Thursday, January 28, 2010

A quick guide in Employer Branding for beginners

This short article summarizes my previous five articles about employer branding: step 1) conducting research, step 2) finding your EVP, step 3) making a communication plan, step 4) making communication material and finally step 5) bringing it all to live.

All five steps must be followed
Employer branding is an ongoing process and the chain will not be stronger than its weakest link. Lack of investment or commitment in a single stage of the process can spoil all your other employer branding efforts. Make sure that you carefully consider how the different stages of your work relate to each other in order to maximize the efficiency of your work.

Co-operation of functions crucial for success
HR and Communications/Marketing have to work in an integrated way for successful employer branding. Commitment and involvement of top executives are crucial for the success of your efforts. There are several reasons for this. First, all communications from your company affects your employer brand. Second, employer branding is a subset of corporate branding, and needs to be consistent with it. Finally, employer branding campaigns need to support the strategic objectives of the business.

Internal and external perception interdependent
You attract talent with your employer value proposition, your brand promise. If you do not deliver on your promise, it will result in frustration, low commitment and high employee turnover. Furthermore, it is important to remember that current employees are the most trusted sources of information among potential employees. They are very important ambassadors and use social media to spread the word, both bad and good. Therefore you need to ensure that you pay equal attention to your internal attractiveness as to external image perceptions.

Employer branding is strategic and long term
Do not confuse employer branding with recruitment. A strong and attractive brand is a prerequisite for successful recruitment. It takes time to create the brand and it needs to be upheld, even during economic down turns. It will be too late to start thinking about branding when you need to recruit again. Therefore you need to work with employer branding continuously, even during bad times.

A strong brand leads to profitability and ROI
An attractive internal and external employer brand is a base for successful operations. It diminishes costs of your ‘regretted losses,’ i.e. your unwanted turnover. It diminishes cost of
recruitment. Most important though, it ensures your supply of strategic talent for growing your business, for efficiency and for productivity. Working with the brand is therefore an investment.
Done professionally, it should lead to high returns on investment (ROI). Therefore you need to allocate sufficient resources to employer branding. Go and tell your boss!

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