A world of constant disruption and change is affecting the psyche of your talent like never before. Be it due to the global pandemic, WFH, climate change, technological advancements, or AI – your employees attitudes, wants, and desires have shifted. This is true of both present and potential employees, including the new generation entering the job market.
The disruptions and unknowns will continue. Thus, smart companies and leaders are reevaluating what it means to be relevant and competitive in today’s marketplace for talent. The stakes are high; you need the best and brightest people in your organization to outperform your competition. You must constantly innovate, adapt, and build a culture that is energized, sustainable, and resilient.
That means your employer brand must continue to evolve. In order for you to connect with top talent, your employer brand needs to remain relevant and amplify your distinctiveness and desirability. Amidst all of the disruptions, your people strategy will make or break your success as an organization.
Build an asset that magnetizes top talent.
An employer brand refers to the image, reputation, and perception that an organization has as an employer. It encompasses how the company is perceived by current employees, potential candidates, and the public in terms of its workplace culture, values, policies, and overall employee experience. The employer brand is a critical component of an organization’s overall corporate brand and plays a key role in attracting and retaining top talent and inspiring and motivating all your people.
A powerful employer brand can enhance an organization’s ability to recruit top talent, reduce recruitment costs, and improve employee retention. On the other hand, a negative employer brand can make it challenging to attract skilled professionals and may lead to difficulties in retaining existing talent. Therefore, organizations must invest in strategies to build and maintain a strong and positive employer brand. Your employer brand is a critical ingredient for your success.
Capture your company’s heart and soul.
Creating a powerful employer brand starts with rigorous discovery and an insightful diagnosis of your current work environment, employee engagement, cultural attributes, weaknesses, the competitive landscape, and the new world order. Through an intentional combination of research, interviews, surveys, and visioning sessions you can grasp the essence of your organization.
A savvy and empathetic understanding of your people’s wants, needs, and desires and how they intersect with your business strategy and goals is critical to the effectiveness of the brand. It’s imperative that you capture the heart and soul of your organization and the individuals in it. That’s the key to your unique DNA and differentiation.
This distinctive story must be true inside and out too. A healthy employer brand is built on integrity and alignment. The words spoken, the messages communicated, and the operational practices behind the scenes all match up. Thanks to this consistency, the sum becomes greater than the parts – a captivating organizational essence that draws people in.
What makes up an employer brand?
This basic framework captures the key components. Your employer brand must…
CULTURE
- Articulate your purpose.
- Define your values, behaviors, and actions.
- Communicate your vision and mission.
- Describe your culture.
- Convey conscientious leadership.
CORPORATE BRAND
- Align with the positioning.
- Define the customer experience.
- Reflect the personality.
- Connect with the business strategy.
ENVIRONMENTAL & SOCIAL
- Support a noble cause.
- Describe how you are making the world a better place.
EMPLOYEE VALUE PROPOSITION
- State your biggest people promise.
- Articulate the WIIFM, “What’s-In-It-For-Me”
- Define the employee experience.
- Connect personally and emotionally.
- Describe who will thrive in your organization.
- Clarify what’s expected from employees.
- Enhance your reputation as a great place to work.
Communicate clearly “What’s in it for me?”
A key function of your employer brand is to answer the WIIFM – “What’s in it for me?” You need to address the needs and concerns of your talent to be in the game. As you strive to connect personally and emotionally, be sure to:
- Describe who will thrive in your organization.
- Clarify what’s expected from employees.
- Enhance your reputation as a great place to work.
While these answers should be specific to your organization, there are universal themes in what employees need from their workplace and employers. You can use these as a starting point. From there you can build out a nuanced WIIFM that speaks to your team’s unique needs.
For instance, some organizations may find that employees are most concerned with flexibility and wellbeing, while other companies may have a greater emphasis on total compensation and advancement opportunities. It’s up to you to tune into your company’s culture and overarching brand to understand what matters most. When in doubt, have real conversations with existing and potential employees. Don’t try to manufacture the WIIFM in a silo.
Looking at McKinsey surveys and leading employee engagement research, top needs among talent include:
- Autonomy
- Safety
- Connection at work
- Workplace flexibility
- Career development and advancement
- Total compensation
- Meaningful work
- Health and well-being
- Inclusivity
- Recognition
As you consider your WIIFM, the selection and prioritization of attributes should align with the true heart and soul of your organization. Whichever aspects you choose to emphasize most, make sure they match up with your actual practices. That alignment protects your reputation – essential to your relationship with existing and potential employees. Be honest about your work-in-progress aspirations too; employees value transparency and authenticity.
Express yourself passionately and create real connections.
Once you’ve established an authentic strategy and framework, you need to create a brand expression that will help you stand out. Successful brands are courageous, bold, and passionate in expressing their narrative, rallying cry, and visual identity.
Are current and potential employees able to feel the palpable spirit of your organization within your organization? Can they feel a true sense of humanity? Are your communications memorable and entertaining?
This is about so much more than simple words on a page. Thoughtful approaches are essential to help you cut through the clutter and forge true connections with employees. How do you want people feel when they interact with you? These intangible qualities are the heart of your employer brand, and it takes creativity and strategy to ensure they are communicated meaningfully. A careful combination of strategy, design, and copy endears people to your organization.
Go where your ideal talent already hangs out.
It’s equally important that your brand is expressed in the right places. What channels do potential employees already value? Meet them there. Among your team, ask:
- Which social media platforms are current and potential employees using most?
- What universities are they attending?
- Who do they follow online?
- What organizations are they a part of?
- What events do they show up to in person?
Before pouring money into any channel, make sure that the audience truly aligns with the types of candidates you seek – based both on cultural fit and tangible skills/role. There’s no shortage of platforms and events you can pay for, so you must take a critical eye to your investment. You’ll see much greater results when you intentionally select aligned channels and thoughtfully allocate your resources to them.
You’ll want to tailor your content to the channel of choice as well. Take notes on what does or doesn’t resonate with employees in that particular forum. Allow each platform or opportunity to hold its own unique flavor while maintaining consistency in your overall brand and messaging.
Tune in to the changing tides.
Employer branding is much like consumer branding today – and sailing. With the constantly changing landscape, attitudes, and desires, you always need to know which way the wind is blowing. You may not need to change your sails with every new breeze, but the best sailors are always watching, measuring, and ready to make the necessary adjustments.
Brand management is ongoing. There is no one and done. The best of the best find ways to welcome the shifting currents and adapt their approach accordingly. They embrace the ride and their authenticity becomes a beacon for kindred spirits who join them in carrying out their purpose.
Get the support you need.
As you evolve your employer brand to meet the evolving needs of top talent in this ever-changing world, you’ll likely need support. Our firm is dedicated to helping you build meaningful connections with employees.
Through many years of experience in organizational strategy and creative excellence, we’ve developed a trusted path to shaping employer brands that bring results. Reach out to us, so we can help posture your company for the greatest success.