EMPLOYER brand building
What
makes your company attractive? What are your employees saying about
you?
Source your authentic employer brand and turn it into a compelling message that attracts the best talent with the right fit to your organization.
An excellent example of a company doing it right is Apple™ computers. There’s a reason that Apple™ attracts the top technical innovation talent. They actively brand themselves as the mavericks – the flexible and accessible “David” to Microsoft’Äôs “Goliath”. Apple attracts candidates from all over the world who want to work with them, because they see themselves as similarly motivated, as well as having a passion for innovation, ease of use, aesthetic beauty and design in the technology field.
Microsoft™ is also hugely successful, but very distinct from Apple™. Their brand attracts devotees who admire and resonate with company values as well as the particular benefits of working with the market leader. In contrast to Apple™, Microsoft™ has always been a heroic brand, conquering the lion’s share of the marketplace based on Bill Gate’s soaring vision of a Microsoft™ operating system on every desktop. The vast reach of the organization, coupled with its endless resources, also makes it an attractive company to many candidates.
On the surface, both companies require people with the same sorts of technical skills. Dig down one layer and you realize that each company has a vastly different work culture and value set that require two very different sorts of employees in order to meet their business objectives.
Which begs the question…do you know who should be working for you?
The employer brand is at the essence of your hiring strategy. It’s a good place to start in the Hire Alignment consulting process, especially if you have never examined this aspect or refreshed it in awhile. With a little time spent getting your employer brand clear, all the programs you create and implement will be aligned and send a consistent message from the beginning to end of your hiring and onboarding process.
Your employer brand should express one or all of the following:
· A purpose beyond profit
· A set of values that are profoundly held
· A socially positive theme
· Integrity between communications and actions
· Distinct and unique qualities that tell a story and set you apart
· A description of your Ideal Candidate that motivates a call to action
Learn more about Company Purpose, and Hire Alignment’s unique “Purposing” Discovery sessions.