Our Head of Brand and Communications defines what an Employer Brand should deliver.
An Employment Brand does more than tell your story. It engages with your employees, shapes a positive candidate experience, provides a platform for meaningful metrics – and drives retention as well as recruitment. Being a central thread of your DNA, it should even be a key dynamic of your organisation’s performance and development. At the most ‘basic’ level, there are 7 key attributes that your EB should deliver on a day-to-day basis:
1 – A clearly differentiated and authentic EVP.
You need to be true to yourself when creating your Employment Value Proposition. The biggest mistake you can make is trying to be something that you’re not (and never will be). Be honest – and reflect that honesty in all your recruitment marketing activity. It will attract the people who are ‘right’ for you, manage the disappointment of the people who are not quite ‘right’ – and ultimately it’s the only way you will attract the employees who will perform, develop and remain with your company.
2 – Telling your story through your Brand Ambassadors.
Your Engagement Surveys or internal EVP research will identify ‘Brand Ambassadors’ who ‘get it’. People who instinctively share the values, vision and mission of your organisation. Exploit them for the good of all: use them in recruitment videos, social media activity and internal programmes – they’re the reason why like-minded candidates should join you as an organisation (and they’re probably the reason why they’ll stay, too).
3 – Keeping it Simple.
Clear, concise and targeted communications is what it’s all about. That rule applies across all your channels – from your website and social media activity, to your blogs and job postings.
4 – Measuring meaningful KPIs.
Set in stone some realistic KPIs – CPH, TTH, TTP or simply which recruitment channels deliver the most successful hires. Whatever works for you. The important thing is to set goals, create a baseline and benchmark your progress against them.
5 – Share Results for greater Buy-In.
Getting buy-in from senior management and other internal influencers is essential if you’re looking to optimise, sustain and grow your EVP internally. So work out who you need to share your results with – and how often (monthly, quarterly or annually?).
6 – Live with your Competition.
Map and regularly review how your competitors are positioning their EVP or various USP’s (e.g.: Culture, Reward, Work/Life Balance, Location, etc). It will give you a clear idea of your comparative strengths and weaknesses – your ‘space in the talent market’.
7 – Remember that it’s all about the Candidate.
Ultimately, all of the above should be focused on delivering a superior candidate experience. So respond to every, single candidate in a timely and professional manner. They’ve chosen to be customers of your employment proposition – they deserve respect (and the chances are that they’ll share the experience with everyone they know)
This post originally appeared here