Written by

Frank Aneke

To become the best-in-class employer in your industry is not wishful thinking or an impossible position to attain.  Rather, it takes strategic planning and marketing communications skills that begin with a clear understanding of your employer brand and crafting compelling employer value propositions (EVP) that resonate with highly qualified talents in your industry.  

One may fairly ask, what is employer branding? Is it not what big companies do? Doesn’t it require a dedicated team, expensive media campaigns, and a bunch of consultants? Well, that’s not true. Both big and small businesses can develop and apply employer branding strategies in their hiring process and become choice employers.

To initiate employer branding for your business, first of all, you must understand the culture of your workplace and learn how to communicate the Give and Get of working in your business in order to attract the talents you need. These will differentiate your business to the point that skillful and high-in-demand talents in your industry will be seeking opportunities to join your business.

By definition, employer branding is the process of marketing distinctive realities of a workplace and promoting them to talents whose knowledge and skills are needed by the business to meet its fundamental goals and objectives.

To create a great employer brand, it’s important to spell out the value exchange and the intrinsically linked Give and Get with credible consequences between what’s expected from an employee and what they stand to gain from working in your business.

For instance, a first-rate employer branding campaign  must distill the realities of a workplace and address key questions such as those listed below:

• What the employee experience is really like?
• What does it take to both survive and thrive?
• What’s possible if you’re willing to put in the effort, work, sacrifice, learning, or commitment?

Unlike consumer branding, employer branding involves less push and more pull, so developing overtly glorious employer branding might not achieve the key objective which is to attract the right-fit candidates for your business and repel those that will not fit in. Regardless of whether you’ve done anything to build an employer brand, the interesting fact is that you already have one. Your employer’s brand is written on the faces of your employees when they are asked where they work. Their answer or body language speaks volumes of your employer’s brand. Your employer brand is equally present in the gory or glorious details of your Glassdoor reviews. It’s also embedded in the positive energy or malaise at your workplace every day. So, the decision to enhance or overlook your business employer branding is entirely yours to make.

Moving forward, if you need help with your business employer branding, we at FieldWork Recruiting are here to support you. We can offer you obligation-free consultation and help you fast-track your employer branding efforts to enable you to compete for quality candidates in your business sector.

To start the process, I would be delighted to discuss how we can add value to your business. Please feel free to reach out to me on 0491 716 954 or email me.

 In next week’s edition, we will be examining the benefits of Employer Branding in (Part 2) of this series. Watch this space!