In today’s competitive marketplace, it is becoming increasingly important to companies to craft an employment branding message that differentiates you from the competition. It is also important for your Recruiting team to provide a consistent message to candidates in the sourcing and interviewing process. Your employment brand is an integral part of your company’s talent attraction and retention strategies.
For some organizations creating an employment branding message is easy because it ties directly into your company’s overall branding message. I recently wrote a blog post on Mercedes Benz’ employer brand and they have created a brand message that can be felt, experienced and utilized across the board. It is important for HR to weigh in on new marketing messages and strategy for the company to ensure that the overall message will represent the organization well to top candidates in the fields in which they recruit and current employees.
I have laid out 10 key question to ask below to assist in the process of identifying and creating your company’s employment branding message.
10 Questions to Ask to Develop Your Employment Branding Message
1. What is our corporate strategy?
2. What are our key corporate goals?
3. What are we known for doing well today?
4. We want to be known as an employer who?
5. What cultural elements of our brand are not negotiable? This is key when developing a global employer brand.
6. Why do our employees choose us over our competitors?
7. What is our organization’s long-term strategy?
8. What 50 words describe our culture? Narrow those down to the top 10 and focus in on those.
9. Which employees in our company best exhibit our culture and brand promise today? How would you describe those employees? Solicit their involvement in this process.
10. Who is the right fit for our company based on our overall goals?
Compile the answers to these questions and use them as a foundation for determining your company’s employee value proposition. Once you have developed the employer brand message, implement a plan that works well for your company to get the word out externally and internally. Take purposeful and intentional steps to ensure that this message does not die on the cutting room floor.
In conclusion, keep in mind that your employer brand is only as good as an employee’s daily experience of that brand promise.