Ever wonder why some organizations seem more “put together” when their employees talk about them?
It’s likely a result of a good employer brand strategy. And while the process of building an employer brand can spark real transformation, there are some challenges we’ve seen derail it.
Before we get into those challenges and how to avoid them, let’s define two key terms:
Employer Brand is the reputation of a company as an employer; the reality owned by employees, the public, and the marketplace; intentionally or unintentionally shaped by the company.
Employee Value Proposition (EVP) is the concise and differentiated statement defining the promises mutually made between an organization and its employees. It is foundational to your employer brand, so it should guide the path for every effort put towards building your employer brand. Learn more about what goes into crafting a unique EVP.
So why does Employer Branding matter?
People
- On average a person spends about 90,000 hours at work during their lifetime
- Employees gravitate to employers who build environments where they can thrive
Prosperity
- For most businesses, labor costs account for most of the expenses
- Cost to hire averages between $5,000 and $10,000 per employee
- Training and reaching top proficiency can take up to a year or more depending on your industry
Perception
- A company’s broader reputation can be significantly impacted by their reputation as an employer
- When employees are engaged, they work more passionately towards the mission, vision, and purpose
- Top talent is more likely to work for (and stay at) an organization with a strong culture and employer brand
If the above metrics matter to you, here are five pitfalls to avoid so that you can successfully craft (or upgrade) an employer brand that lasts:
1. Failure to get Leadership Buy-in
Failing to secure internal buy-in from leadership is like trying to build a fire without any kindling. Your employer brand is a shared identity, and if your most influential stakeholders don’t feel connected or committed, there will be friction, mistrust, and apathy from day one.
Sharing market insights can often reveal where competitors are outperforming in terms of hiring and reputation. Survey data, engagement scores and Glassdoor reviews are also very telling as far as gaps that employer brand can help fill over time. Be sure to link the investment to a healthy return on investment (ROI) by establishing baseline metrics that may currently be underperforming (cost per hire, turnover rate, hiring time, and talent pipeline). Lastly, recruit a leadership advocate who understands the potential impact (and the opportunity cost of doing nothing), so that they can build confidence and drive urgency.
2. Be Real
A brand that doesn’t genuinely reflect the culture and values of the company will quickly be sniffed out, leading to disappointment, distrust, and higher turnover rates. Prospective employees can sense when a company’s branding feels overly polished or disconnected from the real-world employee experience. That’s why it’s crucial to keep things authentic.
A shiny facade might spark initial interest, but it won’t create the lasting loyalty and engagement that comes from the deeper work: being transparent, providing development opportunities, creating a culture of balance and avoiding toxicity. It’s essential to base your employer branding efforts on what you really stand for—not just what you think will look and sound good. Listen to your employees, gather honest feedback, create action, and build a brand that aligns with your current realities and vision for your workforce.
3. Short Changing the Opportunity
It’s easy to fall into the trap of thinking that employer branding is solely a recruitment tool for “new and shiny” employees, but there are many ways employer branding can create gains.
- Retain top talent. On average it costs a company 6 to 9 months of an employee's salary to replace them.* This is especially critical in times of uncertainty or challenging labor reports
- Enhance productivity. Research shows that companies with strong employer brands experience up to 20% higher productivity.**
- Strengthen brand loyalty. Consumers often make buying decisions based on companies with values that align with theirs. How you treat employees can be the difference between someone who chooses your overall brand and someone who moves on.
Think of employer branding as a continuous loop. Your strategy should engage employees from their first interaction with your brand through the entirety of their career, through their exit interview, and when they think to refer you.
4. Being Stuck in the Sea of Sameness
One of the most important aspects of branding is differentiation. And with Covid providing a “great reset”, candidates are clearer about their unique wants and needs in their next role. Which means companies can’t afford to blend in. Here are some quick wins to find your differentiation that matters to your audience:
- Ditch the clichés - "innovative" and "service oriented" are super tired
- Pitch the Platitudes - "our people make the difference" and "we care about our employees" are ubiquitous table stakes
- See what others are naming and claiming, and say something new (while also keeping #2 above in mind–keep it real)
- Be radical. Be relevant.
5. Stopping Short of a Strong Finish
Building an employer brand requires authenticity and ongoing, intentional effort. Once the process is complete, it’s important to continue to fan the flames to ensure a long-lasting return on investment
- Conduct follow-up sentiment surveys with employees to see how they are living out the brand
- Prioritize unstructured and structured conversations between leadership, management and managed teams
- Lead employer brand guideline check-ins
- Provide ongoing support and guidance around asset creation beyond the big launch
Conclusion
Employer branding can create a workplace that attracts and retains top talent and helps drive business success. By addressing common pitfalls leaders can ensure their employer brand resonates deeply with the employees, shareholders, and the public.
*The Society for Human Resource Management (SHRM)
It’s time to take action.
If employer branding is increasing in importance to your success, get intentional.
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- Put an hour on your calendar to outline an Employer Brand initiative
- Download the Employer Brand Project Sample RFP
- Investigate the HR Leader Employer Branding Project Toolkit
