November 2010. In this video, Peter Schaar, Federal Commissioner for Data Protection and Freedom of Information, spoke at the Network Policy Congress of Alliance 90 / The Greens on the topic “Which update does data protection need?”.

It becomes interesting from the minute 8.35, because then suddenly it's all about recruiting and job hunting and the then scandalous theme Google Streetview. His anti-game against Streetview is namely: A staff manager of Deutsche Bahn, who wants to occupy a position and now via Google Streetview in the window finds an anti-s21 poster.

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The reality of job hunting

One hears from the murmur in the hall that the example seems rather far-fetched to some of those present. But for many job seekers who are less concerned with the matter, this may well be a very real fear. Because just the German railway has caused a privacy scandal at the time, as it became known that they are the eMails of the employees.

On the subject of privacy, social media and the integration of work and private life, I also have it Robindro Ullah, then HR Manager at DB Services, interviewed.

Applicant Googling by Staffers? No time!

Personnel do not have any time to google applicants. In addition, in the course of that scandal, Deutsche Bahn committed itself at the time to use only material that the applicants provided themselves and prohibited all human resources personnel from searching on platforms such as Facebook and Xing.

Such a commitment is the right way. Deutsche Bahn has recognized the signs of the times and set the right signal with its commitment. She probably did not even know Schaar's speech ;-)

Image problems in human resources due to lack of data protection

Whether the company claimed that only for image reasons and the reality is quite different or if there are not then but employees who still google candidates, I would like to leave out at the moment. Residual risks can never be completely ruled out.

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However, this is about something completely different: Lack of data protection can mean a big image problem for a company - and in such a way that even a negative example can be found in the press and political arguments.

Mistrust of employer side is bad for employer branding

And no company can do such an image damage. Because this shows very clearly that there is a big vote of no-confidence on the part of the employer towards his employees. And which well-qualified specialist would like to work in a company that does not trust his employees?

It also helps only conditionally, if people claim publicly, they would assign things that happen on Facebook, etc. to the private sector and disregard them, because they are above all about the technical qualifications.

Strong employer brands have confidence

On the contrary, more than ever before, there are strong signs of a trusting relationship between a company and its employees. Strong characters that demonstrate that employees are valued and respected.

This is the only way for a company in the course of employer branding to present itself as a reputable employer brand, both externally and internally, and thus to address the coveted highly qualified specialists.

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However, to achieve this, some HR departments in companies need to rethink things a bit - moving away from the purely technical-administrative point of view towards employee-centered HR.

Food for thought: questions about the self-image of HR

This may also require some food for thought, leading to new ideas. So here are 30 questions that should inspire to rethink HR.

  1. How do you feel when you hear the term Human Resource?
  2. What do you associate with the term human resource?
  3. Is the term human resource still up-to-date?
  4. Which term would you prefer?
  5. Are you bothering negative employer reviews on Glassdoor or Kununu?
  6. What do you do about it?
  7. Do you see yourself as an ambassador for your employer brand?
  8. Keyword employer branding: Do you want to do marketing as a HR manager?
  9. Do you know what kind of employees your company needs to be successful?
  10. How do you find the principle of corporate influencers?
  11. How can HR create the preconditions for corporate influencers?
  12. How do you find these employees who are exactly right for your company?
  13. How can you improve the potential of your hired employees?
  14. Is your company investing enough in personnel development / training?
  15. Do you offer health promotion measures?
  16. Does your company really want good but challenging employees?
  17. Or are you satisfied with the less demanding ones?
  18. Does your company need entrepreneurial employees?
  19. Does your company need more women in leadership positions?
  20. Does your company need more managers with a migration background?
  21. How do you achieve these goals?
  22. What does Human Resource contribute to success-oriented diversity management?
  23. Do we need diversity in companies or is not that all talk?
  24. How do you position yourself as a contact person for the employees besides the employee representatives?
  25. Should personnel selection processes be more transparent?
  26. Are you talking about your job with people outside the HR industry?
  27. How do you encounter fears that trigger issues like data analysis?
  28. How do you encounter fears that trigger personnel selection processes?
  29. How do you think the image of corporate HR can be improved?
  30. In your opinion, how can the image of human resources be improved in society?

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