The unemployment rate is at notable low levels of 3.7% as of August 2019. These low rates make competition for talent fierce. Businesses are turning to employer branding to increase their probability of a kill. They perceive a strong employer brand as a necessity for attracting, engaging, and retaining top talent.
Employer branding aims to show that a company is a desirable employer and hence, attract quality candidates. Building a strong employer brand has positive outcomes for attracting top talent, cutting recruitment costs and reducing time-to-hire. Amidst these numerous benefits, employer branding has various shortcomings.
Problems Facing Employer Branding
- Most employer brands are disconnected from the corporate brand. The corporate brand and employer brand should have a common theme and purpose.
- Employer brand is often misaligned with the drivers of a business. For instance, a company can promise potential employees that it will develop their skills. However, it does not say how the candidates will benefit customers and the business.
- In many cases, the employer brand is managed by the HR department. People associate the employer brand with benefits like free lunch, happy hour, and unlimited vacation.
- A gap exists between employer brand -what a candidate is promised- and experience -what a candidate gets when employed.
- Employer brands faces inconsistency across different channels.
- Lack of collaboration between different departments -mostly marketing, HR and corporate comms– in employer branding results in duplication of efforts.
What’s the way forward?
According to HBR, your employer brand should be part of your company brand. In line with this, it is time to rethink the employer brand and how it can fit the established company brand. Obliterating the ’employer brand’ label is an excellent way to integrate your employer brand into your company brand.
In its place, focus on creating a talent dimension in the corporate brand. Developing the talent dimension of the corporate brand should be spearheaded by the CEO and executive team not lower-level departments like HR. The question that follows is how to create a talent dimension. Here are three steps on how to;
1. Develop a talent framework of employee persona
Start by creating a framework that determines the qualities, behaviors and motivations employees should have so that they deliver the brand promise. For instance, a company can decide on the traits potential employees should possess to contribute to its brand promise. It can look for skills such as teamwork, empathy, and tech-savvy that will aid in the achievement of organizational goals.
2. Validate the talent framework
Once you have created a framework, it’s time to validate it. Asking employees for feedback on the framework is an excellent place to start. You can design questionnaires for obtaining feedback from employees.
Among the questions to ask include; does this framework include qualities vital to our organizational success? Do our organizational values reflect clearly in this framework? You can also use focus groups to gather feedback on the talent framework.
Additionally, you can request employees for feedback on ways to attract, retain and motivate top talent. Ask them if there are changes that need to be unleashed to accomplish this. When you use the right prompts, you will get valuable information that can be used to inform the talent strategy.
3. Embed the framework into business
The last step is to implement the talent framework in your company. The best way to do this is to incentivize the ideal qualities, behaviors and traits.
As competition for top talent intensifies, companies are turning to employer branding. Employer branding assists firms to attract, retain, and motivate the top talent. However, in most cases, the employer brand does not resonate with the corporate brand and drivers of the business. Also, employer branding is left as the sole obligation of the HR department. Hence, rather than having a separate employer brand, it is best practice to include a talent dimension in the corporate brand. Contact Ratedly for all things employer brand monitoring.