Tuesday, October 23, 2012

Five Things to Knows About Employer Branding

It’s not a headline or tagline within your recruitment marketing materials : Your employer brand is the essence of the employer/employee contract. It’s the reason people join your company and the reasons they stay. (Intuitively this information may be known to some or all of your organization, but going through the exercise of defining your brand architecture — your differentiators and employer value proposition — will make sure that you’re all speaking in one voice.) Once this is defined, it may never appear in any of your recruitment marketing materials or internal communications. Theessence of the employer value proposition can be communicated in a multitude of ways, varying by business unit, country, or corporate initiative.

It makes the company money: A well-defined employer brand will be integrated with the business strategy and articulate the shared responsibilities for achieving success. The ROI is not an HR metric (cost-per-hire, time-to-fill) but rather revenue growth. Employee satisfaction drives customer satisfaction/loyalty and revenue growth. This relationship still holds true today. Employer branding fuels employee engagement, engagement fosters productivity, and productivity fuels profitability.

It saves the company money : Good employer branding connects employees with cultures — and the chance of a hiring misfire is greatly reduced. There is transparency in the employer-employee contract and everyone knows the deal going in. Turnover goes down. Recruiting costs go down.

It doesn’t cost a lot of money:Communication audits and employer branding surveys can get the ball rolling, and executive interviews and internal focus groups can be selectively added.

You will have more fun at work : Yes, it’s true. Once you have gone through your branding exercise and embedded the essence of your competitive differentiation into your careers website, videos, recruitment, and social media marketing, and internal communications, you’re all set to reap the rewards. Happy hiring managers, increased employee referrals, more unsolicited resumes coming in from top talent, lower turnover, and greater retention. You’ll have more time to work on other critical initiatives like workforce planning, talent management, ordiversity band inclusion