Employer Branding

Why your EVP is not your Employer Brand

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I feel like this statement needs be made.

An employee value proposition is, like many other things, an element of your employer brand, it is not your employer brand

It also does not mean that once you have an EVP that’s it, your work here is done you can pack your bags and walk away.

An EVP has a number of key objectives that it needs to achieve in order to be effective, worthwhile and of value.  It can’t be effective if all the other elements of an employer brand are ignored.  On it’s own, an EVP is just a series of empty statements that are neither emotive, engaging or persuasive.

In order for your EVP to mean anything, you first have to understand what the point is.

1) What is the point….

Meaning – what is the business trying to do?  What needs to shift in order for the organisation to meet it’s goals and objectives?  Do you need to grow the business? reduce turnover, increase engage?  What exactly is required?

I would love you to think right now, what EXACTLY do you need your employer brand to do.  Be really specific. Not just, attract new people……. which people? how many? who? where, when, how?

I would encourage you to answer these questions……….

2) What to do, what to do

Once you have your value proposition or people promise, what are you going to do with it?  Meaning, how are you going to bring it to life.  Five statements on a website does not quite cut it if you’re trying to create an engaging and business changing message.

Who are the people and what are the stories that you’re going to tell.  I’m also not just talking about two or three videos, I’m talking about building a story across multiple channels.

Do you remember those old Nescafe TV ads where there was a story. A woman had moved to New Zealand on her own and she ended up having coffee with someone and then met the love of her life….. (anyway I digress),  I was so engaged with the 3 people in those ads and I followed the story with every new ad they had, thinking what would happen next.

That’s the type of story telling I’m talking about.  Real.  Engaging. Exciting. I can identify with that kind of story telling.

3) How am I going to communicate it?

Of course it needs to be on the career site, but what else could you do?

Create a following to your story, in images and videos.  Create a trail for your target audience to follow and to engage with.

As an employee of your business, I may be on instagram one day, the career site the next and then you may find me on the company facebook page…..who know’s.

What’s the message I’m carrying? What’s the dialog that I want in return?  If your business is solving a global or local problem then what are people saying about the issue?  What do your employees think about  the issue.  How can I share more of what real people with real opinions are saying?

4) Does it hit the mark?

Are you reaching your audience? Are they engaging? How can you tell?

Measuring and engaging with your audience is what separates okay companies from great companies.  There’s no point putting a message out in the market and then dusting your hands off……now what?  Is it doing what we want it to?  Think about how you’re going to measure things before you put them out there and it will be much easier.

5) Adjust/Create/Refresh

We live in a world of ever changing and evolving content.  You have the platforms, ability and opportunity to create context to your content, to make it different and to stand out.  Tell the story, be creative.  If I said to you, you have to do something completely different to what anyone else is doing in the market….what would you do?

Oh, what I would do if I could tell your story………….

What Top Employer Brands Do That Your Business Isn’t Doing

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I recently presented at the HRO Conference in Singapore on Hudson RPO’s annual global research paper in partnership with HRO Today which focuses on what top employer brands do differently to other brands.

The primary research was gathered via one-on-one interviews with top employer brands plus a 3-week online survey of global senior HR practitioners (328 usable responses).

I found this research so practical and insightful for organisations that are still looking at how they build their employer brand and what activities they need to focus on.

Here a just a few of the findings that came out of the report.  If you’d like the full report (I highly recommend it!!) then download it here.

Strategy:

One of the biggest questions I get from clients when it comes to developing their employer brand is – where do we start?  Do we just refresh our EVP, or should we just update our career site? What if I put a few videos in there, will that be enough.   As with most big projects, we need to understand the objectives – what do you want your employer brand to do exactly?   Building a strategy to support the successful execution of a project is critical.

The research shows that twice as many top employer brands have a defined and documented employer brand strategy compared to other brands.

So I would ask you – does your business have an employer brand strategy or is it more of an activities focus.  If we just do these one or two things then we’ll be fine?  Is the strategy lead by the wider HR and Business strategy so that it’s tied into delivering what the business needs?  These are the types of questions that need to be asked.

Sponsorship

Not only do we need a strategy but we need someone who can champion that strategy.  The leader, the passionate crusader that understands what it’s all about, who understands the benefits and opportunities and is able to articulate that and position it in the right way to get the job done.

Once again, top brands were more likely to have CEO or President level sponsorship.   I think a lot of organisations are unsure how to have the commercial conversation around what quantifiable impact EB will have on the business therefore it’s not something that is discussed at C-suite or exec level.

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Top brands also generally had stronger visibility of their employer brand across their senior leadership team.  By having the entire leadership team on board and behind what you are doing means that your ability to rally internal support and engagement will be higher.

Investment

I was having this conversation with the HRD of a large consulting firm the other day, and she commented that they need to see a return on investment before they will invest anything worthwhile.  And whilst there are things that can be done inexpensively, there needs to be some investment if any impact is to be made.  That might be cash investment or it could be resources investment – but something has to be given in order to get something in return.  We found that top employer brands invested 52% more than other brands.

Social Engagement

Top brands use more social channels to promote their employer brands, such as Facebook, Twitter, YouTube and Pinterest.  By using multiple channels you’re engaging current and potential employees in different ways. You’re provide multi content collateral for their consumption which is always going to more engaging that just one type of content in one place.

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Partnering for Success

As an employer brand strategy can be a project in itself with many different components, the research found that whilst 57% of organisations manage their employer brand internally and 61.3% of Top Brands partnered with an external business/consultant compared with 42.9% of other brands.  Bringing in specialised expertise to help you build a strategy as well as execute key activities will ensure you have targeted outcomes.

Defined Roles

Overall, top tier employer brand companies involved more departments and other groups in promoting their employer brand as seen below.   By ensuring that you’re using experts in your business to deliver input, advice and output for the employer brand project will not only share the work load but it will ensure that the employer brand is in line with the corporate and consumer brand as well.   44.6% of Top Employer Brands have defined roles compared with 17.6% of other brands.

Measuring Return on Investment

As always this one is a surprise to a degree.  We’re so focused on metrics and measuring everything but the Employer Brand is still the last thing to be measured.   61.4% of respondents said that they don’t measure return on investment when it comes to their Employer Brand whilst 22.4% weren’t sure.

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These are just some of the findings from the research undertaken.  The report provides break out “how to” boxes to make it not only informative but very practical.

If you’d like to discuss how your employer branding strategy can meet your business needs this year then drop me a message and we can discuss how we could potentially work together – suzanne.chadwick@hudson.com

Seriously Cool Career sites to get Inspiration from

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Happy Friday!!

So it’s day four of 40+ degrees in Melbourne and we’re feeling the heat just a little!  So today, I thought I’d stick with the topic of HOT and check out some hot (or in this case I’ve called them Cool!) career sites that I think you could get a little inspiration from.

Today it’s going to be more show than tell!

As I work with companies to develop their employer brands, creative collateral and authentic, engaging messages to their target candidate market, I’m always looking at who is doing what and which companies and sites stand out.

1) Cotton On Group

So first one of the rank is Cotton On Group.  I love this career site!   As a social being myself, the layout, instagram photos, general images and video content are so 2014!  It provides an overview of the culture, people and offices and if you watch it and it makes you want to work there, then their job (when it comes to an engaging career site) is done!

Their brands include – Cotton On /Body/Kids, TYPO, Rubi, Factorie, TBar & Supre and looking at their career site you can see that they know their candidate target audience well.   Their audience, usually retail for their many trendy brands and stores named above are younger in age for their stores (think uni students who may want to work part-time), on trend, funky and creative types across their management team.

Using an employer brand strap line – “When you start here you can go anywhere” speaks to their potential employees sense of adventure and desire to have options when it comes to where they work and what they do.

All in all a great example of an engaging and targeted career site.

cottonOn

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2) Commbank Careers

Commbank careers have focused on their employees.  Not just the jobs that they do but who they are.  That says a lot, especially when we’re talking about a bank.

I love the images, they have their social networks connected, it’s clean, clear and easy to read and it makes me want to look around to see what else they have.    In the 2nd image below it also tells me who I already know at Commbank, so that if I want to speak with someone in my network before applying then I know who I can go to – pretty cool!

commbank

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3) TalkTalk Careers

Don’t underestimate a good looking website.  It means that the organisation has invested in trying to make something that is attractive, engaging and informative. Obviously the content is key, but when you get onto a site like TalkTalk Careers you just want to wander around seeing what else they have, they do, they offer!

I love the infographics that they use to talk about their benefits as well as what else they offer their employees.  It’s different and fun.   Whilst I think there is an opportunity to add video to their site to show more about the different business divisions, I think overall the site stands out and is dynamic and engaging.

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4) PWC Careers

Once again having multiple ways that potential applicants can consume information is a big winner with candidates today.  Some candidates like to read a lot of information, others are more visual, providing your social handles for people to follow on an ongoing basis allows you to build your employer brand with them over a period of time and ensuring that you give your career site a personal touch by showing your actual employees and not iStock images of models is critical.   Career sites with standard photos can quickly turn a potential employee off as it may be interpreted as the organisation does not think employees are good enough to put front and centre when attracting new talent.

pwc career site

5) Vend Careers

I’ve used Vend before as an example of a fun career site!  One of the things I really love about the site is that it not only shows the personality of the company but when you go onto the site it has a pop up window that says “Hi! It’s Kirsti here, I’m the Head of Talent at Vend. Let me know if there’s anything I can help you with.” – now what other career site allows you to ‘chat’ with someone in the talent team or for that fact the head of talent? If there are other sites then please do let me know, I think it’s brilliant.  Careers has a face once more and not just a phone number without a name or an email of Careers@company.com.au….. how personal!

They are clear about the culture, understand their target candidate audience and have provided the information needed for potential applicants to make a decision as to whether this is the right company and enviroment for them. Love it!

Vend Careers Vend2

So just a few key take aways –

Know your candidate audience.  If you hire candidates who are in sales, marketing as well as engineers or techis then think about what kind of information those different groups may want to consume.  For example a technical person or analytical person may want to see reports, graphs, facts and figures.  A marketing or creative type may want to view infographics and/or videos.   Knowing your audience will help you to make the right decisions when it comes to updating your site.

– Provide different forms of information for your different audience members

– Make it personal.  Show images and videos of your people and the environment that they work in

– Make it pretty and engaging.  Be interesting and if possible unique.

– Provide multiple places that if candidates want to continue to engage with you ie: social channels, then it’s easy for them to find and follow you.

– It doesn’t have to be a massive or expensive project.  Start small if you don’t have a budget and just do things bit by bit.  Remember that if you do nothing, then essentially you’re just moving backwards as your competitors continue to develop their attraction strategy and collateral.

– Check out what your competitors are doing.  Know where you stand and understand where you may need to put the work in to attract the right talent.

– Always be updating.  Is your business the same today as it was 2 years ago? In most cases the answer will be no, yet some career sites haven’t been touched for the last 3-4 years.

– last but not least; know your audience.  Know them really well so that that you can speak directly to them through your site.  This is probably the most important point of all!

These are just a few tips to get you started in 2014.   Remember that we expect candidates who come to interview to know all about our business and be excited and engaged to join the team, yet many times we don’t really provide them with the right information.   Use the tools you have to attract and engage the right people, and have fun in the process building something that you’re proud to use.

If you have a career site that you’re proud of or know of one worth checking out, then please share it in the comments section below, I’d love to take a look and maybe add it to my list of ‘Top Career Site’ examples!

Have a fab weekend

Suz

Selecting the Social Recruiting Channels for your business

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Being everywhere and doing everything is not always the best strategy.  If I’m honest it’s probably not a great strategy for anything these days! With recruitment resources stretched to their limits for most organisations, it can be difficult to try to keep up with the number of channels to market you could be using.

CPA sourcing channels

One of my recent posts, Mapping your way to sourcing success, outlined the fact that you really need to know your target audience.  By knowing your target audience you can make informed and effective decisions on which channels are right for you. Some of the key steps that I take when recommending social channels to clients for recruitment purposes include……

1) Assessment of the Employer Brand

You should have a fairly good idea through engagement, pulse or EVP survey’s what you internal audience thinks of the organisation.  To gain an understanding of what the external market’s view is, you can check out sites such as Glassdoor.com or the new Australian version jobadvisor.com or do your own primary research by adding a question to all of your screening forms or conversation asking the question – “what is your perception of what it’s like to work at company X?”.    If you do this over a few weeks you’ll soon get a feel for what the perception in the market is of your organisation as an employer.    By understanding this first, it will allow you to know what messages you either need to reinforce if positive or counteract if the perception is negative or untrue.

2) Develop a sourcing Channel map

Segmenting your target candidate audience and building your sourcing channel maps will allow you to speak directly to the candidates you need to, with the message you want to push out there as to why your organisation is the best place for them to be working at!  To read how to build your sourcing channel map check out this post.

3) Know your objective

Before you do anything in the social space, you need to understand what your objective is specifically.  Are you trying to attract candidates, show them what your organisation is about, share jobs, share information?  Be specific as it will make content curation much easier if you can answer a simple Yes or No to if the activity you are doing will help you meet your objective.  When defining your objective don’t use broad brush statements like – We want to seen as a good employer.  Objectives can be:

  • Communicate our EVP
  • Show our culture (events, corporate & social responsibility, learning & development)  through photos and videos
  • Share informative and helpful content to potential employees
  • Share market information
  • Show our personality by not taking ourselves too seriously

4) Select your channels and platforms

Once you know which channels are right for your target audience (sourcing channel map) and you understand what your objective is, then you can start planning which channels are right for you.

Knowing which social channels your company is currently using will make your life a little easier as you may not need to build a new business case to use a platform you’re already using as a business.   So do a search across the usual suspects such as Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, etc as you may not be aware that your organisation has a presence on a specific platform.

I’ve found that the majority of corporate organisations have YouTube and Facebook from a consumer perspective.  Some may have a Twitter careers page and then there is usually a blank Google+ page that has been registered but not used as yet.   More advanced organisation have utilised Pinterest for employer and consumer Branding and then there are a few that use Instagram, once again from an employer brand perspective.

5) Metrics

Before you start any activity, write down where you are right now.  Things like what your employer brand is internally and externally – this may be through your engagement scores and sentiment in the market.  It may be looking at the number of application you receive now.  Knowing where your starting point is, will make it much easier to measure in 3-6-12 months time the impact your activity is having on your attraction strategy as well as which channels are helping you meet your objectives.  There is no point putting resources, time and money into something if you’re not getting the return on investment.

Is your application process shooting you in the foot?

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Finding and hiring top talent is challenging, but finding and applying to a top position isn’t exactly easy either. Trawling the job market can feel like an endless task for recruiters and candidates alike, often frustrating, always time consuming and last but not least, exhausting.

Fortunately as recruiters, we have hundreds of ways to speed our side of the application process up; Online application forms, pre-selection tests, web assessments and application tracking systems make our lives easier and essentially help us find the right people. However what works for us, doesn’t necessarily work for our candidates.

In a bid to find that perfect employee you might end up setting up more hurdles than they’re willing to jump. It might seem like a good idea to stringently filter the wheat from the chaff at the start, but put yourself in your candidate’s shoes: Based on your application process, would you apply to your ad?

Have a closer look and you might just find that your application process is shooting you in the foot.

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The Right Start

Target audiences apply to certain companies more than others because they enjoy the experience, and an enjoyable application process begins with a great ad.

A candidate won’t spend 15 minutes reading an essay, they need facts, bullet points and it helps if it’s pretty. Corporate colors, logos, and photographs representing the company are always a winner. Got a coffee machine? Mention it in the ad. Remember, you’re not just advertising a job – you’re selling the experience of working at your company.

With this in mind take it a little step further and include staff testimonials. Got nothing to hide? Link to Glassdoor.com and let your employees do the talking for you. Least of all you want to make sure you include links to your social networking sites. If someone is genuinely interested in applying this will be his or her first stop (alongside your website) to scout out your company brand. Make sure you use this to full advantage with a well-groomed Facebook or Twitter account.

Spot the careers section

If a job seeker has opted to head straight to your website, as opposed to stumbling across you on an online job board, then the chances are that he or she are seriously interested in working for your company. So make the application process easy for them and anyone else that lands on your site. The people who are taking an active interest in your business are the one’s who you want to encourage, so don’t hide the jobs section somewhere down in the footer.

Ideally your careers section will be easy to navigate with a simple search tool to look for jobs in different categories. If there doesn’t happen to be any jobs available in a particular field, then why not suggest an open application? Most people with an interest in your company will relish the opportunity, plus it will boost your talent pool, it’s a win-win situation.

Where do I apply?

When it comes to job boards, most candidates spend about 30 seconds scanning an ad to work out if they’re interested or not. Hopefully, that first 30 seconds will have someone hooked but there’s one foolproof way to ensure they slip the net and that’s by hiding the Apply button.

The Apply button needs to be the shining star of your application process. It’s the first step through the gateway to your company and it sounds obvious, but this happens all the time: Placing the Apply button somewhere at the bottom of the ad will result in you missing out on potential candidates.

As much as you’d like them to, don’t assume that your candidates will read every single little tiny detail of your description. Job seekers scan ads the same way we scan resumes so make sure the Apply button is temptingly lingering nearby at all times.

Question Time

In an ideal world we’d post an ad, sit back and wait for an influx of top talent to apply, the hardest part would be choosing one of the many candidates who fit the bill. In reality, it’s a pretty mixed bag and this is why pre-selection questions play such a vital part of the application process.

The trouble is, as great as it would be to filter out the perfect candidate from the very beginning, the amount of questions and tests it would take would result in a 3 hour long application process. In reality, it needs to be less than 10 minutes (max).

First of all, you want to make sure your candidates can apply with their LinkedIn and Xing profiles, this takes about 2 seconds. Secondly, strip your application form down to the bare essentials. Every extra step a candidate needs to take is an opportunity for them to bail, so put your applicants on the fast track by getting rid of the pointless questions and save others (such as references) for later.

Hello?

It should really go without saying, but some of us still haven’t got around to creating an automated response. The top biggest peeve for job seekers is not being acknowledged, quite rightfully so. We’ve all been there and it’s super frustrating especially after you’ve spent 40 minutes crafting a perfectly written cover letter.

Unfortunately most of us don’t have the time to personally respond to each and every application so the easiest way to at least acknowledge your applicants, is to simply set up an email account specifically for the job ad. Next, write a friendly auto-response to assure your candidates that their application arrived and let them know when they can expect to hear from you next.

We all know that merely cherry picking the candidates we want and ignoring the rest leads to a bad rep, so acknowledgement is crucial. Secondly the auto response is great opportunity to include links to your social media channels and other open vacancies, which will help you fill your pipeline for future positions.

Don’t forget that your application process is just an extension of your employer branding so make sure it doesn’t let you down.

A streamlined application process

Essentially the gist of it all is to make your application process quick and easy. Some may argue that a hard grafter will be willing to go the extra mile, if a 20-minute application process is too long then how will they survive in an office? However, it’s all too easy to forget that the war for talent is just that, we’re all battling for the same candidates.

If your competitor is offering a faster track to getting a foot in the door, can you really blame a candidate for choosing them over you? Even a tech superstar who’s used to spending a fair amount of time in front of the screen isn’t going to want to spend hours filling out yet another application.

Make it attractive, make it quick and make sure your application process isn’t shooting you in the foot.

selina Kerley

GUEST CONTRIBUTOR

BIO: Selina Kerley is a blogger living and working in Berlin. She spends her days researching the world of online recruitment, in order to bring the latest news, hints and tips and recruitment strategies to the world. Selina is currently working for recruitment software specialists http://www.softgardenhq.com

The Impact of Social Currency on Employer Brand

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Happy Monday all!!

So today I want to talk about Social Currency.   “Social Currency = If you can give people something that no one else has or make them feel remarkable, then it’s more likely they will share that information because it makes them look good, and in the process you as a business or brand look good as well” ~ Jonah Berger.

There is a FAB YouTube Video by one of my favorite people in the world, Mz Marie Forleo and University Professor (who wears very cool Nikes!…no grey beards or sweaters here) Jonah Berger called Viral Marketing.

He uses the example, which I’m sure most of know well, which is when LinkedIn sent out emails to a huge amount of people saying “Congratulations you were in the top 1% of LinkedIn users”.

Of course not only did that make us look and feel great but then we decided to share it with others, which meant that we were not only promoting ourselves and what may (or may not) be seen as an achievement, but by LinkedIn making people feel special, smart and in the know, LinkedIn got to come along for the ride thereby promoting LinkedIn even further.

The point is that if you make people feel special then by way of them sharing that, you/your brand or Employer brand gets to come along for the right.

Think about this – if your organisation made you feel special, did things that were a little out of the ordinary and just made an effort really – then how likely would you be to talk about them to others?  We’ve all heard friends talk about how their businesses sent them to a conference in Hawaii or they received an award or some great perk and it does make you think….wow that company really appreciates their people and in turn, maybe they could be a good company for me.  Now it’s doesn’t even need to be a large financial rewards, I remember my old flat mate in London used to get ‘Summer hours’ which meant that on a Friday during Summer they could leave the office at 1 or 2pm to enjoy the rest of their day.  That was 10 years ago and I still think that that’s pretty cool!

What about if you offered something to a client that no one else offered that they thought was great value, remarkable or insightful?  How much more would that client be willing to recommend you either internally or externally?

I love this video, not only for the great social and marketing gems but because I can see how we can apply that to Employer Branding for our clients and our own organisation.

As many heavy hitters in the recruitment world like Johnny Campbell and Bill Boorman etc say, it’s all about the candidate engagement now.  It’s now a lot easier to find top talent, but the engagement part of that equation can be a difficult one.

So my question is – How are we making candidates feel?  When they have an experience with us as recruiters or organisations are they going away and talking about that experience in a positive way and therefore building our social currency as an organisation or is their experience so poor that we’re actually coming out of the social mention pretty poorly?

When working for a management consultancy in the UK a few years ago, I will alway remember the conversations with unsuccessful candidates that went something like this…. “Suzanne I’m really disappointed not to get the role but I thought the process was really good, the feedback was comprehensive and my experience was positive and I’ll definitely try again in a couple of years when I’ve developed my skills further”.    1- do we know what candidates are saying about our businesses or client’s business to start with, which is the definition of employer brand really…the perception in the market of what it’s like to work at that organization both internally and externally; and 2 – do we know what unsuccessful candidates are saying about us once they’ve had an interaction with us.

Now I’m well aware that with thousands of applications it can be hard, but if it’s not even on  your recruiters radars that every candidate is or could be a walking advertisement for your organization, brand or employer brand then we’re falling down at the first hurdle.

So a couple of things to ask yourself when it comes to representing either yours or your clients employer brand in the market:

1) Am I making our candidates feel special in any way?

2) Am I tracking what people are saying both internally and externally about our employer brand?

3) Are they sharing the great stuff about our business because a) we make them feel special or b) because they think what we do is great and make it easy for them to share it

4) Are we assessing whether candidates are having a good experience when they come through our recruitment process and yes through the Applicant Tracking System?   Is it a standard thanks but no thanks email, or have we tailored it a little more so that they know we actually looked at their CV?

These are just a few light thoughts for this wonderful Monday morning in sunny Melbourne! (I hope it’s just as lovely where you are as well!)

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