5 Do’s and Don’ts of Effective Brand Building
Now more than ever the importance of employer branding is crucial for all companies. The battle for the best talent has always been an overly competitive one, but now that culture plays a large role in a candidate's decision-making process, employers have to take a long hard look at themselves before engaging with promising talent.
It's simple: top of the range employees want to work for the top of the range companies. In this article, you will see 5 do's and don'ts of efficient brand building so you can start building that perception.
1 Figure out where your brand stands
The first as well as the most important step to take, is to figure out exactly where your brand stands. Whether you have started to build your brand over the past couple of years or haven't even considered it before, you need to do some research to see how people view your company to gauge how much work needs to be done and what departments need the most attention.
2 What do you want people to say about your brand?
Figure out what you want people to say about your brand. Do you want employees to enjoy working there? Do you want employees to recommend their jobs to their friends and family? Do you want to connect with the public as well as your workforce? Figure out how you want to be perceived and make plans to get there.
3 Engage with your employees
The best way to simultaneously improve your brand and get tips on how to do better is by engaging with your employees. Ask your employees to take anonymous surveys so you can gauge where you are going wrong and where you are going right.
4 Aim to stand out from the crowd
You don't want to be just another job opportunity, you want to be THE job opportunity. Study the methods of your competition and figure out new and unique ways to connect with candidates so you stand out in a crowded market.
5 Constantly monitor the progress of your brand
Building a brand is a job that never ends, there is always new technology to use or new ways to appeal to prospective candidates. So, constantly monitor your progress and always look to improve regardless of how successful your employee brand becomes.
1 Never assume anything
As I mentioned above a big part of building your brand is engaging with people. Everyone from your employees to partners can help you reach goals which is why you should never assume you know more than anyone. Pay attention to what people have to say and take it on board moving forward.
2 Ignoring your employees thoughts and feelings
Few people will know a company like the members of its workforce which is why you need to listen to what they have to say because the way they view your brand is likely the way many others view it also. So, even if their thoughts are negative, never ignore your employees!
3 Don't be inauthentic
Avoid the urge to overcompensate. People can smell a fake from miles away so don't be inauthentic when portraying your company to outsiders. If you want candidates to really connect with your company do so by using natural language and imagery.
4 Don't forget to use EVP's to your advantage
Your EVP is a very important aspect of your employer brand, however, it is a common mistake for companies not to use it to their advantage. Don't make the same mistake; whenever you can add it to all internal and external materials.
5 Don't fall behind
It's easy to fall behind when building an employer brand. A few successful engagements on social media and an increase in candidate interest might seem like a win but it's only the beginning. You need to strive to always out do yourself if you want long term success, so don't take your foot off the gas at the first sign of success.
As I have mentioned at the beginning and throughout this article, your employer brand is a vital aspect of your company recruiting the right candidates. Above is the most helpful guide you will find when it comes to figuring out what to do and what not to do when building your brand. So, make sure you take note of everything above and put the tips into practice to get the best results.
Tresha D. Moreland, MBA, MS, SPHR, SSBBP, founder of HR C-Suite, is an HR thought leader in Human Resource Strategic Management. She has held key human resource leadership roles for over 20 years in multiple industries most recently a senior vice president in the healthcare industry.
Tresha is the founder and publisher of HR C-Suite (www.hrcsuite.com). HR C-Suite is a game changer results-based HR strategy website. It is a first-of-it's-kind site that organizes HR strategy based on desired business result.
She has developed a business philosophy of integrating human resources with business strategy, thus creating a hybrid HR leadership approach. This approach enables the leveraging human resources to achieve business results.