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The Beginner’s Guide to Talent Attraction: Understanding the Employer Brand (Part Four)

Back to Part Three – Collect and Analyze Talent Data

In Part 4 of our blog series on Talent Attraction, TalentSum’s Christopher Mengel breaks down the employer brand and helps you to think around this important issue. Use this post as a guide to help organize your thoughts and to get moving in the right direction.

PART FOUR – UNDERSTANDING THE EMPLOYER BRAND

Establishing a strong employer brand is an important strategy in being able to boost awareness and improve your ability to attract and engage talented people into your company.

Customarily, employers use employer branding to (1) improve awareness of the company, (2) communicate the EVP and key strengths of the company, (3) differentiate the employer from its competitors, (4) promote employee engagement, (5) create a filtering mechanism for candidates, and (6) to build awareness with targeted audiences. Having a strong employer brand can offer your company a real competitive advantage.

Every organization has an employer brand. By “employer brand” we mean the reputation of the organization, the perceptions of everyone around it, the culture, and even the way it cares about its people. It’s the sum of how everyone connected to your company thinks about the organization as a place to work. The employer brand is felt, seen and heard by every person inside and outside of the company – and basically everyone who interacts with the organization around the globe.

It might make sense to think of the employer brand is an “authentic inside-out” view for everyone to see. And we reinforce our own brand with words, images, stories – and by developing and articulating an effective employer brand message. One that resonates, connects, and motivates our target audiences to take action.

The best, and most authentic, brand messages traditionally go both narrow and deep in truth. And as a practice, they don’t hide from uncomfortable truths – and are often positioned as an answer to “here’s what our true self looks like” or “here’s who we are” and “here’s what you’re going to be a part of when you join” or “here’s what you are really getting into”.

The messages you are going to share – to attract candidates – need to designed to inform or help people understand why they should join, and why they will remain satisfied.

For your company, your brand message to the world needs to communicate your core value proposition and attractiveness as a place to work and thrive for employees. This will become your “promise” to prospective candidates. And you will use all of this to attract others, filter candidates in-and-out, and resonate and connect with others. Notice how all this ties together. Your data collection will feed into your insights. Your insights will be used to build up your core messages. And your primary messages pulled, yanked, stretched multiple ways to create dozens of secondary and tertiary messages that will be pushed out across your paid, owned and earned content channels.

Next time, we’re going to talk about how we develop and validate our employee value proposition.

Back to Part Three – Collect and Analyze Talent Data


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