Taking a strategic approach to your employer brand program is likely to result in CEO/senior management engagement and allocation of the resources required to effectively build competitive advantage like companies such as Google, PwC, and McKinsey & Co have consistently achieved over time and that regularly rank highly as ‘best places to work.'
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Having a clearly defined strategy is the most important factor in achieving employer branding objectives.
That’s the takeaway from the Employer Brand Institute’s Global Research Study of more than 2,000 companies.
Engaging the CEO and senior management in the benefits of employer branding also ranks highly. Surprisingly, conducting internal and external market research ranked the lowest in importance, suggesting companies are rushing into employer branding without a clear direction of where they are heading.
The results of the global study should be a concern for CEOs where money invested in employer branding initiatives may be misdirected and/or misaligned with the business strategy. Most companies are in the early stages of developing an employer brand strategy that builds competitive advantage (globally only 16% have a clearly defined strategy), so the survey results provide some important guidance for leaders to ensure their investments are focused on priority areas.
The survey also found while 31% have a strategy, it can be developed further. Importantly, 37% of companies have already begun work on developing their employer brand strategy. A small percentage of respondents (13%) said their company does not have an employer branding strategy (see Figure 2). These companies may be in the early stages of developing a business case for investment or the department responsible for managing the employer brand may be having difficulty engaging the CEO and senior managers to allocate resources toward the strategy.
Getting it Right the First Time
We suggest six key areas to focus on to ensure you develop an employer brand strategy that will assist you achieve your program objectives.
1. Determine how employer branding is viewed inside your company
You should define what employer branding means to your company.
Your employer brand is “the image of your organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers, and other key stakeholders).” Employer branding is therefore concerned with the attraction, engagement, and retention initiatives targeted at enhancing your company’s employer brand.
If you take too narrow a focus on employer branding, it is likely to end up as a departmental project that’s not aligned with the overall business strategy. For example, if you believe employer branding is only about recruitment, it is likely your organization will have already closed up shop on employer branding as a result of the economic downturn while competitors who understand the concept are continuing to invest resources as part of a long-term employer branding strategy to attract and retain talent.
2. Define employer brand objectives and project scope
Defining
your objectives up front will save you time and money in the long run
and keep your program on time and on budget. Companies have different
lifecycle stages and therefore will have different objectives at
various stages. Your objectives may be related to the whole employer
brand program or a specific employer brand project (e.g. establishing
an alumni program or employee referral
program). Your objectives may include integrating the cultures of two
companies during a merger, decreasing staff turnover rates, increasing
volume of hires for a summer recruiting campaign, improving candidate
quality, or reviewing and updating your career website to appeal to graduates.
3. The relationship between HR, marketing, and communications
Ownership
of the employer brand strategy is often a gray area that should be
clearly defined so all key stakeholders achieve consensus and are
united in the objectives. To obtain both budget and buy-in, human
resources often has to drive employer branding through internal
education and awareness building.
While some level of oversight or standards adherence is natural and may vary depending on the organization, the employer brand is a long-term, strategic talent management endeavor. The strategy and messaging are designed to attract/engage/retain talent, which clearly sets up a strong case for collaboration between human resources, marketing, and communications (e.g. marketing/communications can offer some compelling strategic support such as website analytics and target-market segmentation).
In instances where there is a lack of collaboration, power struggles ensue, projects can be delayed, and creativity/strategy minimized to the detriment of the outcome.
4. Discovering your employer brand
The key to
developing your employer brand strategy is to arrive at a comprehensive
understanding of the organizational culture, work experience, key
talent drivers (engagement factors), external perceptions, leadership
vision, and management practices. Operating from this position of
intelligence supports the construct of a message platform that is
authentic, compelling, differentiated, and that will be internally
embraced, appropriately received in the external market and
consistently delivered upon by the organization.
This can be supported through quantitative research (e.g. survey mechanisms) and qualitative research (e.g. focus groups, leadership interviews, roundtable meetings). It’s also an ideal phase to do some competitive intelligence gathering and benchmark against available insights. In this era of increasing transparency, the organization’s external reputation can be considered through both external focus groups and/or some level of online reputation audit to determine ‘what is being said’ about the organization via web channels (blogs, social networks, and corporate rating sites such as JobVent).
5. CEO and senior management engagement
It pays to
have conversations about your employer brand with the CEO and senior
managers in the early stages of developing your strategy. The Employer
Brand Institute’s global survey found engaging with these key
stakeholders is very important in achieving employer branding
objectives (see figure 1) and could be conducted using a roundtable
forum on employer branding.
This is only an excerpt. Read full article (and figures) here.
Published on ere.net, May 18, 2009
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