Employer Branding (1)

by | News & Views

Guardian Jobs published a very interesting guide to Employer Branding – a topic which is very relevant to every company. 

 
This is the first of a series of short articles based on the Guardian guide.
 
What is an employer brand?
In short, an employer brand is the perceptions and experiences of a business’s employees (past, present and future), as well as the methods in which these are communicated. It impacts and is influenced by talent at all stages of the employee lifecycle: from the moment they click on to a careers site, right through to the Glassdoor review they leave as they depart from a business.
 
Although the size of investment businesses put into their employer brands can vary greatly, there’s no escaping the fact that every employer has one, whether they like it or not. At its best, an employer brand provides a window into the finest parts of a business’s ethos and culture, and at its worst, it can expose a lack of direction, strategy and purpose. It can act as the most powerful tool or the most detrimental burden for attracting and retaining talent.
 
Netflix believes the way to get the best from its people is to inspire rather than instruct, and that is exactly what a powerful employer brand has the potential to do: unite a diverse collection of people and motivate them to work together to achieve a common goal.
 
“If you want to build a ship, don’t drum up the people to gather wood, divide the work, and give orders. Instead teach them to yearn for the vast and endless sea.”
 
The Little Prince, Antoine de Saint-Exupery (as quoted on Netflix’s jobs site)
 
What is an employer value proposition (EVP)?
The surest way to add a clear direction to an employer brand is to embed an employee value proposition (EVP) at its heart.
 
An EVP is designed to answer one simple question: Why should someone want to work at your company?
 
It should speak to the people with the skills needed to achieve a company’s goals and articulate what’s in it for those who join.
 
Nike has a prime example of an EVP done right: “We lead. We invent. We deliver. We use the power of sport to move the world.”
 
From their proposition, it’s clear what Nike is trying to achieve, who they are looking for to help them, and what those team members will get from the business. Without an EVP, initiatives that bolster a business’s culture or raise its talent profile may feel disjointed, with the impact shortlived.

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