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id29 Blog

Employer Brand Strategy: What it is. What it isn’t. How we can help.

 

Buzzwords and Confusion

Employee branding. Recruitment branding. Recruitment marketing. Recruitment advertising. We frequently hear these similar-but-not-quite-exactly-the-same terms being thrown around as if they are synonymous. They’re not. They do, however, have one thing in common. 

They’re tactics. Tactics without the disciplined focus and guidance of a solid, strategic foundation are a massive waste of time and money (why would you enact a plan without fully understanding what needs to be accomplished?). Yet, countless organizations suddenly get convinced that they need Recruitment Branding and dive headlong into a superficial excercise in futility and waste with a veneer of marketing communications that don’t reflect the reality of their brand and potential employees’ perceptions.

 

What You Really Need

If you take away only one thing, we suggest that it’s this: not only do you need to attract the best talent available, you need to engage and retain them over the long term as well. There’s no quick fix here. To successfully make it happen, you can’t solve only part of the puzzle. You must first develop an intelligent Employer Brand Strategy.

Employer Brand Strategy applies the fundamental concepts of Corporate Brand Strategy to attract, engage and retain top talent. Developing a solid Employer Brand Strategy requires asking tough questions and acknowledging the reality of employee and prospective employee perception. It’s more than the fabrication of a shiny, happy story. It requires finding, forging and consistently cultivating a unique and compelling cultural identity. It requires creating a brilliant employee experience at every touchpoint, throughout every stage of the employee journey to drive shared values, purpose and performance. It requires backing up your promises with reality and establishing a valuable feedback loop with your employees and prospective employees.

 

Our Work

Our expertise with Employer Brand Strategy runs deep. From our foundational strategic and brand design work for multi-billion dollar internationals like PUMA and SI Group, to our work for smaller organizations like Bestpass and Sterling Rope—we’ve helped many customers attract, engage and retain the employees (and customers) they need to succeed.

 

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Employer Brand Development - SI Group

 

 

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Employer Brand Development - Sterling

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Internal Campaign - Sterling

 

 

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Employer Brand Development - Cobra PUMA Golf

 

 

 

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