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Establishing your Employer Brand

By Tricia Hay and David Tovey

The ability to attract and retain the best talent in the market is key for any organisation, but never more so than in highly competitive sectors where niche skill sets are in high demand.

Right now there is fierce competition for the best ‘talent’, employment levels are high and candidates are ever more discerning about which employers they will consider joining.

What is an employer brand?

“Employer brand is what people say about your reputation as employer when you are not in the room”

Employer brand refers to the perceptions that key stakeholders, and specifically current and potential employees, have of your company, business or organisation. It is about how they view the company; from how you conduct yourselves in the market, through to what they think it would be like to work for you. An effective employer brand presents your organisation as a good employer and a great place to work and can, as a result, help with recruitment, retention and generally affect market perception of your company.

A clear employer brand offers significant benefits to an organisation. It can significantly improve job application rates and put your company and provide a wide pool of top candidates to choose from. In tight recruitment markets, where competition for the best talent is fierce, it can also help keep an organisation top of mind, make your company stand out in a crowded market and provide compelling reasons to join your company rather than going elsewhere.

It’s about retention too

In organisations where values, culture and desired behaviours have been deeply embedded across the organisation, employers are more likely to benefit from an increased level of engagement from employees. Improved employee engagement and motivation has a well-established link shown to greater productivity and higher retention rates; all of which contribute to retaining skills and knowledge, and ultimately improving bottom line results.

Increased engagement with a brand also helps to build employee loyalty, thus reducing the risk of losing your best people to competitors, and avoiding the financial implications of recruiting and on-boarding their replacements.

With such significant benefits it isn’t surprising that employers across all sectors and of all sizes are investing in developing and more effectively communicating their employer brand.

Establishing your brand

Questions to consider when establishing your employer brand include:

When you have a clear understanding of the above you can start to build a picture of what reputation you want to communicate as an employer and, even more importantly, ensure that this is fully embedded into the culture of the business.

 If you would like to know more about how First-Base can help you develop your employer brand contact tricia.hay@first-base.co.uk

Employer Brand in the Social Media Age

Finding the most skilled and talented individuals with the right attitude to help grow our businesses has never been easy. At a time of high employment and high candidate expectations – whether recruiting permanent or temporary staff; it has never been more important to focus on your reputation as an employer.

Just as a company has a ‘brand’ designed to reflect what customers can expect of its products or services; a company has an employer brand that reflects what employees can expect of its employment practices. The best and most profitable customers are attracted by a brand that can be trusted to deliver on its marketing promises and the best talent is attracted by an employer that can be trusted to fulfill the promises made in a recruitment campaign or at interview.

In any economy there are people ‘desperate’ for a job who might accept any role that comes their way. But these candidates are too often not the ideal people to fill the roles that businesses have available. The best candidates at all levels have choices, they are discerning, not desperate.

Put simply, the businesses with the best employer brands attract more applications from the best candidates. Companies that appear in The Times Top 100 Best Companies for instance, enter the competition because they know that being recognized as a good employer has a direct effect on recruitment and ultimately bottom line results.

Instant reputations

It used to be that an employer’s reputation was disseminated just by word of mouth. Today, with the availability of multiple social media channels, experiences and reputation, good or bad can be shared instantly with many thousands of connections. One of those connections could be just the person you are looking for.

The first place a candidate checks out when you run a recruitment campaign will be your company web site, where your ‘brand’ is exhibited for all to see. That web site has probably been carefully crafted by marketers to tell the story of your business as well as its products and services. It may have a recruitment section that potential candidates will view to get a feel for your attitudes as an employer.

The next place candidates go to are their social media contacts (evidence shows that people trust what their social networks say more than they trust what a business says) to find out if anyone has experience of working for you or even being interviewed by you. Just like people might use Trip Advisor – they will also check out on line sites such as ‘Glass Doors’ to see if you have been mentioned by past and present employees.

There is a new breed of candidates who are part of Generation C (Generation Connected) and it is generation that has no age limits. They know how to access information and there is plenty of information out there for them to find – whether you have an employer brand strategy or not.

Of course people also still use word of mouth ‘off line’ as well. In the Students Union if they have been on a graduate placement or in the pub after a day’s work, people with experience of working for you (or just being interviewed by you) will share their experiences. And have you ever wondered what reputation as an employer you have with recruitment consultancies?

The great news is that you can decide whether the experiences shared are positive or negative. Businesses often invest heavily in branding their business in order to attract customers. Today, the most successful businesses, invest in their employee brand to ensure they attract the best candidates.

David Tovey
International Speaker, Consultant and Coach
Non Exec Director – First Base Employment

Forget initiatives, live the philosophy

Does your business suffer from initiative fatigue?

I’m really fortunate. I get to work with some great people in great organisations. I frequently get to facilitate off site strategy meetings with senior managers at fabulous locations in the UK and internationally.

Strategic planning meetings are really important. They give the senior team time away from the business to focus on the future away from the pressures and detail of day to day issues. As we consultants are fond of saying, “it gives senior managers and business owners time to work on the business instead of in the business”.

It’s usually not long before the senior team is talking about the need to be a more customer or client focused business and being a great place to work. Senior managers are right to spend time on this – Customer Experience is fast becoming recognized as THE way to differentiate a business.

After ‘away days’ it’s usually not long before members of the senior team volunteer or are allocated responsibility for an ‘Employee Engagement’ or ‘CX’ project. Anticipation about what can be achieved is often high at board level, budgets are allocated and the top down communication about the initiative begins.

Initiatives, initiatives
It sometimes seems that as soon as a great concept is given a label it is in danger of being misunderstood, misinterpreted and then executed badly. It is then too often dismissed by those it was intended to ‘engage’ as just another management fad – destined to wither on the vine.

I can testify to the high number of positive nods and groans I hear when I ask audiences if they have ever suffered from initiative fatigue anytime during their careers!

As a change initiative starts to gain momentum, many organisations underestimate the challenges and complexities. Senior managers often want to see lots of activity and rapid progress. From team bonding sessions, project teams, ‘back to the floor’ projects for CEO’s to newsletters, social media strategies, employee and customers surveys – all kinds of activities are implemented. Sadly many of these activities are more likely to result in cynicism than aligning people with the aims of the business and gaining commitment, particularity with people have ‘heard it all before’.

No silver bullets
Lots of companies want to be recognized as organisations that deliver exceptional customer experience and identified as great places to work – but too many want to find short cuts to getting there. They look for silver bullets or boxes to tick. But there are no short cuts when you need to address the fundamental employer/employee relationship and link it to delivering a great customer experience. People have to be properly aligned with the business strategy and values in a focused, congruent and mutually supportive way.

It’s not engagement or CX ‘initiatives’ that are needed – what works is the embedding of an engagement and customer experience philosophy that is lived by everyone from the bottom to the top of the organisation.

Great places to work with engaged employees who deliver excellent customer experience:

Are clear what they mean by engagement
Are clear what they mean about customer experience
Have a senior management team fully committed to it
Ensure that everything they do supports the core purpose and values of the organisation
Are clear about how they measure engagement and CX
Acknowledge that where action is required no single intervention is likely to succeed
Keep lines of communication with senior managers open
Actively encourage collaboration at all levels
Continually recognise, reward, celebrate and reinforce what is being done well
Look for and measure the impact of engagement and CX on business results
Recognise that employee engagement isn’t a destination – it’s a journey.
Many organisations are just not up to the challenge. They want rapid results based on short term investment and when things get a bit tough another initiative goes on the back burner – yet again proving the cynics right. Every one goes back to business as usual – until the next away day and the next management initiative.

You have to believe in and live the philosophy if you want to avoid initiative fatigue.

David Tovey

David Tovey is author of ‘Principled Selling’ published by Kogan Page
and Non Executive Director of First Base.

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