Employer branding. Show your true colours.
Your employer brand, much like your corporate brand, is the shiny thing that differentiates you from your competitors. An offshoot of your corporate brand, it’s resonates with the hearts and minds of former, current and future employees. Ot, at least it should.
In an increasingly competitive job market, a strong employer brand is critical. Without one, attracting, engaging, hiring and retaining the best talent becomes extremely challenging, not to mention costly, and if you know it or not, you already have one. Your employer brand projects what type of organisation you are and what its like to work for you. It’s acts as a beacon upon which a reputation can be made (or broken), so be bold, honest and shine it bright!
As with all branding, crafting a strong employer brand is about good storytelling, and giving the impression that your company is a great place to work. The benefits of a well crafted employer are many; attract the right talent at the right price, reduce time to hire, help reduce attrition, increase employee advocacy, foster thriving and positive culture, improve internal communications and more.
“A brand is what people say about you when you’re not in the room” and so the former, current and future employee experience of your business has to live up to the promise your employer brand projects – it has to be experienced daily throughout the business in every single piece of collateral within every single touchpoint, whether that be a survey, a careers microsite, intranet, the EVP, internal comms, social media or something else.
At Frankl by Seneca Bridge, we’ve developed an employer brand framework called AESOP spanning the candidate to employee lifecycle. This is where we’ve identified the employer brand needs to be at its most visible and potent. We decided on the acronym AESOP as it stands for Attraction, Engagement, Selection, Onboarding and Progress and because it helps tells a great story.
If you’re struggling with finding and hiring the best talent, or you’re experiencing an exodus of your best people, get in touch and we’ll work with you to develop and strengthen your employer brand.
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