Employees are a brand’s most valuable asset, but many companies do not have an employer brand strategy in place. By developing a clear employer brand strategy and defining attributes like compensation, career growth and development, recognition, company perks and job security, companies can improve employee engagement and increase retention.
Qualified candidates can pick and choose the companies they want to work for, thus, companies are discovering they have to talk about themselves and their brand in a way that is memorable and unique. On top of that, companies now compete not only within their business sectors, but also with heavyweights in technology and consulting, who hire people from all kinds of professional backgrounds.
“The first thing we noticed after our rebrand was the increase of quality candidates. Investing in our brand image showed current and prospective employees that we are a forward thinking company with a strong future.”Kirby Burke, Director of Marketing , FSE Energy
When selling liability insurance or a bar of chocolate, quantitative targets are what counts. Every customer is equal. But employer branding works differently. It doesn’t try to attract as many candidates as possible; instead, it only targets qualified ones.
For that, a company needs to define its target group and consider: Who are the ideal employees? What are their skills? What kind of personality fits well into the company culture and helps advance the company?
For communication, that means a company aligns its employer brand to the skill set and personality type of an ideal employee, and states clearly who it is looking for and who it is not.
Successful employer branding is based directly on the company’s market position. This ensures that the company communicates consistently and that the target audience does not perceive a disparate employer brand. Employer branding is one integrated profile of a company as an attractive place to work.
The majority of companies are not branded effectively as employers, and often their verbal and visual messaging systems don’t differ much from those of their competitors. The result: they do not have a clear profile on the job market or generate the resonance they were hoping for. Often, companies do not really understand what exactly the presumed “magic weapon” of employer branding is. What phases does a proper employer branding process include? And whatsuccess factors make a real difference?
Up to 40 touchpoints comprise an employer’s brand. They all convey an image of the employer and determine the extent to which the company is perceived as a strong, consistent brand.