Why is HR Scared of Employer Branding?

Maybe my Type A personality makes me a little over-eager when it comes to getting things done but I often wonder if this quality would be beneficial for certain professionals. Employer branding has been a highlighted topic for a little while now, and HR professionals are realizing that having a strong employer brand is a significant way to attract candidates to their company. Sometimes this topic has been talked into the ground but when all is said and done, there still doesn’t seem to be any action taking place. I hear them say that they want to do it, that it’s important for their company to have it, and so on. But when it’s time for them to actually really consider putting into play, they choke.

I get it- it’s a scary thing to put yourself out there. It’s scary to think that however you promote and brand your company might be detrimental to its reputation if presented wrong. It’s hard to fathom investing money and time into something you don’t know will truly work for your organization. I know. I know. I know. However, the more you drag your feet on this, the easier you are making it for other forward-thinking companies to snatch up quality talent from the candidate pool.

Here are some steps you should consider when starting the employer branding process:

  • Research: put on your networking hats on and start talking to people who do marketing, social media community management, social HR, and even consultants that handle employer branding. For example, Jocelyn Aucoin  has been a great resource when I had questions about all of these things. What better way to get a solid understanding on all aspects of branding than talking to the people who are deep into it everyday?
  • Formulate a plan: … then reformulate. Over and over again. No one said that the brand was going to happen overnight but this is the key thing to help you have some sort of structure when you put your plan into motion.
  • Put it into action: it’s time for you  to bite the bullet and put your plan into action. And trust me, there is going to be a bunch of bumps along the way but try your best with damage control. New ideas and new processes are never perfect, so don’t expect this to be any different. Remember, it is important for you to: take notice, observe, listen, and learn from these situations/feedback.
  • Adapt: after listening and observing, it’s essential for you to seriously take the feedback into consideration and, once again, reformulate your plan. The best branding is one that is active and engaged in their “audience” and then delivers the results that these individuals are looking for.
  • Be consistent: branding is an ongoing thing. Your company changes often and your brand should reflect that. New people are entering the candidate pool every day, so be sure to also find new ways to engage these people. Be a constant presence and stay in front of people’s minds. Branding often fails due to lack of consistency.

Employer branding is important for a reason. The economy has put a lot of people out of jobs or in search of new ones. These people have potentially been in bad situations (underemployed, laid off, terminated, unemployed for long lengths of time) and want to make sure that the next choice they make is the right one. They are looking for companies that have transparency so they can feel more confident about applying.

Gen Y is also entering the workforce and the workforce will be majorly comprised of these individuals in just a few years. They are extremely savvy when it comes to finding information on things, thanks to being brought up in the technology era. Therefore, they will also be looking hard for companies that seem to be providing the most up-to-date and useful information. With that being said, do you really think branding isn’t a good investment? What you doing for your employer brand? Feel free to respond here.

More Links:

HRTechEurope White Paper on Employer Branding

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3 thoughts on “Why is HR Scared of Employer Branding?

  1. Great post. I’ve integrated HR andMarketing to maximize our brand across multiple channels, outlets, and strategies. This is the only way to move forward…the only way! Great stuff Ashley!

    1. Thanks for the comment, Jay. I know you do the blogging, twitter, and share other HR blogs via #hrblogs hashtag but what else are you doing to blend the two? Are you also training your recruiters to learn the brand and promote it while speaking to candidates to try and engage them through the interview process?

  2. Pingback: Why is HR Scared of Employer Branding? | Intern...

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