Organizations that are able to find and seize opportunities in an ever-evolving economy and dito job market, will need a strong employer brand to attract enough talent, and more so talent that fits their identity, goals, and culture. In this article you will find some strategic concepts and steps from marketing and brand management, applied to the process of creating and managing a great employer brand.
The COVID-19 pandemic and resulting lockdowns worldwide have changed the game for recruiters and job-seekers alike. Many organizations are now letting employees go and some will continue to do so, as the economic ramifications of the current crisis will continue to develop over the upcoming months.
At the same time, companies who are able to find and seize opportunities in the new post-corona world, will grow - and need quality talent to fulfill their ambitions.
One thing that will not have changed, and that if anything will only be more impactful after (but also during) the current crisis - is the importance of a great employer brand. A great employer brand not only helps to attract people by helping talent find you - it also helps you find people that are the right fit for your organizations' goals, identity and culture.
Here you will find some general strategic concepts and steps from marketing and brand management, applied to the process of creating and managing a great employer brand.
Posting a job opening and expecting a flow of perfectly fitting applicants is no longer an option. These days, HR and recruitment are tasked with employer branding that markets the company to exactly the right potential job applicants, and gets them and only them excited.
What exactly is an employer brand? Every business has an employer brand, whether it’s intentionally constructed or not.
An employer brand is nothing more than a sub-segment of your larger brand identity, aimed at a subsection of stakeholders for your brand - in this case potential new coworkers.
As you can read in [this article], a brand is built up out of the core idea or purpose of a company and the tangible/visual representations of that idea, and manifests itself through the four vectors of product, environment, communication and behavior. The behavioral aspect is paramount to employer branding, as it relates to how people in your organization relate and behave to each other first, and to external stakeholders second.
As with any aspect of your brand, it is first and foremost imperative that your employer brand works inside out, and that it is aligned with your company identity, mission, purpose and culture. Only from that starting point does it make sense to start thinking about communications, design, and campaigns.
Your employer brand is the way your business is perceived in the job market. Investing in an employer branding strategy allows you to control that perception.
Not only does employer branding (or lack thereof) affect the way your company is perceived by potential candidates, it also affects the way it’s perceived by existing employees. People talk about work with friends and family. Not to mention, websites like Indeed.com and Glassdoor.com allow people to rate and review their employers. What they say inevitably shapes a certain image of your company.
It is therefore vital to include a positive employee experience in your employer branding strategy. Always work inside out when thinking about, creating and managing your brand.
A strong employer brand will help you attract a higher number of qualified candidates, reduce time to hire, and lower the costs of recruitment. That's because a strong employer brand that is aligned with your corporate identity will only make it the more likely that you are able to attract not just enough people, but more so the people that are a great fit.
Once you have hired new talent, a strong employer brand will also help you retain that talent.
With the strategic value of an employer brand and the inside-out reasoning in mind, hereunder we outline a basic six-step tactical plan to creating a strong employer brand.
Hopefully the insights and steps in this article are helpful to you in thinking about and creating your employer brand. But where do you go from there? In terms of creating a great employer brand by way of making sure your existing employees are happy, maybe it's a good idea to learn some more about creating and managing employee experience.
If you're interested in how you could better manage a brand, or a sub-segment of your brand such as your employer brand, maybe it would be useful to learn more about how a tool such as a Digital Asset Management platform could be of value.
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