Many companies have realized the value of a strong employer brand, but everyone is in differing places in their employer brand journey. Some organizations are just starting to think about what an employer brand is while others have fully activated one. Personally, I’ve had the pleasure of working at several different companies within various industries all within varying levels of immersion with employer branding. This diverse experience made me think about putting together some insights on how you might recognize that you might be behind the employer brand times. Sure, it might have been more optimistic to outline how you know you’re doing well, but the pessimist in me said that you might identify with things you see in your organization today, versus what you aspire to have tomorrow.
Because what I do professionally is employer brand marketing, it’s second nature for me to observe and appreciate overall brand experience. This is true whether I’m buying something online or working to market my company’s employer brand. Successful brands — from behemoths like Amazon to small business retailers — follow basic principles of brand reputation: integrity, transparency, and empathy. In today’s world, it’s nearly impossible for a brand to be successful if it isn’t aware of (or acknowledges) what is being said about it as well as how the brand contributes to the conversation.
It seems only yesterday that HR Communicators were focused on employee engagement and how to better engage employees through more effective communications, onsite events and employee town halls, employee opinion surveys, and collaborative technology.
We’re in the midst of one of the worst hiring crunches of all time.
It’s taking longer than ever to fill positions, and right now 68% of HR managers say they’re having problems with staffing. That number was at 50% in 2013. Under this kind or pressure, anyone who needs to hire is trying to figure out where they can apply the least force for the greatest results. We’re spread thin, and we need to make things happen with the resources we’ve got.
One of the most difficult aspects of employer brand measurement is identifying data points that can be directly correlated to the strength of your employer brand. Most importantly, it’s critical to capture both qualitative and quantitative data.
Just like employee engagement, the concept of employer brand isn’t new. These days, we just talk about it differently and with a renewed focus. In fact, it’s been around for quite a while. It’s only the relative newbies like myself who have come to realize employer brand embodies everything that we are passionate about: employee value proposition, employee engagement, employee satisfaction and the marketing of that to employees. I’m sure thought leaders — and friends such as Richard Moseley (who wrote the book on employer branding) — will say, “I’ve been talking about this for years!” But you don’t always learn until you’ve actually tried. Here are some mistakes (that I’ve heard of or experienced myself) you should avoid to ensure you develop a strong employer brand that has you standing out in the crowd.