Employer Branding – Is honesty the best policy?
Employer branding is essentially creating positive perceptions about working at an organisation. In today’s competitive recruiting environment, a strong employer brand can mean the difference between a company’s success and failure.
However, we’ve all seen or experienced occasions where the advertising message for consumer products doesn’t live up to reality, and often this negatively impacts the brand value. Rather than painting an honest picture of the company and its culture, some employer branding strategies focus on creating an image that they believe applicants will look favourably upon, even if it’s nothing like reality!
The fact of the matter, however, is that even if you believe your employer brand strategy is great; if it isn’t a truthful representation of your organisation it will most likely fall flat. Consumers crave honest and authentic communication, and employer branding is no different. Branding your organisation in a flattering but false manner can create negative word of mouth and can actually do more damage than good.
For small to medium businesses that lack the resources to conduct large-scale branding campaigns, developing inexpensive, truthful and creative ways to advertise an employer’s brand is essential. For example:
Unique benefits and Awards programs– Your policies should reinforce the brand that you’re trying to establish, and unique or out-of-the-box benefits are a great way to generate buzz around your workplace. For example, if providing a good work/life balance is an important part of your company, then you should be able to point to several policies that allow your employees to achieve this. Publicly recognising employees through awards programs that relate directly to the core values that are central to your organisation’s success is also a great way to reinforce your brand with existing employees.
Job Advertisements – Job advertisements are often the first introduction job seekers have to your company, so make them count. In addition to offering a clear and honest description of the job role, take the opportunity to discuss the company, its mission, values and goals – as well as benefits you offer and any recognition your company has received for its employment practices.
Referral programs – Research demonstrates that word of mouth is perceived as at least twice as credible as advertisements, and when employees are passionate about the place they work in, they should be naturally eager to spread the good name of their employer. Be sure to emphasise the positives of working for your company along with the financial rewards of providing the referral.
Recruitment website – The careers section of your company’s website plays an integral part in employer branding and should communicate your company’s core values. Be creative in how you illustrate your company by utilising employee testimonials, “day in the life” videos or highlighted “job of the month” opportunities. Videos, in particular, provide potential employees with an idea of what it’s like to work for your company, and resonate stronger than words.
Social media – Social media, used effectively, provides a great platform for companies to communicate with employees and candidates about everything. Post compelling and authentic content (such as videos, photos, articles or status updates) that provides insight into what it’s like to work at your organisation – information users wouldn’t find anywhere else. By providing them an inside look at your company, you’re creating an exclusive user experience, engaging them and compelling them to want to work for you.
Media – Sending out press releases or applying for “best place to work” competitions can help your company gain recognition and publicity from credible third-party organisations, further spreading your company’s brand message and broadening your exposure. The benefits of favourable media mentions go far beyond the efforts that you put into it, as good publicity gets people to talk about you in a way that you could not pay for. Publicity helps build your company brand and reputation, it builds you as the expert, and it highlights you and/or your organisation as a leader.
A huge part of employer branding is alignment. You need to communicate what your company has to offer to job seekers – and consumers – in an honest and direct manner, with the end goal of making your company known as a great place to work.
In your communications, don’t be afraid of criticism, either. This is an opportunity for you to respond and clarify misconceptions about your brand and gives you the opportunity to steer the conversation in your favour.
It may take some time to build a following and generate engagement, but in the long run, you will reap the rewards for your efforts. Research has shown that great employer brands enjoy higher productivity and churn out better financial results. But remember, above all, to be authentic in your communications efforts.