The Power of Employer and Employee Branding in Building Successful Businesses
I had a lot of fun and very much appreciated the opportunity to speak about my experience with Employer Branding in my HR career with the HR Management students at FH Wien recently.
As I prepared for this session, I reflected on:
what it was about the employer & employee branding strategies we implemented that made them so successful and effective?
what benefits to the people, culture and business resulted in this success?
In this blog, I´d like to share my experience on answers to the above questions:
What it was about the employer & employee branding strategies we implemented that made them so successful and effective?
The critical elements were:
Clear Strategy: developing a well-defined employer & employee branding strategy is crucial and it should align with the organization's goals, values, and how it wants to be perceived in the market.
Employer Branding Team: a strong partnership and alignment on the strategy and deliverables is crucial between HR, Marketing & Executives, as all play a critical role in the delivery of the strategy being a sustainable success. Including employee representatives from business teams also means higher chance of success and they can provide valuable input for success.
Employee Involvement: involving employees in the branding process not only helped create a sense of ownership and engagement, but it contributed to the culture and values the company lived day to day.
Consistent Communication: consistently communicating the employer brand internally and externally, ensured that messaging aligns with the organization's values and culture .
Proactive Marketing of the Organization: including effective use of social media platforms introducing team members, each providing a testimonial on how they enjoy working at the company, attracted top talent globally.
Candidate Experience: providing a positive candidate experience throughout the recruitment process was a #1 priority. This includes providing transparent communication at all stages of the application process and providing timely feedback to candidates.
Measurement and Evaluation: defining clear and SMART deliverables either via key performance indicators (KPIs) or Objective Key Result Areas (OKRs) to measure the effectiveness of the branding strategies is the only way you can continue to evaluate success and continuously improve.
What benefits to the people, culture and business resulted in this success?
Attracting and retaining quality people.
Cost and time efficiency.
Enhancing employee morale and engagement.
Building credibility and trust.
Nurturing an evolving organizational culture where people want to join, stay and grow together.
Employer and employee branding play a crucial role in the success of businesses. In addition to the above benefits, companies that actively shape and promote their employer brand also enhance credibility with customers, leading to increased trust and loyalty. In today's competitive landscape, investing in employer and employee branding is not just beneficial; it is essential for building a thriving and successful business from all perspectives.
If you want to chat more about this topic or need support in developing and implementing an Employer & Employee Branding Strategy, please contact me at deluxleadership@gmail.com or via my Linkedin profile.