"J.T. & Dale Talk Jobs" is the largest nationally syndicated career advice column in the country and can be found at jtanddale.com. Dear J.T. & Dale: I am a manager who regularly reads your column for insight into what employees and potential new hires are thinking. I have worked hard to build the trust of my team, but now I’ve been instructed to lay off four of them. Our HR department has given me some guidelines for doing the deed that are cold and impersonal. I’d love some advice from you guys on how I can go a bit further and minimize the negative impact on the self-esteem of my departing employees. — Carly Dale: The guidance managers get about layoffs typically is colored by the horror stories HR people tell each other, from employees collapsing to ones turning violent. Add in the fear of wrongful termination suits, and you have a spiral of worry that ends with departing employees being seen as potential enemies. That’s why we were so pleased to get your question — it’s often up to individual managers to add back the compassion and humanity that the official corporate guidance forgets. J.T.: Speaking of forgotten compassion, we recently received results of a survey of laid-off employees, published by Telonu.com. (It’s pronounced “tell on you,” and the site offers employees a chance to comment on their employers/workplaces.) Of employees who had been laid off, 88 percent rated “how layoff was handled” as Poor or Very Poor. Dale: So, thinking of you, Carly, we wondered about those few in the other 12 percent — what went right? The CEO of Telonu, Bari Abdul, took an interest in our questions and sorted through the data for us. As you might expect, an important factor was a generous severance package. However, among those few who felt that the layoff had been done right, Bari concluded this: “The companies are giving people time to find other opportunities inside the company. What this does is reduce the suddenness of the decision and convinces the employees it is not that someone wants to get rid of them, but that their ‘position’ has been cut.” J.T.: Here is one of the verbatim comments from one such employee: “Looks like the company is going to give the people on the layoff list a chance to look for other jobs internally — feeling a little relieved — I had a great performance review and was just stuck in a bad area.” You can see how that relates to employees’ self-esteem. Dale: But what if you can’t offer the employees the hope of staying on? There’s a solution to be found in another comment from a newly laid-off employee: “I am scared to death but my boss handled the situation well. She let me know a day before the ax fell, so I was prepared and did not freak out. She also offered to help me personally and gave me a positive recommendation note, and said she was willing to put a reference for me on LinkedIn.” There you see the manager respecting the employee while offering both hope and help. And isn’t that what we all want in this economy — a bit of respect, along with a little hope and help? Jeanine "J.T." Tanner O'Donnell is a professional development specialist and founder of CAREEREALISM.com. Dale Dauten's latest book is "(Great) Employees Only: How Gifted Bosses Hire and De-Hire Their Way to Success" (John Wiley & Sons). Please visit them at jtanddale.com, where you can send questions via e-mail, or write to them in care of King Features Syndicate, 300 W. 57th St, 15th Floor, New York, NY 10019. © 2009 by King Features Syndicate, Inc.
May 27, 2009
TikTok, the popular social media platform that allows users to make and share short-form videos, is not just for individuals looking for funny and entertaining content. It's also an amazing opportunity for employers to step up their employer branding efforts and engage with job seekers in a new and exciting way.
If your company hasn't considered using TikTok for employer branding, or you're on the fence about it, here are three reasons why you should incorporate TikTok into your employer branding efforts today.
Reach A New Audience
Think about your current employer branding strategy. You're probably reaching a pretty consistent audience in the various channels where you post and share content about your company. With TikTok though, you could reach a new audience every single day.
Depending on factors like hashtags, video content, and the sound you use, your videos will reach the audience most likely to interact with them, due to TikTok's insanely accurate algorithm. For example, if one day you post a funny video about your product to promote it and get people thinking about your brand in a new way, that video will reach users who have liked similar videos and content in the past. And then if on another day you post a video about your company's unique employee benefits, and mention that you're hiring, that video will likely reach a completely different audience, one that's full of job seekers.
Connect With A Younger Generation Of Talented Workers
Reaching a new audience might also mean connecting with younger job seekers. Although TikTok is for everyone, the vast majority of users are between the ages of 16-24. This means millions of recent college grads are using the platform—and are probably looking for their first "real" job out of school at the same time. Wouldn't you love to connect with young and talented job seekers and attract the right candidates to your open positions?
This younger generation is Gen Z, and in order to gain their attention and show that your company is modern and can keep up with the times, a TikTok account is almost essential. Nobody wants to work for a boring and outdated company! Think about how you can connect with a younger generation of talented workers with your current employer branding strategy. If there's some room for improvement, give TikTok a try.
Attract Job Seekers With Fun & Educational Content
The content you create on TikTok is what will determine how successful you are at achieving your employer branding goals. At the end of the day, TikTok is a great opportunity to attract job seekers who otherwise might not have thought about applying to your company for a job if they hadn't seen your videos or connected with your company in some way on the social media platform.
To attract job seekers, create fun and educational videos about your company, highlighting employee benefits, company culture, and unique job opportunities. Interact with commenters and followers. Consider what a job seeker's impression of you would be if they stumbled across one of your videos and checked out your profile. Is your company relevant? Why would someone want to work for you? What makes you stand out from other employers? Think about these questions when you add TikTok to your employer branding strategy to ensure your content is helping you attract job seekers.
As an employer, you need to stay on top of your employer branding strategy, using every tool out there to your advantage, or else other companies will attract more job seekers and you'll miss out on talented professionals of all ages. If you were unsure about the importance of TikTok in your employer branding strategy before, we hope this article motivated you to give TikTok a try. You'll attract the right job candidates (and have a lot of fun, too!).
Could your employer branding strategy use a boost? We can help!
Check out our employer branding services today and start attracting the right talent to your organization!
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In this article, I'll provide you with an analysis user guide, complete with templates and examples and, most importantly, how to leverage this analysis during your strategic plans.
What Analysis Tools Should I Use?
There are tons of business analysis models that can help you better understand your business, but some of the most effective ones are the SWOT and PESTLE strategic analysis models.
SWOT stands for:
Strengths and weaknesses represent your company's internal environment—things that are happening now. They represent things that you have control over and can change.
Opportunities and threats represent your company's external environment—things that are happening in the future. They are things going on outside of your company and are not something you can control or change.
A PESTLE analysis can be done in conjunction with a SWOT to more deeply analyze the external section in the SWOT. It is more valuable than SWOT for longer term strategic plans. PESTLE stands for Political, Economic, Social, Technological, Legal, and Environmental.
- POLITICAL: Government policy, corruption levels, trade controls, import and export restrictions, taxation changes
- ECONOMIC: Exchange rates, disposable income levels, interest rates, unemployment rates, wealth distribution
- SOCIAL: Education levels, population growth rate, religious harmony, attitude towards health, social welfare programs, generational shifts
- TECHNOLOGICAL: New technology considerations, internet penetration, access to basic infrastructure, software privacy, technology competency of workforce
- LEGAL: Tax laws and regulations, labor laws and firing policies, copyright and anti-piracy laws
- ENVIRONMENTAL: Weather patterns, attitude towards recycling, attitude towards organic and green products
SWOT and PESTLE are simple tools that, when combined, provide a complete picture of your business environment for an effective strategic planning process.
Here are downloadable free templates and examples to get you started.
SWOT ANALYSIS TEMPLATE