Employer branding makes good business sense

By Elizabeth Williams, Account Director, Zadro

When strategy, branding, and internal communications come together to attract and retain the best talent, Employer Branding is born. It’s a term that was coined in the early 90s and continues to be an essential element of any good business strategy.

In fact, you’d be hard pressed to find a successful company in Australia that hasn’t invested in their reputation as an employer because more companies than ever are recognising their people as their single biggest asset. With today’s shortage of talent, 73% of CEOs are concerned about the availability of key skills[1] available, so it makes sense to treat your Employer Brand with the utmost care and consideration. A strong Employer Brand will help you nab and on-board talent, retain the most valuable team members and shift the very culture of your workplace.

Most companies, with or without a HR department have tried to define their unique employment offer in one way or another, whether or not they’ve called it an Employer Value Proposition (EVP) – the Employer Branding equivalent of your Customer Value Proposition (CVP). They might do this formally through strategy sessions and staff consultation, or only when hiring when they ask, ‘what type of person do we want?’

As with a product or service, your staff offering needs to be clearly defined. Yet capturing the essence of an organisation and its employment offering requires expertise. Employer Branding has traditionally been the remit of HR and Resourcing, and in the elusive quest to capture the brand and attract the right marriage of people, it has attracted the same service loading fee and ethereal reverence that the term “wedding” conjures up when you’re booking a function.

Here’s the truth. It doesn’t require higher priced “wedding tax” services and it’s not really magic. And, as Employer Branding includes understanding how your company is perceived and communicates your values, objectives and culture, it needs to have major contributions by communications people. Plus, it shouldn’t cost any more than any other integrated communications strategy. Like all marketing techniques, it requires an understanding of the audience, their needs and their journey.


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