Hiring the right talent and defining employer branding well are perceived as some of the greatest challenges for companies. Plenty of hours have been dedicated to discussion on this issue and tons of published articles, blog posts and surveys published out there. And yet, not everything has been revealed, nor every strategy explored.
There is a key, however, which lies in aligning employees to your organization's culture in order to demonstrate candidates that your brand is the one that is transparent and uses no make up while attracting them. Thus, to be successful, it is important to understand the power of employer branding and how it affects cultural branding - or the other way round.
An Employer Value Proposition
The most crucial part is to reveal the real value of company's reputation as an employer. There are plenty of possibilities how this can be done – conducting surveys of employees and candidates on the perceived reputation; conducting survey on employee engagement, or doing research among employees on what is their perception of company's current status and future direction. Analysis of all of these aspects can help each and every company to understand employer brand, and at the same time provides room to maneuver for comprehensive tweaking.
These days, plenty of companies around the world understood well how critical is to project an employer value proposition - what the perception of company is to employees while working there. The fact is, however, that both the marketing and HR division simultaneously hold the power over employer branding. They can be entangled to various degrees, but at some point this can cause the branding to appear skewed,artificial or made-up... and a far cry from the real character of a company.
Also the bad parts are part of your company
In connection to this, there are great descriptions out there of how branding efforts should look in order to avoid false impressions. What they have in common is that company's cultural branding efforts should also reflect the bad aspects of working in a particular company. This might affect numbers, in that there will be fewer applicants willing to take the risk. However, it can clean the pool from applicants who are not neccesarily talents, leaving only the best people (talents) to prevail. At a fundamental level, this is the simple truth.
Employer branding is complex in structure and is an essential factor for every single employee. Therefore, understanding this idea and successfuly transforming employees into advocates has the potential to create a bulletproof, infectious tactic which will remain deeply ingrained throughout the company. From an another perspective, such logic also applies to potential employees. These people need to be treated like potential customers from the very outset as their hiring experience can generate feelings and impressions that can elevate or bury a company's reputation. Knowing what you can offer and what your strong suits are both strategies with firm foundations in cultural branding which will cement your employer branding strategy.
So what should companies do?
To sum it up, if an employer brand is poor it's an opportunity to make a case for improvement within the company; if it's good, it requires a great deal of energy and wit to sustain the gained reputation. The route companies have to take in order to reach that goal often seems like a trail of bread crumbs – approaching carefully and slowly, step by step, crumb by crumb. But reaching the end can make everybody feel satisfied from job thoroughly done. And because everyone makes a brand, do not forget to:
- Be Clear about your Brand Message with Candidates
- Assess your Company Culture
- Focus on monitoring of your Employer Brand – inside and ouside the Company
- Put all together and Sustain an Employer branding Strategy