Orange trains human resources staff to boost their brand awareness

Human resources staff at Orange have attended a series of workshops to boost their understanding of the company’s brand.

The mobile communications giant wanted to make sure its HR team could act as ambassadors for the firm ahead of the launch of its revamped recruitment website in November 2007.

The site was designed to give applicants a better ’employment offer’, so they understood the advantages of working at Orange compared with its competitors.

David Roberts, employer brand manager, told Personnel Today: “It is vital that our HR department understands what our key employment offer is for potential candidates – because they interact with staff and potential staff on a daily basis.

“We took the opportunity to run workshops with HR so they could understand how we were trying to reach potential recruits. We needed to turn the HR team into ambassadors for what [the company] is trying to achieve.”

‘Mystery shoppers’ help HSBC recruitment drive

HSBC hired ‘mystery shoppers’ towards the end of last year to road-test candidates’ experience of its recruitment process.

Tony Ramos, head of recruitment brand and advertising at the bank, said he could only get managers to understand the need to improve their recruitment practices by obtaining solid evidence.

“The more you can articulate why candidates have fallen out of the recruitment process, or how the candidates rated the experience compared to competitor jobsites, the more managers will listen,” he said.

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