The fields of marketing and human resources are more closely related than you may think. Marketers are responsible for promoting the business’ brand to customers, while HR professionals are responsible for communicating the employer brand to prospective and current employees.
Why are they so similar? They both rely on the principles of psychology and human behavior. Psychology, by definition, is the scientific study of the human mind and its functions, especially those affecting behavior in a given context. Both use it to influence action; marketers use it to persuade customers to buy their product or service, while HR professionals rely on it to attract, motivate, and reward employees.
To be successful, HR professionals need to think like marketers. The first priority should be to develop your employer brand. What is an employer brand? According to SHRM, it is “what the organization communicates as its identity to both potential and current employees. It encompasses an organization’s mission, values, culture, and personality.”
Why you should give a damn ‘bout your bad reputation
It all comes down to creating a positive reputation.
When you have a favorable employer brand, it communicates to employees that your organization is a good company and a great place to work.
This is immensely valuable when it comes to recruiting and retaining qualified talent.
Five Ways to Build an Effective Employer Brand
Take an Assessment
Ask yourself the following: What do others know about our company? What is our company culture? What do current employees like most about their job? Would they recommend a friend to work here?
The first step in determining how to craft your message should be to assess how you are currently perceived in the marketplace. Remain true to your culture. You don’t want to promote a message that isn’t reflective of you are.
Build a cohesive brand by aligning your employer brand with your business brand. Once the message is clearly defined, make sure that it is the same across all channels. Your company’s personality should be reflected in all printed materials, on your website, social media profiles, and even in job listings and interoffice communications.
Craft A Company Elevator Pitch
If everyone in your company were asked the question “what does your company do?” would the responses be accurate? Consistent?
An elevator pitch is a concise, pre-prepared speech that explains what your organization does. It should be a brief summation of your employer brand and what you want others to know. Craft one or two statements and disseminate it to all employees.
Keep Current Employees Happy
Nothing is worse for your reputation than high turnover and discontented employees. To build your brand focus on retaining your current employees and keeping them happy. Not all rewards need to be monetary; provide a sense of purpose, opportunity for growth, and listen to their needs.
When your current employees love where they work, word gets around. Potential candidates are more likely to trust what they hear from their peers vs. what is promised on your website or a job listing.
Take advantage of this by encouraging employees to put in writing and share what they enjoy most about the company. Websites like GlassDoor, CareerBliss, Indeed, and Vault feature employee-provided reviews, opinions, and rankings.