How do you create a compelling employer brand for top talent?

You don’t create an employer brand. It exists, whether you like it or not. You CAN understand it, shape it, improve it, amplify it and leverage it. Some of our golden rules: - Don’t (just) treat it as a campaign. - Identify the business problems (and opportunities) you’re trying to solve (and seize). If you’re not looking at attracting, retaining, engaging and empowering candidates and employees, what’s the point? - Focus on 3 key things: proposition, strategy and storytelling (message me for a guide on this) - Then focus on one more: processes/systems/habits. If you want to operationalise, scale and sustain your employer branding work, these are key. - It’s all about your people. Listen to them and put them front and centre.

An ‘employer brand’ is the cumulative reality of who you are as an employer. ‘Employer branding’ is the art of augmenting that reality. ‘Talent marketing’ is the science that powers it.

Employer branding is the strategic effort to establish a favorable and unique identity for your organization as an appealing employer. This entails articulating core values, culture, mission, and vision and conveying them to existing and prospective staff and stakeholders. It enables differentiation in a competitive job market, draws in talent that resonates with your objectives, and cultivates commitment and enthusiasm within your workforce. Ultimately, it's about becoming the employer of choice.

Employees associate the employer brand with working conditions. For example, whether the company offers flexible schedules, more annual leave than competitors, or comfortable offices. Furthermore, career management is a crucial element for employees, such as the possibilities for advancement, opportunities for promotion (both horizontal and hierarchical), and quality of continuing education. Well-being at work is also a crucial factor, including a work-life balance, daycare facilities for parents, and opportunities for sports. The management of employees, respectful treatment, an inclusive workplace, and gender equality, is another important aspect of the employer brand. Finally, remuneration plays an essential role for employees.

To create a compelling employer brand for top talent, we should focus more on authenticity, showcasing our company's culture, highlighting career growth opportunities, emphasising employee well-being, and leveraging engaging storytelling across various platforms.

Really simple. The world has changed. More so in the last 5 years than the previous 15. MeToo, BLM, Covid, Climate Change, multiple conflicts, to certain degrees have impacted us all. Corporate Brands which are stepping up are the (employer) brands which are standing out. How are they treating their colleagues. How are they treating their customers. How are they standing up in their communities. People really, really care about this. The important thing here is to not allow your employer brand to sip the kool-aid (inhouse or from an agency). No business has all the answers or perfect track record. Show the warts & all & journey you're on. You're employer brand matters because it's as much about who you're NOT as who you are.

Make it True. -founded on insight -what talent would actually say/do -what leadership truly care about -what you can commit to Make it Real. -show intent to deliver on promises -create the proof points -bake it into your talent experience -actually do what you say Make it Matter. -help talent connect to it -ask them to shape it further -set measurable KPIs -link it to business success #thetruthworks @thetruthworks

Employer branding matters significantly because it directly influences your ability to attract and retain top talent. Job seekers prioritize a company's reputation, and a strong employer brand can reduce hiring costs, enhance the quality of hires, and improve retention rates. Moreover, a positive employer brand extends its impact beyond recruitment, positively affecting customer satisfaction, reputation, and ultimately, profitability. Building and maintaining a strong employer brand is crucial for long-term success in today's competitive job market.

In short, a strong Employer Brand is necessary for any org to attract and retain Top Talent. Candidates are more likely to be interested in working for a company that has a positive reputation and compelling, competitive brand image. A strong employer brand can also help improve employee retention rates, which leads to astronomical recruitment + retention cost savings. When employees are proud of the organization they work for and feel that their values align with those of the company, they are more likely to stay long-term. Employer branding also plays a crucial role in shaping the company culture + perception to customers.

Today's job seekers are choosier than they have ever been when looking for future employment. LinkedIn data shows that candidates are looking at 2x as many jobs before applying. Potential applicants are seeking organizations that align with their morales and values. Now, more than ever, it is important for businesses to craft an authentic message they are presenting to the world.

An EVP is a tool in shaping people's perception. In no way is it the only way to shape perception. This assumption that an EVP is the only way to build a brand is like saying that a hammer and nails are the only way to build a house. An EVP is a kind of crutch. Yes, it can help align large swaths of employees to a common understanding of why they work there, but the EVP is not magic. Most EVPs are platitudes dressed up as pillars, telling the candidate nothing meaningful about the job/company, thus negating any value an EVP might bring.

To build your employer brand effectively, start with an employer brand audit to assess strengths and weaknesses. Define your unique employer value proposition (EVP) that aligns with your company's culture and goals. Develop a strategic plan that outlines objectives, target audiences, key messages, and metrics. Implement this strategy by creating engaging content and experiences, and continuously monitor and adjust your efforts based on relevant data and feedback.

Get feedback from candidates regarding why they are looking to leave and/or left other places of employment to get authentic information to utilize in order to help with employee retention. Initiate change to reflect the values from the feedback and foster an environment that candidates are looking for!

An effective employer brand should also evolve with the business, the market and as employee’s needs change. To stay on top as an employer of choice, the process of evaluating your employer brand should be ongoing.

The EVP should only be constructed following research that takes into account the views of a wide cross section of employees from across the business. Use surveys, focus groups and executive interviews to build a full understanding of what makes your employment offer unique.

To effectively communicate your employer brand, start by crafting a compelling narrative that highlights your company's values, culture, and mission. Utilize various channels such as your website, social media platforms, and employee testimonials to showcase what sets your organization apart. Consistency in messaging and engaging storytelling will help build a strong employer brand reputation. Lastly, actively engage with potential candidates and employees to foster a genuine connection and convey the essence of your brand.

Creating engaging and consistent content for relevant platforms to your business will help elevate your employer brand. It is also incredibly effective when employees share and promote the employer brand through their own discussions, network or platforms. This gives the brand credibility.

Employer brand isn't necessarily something that you can forcibly communicate. For me, brand is what people think of you. That perception is created off of the things that you communicate and present, like your EVP, Culture etc. These are the bits you communicate. And you communicate these things through website, careers page, social, Job descriptions, interviews and also through your leaders role modelling your values and behaviours.

Showcase a positive work culture, emphasize career growth opportunities, and highlight employee testimonials. Leverage digital platforms, engage in thought leadership, and actively respond to feedback to establish trust and attract top-tier candidates.

An employer brand needs to be authentic and built from the inside out. One needs to focus first on a SWOT of the brand, including feedback from existing and potential associates. Kick off your communications/branding program and campaigns with what you believe to be authentic at that point. Also remember that the employer brand is an ever evolving area, just like the audience and the industry we operate in. As you build on the areas where gaps were identified during the SWOT start talking about those, and keep evolving your narrative as per the environment and changing audience needs.

Ensure your employer brand is Differentiated (doesn't look and feel like anyone else's), Authentic (can be recognised by your own employees as being honest and truthful) and Attractive (make sure it speaks to audiences about what's important to them, not just what matters to you).

I would say three aspects need to be looked after - Clarity, Consistency and Context. Clarity - Don't make your employer brand too generic and vague. Identify your target audience and appeal to them with clear messages. Consistency - The messaging and experience need to be consistent in your Communication across platforms and life situations. Context - One needs to be clear on the Context from cultural, geographical and industrial perspectives.

Communication is an important element of an organization's employer brand, aimed not only at potential employees to attract and retain top talent, but also at the public to enhance the company's reputation. It is important to note that not everything you hear about a company's employer brand is true. Employer branding is also a marketing tool that helps to improve the company's reputation and create a positive image of the organization.