Developing an employer brand isn’t easy. It takes buy-in, time, effort, and financial resources to build, and then activate, a sustainable employer brand strategy. A successful employer brand architecture is most often composed by several essential components and developed by a core team of HR, Marketing, and/or Internal Communications leaders.
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employer brand strategy
Recruiting has fundamentally changed with the rise of the social web and technology. Candidates expect to easily access information about your company through a variety of resources, as well as more personalized communication, interaction and transparency. Candidates scrutinize your company in new ways and make more informed decisions than ever before.
This means you must work smarter to meet your candidates’ needs without knowing when they’re ready to make a decision or influence someone else’s. Today, it’s more important than ever to build a strong employer brand and provide a positive experience for candidates to compete for top talent. And that means you have to be just as detail-oriented and scrutinize every element of the employment experience. Just like a candidate.
For football fans, the Super Bowl is the much anticipated game of the year, pitting the final two teams standing against each other to determine the season's NFL champion. For non-football fans, the Super Bowl is also a must-watch experience to find out which commercials everyone will talk about on Monday.
So what does the Super Bowl have to do with employer branding?
Find out now.
When was the last time you looked at the new year and said: "I guess I'll just do more of the same?" Never. With every new year, we have resolutions, promises and plans to do more, be better and try harder. Why should your employer brand be any different?
Since social recruiting and recruitment technology picked up steam in the mid-2000s, we've buried our employer brand heads in the sands of execution. Sure, technology has given us many new opportunities: from automated social content to mass brand promotion.
But what are you planning to do differently in 2017?
For many employer brand leaders and practitioners, the answer is more of the same. You're wading through tech demo after tech demo. You're burrowing through social statistics in the hopes of getting a handle on your metrics. And you're planning for more content. Lots and lots of content.
Wait, I'm confused. Are you an employer brand professional? Or an employer marketing professional? There's a difference. Marketing is execution. Brand is strategy. And it's essential to know the difference.
Are your recruiters struggling to make real connections with candidates? As former recruiters, we know that requisitions run together and the hiring process can become rote. And that’s how we lose the personal connections with target candidates we so desperately need.
Here at exaqueo, we take a lot of lessons from consumer marketing; one of which is using personas to inform marketing strategies. Consumer marketers use personas to get behind the buyer: who are they, how do they feel and what spurs their actions? By using a similar approach in talent acquisition, we create candidate personas to help our clients better reach and connect with best-fit talent.
Read more about personas and how to create them.
Over here at exaqueo, we love brand. Consumer brands are cool, sure. But for me personally? Employer brand has more meaning. Sure, there are products and services that are invaluable and that change your life. But (almost) everyone works, and you spend most of your time at work. Deciding where to work is a major life decision. The salary you land on, the experience you get, the connections you make...this mostly sets the trajectory for your professional life. So that brand experience is crucial. This week our Talent and HR News Weekly Roundup features the latest thinking on employer brand. Enjoy!
1) How to Use Employer Branding to Become a Talent Magnet from Beamery
"Recruiters at Google probably have a much easier time of it than you! It’s not because they’re necessarily any better at their job, it’s because Google’s employer brand is so strong. The company has become THE place to work for many great engineers. Everyone has heard of Google and the exciting projects that it’s working on, (self driving cars being perhaps the most famous.) Therefore, whenever a sourcer reaches out to a top candidate, they’re already predisposed to listen to whatever it is they have to say. This is the power of branding! You may not have the resources or reputation of Google, but that doesn’t mean that you can’t build an awesome brand."
Some of you may have heard about the Lilly Pulitzer partnership with Target and the mayhem that ensued when it was launched. I shamefully took part in the mayhem. I’m not a die-hard Lilly Pulitzer fan, but fell victim to their marketing. They had countless media plugs, a pop-up shop in NYC, and a glamorous marketing campaign that consisted of 3-D snapshots sprinkled with models and celebrities oozing the Palm Beach life. My intense desire to take part in this lifestyle mimicked an eight year old child walking down the candy aisle of a grocery store. I had to take part. I scoured the collection and researched blogs with the best strategy to ensure I ended up with my most coveted pieces. On the day of the launch, my friend and I waited in line for the store to open with about 50 people in front of us and 80 more behind us.
Last night millions of Americans tuned into the Oscars to find out who the most talented people are in show business. Why do these awards matter to us so much that we even broke Twitter from excessive retweeting? Awards mean credibility. It’s a way for industries to call out excellence and inform the public of the best of the best. The actors, writers, and directors who were nominated and won last night worked hard to get to that point. The exclusive club of Oscar winners practically guarantees a spot in any movie of the actor's choice. The personal brand recognition of an Oscar winner sky rockets, and the public is now more willing to spend $12 to see his/her movie. The same applies to your employer brand. As a startup or growing company, you are competing with bigger, well-known brands for talent. You are always looking for ways to show credibility early on, and one way (certainly not the only way) could be to stand out through employment-related awards.