Employer Branding Strategy
The next evolution of employer brand thinking
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Do you want to build an attractive, engaging and inclusive workplace?
Every day, the digital world shines a spotlight on brand inconsistencies. Employees and potential recruits might get one impression online, customers and partners might have another experience, while investors and influencers might see an altogether different picture. The result is brand confusion or worse: brand conflict.
Consumers today, led by the digitally native Millennial generation (ages 25 to 40), expect much more from brands. They increasingly require a holistic and authentic experience across all the online and offline ways they interact with a company. When we surveyed them, Millennials reported that the number one way that brands can engage them is to have an “authentic purpose.” Many consumers expect to engage more actively in a two-way dialogue with brands—and the Internet gives them a megaphone to express their positive and negative opinions loudly.
Social Media Have Transformed Employer Branding
Technology and social media have radically transformed employer branding from what a company says about itself to what current (and past) employees and other key stakeholders have to say about an employer.
Glass Door leads the pack of websites where employees and former employees anonymously review companies and their management. Beyond listing company reviews (using a five-star rating system), they provide salary information – using job titles with averages and ranges, and interview prep questions. The company provides a massive job board listing service as well.
Glass Door recently published their “Employees’ Choice Awards of the Best Places to Work 2020.” Glassdoor CEO and co-founder Robert Hohman was featured on CBS This Morning in early December to discuss what companies made the list, and what sets them apart.
As Harvard Business Review (HBR) recently concluded: “Given our new world of social transparency, organizations can no longer afford to rely on recruitment advertising to build a positive employer brand image. With employee advocacy growing more important, employer reputations will ultimately depend on the consistent values and vitality of their organizational cultures.”
“And whether HR or marketing takes the lead in communicating the employer brand, a growing number of firms are beginning to realize that accountability for the employer brand experience must ultimately fall on the CEO.”
Source: "2020 Outlook: The Future of Employer Branding," Universum 2015
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