Employer Branding is a term that is often used but what does it mean?
Most people think that branding about Marketing, well it is, but it actually broader than that.
Employer branding touches every part of the business, from the way you sell and the experience that your prospects have in becoming customers. To the employee experience, from hiring to becoming alumni. From the experience in Finance, becoming a supplier, the experience you have in being paid or the experience your company provides when people do work for you.
In this fast paced world, we as a business need to make sure that we keep up with today’s trends and changes. Let’s take social media, once this was about posting photos of cats and taking photos of your lunch. We believe at DLA Ignite that social media has changed the world, it’s changed society and it’s changed the way we do business.
Look at the way that sites like glass door.com have revolutionised the recruitment process. My partner’s 24 year old is currently looking for a new role and he treats glassdoor.com reviews like Amazon. While the 5 star reviews are interesting, he is keen to read the 1 and 2 star reviews, he then makes an informed choice. Does he want to work for the company? He also uses these reviews to support his questions at the interviews.
Social media has changed the world, we now can look at each and everybody’s LinkedIn profile and gain an understanding what your business is like. By looking at your social profiles, both active and passive we can jump to a conclusion about what it’s like to work at your company. Humans after all are very good at taking a small piece of information and extrapolating it out.
Putting it another way, we have compete transparency to the companies business values, culture and a view into the employee experience (EX). How do we do that? We look at your company on social.
What can a business do with regard to branding?
Where as, people will say, “everybody is in sales”, now, “everybody is in branding”.
Marketing is in branding, as it is often seen as a custodian of the brand. They have to date, hijacked the branding process and taken on projects of employee advocacy. This is usually just a mechanism to push corporate content through employee channels. As we say above, this is only part of the puzzle.
In fact, all employees need to be activated and empowered to talk on social about your values, your culture, to provide insight and educate.
In Human Resources (HR) employer branding is about using the brand and the culture to create and access talent pool. New talent no longer needs to be access by using expensive advertising and recruitment consultants. The HR team now can create its own talent pool, and should in fact now be driving “inbound” to that pool. Transforming the talent process from push to pull.
The new starter will from day one be part of a social community, enabling them to be productive quicker. The area of sales, having sales people contribute quicker can often have significant revenue and profile implications which provides a business case for such a project.
The more employees that you have sharing their experience, your values and your culture the more inbound, sales, people etc you will get. Having already touched on the savings you can make by moving the HR process from push to pull. You can also transform sales from push to pull. This could have a transformational impact on your revenue and profit in sales.
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