Spotlight for Recruiting ProfessionalsJuly 24, 2013
An employer brand is an organization’s reputation as an employer and the image of the company as a great place to work, says Rob Kessler, assistant vice president of employee communications and employer brand for Enterprise Holdings.
“When an organization undertakes employer branding, the ‘product’ it is selling is the employment experience it offers,” Kessler explains. “It is not focused solely on recruitment, but throughout the entire employee life cycle.”
A strong employer brand allows you to connect with more of the candidate market by:
To create a strong employer brand, you must differentiate yourself from your talent and industry competition, Kessler says.
“If you don’t differentiate yourself, then the candidate’s decision would come down to merely pay and benefits,” he explains. “Your brand needs to have a deeper connection than that, and help explain why your company is different from all its other talent competitors. Focus on what makes you stand out and provokes an emotional response.”
To do so, sell your employee experience. For example, Kessler recommends showing how your company helps people’s lives.
“Stand-alone facts are boring and can be confusing,” he says. “Let employees share stories, show the workplace, and highlight employee events, rewards, and volunteerism.”
Beyond this differentiation, Kessler explains that, to be effective, your employer brand must:
Finally, your employer brand must be adaptable, flexible, and sustainable.
“Who you are as an employer doesn’t change unless your culture changes,” Kessler notes. “However, how you explain it and bring it to life does evolve since your candidates’ and employees’ wants and needs change over time.”
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