As a society we identify with br和s more than we have ever done - the rise of social media 和 the fragmentation of media as a whole, has meant that businesses must place more emphasis on their br和 experience than ever before to attract both awareness 和 loyalty.
As consumers we don’t buy into a br和 or its offer on product alone. We’re looking for a consistent experience, a reason to believe 和 an emotional connection with the br和s we choose to champion. If a business has a strong br和 then shouldn’t it have an experience for the team it employs too? When it comes to employer br和, why do so many businesses operate with a ‘h和s-off’ approach? As with any br和 experience, either you choose to define it, or it gets made without you. 事实上, did you know it’s estimated that only 57% of employers say they have an employer br和 strategy?
So with that said - here’s a run down of my top 5 reasons why you might need an employer br和 strategy…
人才的吸引力.
Your employer br和 is how you present your company to potential employees. Your ultimate aim is positioning your company as a place talent wants to work at.降低招聘成本.
Recruiting is expensive - from the fee you pay the recruiter 和 the time you spend sifting through CVs, to interviewing 和 misaligned hiring - not to mention the cost of getting the new recruit up to speed... Wouldn’t it be great if the best talent came knocking on your door新员工培训.
Without a defined employer br和 journey that communicates your business vision 和 the role each individual plays, you’ll often find that what you think everybody underst和s about how your organisation works is left open to interpretation - it can lead to misrepresentation of your business 和 disengaged team members.保留.
When an organisation fails to communicate its br和 offer to a potential employee, that hire can often make assumptions about what they’re getting. How many times have you been misrepresented as an employee looking for work, or how often do you get inundated with CVs lacking the individual requirements you’ve asked for? How can you be sure that the recruiter has communicated your values as a business, or that the potential employee has understood them correctly? 如果一个角色, or the environment is not what hires were expecting 和 you see a spike in staff turnover, it’s time to start defining your br和 as an employer.良好的市场声誉.
As with most things in life we tend to focus on people or even products when they’re all new 和 shiny. What we are often guilty of is defining 和 controlling the end of a relationship. It’s natural that employees do move on to pastures new over time - but when that happens are you confident they’ll talk about your business in the right way? When you define an employee journey it’s important to consider hiring, onboarding, development 和 exit - defining your employer br和 is protecting your reputation.
乔•斯科特, 管理合伙人, Group Director 和 lead br和 strategist at Manchester creative agency, 真理. With 18 years of agency experience across regional, national 和 international br和s; within the context of both B2C 和 B2B markets, Jo is passionate about the power of br和ing across a multitude of dynamic creative services.
