Employer Branding Campaigns: 5 Hurdles You’ll Have to Jump at Some Point
If you can positively influence the way candidates perceive your organization as a place to work, the list of benefits is massive. This is the point of employer branding campaigns, but getting there doesn’t always come without challenges. We launched a survey late last month to gain a better understanding of these challenges. As we bring the survey to a close in the coming weeks, we want to dig into some of the questions.
In this post, we will explore some of the greatest employer branding challenges companies face and how to overcome them. If you haven’t taken the survey yet, you can find it below.
Got a Minute? Take the 2016 State of Employer Branding Survey
Trouble viewing this survey on mobile? Here’s a mobile-friendly link.
Employer Branding Challenges Broken Down
1. Proving a Return on Investment (ROI)
Regardless of the business function, proving an ROI for an initiative is both crucial and challenging. It’s crucial for being able to both secure additional budget to further the initiative (as we’ll discuss in the next point) and gaining an understanding of the impact your actions have. It’s challenging because quantifying and connecting hard values to your actions is difficult. Analytics and performance management are key here. If you’re not enabling an analysis of your employer branding campaigns, then you’re likely selling the impact short.
2. Securing Budget to Execute Campaigns
Resources are finite, and that means getting them allocated to your initiative will almost always be difficult. This is especially true for some organizations that don’t have a formal employer branding program in place. Getting budget to execute employer branding campaigns is a two-part challenge. First, recruiting and marketing teams often need to pilot campaigns in order to show some value (ROI). And second, they need to sustain funding in order to try bigger and better things. Getting the analytics piece of this right is key.
3. Finding an Executive Sponsor(s)
It’s no surprise that initiatives without a leader tend to fail in the long run. That’s why employer branding campaigns with an executive sponsor will likely perform better than those without. Executive sponsors can influence budget, the perception of the program within the company, and even participate in your employer branding efforts (assuming they have some overarching influence that extends beyond just your company). If you’re launching or trying to accelerate the performance of your employer branding campaign without an executive sponsor, it might be time to find one.
4. Creating Employer Branding Content
The task of creating content is challenging, whether it’s for marketing purposes or employer branding. But getting content right can have a major impact on your employer branding efforts. There seems to be a trend of recruiting and marketing teams coming together to generate and distribute employer branding content, and we hope that continues to be the case. If you’re having trouble coming up with employer branding content ideas or don’t know where to start, look at the multitude of content marketing resources on the internet and figure out how to tailor those strategies to your employer brand.
5. Managing Multiple Employer Branding Channels
Which channels work well for your employer brand will likely differ from others. After you’ve identified the mediums that resonate with your audience, managing and optimizing them can be a challenge. The main tip here is to follow a continuous improvement model where you continue to experiment as well as build upon what’s working over time.
Like the topic of employer branding? Us too! Check out our new 2016 Employer Branding Handbook. It shares 7 employer branding strategies you should be employing right now.