Building an Employer Brand

As I am still riding the branding train, a recent article, "Who has time to build an employer brand?" by Raj Seth of Recruiterbox, caught my eye. Raj promises it's worth the effort. He also quotes a survey of nearly 5000 talent decision-makers who reported 50% in hiring cost savings associated with a strong employer brand. That is worth noting. And, remembering that we're living in a digital, social world, these stats from research firm Universum should help you focus: their research indicates that "website" and "social media" are two of the top three channels used for employer brand promotion. Both are easy to access and easy to implement. In truth, as Raj describes it, employer branding has become such a big part of recruiting that it's not really an option for you any more – it's a requirement. Shared services organizations are doing a so-so job of it. Partly because, as an internal provider, they may feel that they fly under the radar. That is not true. Check out the US Government's SSO website, for example. Or NASA's (somewhat technical, I grant you – but it is NASA). Or a number of other leading organizations that have made their SSO landing page an impressive portal into who they are and what they can deliver. That attracts talent. Another reason SSOs are lukewarm in branding may be because they don't have that same competitive hunger to getting work – clients are either mandated, or the SSO may feel it already has its hands full with the work it has. Neither reason is acceptable. If you are doing a good job and adding value, you need to promote that message. (SSON's Awards are another way to go). And just in case you are not convinced, here are some things to remember: –a reported 78% of Internet users trust peer recommendations. So work on making your ratings better. And sound out your employees for a referral program. –use the apps and social communities that are exploding online. Find out what's new and popular and make the most of it. Don't stick with traditional social media tools just because they are the first ones you learned. –and don't forget to check out what the competition is doing. You can at the very least copy where others are leading. Or learn from their mistakes. But don't keep blinders on your eyes. See the full post. [inlinead]

Building an Employer Brand

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