With trust in the economy and employment returning, it now seems as if employer branding is climbing higher on the ladder of companies priorities. As we near the end of 2013, we round-up key employer branding news over the last year.
We have seen many companies succeeding at getting their employer branding right in 2013 and this round-up brings together the best and most important ways that you need to adopt in order to drive your company forward!
1. Top advice for strong employer branding
How to solve the talent shortage in Asia-Pacific? Paul Farrar, chairman of Aspire Global Network, offers seven action items to turn the industry into an attractive career option and fill it with vibrant people.
“It’s not a talent churn, it’s a vortex”, so says Kate Robertson co-Global President of Havas Worldwide when considering the challenge of recruiting and retaining the people needed to satisfy client demands.
Asia’s talent shortage is an oft-discussed problem. We all know that people with genuine passion and ability in the whole range of marketing-related skills from media planning to digital creative are in short supply, and that almost all employees, not just the best people, are difficult to retain.
2. Employer Branding – 5 companies who got it right
Any firm looking to recruit staff will want to attract the best and brightest talent out there and there are various techniques used to appeal to the highest quality candidates.
These include: graduate employee programmes where you can foster individuals who show promise but may benefit from experience; internships where you can ascertain the skill levels of your potential intake and perhaps find someone to offer a long term contract to and mentoring schemes which encourage enthusiastic job seekers to hone their talents and teach them about their chosen industry. Grass roots recruitment are just one of many who sponsors training for talented individuals while they are still in education.
3. Three Companies that “Get” Employer Branding
To make it quick: employer branding ultimately comes down to your employees’ job satisfaction. So to do it right, you have to treat your employees right.
Here are three companies that have a compelling web footprint, which is important to recruit top talent. Learn what these companies are doing for their brand and how you can do the same.
Who doesn’t want to work at Google – especially after watching The Internship? Google makes all their employee perks (nap pods, free meals and the Google-colored bicycles) known over the web. And Google Career’s tagline alone, “Do cool things that matter,” could convince anybody to work there.
4. Building a Social Media Strategy for your Employee Networks
Global Employee Networks and Employee Resource Groups must broaden their technology reach to leverage communication and collaboration opportunities in their networks to continuously fuel employee engagement and contribute to business results. Companies like UBS, Credit Suisse, and Microsoft have numerous employee networks that span the globe while a large number of US based firms have Employee Resource Groups that cater to their North America base. Most of these groups have a good handle on internal communication vehicles but must embrace the use of external technologies to communicate with those in their communities that don’t have access to computers whilst at work and to create additional connection points with external audiences for competitive advantage. One such example would be to support talent acquisition teams by building rapport with potential hires by allowing them the opportunity to be connected and in the know of employee experiences within the organization. Another would be to allow linkages to external organizations that can provide consumer insights for your business. This technique could also be valuable in achieving employer-branding goals.
5. Diversity Employer Branding Initiatives in Europe
Let’s look at a few distinctive Diversity Employer Brands from some leading-edge companies in Europe. In “Uphold Your Diversity Employer Branding,“ we discussed how a diverse employee base represents a larger pool of knowledge, perspective and expertise—thus leading to innovation as well as critical customer and product insights into demographic markets.
Interestingly enough, Diversity Management has taken hold in Europe over the past 10 years. The European Commission (EC), the executive body of the European Union, encourages Employers to voluntarily put diversity management more firmly on their strategic business agendas and and has supported various activities in support of this.
6. The First 100 Days of an Employment Branding Program
This unique article is about how to start an effective Employment Branding Program at your firm.
It traces key steps that I put in place when I joined Monsanto as the first Director of Employment Branding and Employment Marketing in January of 2002. From conducting research to discover your brand’s essence through to collaborating with other Departments in support of your Employer Brand strategy, my unique article gives you a playbook for your First 100 days in the role as Employment Brand Manager.
6. 5 Simple Ways to Improve Your Employer Brand in 2014
It may seem from the news that it is an employer’s market out there, with every job vacancy oversubscribed. But finding the best people for the job remains a headache for many employers.
At Christopher Benn we have over 30 years of experience in the industry and we know very well that if a company is known to be a lousy employer which doesn’t treat its staff well, it will struggle to find the right staff it needs to fill its vacancies. Therefore, an employer brand strategy is needed to make the company stand out and encourage the talent to come forward.
Effective corporate PR
It may sound obvious that all employer branding is mainly about PR and, in a way, it is. A business lives or dies by its reputation; it determines its customer base, its prices and future path and poor PR is often linked to poor sales.
7. The importance of candidate experience
At a recent event I attended, a survey by recruitment trade body, the Direct Employers’ Association (DEA) highlighted how a bad candidate experience in the recruitment process can have much greater consequences than previously thought. According to the figures, 76% of respondents to the survey felt they wouldn’t take a job offer if they’d experienced a bad recruitment process. An overwhelming 82% also felt it would make them less likely to recommend the brand to friends or family because of an unpleasant hiring experience.
At a&dc we feel these results show it’s never been more important to design your recruitment process to give a valuable candidate experience. It should be remembered that job applicants are not just applicants; they’re potential future customers, clients, reviewers or could even be suitable for a different role in your organisation, so they should be treated with efficiency and respect. So what should you consider when looking to create an enjoyable, yet robust candidate experience?
8. Taking your Employer Brand to a Global Market
Taking your employer brand and moving it globally is probably one of the most exciting challenges that any Employer Brand Manager can face. And with any major step up in project size it’s easy to be dazzled by the bright lights and lose sight of the ultimate goals of the project- business class travel, exotic locations and of course recruiting the right talent for your organisation’s business objectives.
So while you are comparing legroom on the A380 to Singapore we’ve pulled together this list of simple ideas that will help you convert the local brand into a global brand without you missing out on too much champagne on the flight.
9. The One Thing Great Brands Do: Insights From a Branding Expert
Branding is a term that gets talked about a lot, but many entrepreneurs struggle to grasp this slippery concept. How does it differ from marketing? Is it all about logos and web design? What about social media? Branding encompasses everything, says Melanie Spring, founder and chief inspiration officer at Bethesda-based branding company Sisarina. It’s not just what you do, she says, but what you are.
Entrepreneur: How has the concept of branding changed over the last couple of decades?
Spring: It used to be more identity focused. It was about building a logo and all the pieces around it. It didn’t really talk about values or how the company worked. Now we talk about branding in terms of how it makes you feel. It isn’t always something tangible.
10. 3 ways to Better Protect Your Employment Brand Following a Layoff
During an employee layoff or termination event, there’s plenty to worry about. In addition to the legal and financial risks to your organization, you’re probably also concerned for the well-being of the employees you let go.
One issue that is often overlooked is the impact a layoff can have on your employment brand.
Organizations used to only worry about influential (and often community-involved) top executives when it came to outplacement. With the advent of social media, however, that landscape has been fundamentally changed.
While you still don’t want your upper managers speaking poorly of your organization after they’ve been let go, now any one of your employees can use social media to vent frustrations.
December 16, 2013 in Resource Centre