Not everyone’s up for focusing an employer branding. Even though I’m a hard core “importance of employer branding advocate”, I get that there are many other priorities for leaders, especially when it comes to SMEs. Not everyone has the resources it takes to create an incredible employer brand like L’Oréal. They run incredible campaigns such as “Are You In” which got employees involved in a career-oriented conversation across all social media platforms.
Even if you can’t go into a full blown employer branding program, I do believe that you’ll waste a lot of time if you don’t vocalize and sell just why your employees (and future employees) should be working for you. Don’t let employer branding intimidate you – the following steps will let you implement it without much hassle.
1. Have A Planned Social Media Presence
Most companies are online on Facebook, Twitter or LinkedIn. Even if a company isn’t on social media officially (which it should be) your employees definitely are. To help them convey the right message about your company, provide generic do’s and don’ts of social media is an absolute must. This can go out on an email if you don’t have a digital reference area but it needs to be in the form of an official policy. Beyond social media guidelines, you could share messages for them to use about the company – perhaps something from your latest advertising. The whole point is, provide guidelines. Don’t let them venture into the social media world without any help.
2. Weave Talking To Your Employees Into Your Communication Plan
All companies have some form of communication plan. Even if it’s not officially documented, you know the messages you’re sharing with your clients, stake holders and leaders. Add your employees to this list as well – even once a quarter is enough. You could send out newsletter emails, have a quarterly town hall meeting with key leaders or have communications with them on social media. Whatever method is your cup of tea, make a regular plan to communicate with employees.
3. Keep Core Values At The Heart Of Your Corporate Culture
This may seem like a “so obvious” kind of tip but consider the following angle on it: Employee behavior should mirror what customers would like to see in your company to make them do more business with you!
And where does this behavior stem from? Values and Capabilities. And where’s the best place to exemplify what values employees should hold close to their heart? The company culture of course. See the thing is, employer branding is all about how you want to be perceived as a company by the people who work for you. And the truth of it all will lies in your culture. I know it can all sound a bit abstract but you have to make culture work for you.
4. Have A Solid Careers Page On Your Website
By “solid” I mean really really good. Not just some random automated form that asks people to send in their CV to you. I’m also not saying that you need some fancy automated process that asks people to upload LinkedIn style details to your website. Your Careers Page needs to reflect your brand, for the employees. Even if you don’t have a branding strategy, think about what you can offer to people and why they should come work for you. Answer these two questions and present them nicely on the careers page.
So you see, there really is a lot you can do to attract and retain your teams without having to get into the depths of employer branding. I’m not saying employer branding isn’t important, it very much is. But if you don’t have the time, manpower or resources to focus on it, at least do the 4 points above to set some sort of tone for your company. I guarantee you it will be worth the effort.
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