Make the connection: Your organization is the right place to work.
At every point where people come into contact with your organization—as customers, candidates, or employees—they form perceptions based on those experiences. By understanding your employer brand, you can clearly, proactively embark on a long-term engagement strategy.
Think about what you’re currently doing and saying.
How do you reach candidates? Ads and postings? That’s good … and ideally one part of an integrated plan of internal and external communications. What is your career Web site like? Once people see your great job postings, does your site engage them and keep them there? How about your display booths? Your brochures? Do they have a coherent, purposeful message?
Now think about what you could be doing and saying.
The landscape for finding and keeping top talent is a rolling one. Don’t wait for them to come to you: Go to them. Search engines, social networking, events, text messaging … people share information in so many ways. As media and messages, goals and audiences change, your employer brand is the heart of who you are—true and solid for adaptation.
And let’s do it.
Central to your employer brand is your employment value proposition (EVP). What is the promise, the deal between company and employee? It’s the set of images and messages used to express your EVP—what you say, how you say it, and where you say it. And it is consistent across touch points.