How To Build a Compelling Employer Brand
By
David Lee
When you make the effort to create a compelling
employer brand, you save yourself the work of trying to
convince candidates that you are an employer of choice. With a
compelling employer brand, your reputation acts like a huge
talent magnet, drawing the best, most talented people to your
organization. To enjoy the benefits of a compelling
employer brand, you need to deliver a unique and attractive
work experience - that is, a branded work experience - that
sets you apart in the labor market.
Putting Together A Team
Developing a powerful employer brand requires
that you involve all constituencies who influence your
employer brand in the branding process.
This cannot be
overemphasized. Creating a compelling employer brand isn't
about your HR department getting together with an ad agency
and coming up with the ultimate ad campaign. It isn't simply
making sure all your collateral material has a consistent
image. Creating a compelling employer brand requires
rigorously examining all facets of the work experience your
organization delivers and making sure you create an experience
that leads to an employer-of-choice reputation.
To
address all the various factors that impact your employer
brand, you need to involve people who represent these varied
perspectives. You want to include one or more individuals
representing human resources, management from all levels,
public relations, sales and marketing, customer service, and
frontline workers.
Group size permitting, you would
ideally have someone from each of the major divisions or
departments represented. Because a strong brand is one that
gives consistent messages and provides consistent experiences,
you can't afford to have pockets of discontent and areas of
poor work experience that contradict - and therefore weaken -
your employer brand.
Effective employer branding also
involves expertise from a wide range of disciplines and
perspectives. You will want your team to possess expertise in
the areas of advertising and marketing, market research,
customer service, public relations, human resources
management, psychology, organizational development, and
management.
Insights
