Abstract from 20/20 Employment Branding:
Employment Brand Defined
In this session, we'll talk about creating and leveraging a "brand" to increase your recruiting success. We'll identify the strategies that are used in marketing and advertising to attract customers, and apply them to the goals of attracting the best possible candidates. So, instead of building a consumer brand focused on selling your products to customers, your goal is to develop an effective employment brand focused on promoting your business to attract the best possible candidates for your culture.
Effective Brands
WHAT Does a Body Good?
You're in Good Hands with WHICH COMPANY?
Like a Good Neighbor WHICH COMPANY is There?
WHAT are Forever?
Each of the examples above speaks to a simple and effective consumer brand. They have a distinct message that can be conveyed in very short statements, and through marketing, they have impacted the way we feel about their products. Milk is good for you. Allstate has great coverage. State Farm is your local insurance provider who is there when you need them. Want a gift that will last a lifetime... you guessed it- De Beers diamonds ARE forever.
When an employer can establish, communicate, and reinforce an effective employment brand, they will realize an increased stream of applicants better suited to their work environment, which in turn leads to an increase in employee retention. Many key factors that influence an employee's decision to stay with an employer.
A brand can generally be defined as the sum of all characteristics and distinguishable features associated with a good or service – its unique personality. Brands are comprised of logos, images, slogans, and features of the good or service, along with all the supporting communication and promotion of these items. Simply put, a consumer brand should be built around the customer experience; therefore, an employment brand needs to be built around your employee's experience.
Identifying Your Unique Employment Brand
Establishing an effective brand in the consumer market requires a company to understand what drives consumer behavior. Likewise, in order to establish an effective employment brand, a company must understand what drives employee behavior.
One essential and oft-ignored necessity of branding is identifying the current reality of your situation, not what you wish your situation was. If the branding is not absolutely true and consistent with your business today, it will not be effective and will not last. In fact, a false brand will have negative effects, and cause resentment among your current employees. For example, you can't promote excellent opportunities for advancement if you don't make a regular practice of promoting from within...
I will be presenting a full workshop on developing an employment brand at the 2009 Human Capital Summit- from creating the brand identity to measuring brand penetration. You can register for this workshop at the official website, here.
