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Let’s talk about an all-too-common mistake many businesses make that truly damages their employer brand. A recent search for a senior HR position resulted in hundreds of resumes and several top candidates. After three rounds of interviews—a process that took several months—an offer was made to one of five finalists. The other four finalists were never followed up with and their inquiries were ignored.
- Do you think those four candidates will tell others about their poor experience with your company?
- Do you think they’re likely to apply to your company in the future?
- Do you think they’re likely to buy or recommend your products and services?
Yes. No. And absolutely not.
Touchpoints Define Your Brand
According to Hubspot, “86% of workers would not apply for, or continue to work for, a company with a bad reputation with former employees or the general public.” In addition, they note, “69% of surveyed employees think it’s extremely/very important that their employer has a brand they’re proud to support.
A company’s brand—both its product/service brand and its employer brand—is defined by consumers, customers, employees, and potential employees. Their impressions are formed based on every touchpoint they have with your organization, its products and services, and its employees. Not just from a marketing and sales standpoint, but any interactions—including interactions that are part of the talent acquisition process.
“Ensuring that the internally focused and employee-directed employer brand aligns with all external communications and marketing allows for consistent messaging and one story,” says Julianna Jacobson, SVP of Marketing Communications, at Hot Paper Lantern, a marketing and communications agency based in New York. When there’s a disconnect, she says, employees—and prospective employees—“can become powerful brand detractors.”
That’s why it’s critically important for your talent acquisition efforts to be aligned with and supportive of your overall brand.
“All brand interactions and experiences (internally and externally) should align with the brand, therefore creating a holistic, well-rounded reputation and shared purpose,” Jacobson says. “A strong employer brand taps into the emotional aspect of the company, creating brand ambassadors with strong connections to the brand.”
Building Alignment
Companies with a strong employer brand, says Jacobson, will benefit from more applicants. LinkedIn research indicates that 75% of job seekers will consider a company’s brand when deciding whether or not to apply for a job. In addition, LinkedIn research says that companies with strong employer brand experiences will generate 50% more qualified applicants.
The employer experience matters. Ensuring alignment with that experience and the company’s brand, says Lisa Tilt, CEO of Full Tilt Consulting in Atlanta, is work that “is best done through an organized cross-functional team,” she says, recommending that the team included representatives from:
- People/talent
- Learning and development
- Talent acquisition
- Employee/internal communications
- Marketing
Plus an executive sponsor. In addition, she suggests, “consider including someone from IT if implementation for communicating your employer brand will rely on tech platforms.”
An important output from the team, Tilt suggests, should be an “Employer Brand Playbook.” The Playbook will operationalize every touchpoint for current and future team members, she says. “Consider former employee touchpoints as well, as they are often a great source of future candidates and business,” she adds.
Before rollout, Tilt says, the team’s recommendations should be tested with key internal stakeholders that might include VP and director-level members, plant leadership, known internal company advocates, and union leadership, if applicable. In addition, if there are locations in other countries, be sure to include leaders from these locations as well. After their initial work, Tilt suggests that the team continue to meet on a quarterly or semi-annual basis to assess, revise, and reimplement employer branding efforts.
Market to Consumers—and Potential Employees
In addition to ensuring that talent acquisition efforts are aligned with the overall brand, overall brand messaging should also keep the employee audience in mind.
One way to build alignment, Jacobson suggests, is by highlighting employees in marketing and communication efforts. That, she says, serves to humanize a brand, pointing to research from Edelman which indicates that 53% of people trust people like themselves as a very credible source of information. Positive word of mouth—from employees as well as customers—can drive brand preference. But the reverse is also true.
ADP suggests four ways to improve employer branding:
- Understand your current status. How do employees, and prospective employees, currently perceive your brand?
- Develop an employee value proposition (EVP). This is a statement about what makes your company a great employer in ways that help differentiate it from other employers.
- Advocate for your brand. They point to HubSpot as an example of a company that has done this very well, mentioning their “Culture Code” slide deck which outlines the company’s brand values.
- Engage in employment marketing. This, they say should go beyond position descriptions to include channels like videos, social media, and other digital content. They reference Microsoft’s JobsBlog as a good example.
The importance of aligning your employer brand with your corporate brand cannot be overstated. It’s not just about attracting top talent, but also about retaining current employees, reducing turnover, and creating a positive image that resonates with both potential employees and customers. A strong employer brand can differentiate your company in a competitive market, increase the likelihood of candidates applying for a job, and foster a sense of pride and connection among employees.
A well-aligned brand can also create brand ambassadors who can further enhance your company’s reputation. Remember—every interaction, including interactions during the talent acquisition process, contributes to the overall perception of your brand. That makes it especially essential to ensure that all touchpoints reflect the values and desired brand image of your company.
Ultimately, a strong and well-aligned employer brand can lead to more applicants, more qualified candidates, and a more engaged and committed workforce.
For the top employer brand tools to help your recruitment marketing efforts, visit our marketplace now. Happy hiring!
