How To Creatively And Effectively Communicate Your ... attract, engage, and retain stel-lar talent and

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  • How To Creatively And Effectively Communicate Your Employer Brand

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    CONTENTS

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    Introduction

    Crafting your employer brand throughout your employee lifecycle

    Understanding your employer brand

    Evaluating your efforts

    Conduct an employer brand audit

    Moving forward

    Employee experience is a key element of your employer brand

    Internal communications uphold your employer brand

    Recruiting is significantly impacted by your employer brand

    Employee experience is a key element of your employer brand

    Internal communications uphold your employer brand

    Recruiting is significantly impacted by your employer brand

    Talent acquisition

    Onboarding

    Growth/retention

    Offboarding

    Research your talent competitors

    Identify your competitive advantage

    Identify your employee value proposition

    Review your design system

    About us

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    1Introduction We believe that earning “great place to work” awards and getting on “best of” lists are admirable goals, but you don’t have to focus on win- ning in order to build a positive em- ployer brand that stands out from the competition.

    By highlighting your organization’s distinguishing characteristics

    -- every company has its own “special sauce” --

    and telling personal stories about the people on your team, you can develop a strong employer brand that will help you recruit and retain the best people.

    In this guide, we’ll look at the many creative ways you can communi- cate your employer brand. If you’re in marketing or HR, we made this guide for you.

    That’s right! In our current job-seek- er economy, marketing and HR de- partments are more likely than ever to collaborate on employer brand- ing, or what startup mentor and CEO Yoav Vilner calls “culture optimiza- tion initiatives and the public-facing messaging surrounding them.”

    With your powers combined, the company culture initiatives that your HR team champions and the corre- sponding communications that your marketing team develops will shape how the public views your company as an employer.

    From an HR perspective, how the public perceives your company as an employer is central to your ability to recruit, hire, and retain quality employees. From a marketing per- spective, your company’s employer brand can either take the credit or get the blame for its public percep- tion.

    By combining your employer brand projects, your HR and marketing teams can exchange specific indus- try knowledge and identify opportu- nities for interdepartmental collab- oration. With a singular focus, you can streamline your workload and start measuring results.

    https://www.entrepreneur.com/article/315721

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    Your company’s employer brand will always be influ- enced by factors outside your control, which is reason enough to kickstart your HR and marketing teams’ joint efforts now.

    If your company’s employer brand is unfavorable, use this guide to help you get back on track. If your compa- ny has a neutral or favorable employer brand, this guide will help you optimize what’s working and fuel inspira- tion for new initiatives.

    Either way, the sooner you define your employer brand strategy, the sooner you can get started on the fun stuff!

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    In the current job market, job seekers are in the metaphorical driver’s seat. Whenever someone expresses interest in working for your organization, it’s your organization’s responsibility to demonstrate what that individual can expect as an employee. The key here is that you should only promise an exceptional experience if your company is committed to and capable of delivering on that promise.

    According to analysis in the Randstad US 2018 Salary Guides, salaries in- creased an average of three percent across industries over 2017, with many companies “finding that aligning pay with the overall market is no longer enough to attract top talent.” Money is a powerful extrinsic motivator, but people need intrinsic motivators, like autonomy, mastery, and purpose, to help them feel engaged at work.

    Employees from every generation want meaningful work, so how can your organization distinguish itself from the crowd? By telling the truth and en- suring that your employees drive off the lot with the car they test drove, so to speak.

    If your company promises one employee experience and delivers a different one, then its employer brand is flawed. Luckily, you’re in the perfect posi- tion to improve it.

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    https://www.prnewswire.com/news-releases/2018-randstad-us-salary-guides-show-its-a-job-seekers-market-300593796.html https://hbr.org/2017/07/every-generation-wants-meaningful-work-but-thinks-other-age-groups-are-in-it-for-the-money

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    22Understand-ing your employer brand The value of your employer brand lies in your company’s ability to attract, engage, and retain stel- lar talent and win loyal customers. When your company can promise and deliver a high caliber of experi- ences to job candidates, employees, alumnus, vendors, customers, then your employer brand has firepower.

    Don’t fall prey to the common mistake of focusing your employer branding efforts solely on talent acquisition. You might improve your recruitment and onboarding processes, but you won’t have a considerable impact on your company culture or business performance.

    With the combined brainpower of HR and marketing, you can ensure that your employer brand positively influences your teammates at every stage of the employee lifecycle. Let’s look at three of the factors within your control that have a significant impact on your employer brand: employee experience, internal communications, and recruiting.

    https://www.ere.net/15-employer-branding-best-practices-you-need-to-know/

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    Employee experience is a key element of your employer brand

    On the topic of employee experi- ence, employer brand expert Denise Lee Yohn says:

    “You can’t expect your employees to deliver to customers what they don’t experience themselves.”

    One company that is repeatedly head and shoulders above the employer brand competition is REI. If you’ve ever been to an REI store, you’ve probably noticed that their employees genuinely love the outdoors and possess an above-average knowledge of the gear and experiences they’re sell- ing. Their engagement is due in no small part to the “Opt outside” brand promise that REI makes to its customers and its employees.

    The outdoor outfitter offers its em- ployees “gear rentals and discounts and learning activity classes and two annual ‘Yay Days,’ which are PTO days to spend outside and use the outdoor gear they sell for such activities as hiking, biking, climbing, camping and skiing.” In addition, the company offers a generous leave of absence policy and adoption assis- tance.

    The result? REI employees consis- tently report feeling that they can live their full lives without worrying about taking too much time off or spending time with their families.

    In an interview with Bloomberg about how REI’s focus on wellness attracts similarly minded individuals, REI’s senior vice president of HR Raquel Karls says simply: “All those things tend to blend into being part of who you are and part of what you do.”

    https://mill-all.com/blog/2018/02/28/why-the-relationship-between-culture-and-brand-is-so-important-interview-with-branding-expert-denise-lee-yohn/ https://mill-all.com/blog/2018/02/28/why-the-relationship-between-culture-and-brand-is-so-important-interview-with-branding-expert-denise-lee-yohn/ https://redbranchmedia.com/blog/company-spotlight-5-companies-employee-engagement-right/ https://redbranchmedia.com/blog/company-spotlight-5-companies-employee-engagement-right/ https://www.glassdoor.com/Reviews/REI-Reviews-E7319.htm https://www.glassdoor.com/Reviews/REI-Reviews-E7319.htm https://www.bna.com/reis-brand-helps-n57982090103/

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    Internal communications uphold your employer brand

    If official or unofficial communi- cations from your company were shared publicly, would you be proud of their contents? Hopefully, your answer is ‘Yes.’ Internal communica- tions from your company’s leaders should be in keeping with the voice and tone of your brand. As with so many things in business, internal communications are a matter of trust.

    You may have heard about the Mi- crosoft Universi