Emotional connection: the power of employer branding.
Your employer brand is the inspiring/heart-warming/tear-jerking/motivating car commercial that gets talent off the website, onto the test drive, and hopefully buying.
But how does an employer brand get talent from looking to buying?
Your employer brand should elaborate on the checked-marked EVP list of offerings and help talent imagine what a career with your company would look like. What kind of people would be mentoring them? Where could they log in from? What kind of healthcare would they have? Etcetera.
The employer brand is what gets talent fired up about working with you. Or at least gets them to write a pros and cons list.
What makes a great employer brand?
Your employer brand should be the character and personality of your brand. It should add depth to the contents of your EVP and make them feel more personal to talent. A solid employer brand requires synergy across all touchpoints–employees, visuals, and copy.
An employer branding process helps you define:
- your voice
- your brand’s attitude
- what qualities do you look for in an ideal employee
- the one thing you really want to “own” as an employer
Once you’ve figured out all your ingredients you can package it into an employer brand that reflects your culture, your unique spirit as an organization, and your corporate brand DNA.
Your employer brand is the creative platform that will be infused throughout all your employee communications, recruitment marketing, and more. It should create a consistent narrative and align everyone, making sure your current and future employees don’t lose sight of why they chose you.