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.
People
Prosperity
Perception
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.
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.
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.
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.
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:
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
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)
If employer branding is increasing in importance to your success, get intentional.