TSC Brief Employer Branding Do's and Don'ts

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HOTTEST BRAND ON 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. ALIGN ERRATIC EMPLOYER BRANDING TO ATTRACT TOP CANDIDATES_

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Employer branding is so important for companies, but they should follow these do's and don'ts to make sure they're not forcing something that is inauthentic.

Transcript of TSC Brief Employer Branding Do's and Don'ts

Page 1: 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_

Page 2: TSC Brief Employer Branding Do's and Don'ts

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:

Page 3: TSC Brief Employer Branding Do's and Don'ts

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:

Page 4: TSC Brief Employer Branding Do's and Don'ts

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#

Page 5: TSC Brief Employer Branding Do's and Don'ts

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