| Over the last five years, the concept of Employer | | | | identifiable, unique employer identity and a value |
| Branding has gained traction as a necessary | | | | concept of the organisation that differentiates it from |
| requirement for the attraction, engagement and | | | | competitors. A strong employer brand is employment |
| retention of talented employees. Although the current | | | | specific but reflects the essence of the |
| environment is overshadowed by the realities of the | | | | organisation’s brand. It is a powerful tool for |
| global downtown, public and private organisations must | | | | attracting, engaging and retaining the right ‘talent’ |
| look beyond this to address longer term issues that will | | | | necessary for building a sustainable organisation. |
| affect the sustainability of their workforce in the future. | | | | Successful employer brands |
| With an aging population exiting the workforce and | | | | Companies like Google, Southwest Airlines, Microsoft, |
| taking with it a breadth of skills and years of | | | | SEEK and Woolworths invest considerably in their |
| experience, a skills shortage is an inevitable reality. In | | | | employer brands and reap the benefits. What |
| addition, less people are also entering the workforce | | | | separates these organisations is their ability to deliver |
| than those retiring which is compounding this future | | | | on stated promises by aligning internal |
| talent issue. | | | | ‘touchpoints’ with their brand. |
| A common trap for many organisations, public or | | | | For example, Southwest Airlines’ brand promise |
| private, is to associate employer branding with | | | | ‘symbol of freedom’ is fully internalised. At the |
| recruitment marketing. This is only part of the process | | | | core of their EVP is the theme ‘freedom begins |
| for building a competitive and sustainable employer | | | | with me’ which is underpinned by two key |
| brand. The primary issue is that many organisations fail | | | | behaviours - empowerment and accountability. The |
| to link their external employer brand communication | | | | organisation takes a whole systems approach to |
| messages with their internal employment experience, | | | | communicating its EVP ranging from people processes |
| rendering their employer brand ‘inauthentic’. | | | | and organisational systems, to performance |
| So what is an employer brand? | | | | management and rewards. As a result, Southwest |
| An employer brand is a collection of ideas and beliefs | | | | Airlines is one of the world’s top performing airlines |
| that influence the way current and potential employees | | | | and is continually voted as one of the best companies |
| view an organisation and the employment experience | | | | to work for in the US. |
| that the organisation is offering. In its true sense, | | | | Even the public sector has some outstanding |
| employer branding is about the packaging of the | | | | examples - the Australian Institute of Health and |
| functional, economic and psychological benefits | | | | Welfare won the 2008 “Best Companies to work |
| provided by employment with an organisation. How | | | | for” award through creating a positive brand |
| these benefits are packaged and the reality of the | | | | experience for their employees. See how they have |
| ‘employment experience’ then determines the | | | | brought this to life in their video “Life at the |
| organisation’s employer branding positioning and | | | | AIHW“. |
| competitive advantage. | | | | The employer brand acid test |
| What are the benefits of employer branding? | | | | Gauge the health of your employer brand by |
| For most organisations the key benefits of employer | | | | answering these quick questions: |
| branding are: | | | | - Are you aware of the main factors driving employee |
| - Lower overhead costs | | | | engagement and commitment in your organisation? |
| – increased candidate attraction and lower | | | | - Have you clearly defined your unique |
| recruitment costs | | | | ‘employment experience’ – the value |
| – reduced turnover and replacement costs | | | | proposition that your organisation offers to candidates |
| – reduced absenteeism or sick leave | | | | and employees? |
| - Improved employee engagement and commitment | | | | - Do your employees have a strong understanding of |
| – engaged employees that are more productive | | | | the organisation’s purpose and values? |
| – employees that are strong advocates for the | | | | - Are you aware of what kind of employees your |
| organisation | | | | organisation needs now and in the future? |
| – higher return on talent investment | | | | - Is your employee turnover rate high relative to other |
| - Improved customer and stakeholder satisfaction | | | | organisations in your industry? |
| - Improved internal communication and synchronicity | | | | - Do you have high levels of absenteeism or sick |
| between Human Resources, Marketing and Internal | | | | leave? |
| Communications. | | | | - Do your employees speak highly of your |
| In today’s business climate, employer branding is no | | | | organisation? How do you know this? |
| longer a short term project initiated by HR to aid | | | | - Would your employees recommend your |
| attraction and recruitment; it is now a way of life for | | | | organisation as a great place to work? |
| successful organisations. | | | | - How willing are your employees to go the extra mile |
| The basics of employer branding theory | | | | to get a job done? |
| The role of employer branding is to provide a coherent | | | | - Are you aware of all of your ‘organisational |
| framework and focus the priorities of an | | | | touchpoints’ that communicate your employer |
| organisation’s people strategy. | | | | brand? |
| A key component of employer branding is the | | | | If you answered no and/or unsure to any of the |
| development of an Employee Value Proposition (EVP) | | | | above questions then you have work to do on |
| that communicates the central value message | | | | creating a compelling employer brand! |
| conveyed by the brand. The brand process builds an | | | | |