“Employer Branding is about being a truly people-centred organisation,” Mark Puncher reiterated at our recent Employer Branding workshop. And, as we covered in our blog ‘Why your NFP needs a strong Employer Brand. And how to build one,” while the concept of Employer Branding is not new, it is still an intimidating topic for many HR, Recruitment and even Marketing pros.
“Your employer brand is all about what makes people want to work for you and bring their best… or not.” When done effectively, Employer Branding helps supercharge your talent attraction initiatives, boost your talent retention and catapult your organisation’s performance and productivity.
To get Employer Branding right, you basically need to do everything you can to authentically showcase to the right people what makes your organisation such a great place to work. But don’t forget to also show them why it might not be the right fit. As Mark says, “Employer Branding is as much about educating people and shaping their expectations as it is about inspiring them.”
You can achieve great Employer Branding by following these 8 steps:
- Seek to understand – Do an analysis of where you’re heading and who you need to get there. Identify key audiences and develop an understanding of them – Who are they? Where are they? What matters to them? How will they make career and employment decisions?
- Get a feel for the current situation – How do prospective applicants see your current Employer Brand? And what about your current employees? What’s their experience of you as an employer? Really get into the nitty gritty.
- Define the employee value proposition (EVP) that you actually want to promote as part of your Employer Brand going forward (this needs to include the key ingredients that will make your organisation a distinctively great place to work). Employer Branding Australia have some amazing guides you can refer to help with this. Check out this guide on EVP creation, for example.
- Get creative – Build the creative elements that collectively convey the overall “feel” and the brand associations you want to encourage. Developing an Employer Brand framework will help structure and guide your thinking around this.
- Generate engaging, content that focuses on sharing stories about employee experiences that bring your EVP to life in ways that will resonate with the people you have identified in step 1. Get marketing involved if you can, but ensure you have employer branding capability – in-house or through external partners. Employer Branding is a discipline in its own right, not just an add on to commercial marketing.
- Spread the word – Remember that great content can and should be recycled and used across multiple touchpoints. For example, a written employee story or a careers video could be marketed internally, on your job ads and careers site, and across your social channels. It could also be deployed at key points during your candidate journey/recruitment process.
- Measure your success to determine what’s working and what’s not. Do steps 1 and 2 again, compare the current state to your past state…
- Ensure you keep delivering on your EVP – that you practice what you pitch. And adjust your efforts to incorporate what you learned in step 7 and make your Employer Branding even more effective.
After completing these 8 steps, you – and your target audiences – will have a beautifully articulated answer to the question “why work with us?” You’ll also better understand who you would like to attract and retain in your business, and on which channels you’ll most likely reach these people. It’ll allow you to spend less time spraying and praying, and more time building a brand that people want to work for and with. It’s a never-ending cycle, but when done right, celebrating success within and around your team will become an integrated part of your culture.