In the current times of economic growth and rising demands for labour, employer branding is referred to as one of the most important tasks of HR professionals. But what exactly should companies do in order to build successfully their employer brand?
Employer branding is nothing static: on the contrary, it is constantly evolving and changing along with the development of economic conditions, corporate values and new people. This process of continuous development necessarily leads to many mistakes.
Theundercoverrecruiter.com therefore asked experts in charge of building their employer brands what they considered the biggest mistakes in employer branding. The survey revealed the following recommendations.
- Clarify what you want. You need a clear definition of employer branding and expected outcomes in your company.
- Start by mapping your company's current reputation. Only then can you start strengthening your employer brand through the so-called Employer Value Proposition - a clear explanation of why people should work for you.
- Everyone in the company should live your employer value proposition. If you don't have management's support for the values you want to promote, any marketing is useless.
- You really need to involve employees. Employer branding can't work as a command from the top down.
- Don't talk to people, but with people. Maintain a natural conversational tone whenever you communicate about yourself as an employer.
- Don't confuse employer branding with recruitment marketing. Employer brand building has a much wider scope.
- Don't perceive branding as communication in the form of boasting and selling. Your task is to create unique experiences that people themselves will talk about.
- Don't build the same brand as everyone else, showing you have great people and you are all doing fine together. You have to show you are different and why you are proud to be so.
- Don't communicate too much. Even in employer branding, quality is more than quantity. Keep the focus on opportunities that offer the strongest impact.
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