While not a new term the concept of employer branding is becoming increasingly important to organisations. Employer branding in a nutshell is match-making, creating the perfect relationship between the employer and the employee.
As the UK, hopefully, emerges from recession, most companies are aware that they need to attract the best talent. Furthermore baby boomers are retiring and in many instances the next generation is not filling the gap.
Brett Minchington (The Employer Brand Institute, defines employer branding as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).”
While the central idea of developing a consumer brand is similar, the difference lies in the current lack of visibility of employer brands.
The cornerstones of an Employer brand should be trust, credibility, respect and fairness. It’s also important to consider the relationship between employees themselves and the employee and organisation.
It’s not some mystical formula, it’s that simple. Too many organisations spend significant time and resources looking for something more esoteric.
By focussing on these factors a ‘real’ employer brand can and will emerge. This is very different from relying on an advertising campaign to communicate a false promise.
Five tips on marketing an employer brand
The first step is research. You need to understand where your brand is currently positioned and how it is perceived. Then identify what it is target employees want and need from an employer.
Develop an employer value proposition (EVP). Ideally this will be a unique proposition and should differentiate your organisation from other particularly those in the same sector. This gives employees a reason to work for your company or organisation - other than their pay check.
Identify marketing channels: Once you have done your research and developed an EVP your marketing team will be able to identify the most appropriate channels to distribute the message to your target employees. Not all companies are going to make the Forbes annual “Best Companies to Work For” list.
Maintain consistency: the aim is to develop marketing materials that express the EVP. The communication material should have the same look and feel irrespective of communication channel.
Monitoring: Set measureable targets on what your organisation or company would like to achieve as a result of the campaign. Constantly refer back to this throughout the development process, throughout the campaign and critically post campaign.