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      Building Employer Brand at a Manufacturing Brand

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      Ball Corporation is a leading figure in the aluminum manufacturing industry: It manufactures 50% of aluminum cans in North America, along with household products and aerospace technology. However, it hasn’t released a new customer-facing product in 25 years.
      That’s changing with the launch of its new, infinitely recyclable aluminum cup. This new product offers an alternative to the plastic cup and can be recycled as you would an aluminum can. The company’s hope is that consumers will reuse the cups when refilling their drinks, reducing plastic waste.
      Leading employer brand through these historic changes is Heidi Myers, Director of Global Talent Acquisition at Ball. Myers and her team have embraced this spike in visibility as an opportunity to frame the brand as part of something bigger. This framing, Myers hopes, will attract the next generation of great talent to Ball.
      Putting the Brand on the Map
      Ball’s product launch coincides with another monumental event for its brand visibility: It’s just received the naming rights to a sports arena (formerly the Pepsi Center) in Denver, Colorado, where Ball is headquartered. The move is part of a partnership with Kroenke Sports & Entertainment and another outgrowth of Ball’s sustainability efforts.
      Ball Arena’s presence in Denver is a huge step for brand awareness. Myers and her team see a tremendous opportunity to cultivate name recognition during home games and other events and sharpen their competitive edge as an employer.
      A Spike in Visibility Leads to a Spike in Growth
      What has all this headline-grabbing change done for Ball’s growth? A lot: The company is experiencing a 200% growth increase in North America alone and recently opened three new manufacturing plants. Ball’s team now encompasses roughly 18,000 employees around the globe.
      This rapid expansion poses some exciting challenges for Myers and the talent acquisition team. New plant openings mean attracting talent to locations where Ball hasn’t recruited before. The secret to keeping pace with all this growth, according to Myers, is activation. “Don’t underestimate activation,” she says. “Any resources you can dedicate to it, do it.”
      Myers recognizes the central role that employer brand and talent acquisition play in Ball’s future as an innovative, rewarding employer: “Talent acquisition is the backbone of an organization. Without good people, your organization is not going to grow.”

      To follow Heidi Myers’s work in employer brand, connect with her on LinkedIn. For help gathering data and insights you can act on to improve your own company, get in touch.
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      2022 State of Software Engineers: UK and Cross-Border Trends

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      KEY TAKEAWAYS

      Top issues and trends for software engineers Most in-demand skills and rolesSalary data for software engineers in the UK and nearby European countries

      About this Report

      At Hired, our mission is to surface the best tech talent anywhere to help you fill your open roles and progress on DEI goals. But how?Our platform expanded beyond traditional tech markets this spring to include actively-engaged, curated talent around the world.We partnered with HR global marketplace leaders like Remote and Oyster, to help employers take the next step after surfacing talent on our platform. These partners help guide employers with specifics on workplace and hiring protocol, as well as HR compliance in payroll and other tasks.Based on our annual State of Software Engineers report, this content focuses on software engineers in the UK, as well as France, Germany, Ireland, Italy, the Netherlands, Poland, Portugal, Romania, Spain, and Sweden. With data shared from our partner, Oyster, we bring new insights to recruiters and employers seeking to expand talent teams in these areas.Containing loads of resources for attracting and hiring remote tech talent, this content also helps you navigate global recruitment and personalise your strategy for various regions.Are you a software engineer in the United Kingdom interested in a new role? If so, we have a lot of information for you too! We share the top countries eager to hire UK tech talent. We also dive into where remote demand is accelerating the fastest and average salaries. More

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      How Google Does Employment Branding

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      When your employer value proposition is to “build for everyone,” you need an employer brand strategy that centers on authenticity.
      Leading employer brand at one of the world’s tech titans means grappling with a reputation of legendary proportions, supporting a network of 120,000 employees around the globe, and staying sensitive to the needs of one billion users.
      It’s what Mary Streetzel faces every day in her role as Head of Employer Brand at Google. And though Google’s scale sets it apart from most other employers, the lessons Streetzel and her team have learned about employer brand strategy have universal relevance.
      The Need for More Data
      Data has played a starring role in the evolution of Google’s culture and employer brand strategy. Its mission to “increase the world’s knowledge” includes the company itself—Streetzel and her team are constantly gathering more data to help make Google a better place to work.
      You may have heard legends about the notorious Google interviews of 10 years ago. Hiring committees tested candidates with trick questions (“How many ping pong balls could you fit in a school bus?”), graduates of high-profile alma maters seemed to receive preferential treatment, and one candidate allegedly went through 16 interview rounds before receiving a decision.
      These hiring practices, Streetzel insists, are relics of a bygone era. There’s been a culture shift toward a more empathic, broad-minded, and diverse Google, thanks in part to data.
      Let Your People Do the Talking
      Streetzel refuses to let the buzzword status of “authenticity” cloud its meaning and importance to employer brand. “Brands have to go ahead and admit it: You’re a business. Tell the truth,” she says. “Then, let your users tell the story a little bit more. That’s authenticity.”
      User- and employee-generated content is one of Streetzel’s favorite ways to let people, rather than brands, do the talking. Most recently, Google handed the storytelling reins to its interns for International Intern Day and filled its employer brand channels with personal perspectives on life as a Googler, directly from the mouths of interns experiencing that life first-hand.
      Streetzel and her team want future Googlers to see themselves in these authentic stories, seeding a new and diverse generation of employees. “We really want everyone to see themselves at Google,” she says. “We want to build a Google that reflects the world around us.”

      To follow Mary Streetzel’s work in employer brand, connect with her on LinkedIn. For help identifying the values and culture you want to create at your own company, get in touch.
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      Want to Hire a Globally Distributed Team? 4 Ways to Get Started

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      In the last few years, more companies have expanded their workforces globally than ever before. Businesses realized the talent pool is no longer limited to their city limits (or even their country’s borders, for that matter) and skilled workers everywhere are getting a shot at working for top employers—no matter where they live. Related: Hired […] More

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      Leading an Employer Brand Evolution

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      When a business changes, its employer brand must evolve as well, as this professional services brand is learning as it recruits from an increasingly diverse talent pool.
      What does “adaptability” look like when you’re one of the largest professional services companies in the world?
      This is the challenge facing Erin Maxin, Global Employer Brand Leader at EY (also known as Ernst & Young). EY employs well over 200,000 employees worldwide and works with clients in over 150 countries.
      1. Attracting Tech Talent Outside of the Big Four
      Attracting tech workers is one of the most common talent challenges facing employer brand leaders today. Unless you’re a sought-after Big Four employer, you may struggle to fill tech roles and retain tech talent.
      EY has had to shift away from the campus recruiting model it’s used for years, in which internships fed the hiring pipeline. “Our talent models are changing because our business is changing,” Maxin says. Now, EY recruits from a broader range of backgrounds and skillsets than ever before to find the best matches for their tech roles.
      2. Diminishing Employee Tenure
      The “partner track” is less of a draw for candidates than it was in the past when employees preferred to stick with a job for a longer period of time. Job tenures are shortening, and today’s workers are less likely to desire a decades-long relationship with their employers.
      “The experience applicants have from a candidate perspective is really important to our ability to sell and build our brand in the marketplace,” Maxin says. For her and her team, crafting an exceptional candidate experience isn’t just humane; it’s vital to business success, too.
      3. Preparing for a Global Crisis
      The pandemic has forced drastic change onto many businesses, including their employer brand teams. Teams went remote, wellness became paramount, and brand messaging that worked in a pre-COVID world no longer resonated.
      “When things change your world, like the pandemic,” Maxin says, “you can customize it very quickly and get your regions and stakeholders what they need.” It’s an approach that focuses less on policing and more on empowering, educating, and creativity.
      4. Brand Trust Is Thornier Than Ever
      Edelman’s 2020 Trust Barometer report revealed the tremendous role consumer trust in a brand now plays in its success. Meanwhile, employees (both current and former) are turning to platforms like Glassdoor to offer their unvarnished thoughts on the employee experience.
      This means transparency and experience management are now central to a successful employer brand strategy. “You can put out gorgeous videos, gorgeous ads, and great content on your social media channels. But if your people are not having a great experience, they have platforms through which they can share that,” Maxin reminds us. “That is your employer brand, like it or not.”

      To follow Erin Maxin’s work in employer brand, connect with her on LinkedIn. For help evaluating your own employer brand, talk to us about the Link Humans Index, which uses 16 key attributes to measure how you compare with others in your industry.
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      What’s the Deal with Web 3.0 & How Does it Affect Tech Talent?

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      If you’re in tech, you can’t avoid frequent mentions of Web 3.0. From 2021’s $69m NFT sale to the Dogecoin hype cycle created by Elon Musk and the famed Los Angeles Staples Center becoming the Crypto.com arena, crypto went mass market and with it, Web 3.0. Web 3.0 is the infrastructure, or more specifically the […] More

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      Want to Boost Response Rates? Use Your UVP in Strategic Recruitment Messaging

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      What You’ll Learn How to leverage the factors that make your company special and develop your employer UVP Insight into market trends and competitive offers Actionable ideas for employer brand marketing About this eBook: When you strengthen your employer brand, it strengthens your overall brand as well. Your marketing team may have spent a lot […] More