Employee Engagement: A Critical Part Of Your Employer Re-Branding Strategy

Employee Engagement: A Critical Part Of Your Employer Re-Branding Strategy

Michael Altiero

Attracting and hiring the best possible talent is the goal for every recruiting team. But in 2016, this objective is harder than ever before. With the power shifting from employer to candidate, companies have to do more in order to get in front of job seekers.

One of the best ways to do this is by having a great employer brand. However, many companies are lost when it comes to positive branding (or don’t have any at all!), which means they are missing out on the best candidates. This is where the idea of employer re-branding comes into place.

But what is employer re-branding? Essentially, it is when a company makes the decision to revamp their image for recruiting. One very popular example is General Electric, who underwent a big re-branding that was met with extremely positive results.

In this post, we’ll discuss employer re-branding, and specifically the role that employees play in your efforts.

Where To Start With Employer Re-Branding

If your company is considering an employer brand revival, there are a few important factors and pieces to include. However, perhaps the most important thing to build into your new strategy are your employees.

Actively encouraging and allowing employees to participate in your employer brand is a no-brainer. Not only does it boost employee morale, but your job seekers want to hear from current employees while doing their research. Whether it’s testimonial videos on your career site, encouraging and helping employees to be active on social media, or allowing them to write for the company/HR blog (just to name a few), these can be great assets to your new employer brand.

The Trickle-Down Effect With Successful Employer Brands

One critical aspect of employee engagement within employer branding is the buy-in and participation from senior leaders, especially the CEO. One thing that the world’s best employer brands share in common is that leadership is fully committed to the idea of creating an amazing employer brand. Without this, it will be extremely difficult for a branding strategy to take shape and hold up over time.

Another positive outcome of having your leadership actively participating in employer branding is the trickle-down effect it has throughout the rest of the workforce. When employees see their CEO actively participating in employer branding campaigns, it makes them much more likely to want to participate. All in all, this makes for a more healthy company, image, and brand.

Employer Branding Is A Company-Wide Effort

Making the decision to modernize and boost your employer brand is something that all companies should consider doing, especially as recruiting becomes more and more challenging. But when doing so, always keep in mind that having a great employer brand is a company-wide initiative. Not only do you need the buy-in from senior leadership, you also need employees at every level of the company to be active in your brand.

Having a best-in-class employer brand allows companies to stand out from their competition for top talent, and bring in new employees that will drive the company into the future. And just remember, your current employees are one of the keys to achieving this goal.

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.

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