Talking with our media partner today, they reported a significant increase in the number of employment branding projects this year.
The idea is finally catching hold within the employment market. Typically with a trend we see a small group of early adopters who really ’get this stuff’ and make a shift in their thinking and behaviour… and then the rest slowly follow. Such is the case here.
The acceptance of employment branding has been gathering momentum quietly yet confidently over the last couple of years. The first customer group to innately understand the relevance was of course, the job seeker. When on the quest to find a new opportunity the research that now goes into knowing about a potential employer by the job seeker is extraordinarily detailed. It’s because people care about whom they work for.
Conversations with employers have revealed a mishmash of opinion regarding the level of importance placed on employer branding. It pinpoints the chasm that exists between how a company goes about doing its business and the way people internally and externally view the company and the business they do.
The research supporting employment branding makes for compelling reading:
- 86% leave an organisation for reasons other than money (The Saratoga Institute)
- 55% believe ‘it’s important that other people want to work for my employer’ (Employer Brand International)
- A defined EVP and Employer Brand gives an organisation access to 20% more of the talent market
- Effective employee communications reduces turnover probability by up to 87% (Corporate Leadership Council)
The power of branding is now deeply embedded in our cultural landscape. It is here to stay and getting stronger. The the following has become apparent:
- It is multi-layered and takes many forms
- People join brands and leave managers
- It’s not about advertising; it’s about conversations
- It’s is about behaviours
- It has morphed from being all about the employer to being all about the job seeker
- It is seen in the actions of individuals within a company
- It starts at the top
Every day your employment brand is walking out the door to enjoy daylight savings, talking with their friends, posting information on Facebook, and possibly complaining about your company.
This is why a mind shift is required. If the question is: “Can employment branding in an organisation make that organisation more successful than its competitors?” In my opinion, the answer is; “Yes.”
Mini Case Study of an Employment Brand Gone Wrong
An FMCG Company needed a particular skill set/experienced individual to join their New Zealand leadership team. The ideal person was not a dime-a-dozen, more like a ‘golden hens tooth’ in the NZ market.
We located and presented the ideal individual; background/global experience/ideal skill mix and desire to work at this company. However the hiring manager was very, very, very busy.
We kept the individual connected to the process for 3 months. Annie O’Keefe, Talentologist at Frog, received the following email:
I presume there has been no contact with XX.
It is really getting to the unprofessional point that they haven’t come back to you.
Look forward to an update.
After 4 months, Emma was offered the role. She turned it down.