The Great Recession and subsequent talent shortage highlighted the importance of employer branding as competitors increasingly focus on organizational culture as a selection factor. There is no doubt that employer brand is an important recruitment issue today. In the era of remote recruiting, employer marketing is fast becoming the most effective recruiting method. So if you have an employment brand but don’t use it much, there may be other factors at play. Read on to find out if one or more elements are holding back your employer’s brand position.
You’re Ignoring Your Employee Value Proposition
One of the most common mistakes many companies make is creating an employee value proposition (EVP) but not doing anything about it. They don’t use it in their communication or integrate it into their system. An EVP should lay the foundation for your employer’s brand and reinforce all internal and external communications.
Brewer Sam Adams demonstrated this in video ads, using his company’s value of “staying independent” and combining it with his passion and dedication to making good beer. The video showed employees making offers and targeting customers and potential competitors through the video.
You Think Managing Your Brand and Controlling it is the Same
Many employers make the mistake of equating employer branding with quality control. There are many examples of brands that should have learned a lesson. Employers’ hiring is managed, not regulated. You can’t control what your employees say about you, but you can control how you react.
For example, when a Yelp employee wrote a scathing blog post against the company’s low wages, instead of starting a discussion about benefits and the rising cost of living in San Francisco, where the employee was based, the review platform tried to deflect and spin the story around the employee and act.
In contrast, when the president of the airline pilots’ union slammed American Airlines in an open letter for its cost-cutting initiatives and unethical practices, a company spokesman agreed and offered steps Americans had taken to fix the problems. This is employer branding 101. You can’t control what people say, but you can undoubtedly adjust what you do to come out on top.
You’re Trying to be Something You’re Not
One of the goals of recruiting employers is to show potential employees a little about the inner workings of a company and its culture. What tone does it give? Is the work atmosphere fun and creative or corporate and fast-paced? Organizations that do not know what they stand for are inauthentic but try to be someone they are not. It should start with realizing that their employees can be their supporters.
An example of a company that fully embraces its culture in social media and other media is Oracle. The tech company regularly shares employee content. Not only is this consistent with the company’s reputation as a true employer, but it also encourages potential candidates to know what they can expect when working at Oracle.
Your Employer Brand Isn’t Aligned with Your Consumer Brand
Although essential, many companies ignore the quality of customers and employers. This creates a gap where potential candidates cannot connect the dots. This will go under your careers page’s “Why work with us” section. Another part of not doing this can end up alienating your employees. For example, when GoDaddy ran an offensive campaign targeting attractive women to generate buzz, it offended the company’s employees and demanded extensive damage control.
Conclusion: Revisiting Your Employer Brand
Building a strong Employer Brand means owning your company’s culture, employee attitudes, and reactions. Dealing with all of this can take time and resources, but with the right strategies and tools to support your marketing strategy, it’s easy to find your way to a better position to attract and retain top talent.