Photo: Razvan Chisu
#WorkTrends host Meghan M. Biro sat down with employer brand expert Susan LaMotte to talk about the power of great employer brands — and why every organization needs to assess whether their own employer brand conveys the essence or the eh of the company. Susan, the Founder and CEO of exaqueo, has worked with an incredible range of organizations, from chicken dinners (Boston Market) to communications (T-Mobile) to education (Princeton University) to the empire-sized CVS Health. With all, though, she guides companies to get to their heart and soul. Anything less isn’t going to attract talent or engage employees, she noted.
Companies spend incredible energy and people power on marketing, but CMOs and their teams are focused on customers, Susan said. And forging a great employer brand takes focusing on employees — but using some of the same strategies: research and more research. Learning everything about employee’s values, needs, behaviors, life in and outside of the workforce is all a part of it, and so is enlisting everyone, every stakeholder, to be part of the effort. And the most important part of the employer brand? “Consistency,” Susan said. “On the marketing side, we look at the attributes of a product and then we settle on the strongest ones that are most important to our customers to build our brand on. We should do the same thing on the employer brand side as well.”
“You hear that, everybody?” Meghan said. “That is absolutely the word of the day.”
The two discussed the importance of listening — how it’s too easy for executives to overlook complaints or concerns from employees. They talked about candidate experience as well — and agreed that the candidate experience, in fact, is part of the employer brand. “We’ve got this continuous sense that everybody is connected to the lifecycle, the brand, the outcome, the rest of the world,” Meghan said, underscoring that brand meaning isn’t static, but dynamic. It’s every interaction, Susan concurred, even from the first time a candidate hears your brand name: That initial contact “gives them a perspective,” she said. “You’re branding from the first moment.” And as leaders, she added, “that’s what we have to pay attention to.”
Listen to the full conversation and see our questions for the upcoming #WorkTrends Twitter Chat. And don’t forget to subscribe, so you don’t miss an episode.
Twitter Chat Questions
Q1: Why aren’t some brands better at discovering their employer brand? #WorkTrends
Q2: What strategies can help organizations better create their employer brand? #WorkTrends
Q3: How can leaders shape a powerful, authentic employer brand? #WorkTrends