Employer Branding ~ What first impression is yours providing?

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icecream facI love seeing my kids eat an ice-cream and then sit there with a face full of chocolate! Ignorance is bliss isn’t it!

On the other hand, I’m not so keen on organisations doing the same thing when it come to their Employer Brand.

Well if and when this ever happens to you, you have two choices.  One – you can clean yourself up and present yourself in a way that reflects the way you would prefer to be seen or two, you can just leave it there and walk around all day looking like an ice-cream mess.

The bottom line is, just because you choose to ignore your Employer Brand, doesn’t mean that everyone else will too.  I recently saw a tweet that got me thinking (even more) about employer brand.   The tweet said….

google employee blog

Now I know that whenever Deloitte, Google or Microsoft are mentioned everyone rolls their eyes and says yes but we don’t have their budgets, size, etc.   Forget about all of that for a minute. Imagine if someone met one of your employees and said “I met a person from (insert your company) and there were everything I imagined they would be…(add positive, positive, positive here)!”
Many organisation don’t think about their employer brand in the market.  They don’t care if it’s got chocolate all over it or not.  Ignorance seems to be bliss for some reason.

As we all talk about sourcing, engagement, talent pools etc, I’m still amazed that organisations don’t recognise one of their biggest asset when it comes to finding the right talent – an engaging employer brand.  Now imagine, that instead of having to go out and find the best people, they came to find you?

I can hear sourcers near and far saying hallelujah!

Understanding what it is you stand for and what you offer and then clearly communicated that with your target candidate audience in the right way will cut your sourcing time down significantly.

Developing your Employee Value Proposition (EVP) is key in communicating up to date, true and real messages around your employer brand and testing that message both internally and externally.   What many businesses don’t realise is that having a strong employer brand internally is just as important as your external brand in the market.   Reinforcing your internal message helps you to retain great people and external messaging allows you to attract great people.

Employer branding

Going through a formal employer branding process ensures that you are giving a true reflection of your organisation.  It doesn’t have to be a long and cumbersome process, and it’ll help you ensure that you’re aligning the right messages in the market.

It would be great for an organisation to allocate 10% or more of the recruitment budget every year specifically to employer branding and then measure the impact and influence.  I know it would pay for itself in no time!  If companies allocated spend to this then the benefits they could see include:

  • Increased awareness of the organisation and job opportunities
  • Strong alignment of motivations and company fit when hiring
  • Increased internal engagement
  • Early awareness of risk areas in the business when it comes to talent leaving or being unhappy
  • Increase branding opportunities
  • Increased sharability of your company messages through social media platforms

The benefits are countless yet so many businesses don’t focus on the value of building employer brand.   Is your company fighting to find the right talent but missing the market when it comes to owning their employer brand in the market?

To finish off, I thought this article in the Harvard Business Review was a really interesting one asking “Would you wear your company’s T-shirt in public”.

So the question is; would you?

Image source: The Right Group

3 thoughts on “Employer Branding ~ What first impression is yours providing?

    Jeremy Brown (@SocialJeremy) said:
    August 6, 2013 at 3:53 pm

    As always, super insightful article Suzanne!

    Totally agree that an internal employer brand is just as important as external and your points about attracting and retaining.

    I want to add my 2 cents. Once you step away from your company, you still represent them.

    This is especially important when you go to networking events or conferences. One negative encounter can cause a ton of backlash.

    Keep up the great writing!

      suzchadwick responded:
      August 6, 2013 at 7:45 pm

      Thanks Jeremy! yes I agree, you carry your personal and your company brand with you wherever you go! I think the education piece about what companies expect from employees when it comes to behaviour is majorly overlooked and it’s an opportunity missed to create true brand ambassadors. thanks for stopping by!

    […] forget that your application process is just an extension of your employer branding so make sure it doesn’t let you […]

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