Employer Branding in Australia: The Missed Opportunity

I have been watching with interest the evolving role of the Employer Branding Manager in Australia. We have some really talented practitioners who have run some amazing campaigns and brand development. However, what is concerning to me is the proliferation of do-it-yourself approaches, budget-friendly webinars, and quick-fix courses has overshadowed the true value of expert consultation in developing a robust Employer Value Proposition (EVP).

In full transparency, some of these consultants/agencies have been sponsors at my events giving me a front-row seat to their thinking, it seems to me that not including them in your EVP development and employee communications is missing an opportunity to create compelling content.

The DIY Dilemma

Cost-saving measures in talent acquisition is understandable, especially in these times of tight budgets. However, this approach often overlooks the nuanced expertise that seasoned consultants and specialised agencies bring to the table. The depth of insights, creative ideation, and strategic implementation that professional employer branding services offer cannot be replicated by internal teams alone, no matter how well-intentioned.

The Value of External Perspective

Drawing from my experiences in the UK market, the involvement of an independent agency in the employer branding process was considered essential. The Employer Branding Manager led the process of choosing and working with the agency giving them the information and access they needed and briefing on what the company was trying to achieve. These experts conducted thorough interviews and focus groups with employees, ensuring that the data collected provided a genuine reflection of the company's narrative. Their scope often extended beyond internal perceptions, delving into the organisation's market reputation.

This external perspective developed by an agency is crucial. It allows for unbiased data collection and analysis, free from the internal politics and preconceptions that can cloud an organisation's self-view. The result is a more accurate, comprehensive understanding of the company's employer brand.

Creativity and Innovation

Perhaps one of the most significant losses in the DIY approach is the creative spark that professional agencies bring. These experts don't just collect data; they transform it into compelling narratives and innovative branding strategies. The presentation of multiple creative concepts, including "out of the box" options, stimulates fresh thinking and pushes organisations beyond their comfort zones. Don’t get me wrong, I have sat in presentations where there has been a ‘I have seen this before’ presentation but sending the agency back to tweak or rework was needed. But on the whole, we have walked away with what we needed.

The ongoing relationship with the agency when we developed campaigns for those hard to fill or volume roles was fantastic. They could advise on publications or groups we should be advertising in, help with brilliant copy - often helping us state the case for doing it this way for the hiring manager who had their own viewpoint (and not always the right one.)

Thought Leadership

At a recent leaders lunch in Melbourne, Sydney & Brisbane, Ben Da Costa offered a fascinating perspective on employer branding by aligning it with Maslow's Hierarchy of Needs. This approach demonstrates the depth of understanding required to create a truly effective employer brand strategy. People were intrigued with this approach and he had many fans after the lunches. This knowledge and insight has come from working on multiple campaigns, across many industries and a deep understanding of what employees need from your branding messaging. It was so interesting to see the strategic thinking that a specialist brings, the science, methodologies, and rigour that sits behind the work he does. It’s not just pretty pictures and a snappy line.

Let me share his thinking with you:

Safety and Physiological Needs

At the foundation, employer branding should address basic needs. This includes communicating about benefits, salary, psychological safety, flexibility, and clear communication channels. It's about ensuring employees feel supported and have the necessary resources to perform their roles effectively.

Love and Belonging

Moving up the hierarchy, the focus shifts to fostering a sense of connection. This involves cultivating a strong company culture, organising team activities, celebrating successes, and ensuring that hiring practices align with company values. The goal is to create an environment where employees feel they belong and are part of a cohesive team.

Esteem

At this level, employer branding strategies should emphasise recognition and advocacy. It's about building confidence in employees, respecting their contributions, and supporting their authentic selves in the workplace.

Self-Actualisation

At the pinnacle, employer branding should inspire employees to do their best work for a purpose they believe in. This involves clearly communicating the company's vision, purpose, and values, and demonstrating how employees can grow professionally and personally within the organisation.

The Missed Opportunity?

By attempting to develop EVPs and employer branding strategies in-house or through quick-fix solutions, are we missing out on these nuanced approaches. The expertise required to effectively align employer branding with such psychological frameworks is not easily acquired through brief courses or DIY methods.

The Case for Expert Consultation

While budget constraints are a reality, viewing employer branding as an area for cost-cutting rather than investment is short-sighted. The long-term benefits of a well-crafted employer brand – improved talent attraction, increased employee engagement, and enhanced retention rates – far outweigh the initial costs of professional consultation.

Expert agencies bring:

1. Unbiased, comprehensive data collection and analysis

2. Creative ideation that pushes boundaries

3. Strategic implementation across various touchpoints of the employee experience

4. Deep understanding of psychological principles and their application in employer branding

If you look at any company brand team, marketing team, corporate comms team - all of them would engage a specialist brand/advertising/PR/digital agency to develop their work. Name a household brand, I bet you they’re not trying to create their brand themselves so why do we think we can do it with employer branding. A marketing person with experience in this industry once said to me, ‘marketing would spend the money and nobody would think twice about it but we don’t think the same way in HR’

Is it time to rethink Employer Branding in Australia?

It's time for HR and TA to reconsider their approach to employer branding. Rather than viewing it as a simple task that can be accomplished with minimal resources, it should be recognized as a complex, strategic initiative that requires specialised skills and experience.

The race to the bottom in employer branding is a false economy. By investing in expert consultation, companies can create employer brands that truly resonate with their target audience, align with their business objectives, and stand out in a competitive talent market.

In conclusion, while the DIY approach may seem attractive in the short term, it risks missing out on the depth of insights, creativity, and strategic thinking that professional employer branding services offer. As the job market becomes increasingly competitive, the value of a strong, well-crafted employer brand cannot be overstated. It's time for Australian businesses to recognise employer branding for what it is – a crucial investment in their future success, best handled by those with the expertise to do it justice. And fully supported by an experience Employer Brand Manager.

What do you think? What is EVP and Employer Branding to you?

Andrea

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State of Workplace Burnout 2025

Join the State of the Workplace Burnout study

The ever-increasing levels of stress and pressure being experienced in the workplace continue to climb. Research from Infinite Potential, an independent think tank, shows a steady climb in rates of burnout across the globe, across industries, and even across most age groups. To effectively address burnout, we need to better understand the root causes and effects of burnout.

We invite you and your organisation to participate in the fifth year of the global

longitudinal study on workplace burnout. Headed up by Dr. John Chan, managing director of Infinite Potential, this year’s study will continue the journey to better understand and create actionable insights for organisations to help create healthy, sustainable careers for their people.

Participation in the study is easy and there are two ways you can be involved:?

As an organisation:?

You will receive a unique link for your organisation, and participants are asked to complete an online anonymous survey that will take around 10-15 minutes to complete.

Organisations that might be interested are:?

• Organisations that are experiencing high levels of stress within the organisation and low levels of well-being in their people (as exhibited by high turnover, absenteeism, etc.)?
• Organisations that are keen to do a diagnostic on psychosocial risks and hazards, but are not ready to do the full assessment (this year's study includes a light diagnostic on psychosocial risks)
• Organisations who are keen to better understand or attract more women into their workforce. (we are doing a deep dive into why women are experiencing higher levels of burnout).

There is an option for your organisation to receive a tailored report. For more details, please contact Dr. John Chan directly at [email protected].

As an individual:?

Participation involves completing a short survey (around 10-15 minutes to complete). The survey is completely anonymous, and there will be no way to identify any individual response.? We will share the link with you closer to the start date of 22 October.?

Privacy

Privacy is a top priority for Infinite Potential and no data will be shared with anyone and will only be used for research purposes. All results will be reported in group formats.

The results from the study will be published in February 2025. And Infinite Potential will be presenting the results and next steps at Talentpalooza.?

Study Timeline:

The survey will be open from 22 October to 12 November 2024

If you would like to see the results of previous studies, Zichuan Lim and I have interviewed Dr Chan on our vodcast. https://www.talent-table.com/episodes

For more information:?

Infinite Potential homepage:?

https://infinite-potential.com.au/

2025 Study Summary - https://infinite-potential.com.au/the-state-of-burnout-eoi

The State of Workplace Burnout 2024 report is out now! Download here.

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