First, let's get this straight: your employer brand is not your logo, colors, or headline! Instead, a company's employer brand is a shortcut to decision-making on whether the talent you need will follow, stay, join, or leave your company.
Every day, the average person sees over a hundred messages in their social feeds and in their inboxes. Your potential candidates will be grateful to you if you help them understand the value of your employer brand quickly so that they can make a decision much more quickly than having to sort through all of the options they have to make on a daily basis.
The employer brand adds value and creates relationships. A good employer brand shouldn't just push your audience to work with you but should also inspire them toward your company.
A good employer brand distinguishes itself with its brand strategy, attracts with its brand expression, and converts with its brand presence.
In order to develop an effective employer branding strategy, there are four stages to follow:
First, you will build an employer brand position. Here you define the core of your employer brand. Who are you? Why do you exist? Where are you going? And what is your position in the market (talent market)?
After, you will build your employee value proposition EVP and identify a unique mix of attributes to offer. In this stage, you identify whom you're helping, who else is doing the same, and how you're different. What is your employer brand to candidates, employees, and customers? What do you provide for skills, expertise, and attributes? You will define the attributes of desirable persons and describe people who will love working for your company.
The third stage is all about employer branding expression. Identify how your brand will behave, and how it will act to make sure it acts like someone your audience would want to hang out with and work with.
Lastly, once you know how your brand will behave, you will decide what it will say and how. You will create statements and taglines. You will understand what elements of brand identity are, and then you will talk about logo, color, and other brand elements. You will manage your employer brand.
Following this employer branding framework will help you to be consistent while developing reliability and trust but will help you to be as well adaptable to varied talent audiences.
Final Thoughts:
A successful brand development process entails creating a brand that effectively communicates a company's unique value proposition while resonating with its target audience. It is a process that requires incorporating mentioned elements to help your company stand out from the crowd as a consistent, adaptable, and authentic brand across all touchpoints.
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Do you want to learn how to build an employer branding strategy that distinguishes, attracts, and convert > check out my digital workbook ;-)