siliconindia | | February 20198NEW AGE RECRUITMENT: EMPLOYER BRANDING & SOCIAL MEDIABy Debayan Bhattacharya, Head - Talent Acquisition, Schneider Electric - Luminous IndiaSchneider Electric - Luminous India is one of India's leading power & home electrical specialist offering a vast portfolio comprising of Power back-up solutions such as UPS, Batteries and Solar Applications to Electrical offerings such as Fans, LED Lighting, Switches and Wires.T he present generation relates to the axiom that `Digital is the new normal'. Gone are the days when the job boards or print media advertisements were only means to attract talent into an organization. Today, the dynamics of attracting talent revolves around how savvy the organization is on employer branding and the effective social media management. However, the paradox of easy information access and enhanced social connect have made attracting and retaining talent more challenging now. According to a survey by `The Guardian', salience of employer brand constitutes more than 20 percent of the candidate decision. Branding and social media therefore become critical in reflecting what an organization wants to communicate to its present and future employees.Social media and employer re-view websites such as Glassdoor, Instagram, Facebook, LinkedIn are playing an influential role in shaping-up candidate's decision on joining the organization. Just as Am-azon's product ratings by consumers are perceived more believable than organization generated media con-tent, the rating or content of the so-cial media in regard to organization which directly or indirectly portrays the culture and values of the same to the outside world are consid-ered more truthful representation of employer brand. With increasing representation of millennials in the workforce, the psychological needs and motivations differ between the generations. Hir-ing managers have been reported as saying `we're not interviewing (mil-lennials), they're interviewing us'. The millennial behaviors of main-taining unique identities, believe in having a life beyond work and having a work ethos which is best described as `want it all and want it now' pres-ent challenges to the attracting and retaining this cohort. Recently an interaction with one such candidate, who already had few offers for sim-ilar roles in other organizations, re-inforced the importance of employer branding. He stated, "I would like myself to be associated with an or-ganization, which has a social pres-ence, acceptable social rating and re-views. Also the organization should help me in providing a platform to develop my personal brand as well". The selection of a potential candidate is a two way process now with the organization evaluating the candidate in terms of skill, resume, Debayan BhattacharyaIN MY OPINION
< Page 7 | Page 9 >