The ups and downs of a great employer brand.

I read a great article last week from my good friend, Greg Park around his passion for employer branding. It got me thinking about what, if anything, could possible go wrong when a company has established a stella brand.

Employer branding is the process of presenting a favourable image of a business to prospective employees. It can lure in top talent and increase employee retention, as well as numerous?other advantages, but it also has drawbacks. In this post, we'll talk about the potential drawbacks of employer branding as well as the advantages it might have for a company.

The positive aspects of a great employer brand, of which there are many, include:

• Attracting talent: Top talent can be attracted to a company with a strong employer brand because candidates are more likely to be engaged with?an organisation that has a??great reputation and a clear understanding of its values and culture.?
• Improved employee retention: Employees are more likely to be satisfied and interested in their work if they experience a feeling of alignment with the company's values and culture. As a result, a strong employer brand can also result in better employee retention.?
• Greater productivity: Employees who experience a feeling of pride and loyalty toward their employer are more likely to be driven and effective workers. This sense of kinship and motivation among employees can be cultivated through a strong employer brand.
• Cost savings: A strong employer brand can help a business save money on training and recruitment expenses because top talent is more likely to seek it out and stick around for a while.?
• Competitive advantage: A strong employer brand can give a business a competitive edge in the marketplace by setting it apart from its rivals and increasing its appeal to potential clients and business partners.?
• Reputation management: A strong employer brand can protect a business from unfavourable press or criticism and help it manage its reputation in the marketplace.
• Employee engagement: A strong employer brand can boost employee motivation and engagement, which can result in a happier and more productive workplace environment.?
• Employee advocacy: A strong employer brand can encourage staff members to spread the word about the business and its reputation among others, thereby widening the employer brand's appeal.

So obviously, a well-designed employer brand has many benefits, including the attraction of top talent and increased employee engagement. However, they also pose risks, such as creating unattainable standards for new hires, reducing organisational agility, and prioritising external appearances over internal substance. In addition, a prominent employer brand may attract few candidates, be difficult to keep up, and leave the door open to unfavourable employee feedback.

• Unrealistic expectations: A well-designed employer brand may set unrealistic expectations for prospective employees, setting them up for disappointment if the business is unable to deliver on its promises.?
• Product v Emotion: Getting leadership to understand that product marketing primarily focuses on demonstrating to external audiences the solutions that your company can provide, an employer branding focuses on?inspiring, educating and convincing both internal and external audiences? That your company will be a place where all talent is safe, seen, heard and respected. Both strategies are important for a business's success, as they work together to create a positive image and reputation for the company but both require a very different approach.
• Chasing the ratings: Building a strong employer brand allows a company to invite both positive and negative employee feedback. However, when negative reviews begin to surface, company executives may become defensive and not take the feedback as constructive criticism. This can be detrimental to the employer brand as it undermines a company's reputation, leading to a decrease in potential job candidates and current employees losing trust in management. It's important for companies to not only strive for high ratings but also to be open to and address any negative feedback in order to continually improve the company culture and employee experience.
• Limited flexibility: A strong employer brand may restrict a company's capacity to change its business model or tactics, which can have a negative impact on the company's reputation and lead to a high turnover rate. It may be challenging to adjust to changing market conditions or client demands since employees may expect the company to uphold the same standards and ideals that initially drew them in.
• The wrong image: An employer brand that has been carefully built may place more emphasis on image and reputation than on the actual operations and policies of the business. This could result in a mismatch between the company's public image and the reality of working there, which could lower staff morale and undermine confidence in management.?
• Limited appeal: A great employer brand may only attract a particular class of workers, such as those who value particular perks or a particular work environment. This may reduce the number of available candidates and make it more challenging for the business to diversity its personnel.
• The investment: Driving a good employer brand, demands a investment in marketing and branding initiatives, as well as continual work to make sure that the business's operations match its reputation. The finances and resources of a corporation may be strained as a result.?

Employer branding can be an incredibly powerful tool for?companies trying to entice top candidates, enhance staff retention, and increase productivity. Unrealistic expectations, a lack of flexibility, and the cost of building and sustaining a strong employer brand are some potential drawbacks to be aware of. Companies should work to match their operations and policies with their reputation in order to profit from a strong employer brand. They should also be receptive to employee feedback. A strong employer brand may provide a company a competitive edge in the market and promote a happy and effective work environment with careful design and implementation.

Have a brilliant day :)

#branding #employerbranding