Culture communicators, we have had quite a crazy few years. We’ve gotten really good at pivoting, because unexpected change is our reality. Whether that’s ramping up, ramping down, and back again, you’ve had to understand and communicate organizational changes in an uncertain world.
Now in a surge within a great resignation/reshuffle/reset, there’s a new intensity surrounding our work. Not only are the companies we work for counting on us to spread the message to capture and retain as much talent as possible, our work is nationally discussed daily. Because of talent shortages and shifts in how work needs to get done, your work has both been elevated and scrutinized. Customers, candidates and employees want to know how your company is responding to the issues of the day, and what it means for their employees.
This is what we’ve all worked for: the importance of our work is front and center, no longer misunderstood and unvalued.
We’re in the spotlight: go shine!
We know you’re stressed. You were already constantly communicating the cultural reality and opportunity to others, blending talent acquisition, employer branding, recruitment marketing, diversity and inclusion, employee engagement, and more. You were already creating candidate demand for your employer, communicating to candidates and employees about big universal topics as well as executing small focused campaigns for hiring categories… and now you have to do all of that at warp speed, in the toughest hiring climate ever?
We all need to remember why we do what we do, especially during the most stressful times.
This post serves as that reminder.
1. Purpose galore
Culture communicators serve the world in two ways:
- They help organizations realize their potential and success by defining who they are and attracting the right talent
- They help candidates make decisions that best serve candidates’ personal and professional interests
In short, matching the right talent with the right employer changes lives.
And, it changes company trajectories. Pair passionate, skilled and experienced people with companies that have challenging problems to solve, and watch organizational innovation that changes the world.
It impacts the quality of a candidate’s life. You’re giving people a way to live their values and realize purpose through work. You’re enabling employee engagement and flow, helping people to choose their life’s work. Additionally, you’re helping them meet their personal needs, grow their families, keep healthy through medical benefits and retirement plans. Whew. Go you!
2. Business impact
Right now everyone is struggling to find talent. But you have the insight and knowledge needed to actually adapt/change cultures to better capture the talent you need.
You see what candidates and employees are and aren’t responding to. And after a year feeling unsettled, unsatisfied, and/or stretched too thin, candidates and employees are being very loud about what they want right now from an employer.
Our job is a contributing voice to what talent needs to thrive and ultimately choose your company. Your insights can change the culture of your company.
Classically, and outside of the talent shortage right now, any talent-related position contributes to engagement and turnover in some way—both of which costs organizations millions every year. The right people in the right roles and cultures contributes to employee happiness, engagement and productivity, which makes companies more successful.
Good recruitment marketing and employer branding makes the world go round.
3. Sharing experiences is your job
We’re doing your future job right now, in this post: we are marketing talent brand careers, by showing you the impact you’ll have in the role (in your case: on candidates and companies). Culture communications is all about finding what’s unique and important about a company culture, and a wide variety of positions, and communicating it to candidates who would be most interested and benefit the most. It’s also about reminding employees why they chose you in the first place, and why they stay.
You’re also giving insight into the culture of a company. That can only be experienced and communicated by current employees. Culture and values are not fluff. When you focus on employee stories to support some of the conceptual elements of a workplace, you’re marketing actual experiences based in fact. Candidates need to know what your organization can do for them personally and professionally so they can evaluate whether it’s a fit and opt in or out of applying. Sharing what your company is doing for its employees right now is the only way to give candidates the inside scoop.
As companies evolve, so does the culture. Divisions are created, organizations merge, new benefits are implemented as candidates and society demands it, products raise in prominence, they go after a different market. Your job is to keep candidates informed as the employee experience changes.
4. Constant change keeps you learning
We’ve shifted the entire way we work in the last few years. We are currently trying to attract, engage, and keep talent in one of the most challenging hiring climates we’ve seen in a long time or ever. Add algorithm changes on social, learning how scientists applying to your company consume information differently than sales people, evaluating new HR tech products and features that may make your job easier… hey, it’s not boring.
We know this is a big zoom out. We know the Great Resignation/Reshuffle is stretching and stressing you and we don’t want to brush over the wild and frenetic pace of work right now. But your hard work deserves recognition and your talents have earned celebration.
Culture communicators, we love you!