When people find out the fact that I own a creative agency, and that “Employer Branding” is my focus… often I’m faced with a really puzzled face, and occasionally a brave soul utters:
“Huh… what is THAT… exactly”?
Now, whilst I know that Employer Branding is a hot topic around many boardrooms, and bandied around quite a few meeting tables, I thought you may appreciate me demystifying the concept of it…
Lets’s break this puppy down!
Best place to start, a dictionary!
When I usually research a concept, I start with my trusty friend Google?
There aren’t many definitions of Employer Branding out there… are there?
Here are the first two options I stumbled across :
1. Wikipedia says:
“Employer brand is an organisation’s reputation as an employer. The term was first used in the early 1990s, and has since become widely adopted by the global management community.”
2. Universum define it as:
“If employer branding is the process, the employer brand is the identity of a company as an employer of choice. For effective employer brand promotion, however, the company can only attract current and future employees if it has an identity that is true, credible, relevant, distinctive and aspirational”
The Wikipedia example focuses quite strongly on the reputation [or EVP], I think that Universum is closer to the truth though [with the hint towards an employer brand being about both internal and external employees].
But I’d like to take these concepts one step further…
Exploring a little further afield:
If Employer Branding is the Employers version of Branding… how does the Guru of branding [Seth Godin] define a Brand ?
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
Right… so now I feel like I’m getting a little closer to our truth…
So if I add a little FreshSage to the mix [and get a little fresh with all three of these definitions], I would then say that…
An employer brand is
combination of behaviours, experiences, stories , relationships and expectations that, taken together, account for a person’s decision to choose your company [and brand identity] over another. By engaging and retaining the right internal people, you will build and company [and culture] that has enough value to attract the right external people to it. – Emma Weise”
Essentially, Employer Branding is…
It’s how we attract, engage and retain our talent… communicating in a way that builds not only a successful company, but one that everyone wants to be a part of.