An employer brand should be built from the inside out. Just as part of an organization’s marketing message should come from its customers, the employer brand should be championed by its employees. For better or worse, they are the vehicles by which the message will be conveyed on blogs and social networks. Smart employers will take advantage of this tremendous PR opportunity and embrace social networking, encouraging intercompany collaboration, and communication with those outside the corporate walls by their employees acting as their brand champions in social media. The brand message itself must be authentic, unique and attractive. Job seekers today do not care about boilerplate HR selling points. Sure, the message should be stated clearly on an effective careers site. But if it is not first conveyed to the internal employees and reinforced by meeting or surpassing their expectations, the organization will not have the brand champions it needs to convey that message online to job seekers.
Jessica Flippo, Sr Manager Talent Acquisition and Employer Branding at Zoës Kitchen, and Craig Fisher, Head of Recruiting Innovation at Allegis Global Solutions, talk employer brand strategy with Julian Placino at InSource Group’s recent panel session. Learn about strategies to keep your employer brand organic vs. “created” and how to deal with the negatives on places like Glassdoor.
