Do you know what your employer brand is?
The concept of the ‘Employer Brand’ has been growing in popularity in recent years as organisations fight to attract and retain the best talent.
The subject has been the topic of numerous books, HR trade press articles and conferences, which encourage employers to ‘create’ a powerful employer brand and become an ‘employer of choice’ – as if it’s something you can magic up out of thin air!
Our view is slightly different – we believe that if you’re an employer (that is, you have one or more employees) then you automatically have an employer brand. It’s not something you suddenly decide to create, it already exists – you maybe just don’t realise it.
The trick is to recognise the employer brand you already have and manage it – understand what it is today, have a vision of what you want it to be in the future and develop a communications plan to get it there.
There even seems to be some confusion over what an employer brand is, our definition is simply this:
"Your employer brand is what people (existing, potential and ex-employees) think about your organisation as a place to work."
Some final words of wisdom from Terry Leahy, CEO of Tesco who explains it this way, "Your employer brand is not what you say it is, it’s what your people tell you it is."
We wholeheartedly agree.
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