Breaking paradigms has always been what good HR leaders do. They effectively rethink the obvious and address people-related challenges and opportunities in new ways through available tools. That makes them innovative and efficient and positions them as a more valuable resource to senior management.
Take the way some have responded to the narrowing talent market as an example. The best look beyond retention and have begun to address employee acquisition with their recognition programs. They understand that attracting top talent is no longer solely the responsibility of the recruiting department. In today's competitive labor market, every employee interaction has the potential to influence how prospective candidates perceive the organization. Forward-thinking HR leaders recognize that a strong culture of appreciation doesn't just encourage employees to stay—it inspires them to become advocates for the company. By extending the value of recognition beyond retention and using it to strengthen their employer brand, organizations create a powerful advantage in the race to attract high-quality talent.
How so? They still look at “active” candidates, who themselves, have posted resumes on job boards. They still work with headhunters who are paid to get a line on “passive” prospects—potential employees who can be wooed out of current opportunities. But they are doing more. They are also using their own employees as social recruiters.
They know that employees who feel appreciated and recognized for good work will talk up the company to others and as they do, they become ambassadors for every open job that needs filling. They know that an employee’s positive perspective on what it’s like to work at your company and contribute to its success will get others to wish they could do the same. Some firms have gone as far as offering additional rewards to every employee who has recommended and/or sponsored a successful candidate. Those referral programs become even more effective when employees are genuinely enthusiastic about the culture they represent. Recognition gives them authentic stories to share about their experiences, making their recommendations far more credible than any recruiting advertisement. In many cases, the best candidates come not because they were actively searching for a new opportunity, but because someone they trust spoke highly of the organization. That's the power of combining employee recognition with employee advocacy—it strengthens retention while simultaneously creating one of the most effective recruiting tools a company can have.
