What are the key employer brand attributes and messages that differentiate you from your competitors?

Our key employer brand attributes that set us apart are our strong emphasis on employee growth, a supportive and inclusive work culture, and a commitment to innovation. We offer continuous learning opportunities, career advancement, and personal development, which attract top talent seeking growth. Our culture promotes collaboration, and work-life balance, ensuring employees feel valued and heard. Additionally, our focus on cutting-edge technology and innovation allows employees to work on impactful, forward-thinking projects, positioning us as a dynamic and purpose-driven employer in the market.

Brands are about relationships and that means there is a 'give and get'. In employer brands this is mainly about values. To make an employer brand compelling there are three key areas to attract and engage promising candidates and colleagues: Impact, Mastery and Community. *Impact* is about contributing to something big that you feel is important, *Mastery* is about developing your talents because it feels good to do things you are good in, *Community* is about belonging and being by a group of people that share some important values. PS Good to know, *Practicalities* like pay, hours etc. are important hygiene factors that should be good enough.

Differentiation doesn't always come from the things we assume it does. How companies deliver value, and people experience it 'all' is where you differentiate. Meaningful attributes center around people's career paths. It's how we find jobs and grow in them. We are there to work, after all. If the experience is empowering, enjoyable, rewarding, and meaningful, that's even better. It's that "better" part where your key attributes and differentiation can be found. And if not better, perhaps something a company is really proud of. Look along the lines of a career progression and how value is created, then map out those attributes. Build your EVP around those, and you're in a great position to impact what matters, internally and externally.

In over twenty years of research and obsessing over this topic, we've found four universals that we build EVP & EB around: FINANCIAL IMPACT - Everything, from comp to benefits to programs and hard-to-measure ones that creates this type of value. PROFESSIONAL IMPACT - What can be expected along a career path, such as skill building, fulfillment, growth, etc.? CULTURAL IMPACT—How does it feel to be part of it, from a global, departmental, or team, POV, and day-to-day experience? ENTERPRISE IMPACT - What is the perception of the industry, position, purpose, policies, leadership, and vision for the future? With these areas well understood, EB can be well differentiated and, with some creativity, made very loveable.

Your employees should be the main source of differentiation ideas on why you are good employer. And don't satisfy with good team, opportunities to grow or better future. Everyone is "selling" that. Dig deeper, until you discover this uniqueness no one has. One thing they can't copy from you. And then make it yours, live it, promote it internally and externally.

To identify the employer brand attributes, starting with a company brand audit through employee surveys, talent perception studies/ mapping and feedback is the best way to start. Define your Employer Value Proposition (EVP) by pinpointing what makes your organization unique, such as career advancement opportunities, work-life balance, and company culture. Crucial is also monitoring your online presence by reviewing platforms like Glassdoor to understand public/ alumni perception. You will get insights on your possible key attributes- to assess include, learning and development, work/life balance, cultural alignment, and diversity and inclusion. This systematic approach has definitely helped me multiple times in my career.

To identify the employer brand attributes I suggest focusing internally first, having an open discussion - seeing how everyone perceives the company and having a workshop where we could together identify the EVP as well. I find it useful also to track and gather the data audit from the potential, current and past employees, as well as the feedback from the stay-in and exit interviews. What I also suggest is to follow data from social media screening, searching several keywords associated with our company. This helps you to see how your current employees and people who know your company/brand tell or speak about you. As soon as you are aware of the brand perception, you can later focus on growing Brand Ambassadors that resonate.

I think it can also be important to remember that different and distinct are not the same word and don’t mean the same thing. In a crowded market, as others have suggested, genuine differentiation might be hard to prove or too small to be credible. But you can still find your own, distinctive way to frame, discuss, share or articulate your what, how and why. Finding your distinctive voice can be every bit as powerful as isolating any genuine points of differentiation.

The best source for us were our employer reviews on kununu (kind of like a German version of Glassdoor). We have 546 reviews there (and 600+ employees) so that was an amazing source. We also conducted intensive interviews with a variety of colleagues and analyzed our intranet pages (we have a bunch of pages talking about our culture, communication and values created by our employees). With all of that, we found 2 common themes - those then became the baseline for our EVP.

I hope you found it useful. Craft compelling employer brand messages by defining key values, emphasizing unique aspects of company culture, and aligning with authentic employee experiences. Ensure clarity, transparency, and relevance to the target audience, showcasing the organization's distinct identity and creating a strong connection with potential talent.

I hope this helps. First, the brand voice and tone should be consistent with the company's culture and personality. Second, honest, real stories and testimonials from employees who showcase the EVP are valuable in consistently spreading the message. Third, check and see data and feedback to see how these messages are perceived and whether the right people and audience are getting and understanding your message in the way you and your company want. Last, be true to your brand and your company since people feel it and focus on creating a great workplace that will "self-promote" itself with word of mouth and recommendations.

Remember to define your unique value proposition as an employer and use authentic stories plus simple messaging tailored for different audience segments. Utilize communication channels like websites and social media, and gather employee feedback to refine your message, aligning workplace reality with brand promises. Highlight your culture, values, growth opportunities, and benefits, while being transparent about challenges. Focus on the 4Ps of EB: People, Purpose, Platform, and Performance, ensuring your messaging remains authentic, compelling, and aligned with your company's mission and vision.

Brand messages start with a brand concept. And idea about where your brand lives, what it values, what it rewards, and who would want to be a part of it. Just defining that would serve 80% of all companies. Copy-writing is just icing on the "position" cake, necessary for companies with large budgets and equally-well-funded competitors.

Competitive analysis of employer brand is important but don't look too far. Those who live the culture every day can (and should) contribute to your brand story. Find your ambassadors, understand their passion at a deeper level and support them in amplifying their passion online. Whilst it takes time, it can generate a huge competitive advantage.

While this article I'm sure will provide a lot of good advice from other contributors, I would like to offer some simple advice that will immediately differentiate you from your competitors: communicate like an actual human being. Most companies communicate like a corporation, NOT like a human. People buy from people, not soulless entities. The more you actually sound like a human and not filter your message so much through the corporate communications washing machine the more you will immediately stand out to your audience. Most companies are afraid to do this, but if you actually look at the company brands that you admire, I promise you they are doing exactly this.

To conduct a competitor analysis with regards to employer brand, I have found the below tools to be useful: 1. LinkedIn Talent Insights to understand the talent flow and talent competition. 2. Glassdoor review intelligence to understand the employer brand's strengths and weaknesses from the perspective of employees. 3. Glassdoor ratings, interview experiences and reviews from the perspective of candidates. And 4. Careers site and social media channes to understand the central themes of the competitor's employer brand.

To differentiate your employer brand: Highlight Unique Attributes: Emphasize what makes your company unique, such as your company culture, benefits, or career development opportunities. Tell Authentic Stories: Use real stories from employees to showcase your company's values and culture. Authenticity can be a powerful differentiator. Innovative Practices: Showcase any innovative or forward-thinking practices in your workplace that set you apart. Personalization: Tailor your branding efforts to different candidate personas to create a more personalized experience.

To set your employer brand apart, start by understanding your target audience. Use insights from your talent network and competitor analysis to refine your brand voice. Learning from your competitors’ weaknesses is a valuable exercise for developing a unique brand identity. Consistently highlighting your EVP and showcasing your unique culture and values is crucial for differentiation. Stand out by simply being yourself, and let your brand speak volumes!

Estipular métricas. "Mas como assim, Guilherme?". Métrica por métrica é igual o Gato da Alice: "pra quem n?o sabe para onde vai, qualquer caminho serve.". O que eu quero dizer é: o que é relevante para o seu negócio? Muitas empresas n?o têm nem a demografia dos candidatos. Ent?o, calma. Respira. Monta o básico primeiro. Um processo em que você identifique suas dores. Exemplo: você sabe qual é o canal de marca empregadora que mais atrai talentos para a sua organiza??o? "Ahhh... Eu acho que é...". N?o ache! Credibilize seu trabalho. Rastreie o candidato. Monte um gráfico. Canal X traz tanto. Canal Y traz outro tanto. Com isso você consegue saber se seu storytelling funciona. Employer Branding é sedu??o. Seus candidatos est?o sendo seduzidos?

Você pode analisar de quais fontes/canais vêm a maior parte das pessoas candidatas, o volume de novos candidatos no funil de atra??o e também a qualifica??o desses leads, taxa de aceite ou recusa de carta-oferta, análise de avalia??es no Glassdoor etc.

Como a maior comunidade profissional do mundo com 1 bilh?o de membros (+ 75 milh?es no Brasil), esta é uma ferramenta estratégica para aumentar a confian?a em uma organiza??o, atrair os melhores talentos e refor?ar a reputa??o da marca. Empresas engajadas em mídias sociais, como o LinkedIn, s?o: - 58% mais propensas a atrair os melhores talentos - 87% aumentam a confian?a em uma organiza??o - 89% melhoram a reputa??o da marca Alguns KPI's que você pode considerar no LinkedIn s?o: > Total de impress?es > Total de engajamento > Novos seguidores > SSI

To effectively differentiate your employer brand, it's essential to align these attributes and messages with your organization's core values and ensure they are consistently communicated across all platforms, from your career site to social media and job postings. Authenticity is key; make sure that the attributes you emphasize genuinely reflect your organization's culture and practices.

When choosing your KPIs, make sure you select measures that are connected to your commercial goals and overall business purpose. For example, there is no point in measuring "volume of responses" if the big business issue is reducing turnover. Make sure you understand your business' priorities and align your measures to them.

Your EVP and creative approach ensure consistency while adapting to different groups. Customize your communications and content strategically to engage specific audiences, considering job roles, regional differences in candidate perceptions, and preferences between students and experienced professionals.

Try out dilemma insights - they go one step deeper after doing your market research. It is really about finding the drivers and then the barriers. They work like this: "I want to work at [X] because they believe/do [Y], but [Z] is holding me back." Find out that Z! X and Y are easy enough. But then work on finding solutions and arguments around Z to tell your candidates. Then hammer down that message.

It is not enough to define an employer message just once. It is a continuous process and should be constantly monitored and revised. It is helpful to create KPIs in order to be able to precisely analyze progress.

While being authentic is a valued quality, don’t cease to evolve because your brand attributes and messages are honest and concise. As your industry grows, find ways to grow with it. Adapt your employer brand attributes and messages to the need of the hour. Align your brand voice with the rapidly changing trends while maintaining authenticity and you will never stop advancing.

Transform employer brand evolution into a creative lab experiment. Start with a 'Brand Jam Session' where employees from various levels brainstorm and pitch new attributes and messages, fostering a culture of innovation. Introduce an 'Employer Brand Incubator', a space where these ideas are tested in small-scale projects or campaigns, allowing for real-time feedback and adjustments. Utilize social listening tools to capture the voice of your external audience, integrating their perspectives into your brand narrative. This dynamic ensures your employer brand remains a living entity, continuously adapting and resonating with both current and potential members of your organization.

Highlight unique aspects of your culture, such as a flat organizational structure, a focus on work-life balance, or a strong emphasis on diversity and inclusion. Share real employee stories that exemplify the culture and how it impacts daily work life.

Ein oft übersehener, aber entscheidender Aspekt beim Aufbau einer Arbeitgebermarke ist die Authentizit?t in der Kommunikation. Dies kann durch die Erz?hlung authentischer Geschichten Ihrer Mitarbeiter erfolgen, die ihre Erfahrungen und Erfolge beleuchten. Solche Einblicke verleihen Ihrer Marke Tiefe und Differenzierung. Es ist wichtig, Erfolge zu feiern und die kleinen Momente im Arbeitsalltag hervorzuheben. Authentische Geschichten schaffen eine emotionale Bindung, die Ihre Arbeitgebermarke von Mitbewerbern abhebt und eine st?rkere Anziehungskraft auf potenzielle Kandidaten ausübt.

An important attribute that sets your organization apart from competitors is a positive and inclusive work culture. Emphasize the value placed on diversity, equity, and inclusion, showcasing initiatives that promote a supportive and respectful workplace environment. Highlighting employee testimonials and success stories can help demonstrate that your company values its people and fosters a sense of belonging. Another differentiating factor is a commitment to employee development and growth. Showcase your organization's investment in training programs, mentoring opportunities, and career progression. Emphasize the long-term potential for personal and professional growth within the company.

To differentiate in the job market, employer brands must align their unique features with candidate desires. Differentiators include a strong culture, diversity, tailored benefits, and a focus on sustainability and innovation. For example, emphasizing career growth through mentorship and conferences, along with flexible work options and mental health support, appeals to those valuing professional development and work-life balance. Engaging content and employee stories further enhance this appeal, making the brand attractive to the right talent and fostering a sense of belonging.

Dive into the 'Hidden Chapters' of your employer brand, those unique attributes not immediately visible. Think about the legacy of innovation within your company, the community impact of your projects, or the personal growth stories of your employees. Start a 'Behind-the-Scenes' series showcasing the daily life and unseen efforts that make your workplace unique. Encourage employees to share their 'Day-One to Now' journeys, highlighting personal and professional evolution. These narratives provide a deeper, more nuanced understanding of your employer brand, painting a picture that goes beyond standard benefits and perks, inviting potential candidates to discover the rich tapestry of experiences and opportunities your company offers.