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Employer Branding - Authenticity is the Key
Prior to the global financial crisis, the concept of employer branding was on everyone’s agenda. Given times are now tough, why the sharp decline in interest? What are the real reasons why employer branding appears to waning?
For one, the economic hardship many businesses are experiencing is impacting on discretionary spending, and the reality is that HR (and Marketing) budgets are often the first to be cut. Secondly, organisations are initiating recruitment freezes and are laying off staff rather than recruiting. Thirdly, and more importantly, previous employer branding initiatives have largely been based on ‘fluff’ and ‘feel good’ programs implemented by HR departments. Such initiatives lacked any real commercial backbone. So it’s not surprising these programs are being culled in the present business climate.
Unfortunately, most employer branding initiatives were predominantly focused on securing new hires in a period of talent shortage - and hasn’t the recruitment industry benefited handsomely from this! Whilst talent attraction is clearly vital, the true essence of employer branding is talent retention and the galvanisation of people around a vision, common goals and shared beliefs. This should not be conditioned by the economic climate, it should be viewed as a ‘must do’ activity regardless.
Employer branding communication is a useful and effective way to attract talent to an organisation. Employers who communicate a compelling value proposition will be better positioned to attract the best candidates. However, given the lack of understanding of employer branding, many organisations have become experts in the art of ‘bait and switch’ branding. That is, attract and recruit the best people without paying attention to backing up the promise. Such practise only exacerbates a revolving talent door. Best candidates arrive, realise what it’s really like to work for the organisation, regret their decision and plan their exit.
Organisations who practise this process - beware. One of the core tenets of an effective employer brand strategy is authenticity. Anything an organisation communicates about itself needs to be consistent with the actual or authentic day to day work experience. If employer branding initiatives are not taken to this level, organisations will experience dissatisfaction followed by disengagement and higher turnover.
Further impacting on authenticity is the evolution of social media. The necessity to ensure process, procedures and organisational culture are aligned and reinforce employer brand messages is critical. Social media today provides unprecedented access to employees. If an organisation coveys a message that does not represent the actual experience, employees can now very quickly disseminate this information and discredit your employer brand.
A recent research study showed that employee engagement decreases sharply after the first six months as employees begin to sense that their experience at the company is not what was promised. This reinforces the fact that organisations must focus on the entire employer - employee touch points from recruitment to separation and actively manage these to reinforce the core proposition of the organisation’s employer brand. In our experience this typically involves process improvements, management training and even a cultural change process all of which are critical to proving employer brand authenticity.
So who is doing this well? Time and time again Southwest Airlines proves why they are a top employer and an employer of choice. The organisation is uniquely people (and customer) focused with results from this flowing to the bottom line. You can view one example of how they reinforce the components of their employer brand in the following video. This is an ‘on-boarding’ touch point communicating the work experience of Southwest to a new recruit.
About the Author
The Right Group’s core areas of expertise are brand strategy, research and people & culture. Our research services are often engaged as part of our work in brand strategy or can be commissioned separately. For more information, visit Branding.
Can I replace an "Overhead Door" brand 12 switch, 3 position remote with a Genie 12 switch, 3 position one?
The OverheadDoor.com website just directs you to dealerships in the area. The closest one I have closes too early during the week and do not open on weekends. I saw a Genie one at Lowes and Home Depot that looks the same as mine: 12 switch, 3 positions. I am mainly concerned with the frequency the transmit in. If they are different it will not work. Genie claims the frequecy is in the back of the remote. Not on mine.
Yes it should work Overhead owns Genie they are they same thing, as long as the switches are the same.
Fabolous feat. Akon - Change Up (Brand New!!!)
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