After having Kristen Dudley speak in our class last week, I was very much interested in doing research on employment branding. I feel this a new trend in human capital and marketing.
An employment brand is the market perception of what it’s like to work for your organization. In other words, it’s the image job seekers (or current and past employees) have in their minds about the employment experience at a company.There is a currently a war for talent, specifically in the tech industry. An employer brand is an important part of the employee value proposition and is essentially what the organization communicates as its identity to both potential and current employees. It encompasses an organization’s mission, values, culture and personality. A positive employer brand communicates that the organization is a good employer and a great place to work. Employer brand affects recruitment of new employees, retention and engagement of current employees, and the overall perception of the organization in the market.
During my time at Mercer, I worked with a client in the financial services to re-develop their EVP in order to attract and retain a diverse pool of talent especially women. It was important for me to know my client’s business and culture to develop. I had to understand the unique attributes. I conducted internal and external research to learn how the organization is positioned in relation to competition. My marketing strategy was to focus on reaching the target applicant base. My strategy included a social media campaign as well as a traditional revamp of the website. The challenge with this was consistently communicating tue EVP to current employees.My team and I developed metrics to assess and track the success of the employer brand. Metrics included quality of hire, brand awareness, employee satisfaction and employee referrals.