Great branding is a key element in achieving success in the business world, and this includes the role of the organization plays as Employer. The Global Human Resources Outsourcing (GHRO) wanted to share an insightful article on the subject.
An “employer brand” denotes an organization’s reputation as an employer – the image of an organization as “a great place to work.” Employer branding is the process of creating this image.
In an article titled “Mission: Brand Alignment,” HRO Today explores how employer branding aligned with a company’s corporate or product brand can produce great business results.
Linking salient corporate/product brand elements with your employer branding strategy gives an organization the ability to communicate the employer brand to various talent segments – candidate prospects, and current and former employees – across the business.
Many HR groups within organizations are realizing that an effective brand strategy can enhance their talent acquisition efforts. Signaling your company message on several levels can resonate with job candidates.
Consequently, just as marketing executives leverage a wide variety of tactics and initiatives to drive awareness for product portfolios, many successful HR leaders are taking advantage of various branding elements traditionally found in a marketer’s toolbox.
Where to Start? Compare & Understand
One of the first steps toward aligning your employer brand with your product or corporate brand is to have an open and honest assessment of what your brand really stands for and means. One method that marketers use — in order to achieve a deeper understanding of essence — is to perform a brand alignment analysis.
Source and Attract
As you source and attract candidates in the early stages, one of the goals is to make sure that the different vehicles you utilize, such as job postings, employment advertisements, career portals, recruitment videos, social media, word-of-mouth and other tactics, reinforce your employer brand positioning and messaging.
Employer Branding Alignment Tips
- Collaboration between HR and Marketing is critical. Learn what aspects of your corporate or product brand will translate well to your employer brand strategy. Many organizations are tasking marketing professionals to head their employer branding efforts and bridge the gap between the two functional areas.
- Focus more on brand engagement over brand communications. This is especially true when designing an employer branding program during your onboarding and employment stages. Think about the influencing and net promoter type brand attributes you can harness from an engaged group of employees. Dialogue and engagement are more powerful and relevant during this stage compared to monologue messaging.
- Assess all candidate touch points. Your employer brand reaches prospective candidates at many intersections. Make sure you’ve identified all of them and that your employer brand messaging is clear and relevant at each juncture.
And a word of caution: don’t assume that just because candidates easily identify with a great product brand that they will assume it’s also a great organization to be employed with. The burden of proof is on the employer.