A strong employer brand is a powerful tool. It can enhance your consumer brand and push your business ahead of the competition.
A strong employer brand does more than just attract the best talent, is also works to promote your company’s overall reputation. This can have an incredible impact on sales and turn your company into one of the most attractive organisations in your field.
Take Google for instance. They have established a strong employer brand that is recognised for its treatment of employees and forward-thinking employee initiatives. Everyone either wants to work for Google or imitate them because of their employer branding.
The issue with employer branding is that it’s easy to make promises to potential employees but if you do not follow through with a concise strategy and action plan, it can have a serious impact on your brand.
As employer branding experts, we know what makes a great employer brand and what doesn’t. We’ve seen a number of mistakes being made in the pursuit for an attractive employer brand. Here are the top six employer branding mistakes companies make and you need to avoid:
1. the “Quick Fixer”
Too many companies think that by sticking on a new logo and a new strap line, that they’ve done enough to revamp their existing employer branding strategy. New wording and new imagery is not enough to fix your company’s employer brand, it goes much deeper than that. A great employer brand strategy includes the core base of a strong and genuine message, great company culture and an emotional experience. If these values cannot be found behind the flashy logo and brand identity then you will not succeed.
2. the “Fly-By Brander”
Your employer brand strategy must be well-thought out and clear. For this, you will need a brand plan that includes success measures and realistic goals. Too many brands change the look and feel of their company and expect to see a better outcome in terms of talent attractions, but this simply isn’t enough. Changing the logo must be a part of a wider employer brand strategy in order to be successful.
3. the “Half-Brand”
Whether it’s lack of budget or lack of time, companies too often start an employer brand strategy plan with the best intentions but then the processes fall to the bottom of the pile and get forgotten about. Potential employees will see through this sudden lack of interest – so make sure you follow through and allocate the necessary budget and resources to your strategy.
4. the “Spam Brander”
Your employer brand isn’t simply a marketing activity. It’s actually more about the quality of the messaging and the truth behind it. You don’t want your potential employees to see your communications as spam or a series of lies. Make sure you plan out the quality of your messaging not just the quantity, as endless spamming can result in potential talent dismissing your brand as reputable.
5. the “Time-Traveller”
Be careful not to position your brand to fit the current market, try to think about the up and coming market, or the market of the future, instead when you position your brand. Estimate what employees will want in the future by using surveys and looking at trends, for example the 2016 Randstad Employer Brand Survey showed that 86.6% of New Zealanders would be willing to work more if they had an increased salary and 70.5% of New Zealanders would be willing to work less if they had a healthier work-life balance and less stress. How can you adjust your brand and business to fit their needs in the coming months and years?
6. the “Follower”
Following competitors is a prominent branding method; however, it can have negative consequences in the long term. You will be trying to attract talent from the same talent pool as your competitors, and they will be overrun with similar messaging. What makes your brand different? What makes you stand out amid your competitors? Try to find a gap in the market and take it, make your identity as unique as possible and offer candidates something your competitors do not.
For a more detailed look at employer branding, download our white paper The Candidate Experience.
Posted: Thursday, 20 April 2017 - 8:45 AM