Having a strong employer brand is seen as a critical way to attract, engage, and retain top talent, it allows you to stand out from the rest and show what makes you special.
The problem with most employer branding is that it is disconnected from the business drivers and is typically handled by the HR department rather than a range of employees from across the business.
Linking company brand and employer brand
Based on feedback from employees the employer brand should grow out of the established company brand. To do this organisations need to have buy in from the CEO and the executive team and also include a diverse group from across the organisation to focus on the talent elements of the employer brand. By doing this you will allow the message to organically grow and match the needs of the organisation.
By creating a talent framework that lays out the key qualities, behaviors, and motivations for the organisation you can understand the type of person you are looking to attract. This creates a clear focus on what key talent criteria you are looking for and how to engage with them.
Ask employees for feedback about what needs to change in the organization for it to retain, motivate, and attract the best people over the long term. In order to get the best results focus on small open sessions where employees are free to discuss their thoughts and ideas.
Assess your actions
One of the best way to assess how well the talent framework is working with potential hires is to conduct post interview and joining study questionnaires focusing on key areas like the company strategy, sense of purpose and corporate social responsibility (for example). This process will help provide a reality check to your talent framework.
Finally you need to fully embed the talent framework into the business and this means incentive's for the right behaviors to encourage the organisation to walk the walk and not just talk the talk. This must importantly includes the CEO and executive team as future business success is directly correlated to your ability to attracting, retaining, and advancing the best people with a consistent message from all levels of the organisation.
Contact JOH Partners today to discuss your talent brand in more detail.