Employer Branding: Absolutely Essential
Lisa Bottorff
Essential, Engaging, Effective.
A company that is not working on employer branding is frankly missing the boat. With the abundance of social media avenues available today, promoting your employer brand has never been easier. Prospective applicants want to know your company is a good place to work. That your organization is fair. That you embrace diversity. That you treat employees like family. If all of this comes across in your brand, your organization becomes a place where people want to work. It is the most effective type of marketing available to you!
Developing an effective employer brand certainly starts at the top. Make sure human resources has a seat at the management table. Examine your policies and procedures and most importantly, your Mission, Vision and Values statement. Ask yourself, is the message communicated throughout your entire organization so employees on the front lines embrace it just like your management team?
Employees need to know how important their jobs are. Why that little piece they are putting on a wheel is vital – and what can happen if something happens to that wheel because they didn’t take the care required. Organizations with the most effective cultures make sure employees understand how their part of the puzzle fits in the overall picture.
How Do You Look?
You can’t hide these days. A quick Google search will turn up almost everything about your company from financial statements, employee satisfaction to pay and benefits. Your employer brand communicates it all to your community and your potential workforce. If you can get your employees bragging about how great your organization is then you’ve got it made. You won’t need to do a lot of marketing to find top talent if you’ve become a great place to work and you have everyone talking about it.
