Employer branding is marketing. Many marketing practitioners do work without marketing or brand strategies or plans. They just go with a flow and execute ideas as they pop up. However, there is a downside to this.
It is pretty hard to evaluate success over a spontaneous act of marketing. The problem with spontaneous acts of marketing is that we have no idea whether it was time spent well.
Employer branding is marketing and marketing involves costs. We all know how much top management dislikes costs. Did you ever hear a decision maker call for more costs? No. Do you hear them calling out for more results? Yep.
Marketing always involves costs. We all know how much top management dislikes costs. Did you ever hear a decision maker call for more costs? No. Do you hear them calling out for more results? Yep.
If you need an employer brand, make sure you have a good employer branding strategy. When you stick to executing it, you are likely to convert the costs into return on investment.
Employer branding strategy gives you control
A participant in one of my employer brand strategy courses once told me that the framework I teach gave her great sense of control. With more control over employer branding activities, she was able to save time and say no to requests that were not inline with the strategy.
Years ago, early in our relationship, my husband and I used to take long summer vacations in Italy. We would steer away from tourist attractions, hire a car and spend the entire vacation driving around Italy trying to see as much of the country as possible.
It’s easy to end up with a hefty credit card bill from a holiday like this unless you plan in advance. A good plan gives you control over the course of the journey and enables you to optimize your resources to maximize the expected outcome of the holiday.
Some people book the flights and decide on the route each day based on how they feel. They book in whatever available hotel or B&B on the way and keep their fingers crossed there will be a bed available at a reasonable cost by the end of each day. It is a slightly more stressful way of traveling. And you are likely to be the target of a proper rip off (in prices).
Employer branding strategy is like a travel plan. It allows you to maximize your travel days, make sure your budget covers everything you want to explore and makes you feel more secure about reaching your destination within the time frame set up. Employer branding strategy gives you control and saves you much hassle.
Employer branding strategy is like a travel plan. It allows you to maximize your travel days, make sure your budget covers everything you want to explore and it will allow you to feel more secure about reaching your destination within the time frame set up. Employer branding strategy gives you control and saves you much hassle.
Is an employer branding strategy difficult to create?
Every time I draft an employer branding strategy for our customers, I find it hard if there are not enough of data to back it on. It is impossible to put together a good strategy in a hurry. But is it difficult? It does not have to be complicated beyond your skills.
To be honest, putting together a strategy is much easier than getting one to commit to executing it.
For some odd reason, business strategies tend to be very long and complicated. An employer branding strategy does not need to be long and complex. It just needs to have certain information put into a clear enough context so that anyone will be able to make sense about it.
A good strategy is a framework that clarifies what you need to focus on. It gives you the boundaries you stick to. But what more, it will also give you the boundaries for all the things that will be out-of-scope. That’s what a good strategy will do.
The Modern Employer Brand Strategy©️
The modern Eminent Employer Branding Method©️ I’ve created has a strategic framework that fits into two, yes two PPT-slides. It’s purposefully that short. The longer the strategy is, the more complicated it will become. The complicated strategies end up covered in dust.