The Employer Brand Conundrum

Having an effective employer brand is the key to having a great talent acquisition strategy

. The major problem has stemmed from the growing use of social media which has made this process a little more complicated.

Effective employer brands are accurate reflections of a companys culture, ethos and purpose. Employer brand stems from the employees of the organisation, and is possessed by the employees of the organisation. At this point, employer brands are not put together; they are discovered, expressed and managed. Despite the fact that social media has made it a lot harder to successfully manage employer brands, in certain ways it has made it much easier to manage. The true impact of social media is transparency. Employees have always been in control of the brand, they have just been unable to provide their own views to much larger audiences as they can nowadays through social media.

The transparency that has been created through the increasing influence of social media has revealed that managing an employer brand is no longer about simply finding the brand and looking for ways to express it through corporate communications. Employer brand management has changed dramatically into a full blooded sport that has some very broad implications for organisations.

In terms of creating an effective employer brand to fit within your organisation here are few basic tips to get you started:

Know your master brand first if you are havent already built up a relationship with your marketing manager then get one. Try and understand both the ins and outs of your main brand. You will be unable to effectively create an employer brand unless you are able to know how it slots in into your larger brand. Furthermore, you will need to have built up an effective relationship to make your employer brand work

Its employer brand, not employment brand it is important to note that a brand is all about the employment experience. However, you are choosing to work for an employer and you may well have quite a few employment experiences from within the context of one employer. Make sure that you have a clear outcome first and then connect to the actual process of employment.

Bring in tools and execute last dont under any circumstances begin your brand with product creation. That is like putting together a commercial for cereal without any knowing whether it is any good. If you are at the start of building an employer brand, you shouldnt be talking about execution, technology or social media vendors. These people will be more use to you after you have put a strategy into practice first.

by: Brendan Wilde

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