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Employer Branding Advice: The Classic Rocker Guide to Building Employer Brand

Employer branding is no longer a nice-to-do, it’s become a must-do in order to attract the game-changing talent we all need in this fiercely competitive market. Talent branding like a rock star requires fearless courage, great stage presence, and a powerful voice – and the yield makes it well worth your while.

In fact, research shows organizations that prioritize employer brand are:

  • 250% more likely to rate their overall talent acquisition efforts as highly effective
  • 185% more likely to have at least a high-level talent acquisition strategy in place
  • 130% more likely to see increases in employee engagement

More than ever, job seekers are sophisticated consumers of content and do their research. Investing in your employer brand strategy helps build a consistent yet distinct message, unity amongst your existing employees, and brand advocacy to help attract your future talent needs.

So how do you make your employer brand sing?

“All I can do is be me, whoever that is… – Bob Dylan

In other words, authenticity matters.

Branding yourself as some bland vanilla organization with the intention of not making waves leaves little to be desired or remembered by job seekers.

On the other of the spectrum of poor branding practices is creating a false impression of your organization and “faking it until you make it.” This depletes brand trust and creates a revolving door for new hires.

Taking the time to go through a brand strategy process pays dividends in the long run. You need to determine who you are, how you wish to communicate your aspirational culture in a manner that is honest, yet inspires your target talent population to hop on for the ride.

Got to build our love on one foundation. – Bob Marley

In other words, don’t build your brand in a vacuum.

Your brand needs to be built on one foundation or “there will never be, no love at all.” The fusion of one’s commercial/consumer brand with its talent brand is critical for building brand equity on both sides. Look for ways the brands intermingle and highlight this marriage in how you articulate your mission.

A great talent brand is founded upon the organizational mission as well as the “why” around joining the journey. This is where meaningful storytelling comes to life. Ensuring the talent brand is not built in a vacuum further enriches the commercial brand and supports longevity for both.

If you plant ice, you’re gonna harvest wind. – Grateful Dead

In other words, the employee and candidate experience matter.

Your brand has a spirit to it. It’s your employee and candidate experience each and every day. Living the brand promise requires an organization to look at each and every touchpoint and evaluate if it lives up to the talent brand that you created.

As famously stated by Jeff Bezos of Amazon, “Your brand is what other people say about you when you’re not in the room.”

Simply put, you reap what you sow. Embody a people first culture and your brand flourishes through employee advocacy. Fail to focus on this critical element and you run the risk of your brand efforts being wasted, not to mention the reputational impact.

According to the CEB, 33% of candidates share their poor experience with friends, and 12% will share it via social media.

You say you want a revolution. Well, you know, we all want to change the world. – The Beatles

In other words, a purpose-driven brand matters more than ever.

Purpose at work matters more than ever. What is your “why”? Embedding purpose into your employee value proposition (EVP) is vital to satisfying this human driver.

From Deloitte’s 2017 Survey, we can see the relationship between organizations with opportunities for social good, and millennials having a more positive opinion of business behavior and improved loyalty.

Keep your eyes on the road, your hands upon the wheel. – The Doors

To sum it up, talent branding like a rock star requires leadership. Are you the captain of your own reputation, or is your organization allowing external factors alone to shape perception?

The talent attraction landscape is changing everyday and there is a war out there. Post and pray as a strategy will no longer suffice.

Welcome to the jungle…

Article originally published in Glassdoor

Employer Branding Advice: What Would Bob Dylan Do? The Classic Rocker Guide to Building Employer Brand

What Would Bob Dylan Do? The Classic Rocker Guide to Building Employer Brand

Employer branding is no longer a nice-to-do, it’s become a must-do in order to attract the game-changing talent we all need in this fiercely competitive market. Talent branding like a rock star requires fearless courage, great stage presence, and a powerful voice – and the yield makes it well worth your while.

 

Check out our latest employer branding infographic

Employer Branding Stats:

 

Employer Branding Toronto

Recruitment Marketing: From Trendy to Necessary

Recruitment Marketing: From Trendy to Necessary

Recruitment marketing has grown in the last few years from being just a buzzy fad or aspirational “nice to have” into a core HR discipline. Study after study shows that best-in-class talent acquisition functions begin the recruiting process long before a candidate applies for a job or future new hires even think they need a new job.

 

Employee Value Proposition News: Employees Will Leave Companies That Don’t Offer Flexible Conditions

Employees will leave companies that don’t offer flexible conditions: Study

Australian employees will resign from organisations that don’t offer flexible working conditions, meaning employers are under pressure to evolve and adapt, according to CEB. Since 2011, work/life balance has been the number one driver of attraction for employees on the lookout for new career opportunities, according to CEB ‘s Global Talent Monitor.

 

Culture Advice: Six Key Factors That Will Help You Retain Top Talent

Six Key Factors That Will Help You Retain Top Talent

Today’s job market is still very much in favor of candidates, and employers have to work harder than ever to attract and retain their best employees. It’s no longer enough to offer a competitive salary and benefits package – top talent want something bigger, and they have no problem moving on if they don’t find it.

Recruitment Advice: Three Potential Points Of Agony In Recruitment

Three Potential Points Of Agony In Recruitment

There can be three potential points of agony associated with hiring people. One is finding capable people in the first place. Two, when staff retention is crucial and you are worried that key people may jump ship. And three, when staff turnover is embarrassingly high and this speaks volumes about your business.

Employer Branding Advice: Five Ways to Manage & Protect Your Employer Brand

Five Ways to Manage and Protect Your Employer Brand

By Alyssa Krane It’s a battleground out there. The war for critical, game-changing talent continues. The best minds have options and do their research. Your employer brand is so much more than pretty pictures and marketing – it’s a peephole into the soul of your company. Why should great talent consider you?

Employer Branding News: Australia: Is this the worst recruitment ad ever?

Australia: Is this the worst recruitment ad ever? – BBC News

A recruitment video featuring stilted performances from real government employees has been widely panned as awkward and cringe-worthy in Australia. The Game Changers ad is aimed at enticing young people to apply for the finance department’s graduate scheme. In one of the more mocked lines a woman says: “Hey guys, I’m just heading downstairs for my paleo pear and banana bread.

 

The Single Biggest Mistake Companies Make With Their Employer Brand & How To Avoid It

Working in the employer brand space, part of what we do is to observe, analyze and monitor brands. Sadly we see a very common mistake that does nothing to heighten brand awareness. In fact this mistake erodes brand trust and overall appeal. So what is this cardinal sin and how does one avoid the deep pit of branding despair?

It is simple. It is called “Corporate speak”.

Corporate speak is not simply about the words and copy we use to describe our organization, the employee experience, and the “why” around working there. This “corporate speak” mentality stretches into images and content. The result comes off as bland, unappealing, and contrived for your target talent population.

Richard Brandson had it right when he famously stated:

“Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.”

Let me provide you with some examples.

Are you using canned descriptors for how you talk about your employee experience? Too often the answer to this is YES. Even worse, are you using that same meaningless jargon in your social feeds? It is time to get human.

This means using simple language that is authentic to your organization. This means finding the spirit within your organization and providing a peephole into your culture via these channels (social feeds, blogs, your careers site, etc.).

If you are using stock photos, scrap them immediately. Show your real team with images that are powerful, not perfect. Who are your ambassadors and I don’t mean your executive team?

Employees are 3x more credible than the CEO when talking about working conditions (Edelman Trust Barometer)

Let your people speak for you. This means relinquishing control and not every organization falls on that end of the content generation spectrum, but those that do tend to create a stronger sense of community within their existing employee population thus prompting new talent to get interested.

Here is another secret…

Document, don’t create, is a principle encouraged by Gary Vaynerchuk.

Producing images and content can feel artificial. Capturing on the other hand invites prospective talent into the employee experience. Snapchat team-meetings, take a pic of the stacks of pizza boxes from a late night coding blitz. The options are endless.

The employer branding process starts with a sound understanding of who you are and your employee value proposition. We are not suggesting being something you are not. Even the most formal (corporate) of organizational cultures can infuse their brand with personality while staying true to their genuine nature.

Here is another tip. Stay out of the middle.

“The middle of the road is where the white line is—and that’s the worst place to drive.” Robert Frost

What do you stand for? Be bold and share who you are with the world. Your target talent craves an understanding of the real you.

Everyone wants to be a part of something bigger than themselves. We all want to belong. It’s time to share your personality.

If you are interested in learning more about how to build a compelling and authentic employer brand and you are on a budget, check out our LAND YOUR BRAND blueprint and e-learning course.

 

employer brand training course

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