enhancing the quality of talent through employer brand

February 12, 2015

Sixty-seven percent of HR leaders believe their organization’s ability to attract top talent is good or excellent — with 57% attributing this to their strong employer brand and organization reputation.

Clearly a great deal of progress has been achieved in the way companies have raised their employer brands alongside their corporate brands, but there is still a long way to go. This year expect to see even greater activity as companies invest more in creating, maintaining, and enhancing their reputation as desirable employers.

LinkedIn studies have shown that a company’s employer brand is twice as likely to drive job consideration as its company brand. While both company brand and employer brand have a linear relationship, the employer brand is a much stronger indicator of a candidate’s interest in joining a particular company. Organizations that invest in their employer brand are likely to see a more direct impact on their talent acquisition efforts.

5 tips for building a stand-out employer brand 

    1. it’s a strategy, not a task: Often organizations mistake employer brand building as a specific task such as planning a social network campaign or a graduate recruitment push. It’s a long-term strategy, so make sure you approach it with a clear vision in mind.
     

  2. clearly define your EVP: The employee value proposition can sometimes be difficult to define. This requires a clear understanding of your corporate values and culture, and the drivers and motivators of your employees. Make sure you take the time to invest in internal and external stakeholder feedback to build an EVP that stands out.
     

 

3. assign ownership: Who is responsible for employer branding? Is corporate HR responsible, or do the regional heads of HR look after their own efforts? Which elements sit with marketing and communications? Make sure your organization is clear on who is the ultimate owner — and most often it needs to be led by the CEO throughout all levels of the company.

     

  4. apply and measure: Once you have developed a strategy, make sure you measure your branding efforts and assess the results. Continuously reviewing your key metrics will provide the insight needed to ensure you are on the right track.
     

  5. ask the experts: If you don’t see the results you desire or are not even sure how and where to get started, consider bringing in external employer branding expertise to help identify the gaps.
     

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About the Randstad Sourceright 2015 Talent Trends Report:

Covering 25 of the most dynamic and pressing issues facing workers and employers right now, and the concerns they have for the future, our subject matter experts explore how these trends will affect organizations, and provide practical tips on how to cope with them.

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