3 MIN READ OR WATCH
BRANDING vs EMPLOYER BRANDING
“A brand is a result – it’s a person’s gut feeling about a product, service or company. It’s in their heads and in their hearts…. a brand is your reputation.” Marty Neumeier
So… what is an employer brand? It’s also a result – it’s how employees, past and present, feel about your company. It’s how potential employees perceive your values and culture. Essentially, an employer brand describes your company’s reputation as a place to work.
This limitless choice has added a level of complexity and stress, which regularly drives us to apathy – a worrying trend for brands and retailers. But all companies should be equally concerned when it comes to the recruitment process. After all, deciding where to work may be a bigger decision than most and yet the same principles apply when choosing a product or an employer.
L’Oreal, EA & Netflix consistently make top employer brand lists for their talent acquisition strategies. They have clear Employee Value Propositions (EVP) that they communicate on social channels and dedicated career websites, in stark contrast to the single ‘Career’ page buried in the footer of a consumer site.
What is your company doing to ensure it is first choice?
Influence the influencers – visible for all the right reasons
When a new product is launched, significant marketing budget is spent on bringing it to the attention of those most likely to buy. We need to convince to convert and that means communicating what you do and how you’re better than the competition, in a way that’s relevant to your audience.
Show you’re not just hype – prove it
Companies can influence the crowd but they’ll soon be exposed if they are found to be lacking authenticity. Choosing a job is now more than ever, a shared experience. As with products, companies need to work hard on positioning what they actually have to offer when they are attracting and hiring candidates. So you get new employees who are not just capable, but also the best cultural fit.
Consistency to build loyalty
Delighted customers keep coming back for more. They share their great experiences and in so doing, bring those products to the attention of new audiences.
Companies often forget that employees are actually just customers, who want to work for organisations that give them kudos and make them happy.
- Your benefits package needs to be of value to candidates. Think about more than just salary – what’s your Corporate Social Responsibility (CSR) strategy? Do you offer hybrid working?
- Your working environment should appeal to their sensitivities
- Your career structure should factor in their age ranges, aspirations and hopes for work-life balance
Get it right and you’ll always be able to attract, hire and retain the best talent.
WHAT CAN I DO NOW?
- Define the characteristics your brand wants and needs. These should be easy enough to identify if you’ve already developed your company values
- Create an employee engagement survey to gauge the temperature of how your employees feel about your current practices
- Create Q&As and short videos of your team delivering real-life examples of the characteristics you’re looking for, (this is also a great way to showcase the culture of your company)
- Share! Don’t hide all this fantastic content, share it regularly on your social media channels so you can encourage top talent to come to you before you ever need them
Product marketing gurus for hire
Denholm Associates have been applying marketing techniques to the recruitment process for almost two decades. Our consultative approach has built trust with employers and employees alike, our neutral stance allows both groups to hear what the other really sees and thinks. If you’d like to find out more about how we can support your team with talent mapping all the way through to onboarding, please get in touch today.
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