Employer branding is a concept that has gained a great deal of attention in recent years. You may recognize the term “branding” as one used often in retail to refer to a company’s image. It encompasses the values, messages, philosophies and strengths that combine to create a company’s image and reputation.
Employer branding is much the same. In order to attract quality staff, your company must present an image that sells. Acting consistently on your company brand is what will help to keep those talented employees on board. Because the concept is a relatively new one, you may be unsure about the strength of your current business brand. Continue reading to find out if you’re making any of the following most common employer branding mistakes.
Straying from Your Employee Value Proposition
You do have an employee value proposition (EVP) in place, right? An EVP is basically a list of the core benefits your company has to offer its employees, and the concepts within your EVP should be used to guide everything you do with relation to hiring and recruiting. Every marketing piece handed out at recruitment fairs, every social media blast and every job posting should contain information that makes your EVP clear. Your employee value proposition shouldn’t be empty words meant only to attract the best personnel. In order to retain quality staff, you’ll need to demonstrate your EVP in your everyday company activities.
Failure to Embrace Evolving Best Practices
Another common error made with regard to your employer brand is holding onto outdated methods and beliefs with regard to image. The days in which your PR department could quiet a scandal or put a spin on a story are over. The use of social media has placed more control in the hands of consumers. These days, a negative event is known around the world in a matter of minutes, and it’s documented for all to see. Prospective employees are, in a sense, consumers in the hiring process. They want to work within a corporate culture that suits them. Be sure the things they’re hearing about yours are consistently positive.
Not Having a Plan
One of the biggest factors that contributes to inconsistencies in EVP or a poor reputation is not having a strong plan in place for what’s known as the “employee journey.” This term simply refers to the measures put in place at various stages of employment with the organization from recruitment to exit. Examples include recruitment, interviewing, hiring, on boarding, career progression, recognition and exit or retirement. Take an honest look at these steps and assess whether there are clear processes in place for each. Also consider whether there are gaps, inconsistencies or things that simply aren’t working. Then make a strategic plan to fix them.
Lacking Transparency
In order to provide potential hires with an idea of what it’s like to work at your company and to sell your EVP, you need to be authentic in the messages you send. If your EVP and employer brand emphasize a workplace that embraces differences and innovation, be sure to show that. Share information on social media about the new ideas your staff come up with or highlight the diversity among your personnel. Also, don’t try to be something you’re not. Selling a false image will only disappoint new hires, costing you time and money in the long run.
Not Being on the Same Page
When developing an approach to employer branding, it’s absolutely essential that you involve all levels within the organization. After all, the employer brand is a reflection of the entire workforce, from the administration to the secretaries to the janitorial crew. So often, only a few key departments are consulted when it comes time to brainstorm a branding message. Taking the time to receive input from everyone isn’t as overwhelming as it may seem. Meetings within departments and company-wide surveys are a couple ways to gain much-needed insight from your workers. With the information you glean, you can begin to craft or hone your branding. Finally, realize that your organization’s brand will take time to build. It will need to evolve over time. With consistent message and practical implementation, the word will spread and people will recognize your company for the image you’ve worked as a unit to create.
These five common employer branding mistakes should give you a springboard for evaluating your current corporate image. You can then take measures to make strategic changes that will make a positive difference in the way prospective hires view your company.