The importance of effective Employer Brand Management is something that savvy organisations are starting to take far more seriously, as they grasp the link between their bottom line profits and what existing and potential employees think about them as an employer.
So how do you go about managing an employer brand then?
From our perspective, more and more clients are asking us to build and promote their employer brands internally and externally using podcasts. These ‘employer broadcasts’ or as we call them ‘EmployerCASTS’ prove incredibly powerful, because they bring an organisation’s employer brand to life.
Let me explain a little more…an EmployerCAST™ is an audio or video podcast, hosted on an intranet or internet site that communicates messages to existing and potential employees. EmployerCASTS™ increase the likelihood that you’ll motivate and retain your existing team and attract and recruit the best new talent. Just imagine hearing the CEO talking passionately about your organisation’s vision and values or your employees waxing lyrical about why someone should join you.
There are numerous resources out there that claim to ‘demystify’ the subject of Employer Branding, for a great overview of best practice, check out the CIPD’s free guide entitled ‘Employer Branding: a no-nonsense approach’ – it’s well worth a read.
Posted in: General
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.
Posted in: General