Is Your Employer Brand as Hot as the Job Market?
With the joblessness rate down to an all time low, employers are scrambling to attract good employees. For the first time in years, there are more open positions than job seekers in the United States. Organizations are beginning to invest heavily in their employer brands and create content and other tools designed to attract top talent to join their teams.
What Is an Employer Brand?
The employer brand is a highly social, totally public version of your organization that incorporates what employees think, feel, and communicate to others about your organization as a place to work.
In building a strong employer brand, organizations can have a shot at winning the war for talent while also:
- Bolstering their recruiting efforts
- Demonstrating that they’re a great place to work
- Standing out as an employer of choice to potential candidates
- Reinforcing company culture and boosting morale and employer affinity among current employees
Defining Your Employer Brand Position
To attract the best employees, you first need to define your employer brand position. Your employer brand position refers to the specific, intended meaning and ideas you want your target job candidates to associate with your organization as an employer. More precisely, an employer brand’s positioning articulates why it is superior to other organizations in the marketplace in terms of employment opportunities. Ideally, an employer brand’s position is grounded in insight about the goals and perceptions of a targeted group of job candidates. The result is a shared vision for the employer brand throughout the organization, helping to guide tactical thought. The target job candidate will see the end result of the positioning statement—the content, communication, and channels for distribution that the positioning statement strategically guides and informs.
An employer brand position should contain the following components
- The target, or a brief description of the targeted candidates in term of identifying characteristics such as demographics and psychographics.
- A frame of reference, or a statement of the target’s goal that will be served by working for your organization.
- The points of difference, or an assertion regarding why the brand is superior to alternatives in the frame of reference. This may include functional or emotional benefits.
- Reasons to believe or supporting evidence for claims related to the frame of reference and the point of difference.
Developing Content That Aligns with Your Employer Brand Position
After you’ve defined your employer brand position, start creating content that leverages your organization’s best asset, your happy employees. Interviews with interesting, interested, passionate employees can become the backbone of your employer brand and communicate your desired position. Content is developed by identifying employees that are strong representatives of your organization and using them as the subjects or authors of content that reflect your employer brand position.
Once your content has been created, it should be distributed on a variety of platforms, all in alignment with your desired employer brand position. Typically, content is distributed on your organization’s website or talent brand website, through social media platforms like LinkedIn, Twitter, Facebook, and Instagram, via email marketing to potential candidates and recruits, and internally on your organization’s intranet to promote your talent brand inside of your organization.
With a well thought out employer brand in place, you’ll be one step ahead of your competitors (i.e., all other employers seeking to fill job vacancies) in the ongoing competition for top talent.
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