I’ve been home from LA for a couple of weeks now. It was a bit of a whirlwind and things are finally starting to slow down enough for me to think about the information shared at the conference. CareerArc has set the bar high after their first conference. As the CEO Robin Richards shared in his opening statements: “We aren’t satisfied with the status quo.” Robin shared his vision for CareerArc and the first conference, Embarc, which is all about amplifying your employer brand (which is actually now just your brand — you can’t have 2 different brands anymore) to find the RIGHT candidates. You want to be sure you are taking care of your employees as they come in, as they stay and as they move on — off-boarding is just as important as on-boarding which is why CareerArc can now help you with Outplacement.
They chose Bryan Adams for their opening speaker, and he gave us a new way to think about employer brand. Bryan is a fantastic speaker (with some great movie references, including “When Harry Met Sally”). “Employer Brand is about Give & Get: it’s a clear 2 way value exchange of what you demand & expect from someone, in exchange for the benefits you can provide.” And this laid the foundation for the rest of the event!
Career Arc’s big “get” for Embarc was everyone’ favorite HR professional: Toby Flenderson (Paul Lieberstein). I was excited to hear him, not just because he was great as the ever-put-upon HR pro that many of us feel like on a regular basis, but being able to hear from a Hollywood writer – one of those secret dreams I had when I was younger! I wasn’t sure we’d get any business take aways, but as we were at a conference about branding, storytelling is a big part of that. If you want to attract the best, you need to give them a story to be able to understand your culture, and who you really are as an organization. And while the stories from behind the scenes at the Office were interesting, my best take away was that sometimes you need to step away from the formula in order to tell your story properly, adapt it to stay relevant and never, never add a joke just to add the joke.
After the photo opp with Paul, the breakout sessions started and I have to admit I had a hard time deciding which track to focus on: Talent Acquisition or the Future of HR. I did stick with my first love of Talent Acquisition for the most part: learning about the ROI of recruitment marketing, especially at scale, and Diversity. I’m really digging into Diversity & Inclusion. It’s definitely a stretch for me – and if you’ve been following my journey with #HRWonderWomen, hopefully you will see how far I’ve come (still a long way to go). John Graham had some great challenges in his session “Switched: why some live a life divided at work.” How many of our employees are not allowed to live their full life at work? Do we have rules around hairstyles or head wear that aren’t allowing some of your employees to be themselves in the workplace? How are you consciously ensuring diverse representation throughout your recruitment process? In order to ensure a diverse workforce, we must have representation. Look at your policies and check that they aren’t having an unintended impact and preventing staff from bringing their whole self to work.
We had a lovely evening at the W with a fantastic meal, plenty of drinks & a lovely nighttime view of Hollywood.
The final day of the conference held just as much great content, with lots of information on AI and sourcing. There’s a lot of change with the advent of social media and if you aren’t figuring out how to share your story, share your brand with people on social, you are definitely falling behind. It’s more than sharing posts, you and your leadership need to engage with the Likes, Clicks, Shares & Follows. Invite your customers to get to know you and who you really are – and social makes it easy to share that story.
Bottom line from the conference: Know your story. Share your story. All of it. Be true to who you are and you will attract the right talent.
I hope you take the time to check out the Wakelet collection for the full set of Tweets from Embarc. Jon & I were thrilled to be invited to be a part of CareerArc’s first event and hope that we’ll be invited back. CareerArc has been such a great partner for #HRSocialHour; we look forward to many many more opportunities to work together!