Will Innes的动态

would be great to get insights from other parts of the world too Alex Her Ben Phillips Claire de Souza Vicki Saunders

This is a great perspective Will Innes. I wrote such a long reply, I have split it into two ?? Part One As Employer Branders our role is to open the window, connect the dots and tell the story in an honest way. To future proof your relevance, the proof is really in your work. There is a lot of noise at the moment, and noise doesn’t necessarily equate to relevance. There is brilliant content out there but it’s getting lost in the pool of cringey fluffy (thanks Ben Phillips), or by those who don’t have first hand experience of doing the actual work – and when it comes down to it, it’s the work that matters. It’s how you demonstrate value. You don’t need to shout from the rooftops or have your finger in every pie, you need to do what you do brilliantly. If you are in the small % of delivering excellence, you are able to define clear value, and deliver tangible business impact and a strategy that is truly aligned to your business purpose. That’s not to say the other stuff – the content, the social, the impact on TTH, the candidate experience, doesn’t matter – it does, of course it does but that’s your bread and butter. You should be doing that well anyway...

Great article Will. Thanks for sharing......Was it a BCG research paper late last year that identified Employment Branding as priority #4 for future looking CHROs in their global survey? EB jumped up several spots! Labour market challenges and engagement/retention necessitate an HR strategy that includes an effective emplyer brand strategy. It's probably the most challenging and complex piece of the TA puzzle to execute well. Why is so valuable? Try selling 200 million blocks of chocolate without a powerful brand. Well, trying to recruit 1,000 external hires without a strong employer brand is extremely challenging (resource intensive, requires highly skilled recruiters, long process lead times and often leading to stress on the business and high agency usage). A niche marketing strategy per strategic talent segment founded on research & insights (EVP) is one way of doing it , analysing every digital and physical touch point (journeys approach) and building out authentic content for each proof point. Baselining & Monitoring advertising performance, advertising spend, sourcing channel mix, LI follower growth, Google analytics and naturally TTH, diversity and quality can all be helpful in measuring ROI and impact.

To reflect on this, I need to consider what has constituted POSITIVE Employer Brand outcomes. (maybe versus those that are dispensable) The wins - EB actions that make their mark...

Hey Will - good stuff. What do you mean by this? 'You can’t prove the value of a marketing construct then attempt to put your name against meaningful organisational goals.' Cheers

I totally agree with the shift into internal people experiences part. EB can not just sit and wait for the org to make the promise true but play an active role in bringing EVP to life. I recently moved into an EX role besides EB to work with the leaders/HR team to help build the experiences and strengthen our comms.

Really interesting article. I've always felt the employer branders job is hampered by what the business does to create a great working environment. You can't paint an experience that isn't there. Great to see it on your SWOT analysis ??

Interesting points. Your brand is inextricably linked to your employer brand, which in itself should be a transparent extension of the employee experience... something which the value of is often underestimated.

Great article Will. Thanks for sharing. I particularly love your point around what an EVP actually is / should be.

Great piece Will Innes I think getting internal communications bought in is still a massive challenge, and can hinder advocacy attempts, as otherwise the EB looks like a silo'd campaign rather than a brand that reflects a lived experience. But I agree that the opportunities in this space are huge - especially with the rise of employee experience.