Building Your Employer Brand

Katie Williamson June 14, 2017

We’re all familiar with branding as it relates to marketing, but what about how it relates to recruitment? If you think about popular brands like Lyft, Southwest Airlines, and Starbucks, you probably have a good idea of what it’s like to work for these companies. That’s because they’ve integrated branding not only into their marketing strategy but their recruitment strategy as well.

An employment brand is the prospective candidates have of what it’s like to work for an organization. According to Glassdoor, 69% of Americans wouldn’t work for a company with a bad reputation, even if they were unemployed. This goes to show that reputation is everything, not just for consumers, but candidates as well.

Make your employer brand stand out with these 4 tips:

1. Focus on your audience.

First things first, consider the type of employee you’re looking to recruit. While diversity is important for an organization, there should be common denominators that unite your brand, such as creative thinking, innovation, and flexibility. While some thrive in a corporate setting, others may perform better in a more flex environment. Consider what makes your company unique and what unifies your current employees. Draw on your strengths to attract new talent.

2. Showcase “A Day In the Life”

When I was applying at PerkSpot, the job description really stuck out to me because it detailed what I could expect my first six months on the job. When candidates are looking for a new position, they need to be able to picture themselves on a day to day basis performing the tasks at hand. There are so many ways you can showcase what daily life is like at your company. From testimonials to videos to the job description, make sure you’re painting a picture for these prospects so they can visualize themselves working for your brand.

3. Incorporate leadership into the process.

A great way to build company culture and a strong employment brand is by getting the CEO and other executives involved in this process. When leadership takes ownership over the recruitment process and the message you are conveying to candidates, this can humanize the organization and build a stronger brand. In fact, according to Employer Branding International, this is one of the top factors in shaping a strong employment brand.

4. Make your message consistent.

If you’re working for a larger company, it can be difficult to create a consistent message across the board. Conduct employee surveys to gauge the current view employees have of your company. Incorporate the mission and values of the company into each department’s function. For example, if innovation is a core value, make sure every department from tech to marketing knows how this value is expressed in their job function. When everyone from the intern to the CEO can list your core values, you have a strong employer brand.

What are some ways you’re building your employer brand? What are the challenges you’ve seen? Let us know in the comments!

Embracing Seasonal Office Changes

Katie Williamson June 1, 2017

One thing we love about Chicago is that the city really comes alive in the summer. Patios open up and flood with people, baseball season is in full swing, and weekend trips to the beach are an absolute necessity. But with warmer weather and longer days, it can be hard to stay motivated behind the four walls of your office.

That’s why many companies are offering perks that change with the seasons. From cutting down your hours to taking a day off to volunteer, here are a few of our favorite ways office leaders can help employees stayed engaged and productive, while still finding time to enjoy the sunshine.

Flexible Hours

While this is not the newest trend out there, summer fridays are still amazing for boosting office morale. Chances are your employees are daydreaming out the window around 3pm on Friday afternoon anyway, so why not reward them for hitting their sales goals or nailing that project by allowing them to head out early. Plus, there are tons of reasons why flexible hours are great for company morale and ROI.

Seasonal Events

Summer is a great time to enjoy the great outdoors. Whether it’s a beach day or heading out for a baseball game, grab your employees and head outside for some seasonal fun. Last year at PerkSpot, a few of us participated in a 5k together. It really brought the team together for a great cause and motivated us to stay in shape!

Spice Up Your Recognition

Looking for a new way to recognize and reward employees? Summer can be the perfect time to pre-purchase tickets to concerts or sporting events to give to your company’s overachievers. Not sure what to offer? Take a survey to see what events your employees are planning on attending this summer to make sure your prize offerings are relevant and truly incentivizing.

Do Good

There are so many volunteer opportunities available in the summer. From building a house with Habitat for Humanity to serving at your local food pantry, explore options to give back with your office while the weather is warm and your employees are itching to get outside. According to a survey of corporations that encourage employee volunteering, employees who volunteer are 60% more likely to feel loyal to their company than those who do not.

Sun’s out, fun’s out. How is your office incorporating the summer season into your corporate perks?

Exploring the Five Hour Work Day

Katie Williamson April 18, 2017

In a previous post, we explored the notion of the Four Day Work Week. But recently, we’ve been reading up on a similar phenomenon known as the Five Hour Work Day.

It all started with this Fast Company article about Stephan Aarstol, CEO of Tower, a beach lifestyle company. Aarstol made a shift not only in the amount of hours employees worked per day, but also in how they were compensated. The results? Over 40% higher revenue annually.

So how did he do it? And is this something every company can implement effectively?

Execute carefully

Aarstol knew that this shift wasn’t something he could enforce overnight. He started by introducing the idea of “summer hours”. By making the change temporary, he put himself in the position to be able to switch things back around if the hours didn’t work out or hurt productivity. Lucky for him (and his employees), productivity soared and the 8-1 work day is now permanent.

Explain the whys

For Aarstol, the key to the success of the Five Hour Work Day was having a clear mission behind the change. He not only switched the hours, but also the compensation structure by offering employees a 5% profit share. By doing so, he enforced the importance of productivity, not just presence. He asked more of his employees in a shorter amount of time knowing that the rewards would be greater. He also knew this lifestyle might not serve everyone, and was therefore prepared to lose employees that might not fit into this new way of work. By keeping his mission at the forefront of the change, he was able to not only increase profits, but also increase compensation for his employees. Talk about a win-win.

Explore the change

While you may not work for a beach lifestyle brand, the Five Hour Work Day doesn’t have to be a far-off reality for all of us.

But how can we make the switch?

Start at the top: Most managers think that employees who show the most “face-time” are also the most dependable. Make sure your management is rewarding and recognizing employees based on their output, not their time-clock.
Provide concrete goals: Again, make it very clear why you’re making the switch and how you’re measuring productivity. Put measurable goals in place so employees know exactly what’s expected of them.
Be flexible: Aarstol knew that this change would be difficult during certain busy seasons. He gave employees the freedom to leave after 1pm, understanding that special projects may require more time and attention. However, making this adjustment meant that 12 hour days became the exception, not the norm.

Could the Five Hour Work Day work for you? What hesitations would you have for implementing this change?

The Gig Economy and HR

Katie Williamson April 13, 2017

The gig economy is defined by Google as “a labor market characterized by the prevalence of short-term contracts or freelance work as opposed to permanent jobs.” From Lyft to Amazon, an increase in the number of freelance and contract workers adds new challenges for talent management and it’s vital that HR remains agile in response. In fact, Adobe’s 2016 “Future of Work” report stated that one in three office workers has more than one job.

With the growing gig economy, here are a few ways Human Resources can respond to the challenges of a growing industry:

Increased Emphasis on Technology

As more workers work remotely, technology has become increasingly valuable to HR experts. From sourcing workers for a job to providing feedback to virtual reality tools for team collaboration, there are countless ways human resources professionals are relying on technology to respond to the needs of their freelance and remote workers. HR’s agility and independence from traditional tools will make all the difference in engaging this new workforce.

Increased Engagement Challenges

Distance makes the heart grow fonder, right? In the case of remote workers, this might not always be true. Engaging employees in their cars, homes, or other locations has proven to be much more challenging than HR anticipated. Agility expert, Nick Horney, says “that HR leaders should think about their workforce more broadly, using a “talent portfolio” that includes traditional and nontraditional employees.” Be cautious of “out of sight, out of mind” syndrome, and continue to focus on the whole of your talent, not just the employees you see on a daily basis.

Increased Evaluation Needs

Along with engagement is also the need for continuous feedback. Gone are the days where an annual performance review was enough. Revamp your performance reviews to fit with your workforce. Again, consider different technologies that can make this process easier. By providing continuous reports on performance and also asking great questions, HR can help these workers feel more engaged, valued and informed whether they’ve been part of the company for a month, a year or a decade.

What are some challenges you’ve faced with a mixed workforce? How are you responding to the gig economy?

March Madness Doesn’t Have to Kill Productivity

Katie Williamson March 16, 2017

The madness is starting. Today marks the official beginning of the NCAA Men’s Basketball Tournament and according to global outplacement firm, Challenger, Gray & Christmas, this year could cost employers over $2.1 billion in productivity. They also estimated that approximately 23.7 million workers are filling out brackets… most likely on company time.

So does the old saying hold true, “if you can’t beat ‘em, join ‘em”? Or should we put a stop to the madness?

A survey by Office Team reported that 57% of managers feel that while they don’t encourage watching games or participating in office pools, they are ok with these activities in moderation. 32% said they should not be allowed at work and a mere 11% actually encourage this behavior.

Let’s be honest, though. Would you rather work with these 11% of employers who embrace the insanity of March or with the 32% that shun this type of behavior? Odds are you’re in favor of the former.

But, March Madness doesn’t have to kill productivity. Here are a few ways to have your cake and eat it, too:

Embrace the Competition

A great way to celebrate March Madness at work is to embrace the competition. This can be awesome for team bonding and office morale. Keep pool minimums low or consider offering a “free pool” option where you give away company swag or other small prizes to the winner.

Keep it Playful (and Respectful)

While some friendly competition can be great for office morale, it can also get into slippery territory when office fanatics find themselves facing a losing streak. Make sure to manage expectations around the office and keep conversations light-hearted. Smack talk is fun but can turn into bullying quickly. Steer clear of anything that could be offensive or disrespectful.

Manage Expectations

While streaming the games during lunch may be totally acceptable, there still needs to be an expectation of office performance during these crazy few weeks. Make sure expectations are clearly communicated during this time. Consider offering extra incentives for high-performers by letting them leave early to catch a game or providing some team gear. By celebrating wins both on and off the court, you can enjoy the season while still reinforcing productivity standards.

You can make the most of the Big Dance while still staying productive by preparing strategically and being transparent about the impacts of the tournament. Celebrating and staying productive is easy… picking your winning bracket is not.

Employee Appreciation Day!

Katie Williamson March 2, 2017

Today is Employee Appreciation Day!

To commemorate this special day, we’re giving you a few ideas on how to appreciate your employees and introducing you to a few of the PerkSpotters who make the office a better place to work.

Celebrate Birthdays

celebrate birthday employee appreciation day

Not only is today employee appreciation day, but it’s also this guy’s birthday! Dan currently holds the record for most years at PerkSpot (and most push-ups). He is the ultimate idea man, always cooking up a new way to make us better and keep the office exciting. So today, with breakfast sandwiches and candles, we’ll celebrate Dan and let him know that we’re glad he was born 21 years ago (don’t worry, DB, the real number is our little secret). If you’re thinking about celebrating birthdays at work, we say GO FOR IT! Here are a few things from our friends at SHRM that you’ll need to know before you roll out a birthday program.

Share Their Story

share stories employee appreciation day

Hands-down one of the hardest working PerkSpotters is our Client Service Lead, Karla. From bestowing exotic treats on us to filling the office with her laughs to completing more customer service calls than we thought humanly possible… Karla is basically superwoman. Actually, she’s so awesome, we thought everyone should know. So when the Chicago Tribune approached us to highlight an employee, we immediately thought of her. Being able to celebrate her life in a major outlet was such a thrill for us and a great way for Karla to see how much we value her contribution to our team. She’s kind of a big deal, and we thought the world should know.

Embrace Life Changes

embrace life changes employee appreciation day

So much is changing around the PerkSpot office, including introducing our first PS baby into the world. We were so excited to congratulate Anthony on the birth of his daughter. He recently rejoined our team after three weeks of paternity leave and we were anxious to hear how he filled his time with his family. Anthony is a major force behind the PerkSpot wheel, bringing in new and exciting clients, so it was an easy choice to give him the well-deserved break from office life to embrace this new change. Plus, Fast Company studied California organizations implementing paternity leave and saw that 89% reported increased productivity and employee morale and a decrease in turnover. So while being out the office was not only great for Anthony’s well-being, we’re also excited to see what he brings to the table with his refreshed energy. Welcome Back, Anthony!

Allow for Flex Schedules

work from home policies employee appreciation day One of the biggest perks at PerkSpot is the ability to flex our schedules and work from home. Our masterful designer, Evan, graciously takes on so many projects for us and we all know Wednesdays are Evan’s day to work from home. We are so appreciative of the attention to detail and creativity that goes into each of his designs. Thursday he comes back with incredible work to show for his time spent away from the office distractions. In fact, we think he might have magic pajamas. Magic pajamas or not, a Stanford University study reported a 13 percent performance increase in workers who had the ability to work from home one day a week versus not at all. This could be the easiest employee appreciation tactic for your company to boost morale and get ahead.

Treat Them to a Night Out

work perks employee appreciation day

Our master appreciator, Leia, is constantly spending her efforts at PerkSpot recognizing others. After planning our anniversary party last fall, Leia definitely deserved some R&R. Boss’s orders were to take a week off and enjoy a nice dinner on the company. Just a small way of saying we see all the many, many things she does to make our office a better place to work. Whether it’s a gift card to their favorite restaurant,or just a day of rest, small tokens of appreciation mean more than you might think.

What makes your employees worth celebrating? Consider ways to recognize them today!

Welcome to the Workforce, Generation Z

Katie Williamson February 16, 2017

2017 marks the first year Generation Z will enter the workforce. These Centennials will bring a new culture with them, known for being more diverse, resilient and open than their Millennial counterparts.

While 37% of Centennials fear they will not find a job that fits their personality, this presents a new challenge for human resource professionals to understand this new demographic and reach them with strategic content that is relevant to them.

Here are a few things HR needs to know about this new generation of workers:

The Perk Generation

Gallup recently released a report on the State of the American Workforce. In the report they state that “the benefits and perks that employees truly care about are those that offer them greater flexibility, autonomy and the ability to lead a better life.” Millennials are more likely to change jobs due to perks, and the Centennial generation is no different. They are seeking out more independence and flexibility as the world becomes more mobile.

The Entrepreneur Generation

Along the same lines of independence, it should not surprise us that Generation Z is also more entrepreneurial. In fact, 37 percent of Generation Z said they are interested in starting their own company. This could be due to the Millennial generation paving the way with startup technology companies popping up left and right, plus an increased access to educational resources on sites like Udemy, Skillshare, and more.

The Happiness Generation

Millennials have been known to seek growth opportunities over salary. As Generation Z enters the workforce we are finding the same trend. A staggering 77 percent see job satisfaction as equal to or more important than salary. Again, this ties into perks and an overall compensation package that includes more than just the standard healthcare and retirement packages. Centennial employees want a place that makes their life a little easier.

The Mentor Generation

A surprising fact about Gen Z is that they don’t always prefer to communicate via social media and other technologies. In fact, 51 percent say they prefer in-person communications with managers as opposed to emailing or instant messaging. This also ties into their need for mentors. Generation Z doesn’t want a micro-manager breathing down their neck. They do, however, have a strong need for leadership and mentorship. They seek opportunities for growth over salary increases, craving feedback and direction from their managers. If they don’t find these opportunities, then they won’t stick around.

Generation Z and the Millennial generation may not be all that fundamentally different, but finding ways to appeal to their needs and wants will ensure your company has the competitive edge in the war for talent.

2017 HR Trends to Watch

Katie Williamson December 15, 2016

As little as ten years ago Human Resources was primarily defined as the department in charge of payroll and benefits. Thanks to technology, these more administrative functions have been automated, making room for more innovation and putting the focus on the “human” aspect of this department.

As we await for the ball drop and the ringing in of the new year, here are a few HR trends we can look forward to in 2017:

Recruitment

In 2016, 60% of job seekers reported a poor candidate experience and 72% of these candidates shared their experience via Glassdoor.com or other employer review services. Companies like Virgin Media are paving the way for an improved candidate experience. When Virgin discovered they were losing an average of $7 million in revenue due to weaknesses in their recruitment process, they began to analyze what they could do differently. They created a better candidate experience and in turn, improved ROI. We expect to see more of this in 2017 as employers seek to create a reformed experience for job-seekers.

The Gig Economy

The blended workforce is becoming increasingly more common in the modern workforce. With 93% of companies hiring freelance workers alongside full-time employees, we expect to see an even greater increase in 2017. In fact, a staffing industry report shared that total spending on the U.S. Gig Economy is close to $800 billion. With our economy becoming even more contingent on these workers, this presents new challenges for the HR professional as they seek to make these employees more of a focal point for employee engagement.

Generation Z

2017 marks the first year Generation Z will enter the workforce. These Centennials will bring a new culture with them. They are known for being more diverse, resilient and open than their Millennial counterparts.

While 37% of Centennials fear they will not find a job that fits their personality, this presents a new challenge for human resources professionals. They need to understand this new demographic and reach them with strategic and relevant content.

Retention

In CareerBuilder’s 2016 Candidate Behavior study, they report: “Although 76 percent of full-time, employed workers are either actively looking for a job or open to new opportunities, nearly half (48 percent) of employers can’t seem to find the workers they need to fill their job vacancies.” Employers also stated it takes anywhere from 26-34 days to fill an open position. We live in a world where time is money. Therefore, it’s certain more employers will take more measures to decrease the time and energy spent to find qualified candidates.

Wellness

In a study by Willis Towers Watson, 75% of U.S. employers state stress as their number one health and productivity issue. Unfortunately, employers and employees can’t seem to agree on its cause. Alleviating stress has become a top concern for many companies. The American Psychological Association, however, reports less than half of workers say their organization supports their well-being. In addition, one in three report chronic stress while on the job. Evidence that we still have a long way to go in creating a more relaxed, stress-free environment in the workplace.

What are the trends you’re looking out for in 2017?

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Engaging Employees During the Holidays

Katie Williamson December 8, 2016

For many employees, the holidays invoke a myriad of emotions. Some relish in the memories shared with close friends and families. Others are overwhelmed and stressed by gift lists. Meanwhile, a small few may be dealing with heartache and loss that comes to light this time of year.

Beyond the potluck meals and holiday celebrations, there are many ways we can engage employees in a meaningful way during this season.

Communicate Expectations

The only thing worse than working on a holiday is unexpectedly working on a holiday. Set the stageahead of time for any additional hours employees may be expected to work beyond the norm. And if they are having to work during the season, ensure you are providing recognition and post-holiday recovery time. If your company is not particularly busy this time of year, make sure you communicate office closures with plenty of time for employees to make their travel plans. Take this opportunity to highlight your workplace flexibility to ensure employees use this time wisely to recharge and come back re-energized in the new year.

Prioritize Goals

As you wrap up the year, it can be tempting to squeeze in those last-minute projects to reach your year-end goals. But often it’s better to wait until the new year to start new projects to ensure they receive the quality attention they deserve. The holidays are fraught with distraction and can be a difficult time to accomplish even everyday tasks. Make sure any extras you’re piling on their plates are 100% necessary. You want to enable employees to complete these tasks to the best of their abilities. By prioritizing only the necessary, you’ll be doing your employees, and yourself, a major favor.

Consider Perspectives

The most obvious struggle for human resources, office managers or just workplace party-planners is finding the balance between festive and offensive. From the office decor to the tunes playing in the background, it can be difficult to please everyone. Remember to keep an open mind and listen to what employees want and how they want to celebrate the season. Every workplace is different. Try surveying your employees to get a feel for what makes this time special to them.

Celebrate Thoughtfully

While we generally think of this season as a “jolly” time, for some people this year may be the toughest. Remember to navigate the holidays with sensitivity for those who may be dealing with a hard situation. Maybe it’s highlighting in-house grief counseling or sending a small note to someone to let them know you’re thinking of them. Each situation is different and every relationship unique. Let them know you recognize what they’re going through and provide a safe space to talk about it.

Year-end celebrations are a wonderful time to reconnect with your employees and revel in all you’ve accomplished this year; just remember to treat this time with sensitivity, respect and, of course, have fun!

Developing a Strong Internal Communications Strategy

Katie Williamson November 18, 2016

This week PerkSpot joined a panel discussion along with fellow HR experts hosted by the Illinois Technology Association. While the panel largely focused on employee perks, a natural side effect of the conversation revolved around communication.

HR professionals are in the business of people. And we all know nothing is more valuable in relationships than communication. You can have the best mission statement in the world, but if none of your employees know it… how valuable is it? What about that new perk you decided to roll out that no one is using? Why pay money for perks and benefits if no one is going to use it?

As you strive to promote culture in your organization, here are a few ways to develop a strong internal communications strategy:

Understanding Expectations

Before you can communicate well, you have to understand your audience and their expectations. Generational differences are among some of the great challenges organizations face in communicating effectively.

When you develop your plan, ask these questions first:

What generation am I targeting with this message? Millennials, Baby Boomers, A combination? Consider gender, socioeconomic status, and any other factors that may come into play.
How does this audience prefer to receive information? Through technology or with a face-to-face meeting?
What does the audience already know about this offering? Have they requested this particular perk or is it totally new to them?

Packaging Communications

In the modern-day workplace everyone is a communicator. Whether that’s at the water cooler or in a formal conference room, the fact of the matter is that employees talk. While we can’t always ensure everything employees have to say is in favor of the company, we can play a role in how we disseminate the information in the first place.

One interesting perspective at the panel discussion came from the moderator, Laurence Marx, CEO and Co-founder of EmphasisHR, who likened a specific perk to Apple’s iPhone. So much of what made the iPhone such a phenomenon was the branding and marketing strategy they used to communicate all its added benefits. As we seek to circulate information among our companies, we can also recruit our marketing staff to help us package the perk in such a way that engages employees and provides a natural way for them to talk about it. As Marx stated on the panel, “put it in a cool wrapper”. Make your messaging as unique as the perk you’re offering.

Navigating Changes

Another issue arose as we talked around this idea of communications and HR. What do we do when we need to make a change to our current offering? For example, let’s say you’re developing a new benefits plan and you need to communicate the changes to your employees. Your goal is to make the information as clear as possible, while also addressing any concerns they may have with this new change. You should outline the new plan and how it aligns with your company’s overall goals. For example, maybe this new benefits plan offers a discount on gym memberships, which aligns your company’s wellness values as a whole.

Maybe you’re rolling out a new perk that employees have been requesting for a while, but you’re unsure of how effective this will be or how long it will be possible to sustain. Try setting the expectation ahead of time that this perk might not be permanent. “We’re trying this out for a year…” By communicating with honesty and transparency, you’re less likely to deal with disgruntledness down the line.

Reviving Constants

There are so many companies out there offering amazing incentives for their employees. In fact, some of these have been providing perks for over 10+ years. This brings us to our final question – How do we incentivize employees who are used to all the perks that their company has to offer?

This again goes back to the idea of your packaging. Make sure you’re not communicating with the same flier today that you were using in 1997. Find new ways to package the information to make sure it reaches employees in the right place and time.

Still not seeing results? Remember that all perks are not created equal. Evaluate your offerings to make sure they’re still relevant. Another great idea came from Margaret Hermes, Senior Manager of Benefits at Groupon who shared with the room that they’ve created Employee Resource Groups specifically focused on different demographics. They use these groups to gather information and make sure everyone’s voice is heard and valued.

In a recent survey, 36% of employees said they would give up $5,000 a year in salary to be happier at work. By using these insights to develop a strong, clear communications strategy around our perks, we can increase employee happiness and in turn see a significant increase in ROI.

At PerkSpot we know that one size does not fit all when it comes to your total rewards package. That’s why with our clients we value personalization throughout every stage of the process. With over 500 diverse discounts and counting, there truly is something for everyone.