Fostering Harmonious Cxo Insights Work Environments

Elizabeth Vassolo, Global Head of Employment Brand, McDermott Will & Emery

Elizabeth Vassolo is a versatile storyteller with a diverse background in media, design, and communication. Utilizing data insights, she excels at crafting compelling brand campaigns and PR strategies for both digital and traditional media spaces. Their extensive experiences enable them to expertly communicate the greatness of unique work environments.

In an interview with HR Tech Outlook Europe, Elizabeth Vassolo shares her insights on the current challenges and innovative strategies reshaping the HR industry’s approach to employee engagement and talent acquisition.

As the Global Head of Employment Brand at McDermott Will & Emery, what are your observations and insights regarding the emerging trends that are having a significant impact on the HR industry?

The prevailing trend in the HR industry is the returnto-office after several years of remote work due to the pandemic. However, many people are concerned that companies are not leading with empathy and are failing to appreciate the collective trauma employees have experienced during this time. People had to uproot their lives, deal with isolation, and face various challenges while continuing to work and contribute to company success.

The process of returning to the office should be slower and more considerate of the collective grief, loss of family members, and struggles faced by employees and their families. Companies that handle this transition well are those that prioritize employees’ perspectives and needs, acknowledging that it may not be easy or smooth but remaining open to change and flexibility. Abrupt decisions by some CEOs to mandate a swift return to the office can lead to talent loss, negative impacts on the company’s reputation, and diminished interest from potential employees.

What are some of the major challenges that concern HR professionals like you?

As the Global Head of Employment Brand at McDermott Will & Emery, my focus revolves around two critical aspects of the employment brand: attracting and retaining talent. When it comes to recruitment, several challenges keep me deeply engaged: Are our efforts sufficient? Are we strategically targeting the platforms and channels where our top candidates and talent are most active? Amid the myriad of possibilities, how can we identify the most impactful strategies? In making decisions, I place great emphasis on data analytics and authentic feedback from our current employees.

“The process of returning to the office should be slower and more considerate of the collective grief, loss of family members, and struggles faced by employees and their families”

As we seek to re-recruit our employees and enhance our programs, I contemplate whether our approach to benefits aligns with our employees’ desires. Am I genuinely attuned to their needs? Moreover, the significance of taking action on the feedback we gather through internal surveys and engagement assessments cannot be understated. Effective communication of outcomes is paramount, as neglecting their input can lead to disengagement and a breakdown of trust. My foremost concerns are: Are we doing enough? Are we setting ourselves apart in a meaningful way? And, above all, are we actively attentive and responsive to our employees’ needs?

As the Global Head of Employment Brand at McDermott Will & Emery, could you provide insights into one of your latest projects highlighting the technological and process elements you utilized to ensure the project’s success?

One of our recent game-changing projects involved implementing a social media amplification tool called Social HP. This tool allows us to create content that our employees can share directly on their social media networks as if they authored it themselves. It has been instrumental in amplifying our efforts in both business-building and recruiting. With Social HP, we can schedule content on behalf of participants, eliminating the need for them to spend time on the tool. It also provides rich metrics that we incorporate into our business development toolkit.

The results have been remarkable, with increased applicant numbers leading to a reduction in spending on recruiting agencies. The tool not only enhances internal engagement but also fosters a sense of school spirit as employees share positive experiences about the firm on LinkedIn. Additionally, it serves as an effective communication channel to reach employees who may not regularly read other internal news sources. Overall, the project’s success lies in empowering our employees to advocate for the organization and contribute to our employment brand.

What are some of the exciting technological trends you envision shaping the future of employer branding in the HR sector?

I find it truly exciting to witness the emergence of automation tools in the HR sector, particularly those enabling seamless communication with candidates via text. These tools offer tremendous value in enhancing the candidate experience and streamlining processes.

The ability to set up triggers and push notifications for events like the 90-day mark or annual milestones further contributes to better HR practices. It enables us to be more responsive and proactive in our roles as HR professionals, recruiters, and managers.

Do you have any final thoughts or key takeaways you’d like to share with us?

My parting advice would be to resist the temptation of doing everything at once. While there are countless strategies and channels to communicate with candidates and showcase your culture, it’s essential to focus on a few key elements and excel in them. This principle applies even to social media, where numerous platforms compete for attention. Instead of trying to be present on every channel, choose a few that align well with your brand and target audience, and commit to mastering them. Being excellent in these select lanes will make your recruiting approach stronger and more effective. Remember, quality and authenticity in your chosen strategies will have a greater impact than spreading yourself too thin across multiple avenues.