Uncovering and articulating your employer brand certainly requires time and dedication, but it’s always worth the effort — attractive employer brands are essential in order to attract the best candidates to your organization. Below are some thoughts on how you can uncover what makes your company unique and what makes you stand out among the rest.
Create a Winning Team
Select people from various, but relevant, departments of your company to manage the employer branding process. It is important to have a team that represents important aspects of the company in order to arrive at the most accurate employer brand for your organization.
Your employees will be your biggest asset in creating your brand because they know what the true day-to-day working experience is and, thus, whether the brand you are promoting is legitimate. Gather their feedback early on in the process and then give them the opportunity to weigh in at key points, such as the messaging model or creative concepts. Listen to their feedback on what works with your brand and what still needs work, as employee support of the brand is necessary in order for it to establish credibility among target audiences.
Know Your Audience
You need to have a clear understanding of who you need to connect with and what matters most to your audience. Do your homework and find out what employees want in an employment experience. The only way you can ensure your brand resonates with your audience is by developing a strong knowledge of what the candidate’s needs and desires are.
Make Sure It Works
Testing is such a critical component of effective branding, and this can include testing among existing employees (as mentioned above) as well as testing with external audiences. This can often be achieved through focus groups, and it’s an important step because it allows you to ensure that intended messages are being clearly communicated to prospective candidates.
While it may seem a bit overwhelming at the outset, employer branding is one of the most important initiatives your organization can undertake in order to improve recruitment outcomes. Top talent can choose to work anywhere, and star employees are attracted to organizations that offer a compelling value proposition. It’s an investment that will pay for itself in countless ways.