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What is the modern employer brand?

How is it different from what you think about employer branding?

The modern employer brand is talent centric

The modern employer brand is talent centric, not employer centric.

It influences the ideal talent behavior and attitude through content marketing. The content used is content seen relevant and immediately valuable for the ideal talent.

A new position: Talents are the heroes, not the employers

The modern employer brand positions the organization differently to how organizations have positioned themselves over the past 20 years as employers.

Most organizations like to focus marketing messages around how amazing they are as businesses and a work places.

I recently saw a newsletter from an advertising agency. Guess what the key message of the newsletter was?

How many awards the agency had won.

Didn’t click it open to read further. Their accolades are irrelevant to me.

Had they opened the newsletter with something relevant to my problems or questions in regards to how to build my company brand, I would have clicked it open.

It’s just that we keep being bombarded by so many commercial messages today that it’s a full time job to move all the irrelevant ones to the bin!

The new positioning increases significantly our ability to win the attention of our ideal talents in the ever increasing flow of information.

The new positioning increases significantly our ability to win the attention of our ideal talents in the ever increasing flow of information.

When we figure out, address and give information, inspiration, education and entertainment to our ideal talents to whatever is relevant to them, we will catch their attention and interest.

In other words:

We position ourselves as their trusted work – life advisor. Not work-life, but work and life.

What is modern employer brand_ quote

It addresses the ideal talents’ needs

Talents are in a position similar to customers and consumers, but they are not like consumers. The same marketing messages and tactics used in consumer marketing or corporate communications’ are necessarily not the most impactful tactics for employer branding.

The same marketing messages and tactics used in consumer marketing or corporate communications’ are necessarily not the most impactful tactics for employer branding.

Why so?

Because our work and career can be extremely personal and sensitive to us. You probably agree your sentiment to milk and bread are not so deep as how you feel about yourself as a professional.

Work has a huge impact on our well being, self confidence and professional development. We take it much more seriously than most of the other items, services or products that are commercially targeted to us.

If you want your employer branding, recruitment marketing or any HR marketing to really influence and impact your talent audiences, you must understand and respond to the needs of your ideal talents.

The 3 key content elements of the modern employer brand

The modern employer brand attempts to influence the ideal talents through topics that are relevant to the ideal talents right now.The modern employer brand storifies why we exist, how we deliver our customer promise and what our employees think about it.

The 3 key content elements of the modern employer brand are:

  1. Why do we exist (our mission & bigger purpose)
  2. How do we deliver our customer promises here (our company culture and our competences & knowledge base)
  3. How our employees feel about the way we deliver our customer promise (employee experiences)

It goes beyond EVP-slogans, career sites and job posts. The modern employer brand engages in a continuous dialogue with their ideal talents through regular HR content marketing.

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