In a previous blog post, we talked about the importance of employer branding and why consistency and coordination between the marketing arm and the human resources arm are crucial. In this post, we’re going to look at a practical, step-by-step approach to building that brand by applying some fundamental branding tips to the employer branding context.
Generally, in working with organizations on these types of projects, there are five steps:
So who in your organization should be executing the steps above? The primary departments responsible for employer branding should be your HR group and the communication/marketing team. However, all departments must be involved because department and division leaders also have a significant impact on the employer brand experience.
On a final note, it’s important to stress that branding is not something that is defined by the organization; it’s defined by the audience. The best the organization can hope to do is to manage the brand experience so that it aligns with their desired brand image.
This is no less true with employer branding than with any other form of branding. How strong is your employer brand? Perhaps even more important: how aligned is your employer brand with your company/product/service brand? If you don’t know, it’s time to take some steps to find out.