How the CMO Can Improve Your Employer Brand Identity

In 2013, Chief Marketing Officers everywhere were told that “recruiting is becoming more and more like marketing every year” (Deloitte / Bersin). Here’s what they can do about it.

By now, if you are like most CMO’s, you have already had at least one person over in Recruiting ask you to:

  1. rewrite a job description that stinks – to appeal to more good candidates.
  2. translate talent-related data – to understand who you should target.
  3. expand social recruiting – to connect with more good candidates.

Up until now, these kinds of requests have been relatively easy to answer. But maybe now you are starting to think about how to shape your employer brand identity to stand out from all other employers in the industry.

Let’s assume for a moment that you already have a differentiated corporate brand identity that resonates with your prospects and customers. Let’s also assume that it already represents what the organization stands for in the marketplace. And that it’s aspirational and currently speaks to the right “personas” – and is currently attracting the right prospects.

Improving your employer brand identity will help you stand out in the crowd and attract more right-fit candidates.

Start with the end in mind. If your goal is to attract more right-fit candidates, then begin by profiling a few of your right-fit employees. Learn more about who your best employees are and where they came from. Find out why they are committed to your company.

Dig into talent-related data to learn character traits, interests, and attributes of your most right-fit employees. What does this data tell you about who you should be trying to attract into your organization? How did you recruit them in the first place? What were they doing before you hired them? Where did they hang out before you met them? What level of education did they have before you hired them? What do they like most about your company? Why do good employees stay? Why did other good employees leave? Translate your talent-related data to get actionable insights that you can use to shape your employer brand identity.

Remember your competitive analysis? Now complete a new one, but this time focus on employees and candidates – not SWOT, products/services, etc. Again, what does your data tell you about the talents and skills or traits and attributes that matter most to others? Why does it matter to them? How are other companies positioned to attract the talent they want most? Where do they find or meet people they eventually hire? What networks did they build or join to start new two-way conversations. How are they using social media? Which channels are they using most to attract talent? What technology and platforms are they using to enhance their recruiting capabilities. What are their employer value propositions (EVPs)?

Since you already have a clear and focused corporate brand identity and brand position in place, this shouldn’t be too unfamiliar. Use the same approach to create an employer brand identity and brand position to stand out in the crowd and connect with the people you want most inside your organization.

You can use these insights to begin to build out a complete employer brand identity system with extended and core identities, brand essence, employer value propositions, and so on. You don’t have to wait any longer. Seize the day today.


PS: Check out our services and employer options, and please share this with anyone looking to a build a thriving organization. We’re currently seeking qualified BETA / Pilot customers. A typical pilot will last between 4-6 months long and starts at only $3,000 per month.


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