employer branding: real people, real purpose

ambitionOne? is the global career community for outperforming professionals, the network was founded to match the ambition of it's members with the “most admired employers” and hottest startups. It is our believe that our members can support these companies to win in their markets, and thereby improve the planet, one career at a time.

Apart from direct access to the network's talent pool these employers enjoy premium Employer Branding, the top of mind topic in board rooms today. ambitionOne? is proud to share the insights on Employer Branding by Igor Beuker, Andy Mosmans and Tom Haak;

ambitionOne? is honored to post this blog on Employer Branding by Igor Beuker, the Math Man, the professional communicator with a proven track record as keynote speaker and serial entrepreneur who appears on countless television and radio shows as independent, expert voice on emerging trends on marketing, media and innovation.

Fury of the Founders, the mobilization of purpose to attract talent 

We are witnessing the 4th industrial revolution and the era of Digital Darwinism; adapt to change or die. BlockBuster, Kodak, Nokia and V&D are examples of this ruthless business trend. All corporate brands need to make the digital transformation seamlessly. To go through this transformation truly successful, companies have to promote HR to the C-suite.

Digital transformations can only be successful if the Chief Human Resources (CHR) is able to convince the CEO that in the age of ‘data-driven integrated digital marketing’ the organizational architecture needs adaptation as well: which requires the hiring of a Chief Digital Officer, Chief Information Officer and Chief Technology Officer. Today in 37% of the cases when targets are not met CEOs fire the CMO. However, in this digital era CMOs can no longer win this battle by themselves. Without the required new hires, the digital transformation is doomed. We need to remove all silos. The question is who is going to do that? The CHR? And is she/he empowered within the board to make those changes? Read the full blog here.

Andy Mosmans, leading Brand Strategist, successful Entrepreneur and author of “BRANDING NL”. Andy is Strategy Director and Partner at ARA creative agency.

Employer branding today - In essence a corporation needs two kinds of people: customers and employees. They are the players in the game of the name (of the company, the corporate brand). Just like on the client market corporations need to build brand strength in an integrative way on the talent market: employer branding. The ultimate aim of integrated brand management is to deliver a consistent and distinctive experience, both to customers as well as to employees. And culture is the linking pin. The modern discipline of employer brand management takes a holistic approach to shaping the culture of the organization, by seeking to ensure that every people management touch-point is aligned with the purpose of the organization.

In providing a robust mechanism for aligning employees’ brand experience with the desired customer brand experience, and a common platform for marketing and HR, employer branding today represents a significant evolution in the quest for building corporate integrity and identity. I call it the pursuit of purpose, personality and potential! read the full post by Andy Mosmans by clicking here

Also Tom Haak shares his view on trends in Employer Branding, Tom is the director of the HR Trend Institute. Also Tom states that Consumer Branding and Employer Branding are merging;

Purpose/ purpose/ purpose - In the last years it has become more important for organizations to have a clear and compelling purpose. Future and current employees more and more are looking for organizations that contribute to making the world a better place. As it is not so clear for many organizations how they do this, there are still many purpose and mission statements that make a somewhat ludicrous impression.

Employer Branding and Consumer Branding are merging - Labor market communications and consumer marketing used to be separated. Today the disciplines are more coming together, especially in organizations where consumer marketing is important. Last year Anne Jaake, CHRO of Hunkem?ller, was elected as CHRO of the year (in the Netherlands), and one of the reasons was that she had done such a good job in combining employer and consumer branding. Also, applicants who are in the end not selected are potential clients.

Real people/ real stories - Employees and future employees of organizations are looking for real stories told by real people. Brochures and carefully crafted messages do not longer work. People base their opinion on the way your organization comes across on social media and in real life. Click here to find out which other 4 trends Tom identifies...

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