#09 What is your Employer Branding Strategy?

Name: #09 What is your Employer Branding Strategy?
Uploaded: 2020-04-03T07:00:12.000Z
Duration: 1 h 26 min 17 s

What is Employer Branding?

Understanding Employer Branding

Employer branding is the marketing aspect of talent acquisition, focusing on positioning a company as an attractive employer in the labor market.

The key question for companies is: "Why should anyone be interested in working at your company?" This forms the basis of employer branding strategies.

Developing an Employer Brand Strategy

Building an employer brand requires structured reflection and understanding of what makes a company appealing to potential employees.

A crucial concept in this process is the Employee Value Proposition (EVP), which answers why someone would want to work for a specific company.

Identifying Strengths and Competitors

Companies must identify their strengths as employers, considering what they offer that attracts employees.

It's essential to analyze competitors not just within the industry but also in the labor market, understanding where potential employees might go if they leave.

Target Group Preferences

Different target groups (e.g., engineering graduates vs. nurses) may have unique preferences; understanding these can help tailor employer branding efforts.

Factors such as age and regional differences can influence employee preferences, necessitating targeted approaches in recruitment strategies.

Crafting an Authentic EVP

An effective EVP combines what a company can genuinely offer with what is important to its target group while being distinct from competitors.

The authenticity of an EVP ensures it resonates with potential candidates and reflects true offerings by the organization.

Historical Example of Effective Employer Branding

The 1914 Job Advertisement

A historical job ad from 1914 exemplifies effective employer branding: "Man wanted for hazardous journey; low wages; bitter cold; long hours of complete darkness; safe return doubtful."

Despite its harsh conditions, the ad concludes with "honor and recognition in event of success," showcasing how authentic messaging can attract suitable candidates despite challenges.

EVP and Job Ads: Attracting vs. Selecting Candidates

Understanding Employee Value Proposition (EVP)

The discussion begins with the concept of EVP, emphasizing the importance of clearly defining what an organization promises to its employees.

The speaker highlights that job ads serve as a selection tool in simple hiring scenarios where talent is readily available.

Structure of Typical Job Ads

Job ads generally follow a common structure, including:

A general introduction at the top.

A list of responsibilities or tasks associated with the position.

Requirements or qualifications expected from candidates.

The end of job ads typically includes application instructions and contact information for inquiries.

Simple vs. Difficult Hiring Scenarios

In simple hiring contexts, job ads encourage self-selection by candidates who feel they meet all requirements before applying.

Conversely, in difficult hiring situations (e.g., specialist roles), companies should focus on attracting candidates rather than merely selecting them.

Strategies for Effective Job Advertising

For attracting talent, job ads should communicate the employee value proposition specific to bottleneck functions within the company.

Instead of listing only requirements, effective job ads highlight what potential employees can expect from working at the company.

Importance of Landing Pages

Companies are increasingly using role-specific landing pages that provide insights into work culture through testimonials and videos tailored to specific positions like software engineering.

The primary goal is to attract candidates first before moving on to selection criteria.

Strategic Statements in Job Advertising

Two strategic approaches are presented regarding how companies communicate in their job advertisements:

Focus primarily on responsibilities and requirements associated with a position.

Provide compelling reasons why suitable candidates should be interested in the role by sharing their EVP.

Employer Branding Insights

The speaker reflects on employer branding strategies over nearly two decades, noting that effective branding goes beyond just positioning a company as a great employer; it involves deeper engagement with potential hires.

Employer Branding Strategies

Understanding Employer Branding

Employer branding involves positioning specific functions and jobs within a company, emphasizing the importance of sharing an employee value proposition (EVP).

A strategic decision must be made regarding employer branding; companies can choose between a "branded house" or a "house of brands" approach.

Branded House vs. House of Brands

In a branded house strategy, there is one core message for the entire company, with minor differentiation for specific countries or functions.

Companies like pharmaceutical firms often use overarching messages such as "we make the world a better place," which are consistent across all platforms.

The house of brands approach allows for distinct EVPs tailored to different divisions or functions, acknowledging diverse target groups.

Strategic Statements in Employer Branding

Two strategic statements summarize approaches:

One core EVP representing the entire employer brand.

Multiple differentiated EVPs catering to various critical target functions to address diversity effectively.

Practical Recommendations for Developing EVPs

To create effective employer branding strategies, qualitative data should be prioritized over quantitative surveys and questionnaires.

Conducting "chop attraction interviews" is recommended; these involve asking current employees simple questions about their experiences and reasons for working at the company.

Techniques for Gathering Insights

Ask employees one or two focused questions, such as whether they would recommend the company to friends and why.

Follow up on initial responses by digging deeper into examples that illustrate their reasons for liking the workplace, ensuring rich qualitative insights are gathered.

Understanding the Importance of Employer Branding

The Role of an Employer Branding Specialist

The speaker emphasizes that the role of an employer branding specialist is crucial, focusing on practical advice rather than strategy.

A key rule is to assume the job in question is boring and challenge interviewees to prove otherwise, fostering deeper insights into their roles.

Engaging with Interviewees

The speaker encourages a skeptical approach during interviews, prompting candidates to share specific examples that highlight the attractiveness of their jobs.

It's important to consider the expectation levels of interviewees; they may have adapted to poor conditions and might not recognize how good their current situation is.

Recognizing True Value in Job Roles

Interviewers should be cautious about accepting claims at face value; what seems normal for one person may be extraordinary for another.

The speaker shares experiences where employees believed they had significant freedom and creativity but were unaware that such conditions are exceptional.

Curiosity as a Tool for Understanding

An example is given where an HR manager struggled to hire truck drivers; the speaker shadowed a driver for three days to gain firsthand insight into their experience.

This immersive approach reveals why individuals are passionate about their jobs, which cannot be captured through questionnaires alone.

Digging Deeper for Stories and Evidence

Continuous probing for stories, emotions, and evidence during interviews helps uncover genuine employee experiences.

The importance of collecting anecdotes and emotional responses from employees is highlighted as essential material for crafting an employee value proposition.

Capturing Emotional Moments in Interviews

The speaker recounts instances where emotional storytelling led to profound insights about job satisfaction and motivation.

A poignant story from a salesperson illustrates how personal struggles can lead to moments of clarity regarding one's passion for work.

Employer Branding Insights

Understanding Employer Value Proposition

The essence of employer branding lies in communicating feelings; if you don't feel it, you won't understand it.

An effective employer branding specialist must deeply understand the job and the employer, akin to a "horse whisperer" who understands horses intuitively.

Familiarity with leadership theory, cultural theory, and human resource management is crucial for understanding collaboration and work satisfaction.

Strategic Dimensions in Employer Branding

A strategic approach involves choosing between qualitative insights (deep understanding) versus quantitative insights (statistical data).

The speaker emphasizes the importance of qualitative data collection through listening and understanding rather than relying solely on statistics.

Case Study: CEO's Perspective on HR Priorities

A significant interaction with a CEO revealed the importance of knowing strategic HR priorities within an organization.

The CEO presented a graph showing how well-known and liked various automotive brands are, highlighting his company's position as less known but well-liked by those familiar with it.

Strategic Goals for Employer Branding

The discussion highlighted the desire for companies to be both well-known and liked in public; however, this ambition raises questions about feasibility and cost.

Achieving visibility as an attractive employer can be expensive; organizations need to consider whether they truly want this level of recognition.

Targeted Approach vs. Broad Appeal

Many employers may not afford or desire broad appeal; instead, focusing on specific target groups can be more practical.

A targeted strategy suggests that companies should aim to be attractive only to selected groups rather than everyone, which could lead to wasted resources.

Identifying key target demographics allows companies to focus their efforts effectively without overextending themselves financially.

Employer Branding and Sourcing Strategies

Understanding Employer Branding

The discussion highlights the importance of employer branding strategies, emphasizing that both sides of the argument present valid points but raises the question of which approach is ultimately correct.

This segment serves as an introduction to employer branding, setting the stage for deeper exploration in subsequent episodes.

Upcoming Topics on Sourcing Strategies

The speaker indicates that future episodes will delve into various sourcing strategies, including employee referral programs and talent communities.

These topics are framed as essential components of a comprehensive employer branding strategy, suggesting their relevance in attracting and retaining talent.