This week, HR Magazine reported that online careers community Glassdoor is now a more trusted source of career information than employers and the government. Read that sentence again because it’s a significant statement – and effectively means that employers now stand naked in front of their candidates. Your employer brand is only as ‘good’ as what your candidates say it is.
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So how can you as an Employer state your truth? How can your organisation show what it’s doing for employees? How can you introduce some objectivity to balance the individual and subjective experience that Glassdoor ‘reports’? The answer is ‘Measurement’ – showing what you’re continually doing to improve and enhance your Employer Value Proposition. And lessons can be learnt from another HR discipline – Diversity & Inclusion – where the increasing emphasis on measurement is fast maturing a ‘healthy debate’ into concrete ‘best practice’.
Pinterest, for example, has just unveiled a strategy with the specific aim of hiring more women and ethnic minorities – and it will be sharing the progress in public. More than just aiming to build a more diverse workforce, the digital-scrapbooking site announced that it will share what works and what doesn’t, in an aim to help the whole tech industry. “Over time, we hope to build an industry that is truly diverse, and by extension, more inclusive, creative and effective,” says Evan Sharp, co-founder of Pinterest. The company will disclose its findings on what’s working or not with the public – so the entire tech industry can gain some insight along the way.
“By sharing these goals publicly, we’re holding ourselves accountable to make meaningful changes to how we approach diversity at Pinterest,” says Sharp.
Imagine how powerful that would be if adapted to show an index of Employment Brand values and deliverables.
Imagine the force of publicly being accountable for the delivery of your EVP.
This voluntarily sharing of ‘work in progress’ is a grown-up response to the perception (and reality) that the tech heavyweights are not diverse employers (a recent study showed that companies such as Apple, Microsoft and Twitter have a 70% male workforce and almost 65% of those employed in the US is white).
Pinterest has shown the baseline on which it needs to be benchmarked, releasing workforce demographics showing about 42 percent of employees are women, about half the company is white and 43 percent Asian. Pinterest also added that Hispanics account for 2 percent and blacks only 1 percent of its overall workforce. Meanwhile, the company’s leadership is 47 percent white and 42 percent Asian.
As part of its diversity goals, Pinterest wants to increase its hiring rates for full-time engineering jobs to 30 percent for women and 8 percent for minorities as well as 12 percent for minorities in non-engineering jobs.
And Pinterest has already started collecting data beyond its demographic numbers, including separating engineering jobs from technical positions, is coaching managers on how to write unbiased performance reviews, and training promotion committee members to identify potential areas of bias in promotion decisions. The company is also examining its hiring process, including eliminating that all engineering interview candidates code on whiteboards, and candidates referred by employees will no longer be given priority.
By setting specific measurable goals and targets – and a 2016 timetable to achieve – one company has shown that it ‘means it’. In this age of Glassdoor, every company needs to show its intent and commitment if candidates are going to believe what it says.
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