What does Strictly teach us about Employer Branding?

By Jon Porter

I’m new to the weekly saga of Strictly Come Dancing. Historically I’ve only watched sport and crime thrillers on TV. But now I’m hooked. I’ve been captured by the clear dedication to the cause. The blood, sweat and tears shed to deliver a radical Rumba, sultry Samba or tantalising Tango. What is also very apparent is the absolute dejection of the couple that leaves the show each week. If your spotlight turns red, you’re in the dance off and for one couple you are only three minutes from the judges’ platitudes and your final dance. Embarrassing shuffling to a Whitney classic ensues before the couple are enveloped in the arms and tears of their fellow contestants.

This got me thinking. Wouldn’t it be amazing if everyone was equally vested in their place of work? If we all yearned to progress to the next week … to the next figurative jive or waltz.

The idea that “Retention is The New Recruitment” became the cornerstone of many webinars and whitepapers in 2023 as organisations looked at the cost of hiring and training new joiners versus the productivity gains of highly engaged, more productive colleagues motivated to go above and beyond.

A key component of an Employee Value Proposition (EVP) and Employer Brand (EB) construct is to provide the narrative as to why you should hunger to develop your career in your current organisation. It should authentically explain the answer to the “why should I stay?” question. If we consider what candidates look for in their place of work, aligning with the broader proposition is key. Aside from ensuring factors like work environment and management style match their needs – they also want to know that the business they're applying for is a reputable brand with good values and social responsibility.

All of the above is straight forward and obvious. Right?

What’s surprising is how many organisations invest money and resource into creating a beautifully crafted people narrative and associated branding toolkit only for it to stay in the figurative HR cupboard, to be dusted off only when someone senior asks if they have one. A well-managed EVP can be the cornerstone of an organisation’s internal and external story. It can inform, educate and delight, ensuring that colleagues and candidates alike look to start or build a career with the organisation.

It might not have the same glamour or pizzazz of the Blackpool Tower Ballroom but done well it can hopefully have the same allure.

If you need help to create and manage that Employer Branding sparkle, please contact us at https://www.tmpw.co.uk/contact-us/.

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