The Brand Crisis of @LivLuvShop and Why Experience is so Important

reputation-managementBecause 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.

True brand experience story:

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Employer Branding is the Perfect Marriage Between HR and Marketing

employer-brand-heartIt 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.

Just as we’ve gained a better understanding of employee engagement, now we’ve started hearing a lot about employer brand. At a Talent Brand summit I attended earlier this year, the conversation drifted back and forth between employee engagement and employer brand. And as I participated in the discussions, I realized that many of the attendees were using the words interchangeably while other attendees were asking, “What’s the difference between employee engagement and employer brand?”

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Why Employer Branding Isn’t Just a ‘Nice to Have’

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.

So what about employer branding?

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Net Promoter Score (NPS) and the Employer Brand

imageOne 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.

In addition, it takes careful wording and thoughtful consideration to ensure you are eliciting responses that are illustrative of your employer brand versus your employee value proposition (EVP). For example, in a recent employer brand survey, one of the questions asked was “what are the reasons you feel [the company] is a great place to work?” While we were looking for responses on whether the employer brand messaging / visuals were resonating with candidates and employees, we ended up with responses such as “the benefits are great” or “I like the work / life balance” which speak more to EVP attributes.

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7 Mistakes to Avoid When Developing Your Employer Brand Strategy

05b40d2Just 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.

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Employer Brand via @HRBoutique

How Employer Brand Fuels Employee Engagement (Not the other way around)

Employer Brand via @HRBoutiqueNot too long ago, the conversation of choice, for me and most other internal communicators, was how to better engage employees through more effective communications, onsite events and employee town halls, employee opinion surveys, and collaborative technology.

But that conversation evolved as I broadened my focus beyond employee engagement to encompass the entire employee journey (aka the employee lifecycle). But it wasn’t until I became involved in optimizing / creating the employee value proposition and the marketing of it that I realized what I’ve really been working on all these years is the embodiment of employer brand, how your company is perceived and how you market it as a place to work to both current and prospective employees. It’s really the perfect marriage between HR and marketing.

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