When “We Need a Better Employer Brand” Isn't Really the Answer
Senior TA briefs often pick up employer brands somewhere along the way.
Sometimes that's exactly right. If you're entering a new market and nobody knows who you are, the TA leader may need to build awareness and give good people a reason to take the first call.
But employer brand can also become a convenient explanation for a hiring process candidates simply don't enjoy.
If someone has completed six interviews, repeated the same information to four people and then waited two weeks for a decision, a better careers page probably isn't the first fix.
We'd want a TA leader who can tell the difference — and who has enough influence with the business to do something about the second one.
Building TA While You're Already Hiring
Carter Morris has seen this problem in practice.
A hyper-growth startup needed a Global VP of Talent Acquisition while preparing to double its workforce in a year. There wasn't the luxury of building the perfect TA function first and then switching the hiring on.
The remit included building a global TA team and recruitment framework, introducing an ATS and reporting analytics, developing the employer brand and engaging third-party sourcing. At the same time, the business needed immediate hiring results in markets where it had little brand equity and, in some cases, no physical presence.
There was another complication: the incoming VP would inherit a geographically dispersed and overworked team with varying levels of capability, while introducing greater consistency, compliance and performance measurement without flattening the entrepreneurial culture that had helped the company grow.
Finding Someone Who Could Do Both
And the candidate market was narrower than the initial interest suggested. The business wanted somebody who could operate hands-on immediately but build towards a more strategic model, with experience spanning established corporates and greenfield startups. The salary budget was just a bit below market too.
Carter Morris identified and recommended four professionals within two weeks. The appointed VP subsequently joined the ExCo and continued to be highly regarded by the leadership team.
That's the sort of TA search where “built a recruitment function” needs considerably more explanation. Building it while the company is doubling, the team is already stretched and today's vacancies still need filling is a different job.
Read the Global VP Talent Acquisition case study.