There is no question that a having a great consumer brand is extremely important. How your customers view your product and services is all part of your consumer brand, this is your tool to building up strong relationships within your industry and making your business a success. This only builds - if people grow to expect great things from you then they will continue to invest in you and spread the word about your brand. Equally, if they have a bad experience with your brand their feedback can contribute to negativity about your company and even to its failure as a brand.
Your employer brand on the other hand is altogether very different, and when it comes to recruitment it is your primary tool. It may have some things in common with your consumer brand, for example the target audience might even often be the same, but many businesses underestimate its power. When it comes to maintaining a successful brand, it is equally as important for your business as a whole.
how does your employer brand fit into your consumer brand
Potential employees need to know vastly different things about your brand than consumers do. The imagery and messaging that is pitched to potential customers simply will not work for potential employees. A future employee does not need to know that your product is the best in the market, but they do need to know how you will treat them as an employee, what they can expect from your business and what benefits they will receive.
In today’s candidate market, there is a high demand for certain skill sets, including in fields such as IT and mobile development. This means a vast number of jobseekers can now pick and choose the most attractive brands, and do that from an employee perspective. So even if you are at the cutting-edge of your field, the best talent may not choose to work for you if you can’t offer them an exciting workplace, employee benefits and career development.
You could have the biggest consumer brand in your field, but it doesn’t mean that people will want to work for you - you need to do more than that. By ignoring your employer brand you could be missing out on the best talent.
it’s not about customers it’s about candidates
If you haven’t already, it’s time to start thinking about how potential candidates perceive your organization.
Think about the finer details of your brand. Every time a candidate interacts with your business they will be exposed to your employer brand – that could be anything from your application process, your communications and media to your office environment and social media presence.
How well do these aspects of your brand fair for candidates against other brands? And most importantly, are you paying as much attention to your employer brand as you are to your consumer brand?
In order to attract the best talent you need to nurture and care for your employer brand, just as much as you do for your consumer brand. Many companies do not value their employer brand as much as their consumer brand and they can pay the price by missing out on the best talent, which can lead to the stagnation of growth and innovation. By really focusing in on your employer brand you can attract and retain the best talent, giving you a competitive edge over your competitors.
If you haven't already, it could be time to implement an employer branding program. It doesn’t matter how big or small you are, if you start making changes to your onboarding and application processes to attract the best talent, you will inevitably build up a better image of your organization to potential employees. Think about introducing rewards and new innovative ideas to your workplace to make you company as attractive as possible not just for consumers but also for employees, after all they are the future of your business.
Posted: Thursday, 13 April 2017 - 9:00 AM