ON EMPLOYER BRANDING, PURPOSE and HR & MARKETING
ON EMPLOYER BRANDING
A REPUTATION LIVES IN THE MIND AND IS CREATED THRU THOUGHTS AND PERCEPTIONS
WHAT IS AN EMPLOYER BRAND??
It is the term commonly used to describe a company’s reputation and popularity from an employee point of view. The employer brand is what the company communicates as its identity to both potential and current employees. It encompasses an organization’s mission, values, culture, and personality. It describes the values it offers to its employees and is, as such, an important part of the employee value proposition (EVP).?
WHAT IS EMPLOYER BRANDING??
Employer branding is the activity of managing and influencing the employer brand among job seekers, employees, and key stakeholders. It encompasses everything one can and should do to position oneself as an employer of choice. While branding in general may target consumers, employer branding specifically targets employees and candidates. As a result, it is a communication approach designed to retain high-performing employees and attract top-ranking talent.
WHY IS IT SO IMPORTANT??
A reputation as employer exists in the minds of employees and candidates, it is constructed and created by their thoughts and impressions. Every company has an employer brand, whether it is managed or not. The similarity of managing the corporate brand towards customers, partners and external stakeholders isn’t all that different. Think of all the action a company takes in recruiting and retention. Consider them a series of touchpoints. Just as customer touchpoints every touchpoint is a moment of truth. Managing those touchpoints is thus crucial. It will have a positive effect on company reputation, strength of the company culture, positive brand perception, talent acquisition, attracting (young) talent, referrals, …
In short, the necessity and benefit of employer branding can hardly be overstated.
ON PURPOSE
PEOPLE WANT TO BUILD CASTLES, NOT JUST LAY BRICK.?
WHAT IS A COMPANY’s PURPOSE??
Basically, a company’s PURPOSE is the answer to the question:?‘What would the world lose if the company disappeared’. It is a company’s ‘raison d’être’.?
WHY IS PURPOSE SO POWERFUL?
For all the good reasons. Companies with a genuine and lived purpose radiate authenticity and do well by doing good. That’s the short answer. Specifically, companies driven by purpose will easier attract new employees and have much more engaged employees (studies performed by McKinsey showed that in purpose driven companies’ employees were up 4 times more engaged –?quite the competitive edge!). Because of the stronger bond between employee and company, these companies are more resilient. Their passionate employees spread enthusiasm to customers, suppliers, partners, and thus, create bottom-line success.?
HOW IS YOUR PURPOSE INFLUENCING YOUR ATTRACTIVENESS AS AN EMPLOYER?
While a lot of attention these days goes to flexible and hybrid working, many candidates (and employees for that matter) seek an answer to the question WHY. Not where, when, or how but WHY do they work.??Millennials and Gen Z’ers are far more inclined to work for a company when they feel there is a match on purpose. They love to work for companies they feel passionate about. And since millennials and Gen Z'ers are becoming an increasing part of the working population, a company’s purpose will only become more important.?
Companies are far too often fixated on the more transactional elements of work (e.g., compensation and benefits). This creates a mismatch between what employees want and what companies are prepared to give.
When people choose to leave a company, join a new organisation, or remain with their current role, purpose is a factor which will significantly influences their choice. While a lack of purpose will for sure not be??the?onlyreason for people to leave their jobs, companies have nothing to lose and everything to gain from becoming more purpose driven.?
CONCLUSION
领英推荐
Running your business with a purpose in mind is a win-win situation. For both employees as well as companies. It will be easier to attract and engage with employees. People are most engaged in their work when the mission and goal of the company also matters to them – and when they feel they are contributing to the bigger picture. People want to build castles, not just lay brick.?
As a company you need to use every tool at hand to attract the right talent and to retain that talent!?
ON HUMAN RESOURCES AND MARKETING
HR AND MARKETING, THE MATCH MADE IN HEAVEN WAITING TO HAPPEN
Dear CMO,?Dear CHRO,?
Recruitment marketing, employer branding, people engagement … are your teams involved? Or are they committed??
Consider a traditional English breakfast, bacon and eggs, a match made in heaven. The chicken is involved, the pig … is committed.?
So, are your teams involved or committed??
Do you share KPI’s on people engagement? Recruitment marketing? Employer branding? You should. Your teams should team-up and work together like cycling teams do during TTT.
True, marketing and human resources are two separate functions. Marketing communicates with the customer, about products, services, and solutions. They are held accountable for advertising, branding, corporate branding, and so on. HR communicates with the employees and candidates. They are held accountable for job descriptions, policies and processes, sourcing, new employee orientation, employee happiness at work, and so on.?
Yet, recruiting, evangelizing an employer brand requires a marketing skillset. HR knows the what, marketing knows the how. Identifying a target candidate group isn’t that different from identifying a target customer group.?
Marketing and HR, joining forces leads to:?
1.?????Stronger employer branding
2.?????Stronger recruitment campaigns
3.?????Improved internal communications
4.?????A fully aligned corporate and employer brand?
5.?????Increased internal employee advocacy
Do you feel your HR and Marketing alliance can improve? Difficulties articulating your Employer Brand? Challenges in getting the right w/m, at the right spot at the right time?
Book your meeting with us now.