10 observations about highly effective talent communities

This post began as a how-to guide for building and engaging talent communities. But halfway through I decided to provide observations instead. Why observations and not recommendations? There are so many articles, webinars, and blog posts that discuss this subject, and many of them are very good if not great. However, as someone who professes the value of talent communities and works with clients to help create them, I’ve noticed a great disparity in execution.

It’s worth noting why some practices are more effective than others. Here are 10 reasons why some organizations are better at creating and engaging talent communities.

They have strategies and are committed to them.
Company leaders understand and engage their biggest brand messengers: current employees.
They have expectations, goals, and measures tied to their strategies.
An experienced team member (or multiple members) is dedicated to managing the community and process.
The companies use technology, video, media, and partners effectively.
They believe that the message, open conversation, and content are crucial.
Those engaging the communities are honest and authentic in their approach and message.
They validate the value they are providing to their communities and encourage feedback.
Trial and error is encouraged; mistakes are expected and accepted.
Employees participate actively in campaigns and conversations.

This is not an exhaustive list, and some organizations might have different goals. Whatever you do, know your brand and be authentic. Don’t be afraid to acknowledge your organization’s flaws and perceptions in the marketplace. It’s an opportunity to continuously improve. And don’t be afraid to boast a little bit about why your company is a great place to work.

Finally, treat community members respectfully and they will return that respect along the way. Not everyone in the community will work for you someday but they might know — or even better, refer — the next person who will.