Employer branding has made its way onto the corporate agenda in recent years. In an age of dire talent shortage, the ability to attract and keep key employees productive and happy is the lifeblood of many businesses.
To meet this challenge, employer branding creates an image of the company as an employer and makes it attractive to potential employees. Too many people leave attraction and employer image building to recruitment advertising, which is often rushed and unplanned.
Start with the target group
An impactful employer brand requires that target groups and differentiators are identified as precisely as possible. Your organization does not need to attract everyone, but only the talent that is important to your future. Start by asking: what are we recognized for now and how do we want to be seen by potential employees in the future?
The list drawn from the previous question should be split into three parts. The default factors are things that competitors can offer too, such as occupational health care, well-being days and training. Essential things to have, but not what sets your company apart from the rest.
Competitive factors are already on the next level. What do you do particularly well compared to your competitors? What are you investing in now or in the future and what are you developing intensively? What are the authentic things that your current and future employees value?
Differentiation factors are the cherry on top of the cake in employee branding. This often requires a bit more reflection and looking at the big picture for your business and its future. What truly makes your company different and why do your employees want to engage with it? What is most meaningful?
People often talk about the mission of the company, its purpose, responsibility or the change they want to accomplish together.
Now, it’s time for an action and communication plan. Give most visibility and resources to communicating and developing your differentiator factors. They should also often be at the top of the recruitment advertising agenda.
The three-part model is a fairly simple tool, but it will ensure that you get to build your own distinctive employer brand, and don’t end up offering a ‘ring-side seat’ in your recruitment ads next time.
Read more about developing your employer brand & do a quick test to see what level your employer brand is at here.
Author of the article: Jonna Ekroos, Fabrik’s communication strategist