TSC Brief Employer Branding Do's and Don'ts
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Transcript of TSC Brief Employer Branding Do's and Don'ts
HOTTEST BRANDON THE BLOCK:
_YOU WANT EVERYONE TO WANT YOU
All organizations want to be the company that garners the
longest line at the job fairs, collects a constant stream of the
best applications from its Careers page, and is showcased as
the poster child for the best company to work for by every
major publication. Being an extraordinary employer is just as
important as being an extraordinary brand.
But there are some do’s and don’ts that companies need to be
aware of when launching an employer branding strategy.
AL IGN ERRATIC EMPLOYER BRANDING TO ATTRACT TOP CANDIDATES_
We’re obsessed with truth here, but marketing has a
reputation for stretching it a little — and employer
branding is the worst culprit. Employer branding isn’t an
opportunity to hide your company’s dirty secrets under
the rug. Glassdoor.com will bring most of that to the
surface, anyway. Fix the problems, and then create a
strategy that highlights what you’re doing right, not what
you’re not doing wrong.
When candidates look into working at your company, they
want to know what it’s going to be like to be in the
trenches day to day. Make sure you have answers to
questions like these readily available:
_ Does onboarding get you the training you need, or
are you thrown into the deep end?
_ What are the typical communication styles used at
the company?
_ How difficult is it to get projects completed?
_ Are people recognized for good work?
_ What are the different career paths people take?
These questions just scratch the surface, but they help
you think about what employees need to know about
getting work done.
DON’T_LIE ABOUT YOUR AWESOMENESS:
DO_SHARE THE REALITY:
Nothing dilutes a brand faster than having one side of the
company talking about its rebellious products for a
defiant generation — and then the Careers page touting
the company’s strong belief in traditional values. The
messages have to be in sync. Your company’s marketing
department will have lots of information about the brand’s
goals, messages, and key campaigns going on throughout
the year. Use those resources to develop a consistent
employer branding strategy.
Your HR department might have $0 for employer branding
efforts, but the marketing department will have budget
that can play double duty. For example, a retailer bringing
in a photographer to take pictures of customers in the
store can also capture updated shots of the associates.
Those associate shots can go on the Careers page, while
the customer shots will help with other marketing
materials. Talk to the marketing team and start
collaborating. Your efforts will be aligned, and budget will
be spent more effectively.
DON’T_DEVELOP EMPLOYEE BRANDING IN A VACUUM:
DO_MAKE USE OF THE WORK ALREADY BEING DONE:
Millennials are looking to find meaningful jobs, and
according to Deloitte, 66 percent of them see innovation
as a key ingredient to making a company an employer of
choice.1 Showcase the people behind the game-changing
products your company offers. Highlight the inventions
and experiments that are making work challenging as well
as fun. Even when you have to protect trade secrets, you
can attract in-demand talent, like programmers and
engineers, by showing the work they’d be doing to make a
difference in your company’s future.
More and more companies are encouraging employees to
pursue philanthropic projects or head up initiatives that
help communities all over the world. People are energized
when they get to pursue their passion at work. Candidates
are attracted to companies that encourage humanity,
even when under pressure to get the most out of
productive workforces. Get to know some of the people
shaking things up in your company and start collecting
their stories. We all understand that a job is work, but
these stories will show that you can offer “work plus.”
DON’T_MINIMIZE THE GREAT WORK PEOPLE DO:
DO_SHOWCASE YOUR EMPLOYEES:
1Deloitte. The Millennial Survey 2013. http://www.deloitte.com/view/en_GX/global/about/global-initiatives/world-economic-forum/ annual-meeting-at-davos/8182b8e049b3c310VgnVCM3000003456f70aRCRD.htm#
GET REAL WITHEMPLOYERBRANDING_
Employer branding is an opportunity to align your company’s
marketing strategy with the company’s identity. They should
already be one and the same, but differences are bound to
exist. Take a step in the right direction by assessing your
current employer branding communications and see if you’re
following our do’s and don’ts. Then call us for an evaluation
today. We’ll see where your brand hits the mark and where it
needs a lift. Then you can get the tools you need to have the
best candidates banging down your door.
[email protected]/contact817-204-0400