What does employer branding take in the digital information era?

I should thank you for clicking this blog post open. There are plenty of other messages bombarded to your way, requesting you to click this, read that, download this, view this.

Ever since we became able to be our own media, we have certainly taken advantage of that privilege!

According to some studies, there are about 5 million new blog posts, 500 million new tweets, 300 million hours of video content and 200 million new Instagram posts published every single day. And that’s just some of it!

Instead of welcoming the constant stream of information and requests through social media, we are putting all our efforts into blocking as much of it as possible.

We are living the era of digital information, and our brains are fighting to keep us mentally alive. It has become ever more difficult to get our attention. Instead of welcoming the constant stream of information and requests through social media, we are putting all our efforts into blocking as much of it as possible.

Employer branding is about clearly different position

Employer branding is now more important than perhaps ever. When we brand ourselves as employers, we attempt to clarify to our audiences, in which ways we are different in comparison to our competition.

Employer branding is about positioning our company as a workplace and employer clearly different in comparison to other companies targeting the same talent.

Employer branding is about positioning our company as a workplace and employer clearly different in comparison to other companies targeting the same talent.

In an essence, employer branding is about first choosing your box, then making sure you stand out from the others in that same box.

> (opens in a new tab)”>What is the Modern Employer Brand? >>

Your box might be startup companies, real estate agencies, local female personal trainers, international advertising agencies operating in your country, Montessori day care centers of your region or for example software companies of your region.

Your audience will always compare you against other employers of their choice. To be successful in employer branding, we must understand who is our competition (in the eyes of our ideal talents) and make sure we stand a different ground to them.

Why the war for talent is back on?

I’m going to have to blame the digitalization!

McKinsey coined the famous “war for talent” already back in 1997. It refers to an increasingly competitive landscape for hiring and retaining talent.

Ever since digitalization began, the operational environment has seen dramatic changes to work life, ways of work, remote work, leadership, expectations towards transparency, tools of work and what more: the skills, competencies and abilities to prosper in a fast changing world.

(1) Digitalization has impacted our hiring profiles

This is probably the single biggest reason why war for talent is back on.

I remember when I first started as an entrepreneur 10 years ago and we were doing a recruitment marketing campaign for a client. They were looking for a iOs developers.

When I profiled the hiring need in order to write the job post, the recruiter told me they are looking for a person with minimum of 10 years of experience in iOs development.

This discussion took place in 2011 or 2012. When was the first iPhone released? Google tells me: 29th June, 2007.

The world is changing in such fast pace, we keep forgetting all these new skills and competencies we are looking for are that exactly: very new. There simply aren’t an abundance of talents with all the new digital and technical skills our businesses need.

And we also forget another element impacting our hiring success: We need talents who are able to prosper in the digital transformation era. This era puts a lot of pressure on individuals and leadership, because the ability to cope with very little visibility in constant turbulence is a skill that not most people have.

The war for talent is back on, because businesses need a whole lot of new skills and competencies combined with an unusual ability to strive your eyes covered in fierce turbulence.

(2) Winning the attention of talents is getting harder by every new post

The information noise on the Internet and social media is getting so bad, I believe it to be the reason by noise cancelling headphones are selling like crazy.

When social media first arrived, there was very little content. We were so hungry for it all! Reading every blog post out there, watching every cat video on our stream. But not anymore.

Our brains are doing their job: blocking away irrelevant information in order to maintain our energy levels.

Your ideal talents, the digital talents, have their backs turned against you. And they are wearing noise cancelling headphones. What are you doing different for them to even pay attention to you for a second?

(3) The digital talent has new expectations for their next employer

Sorry to say, but most employers are requesting a lot, but offering a little. It’s like our imagination disappeared after we listed all of our expectations and requests for the ideal job candidate. There is nothing remarkable to balance the weights when it comes to what we promise and offer in return.

And when the digital talent has a lot of options, they become picky. You would too.

Most employers in the war for talent continue to think they have the upper hand. That’s why they are in the war for talent. And they are losing the battle.

The digital talent is looking for an employer who is able to propose them a way to get a better life. The digital talent is not looking for free soda or a nice office decor.

If you haven’t yet, read or listen to the book Talent Magnet by Mark Miller, I suggest you do. The key message is clear. The best talents are looking for:

  1. Better boss
  2. Brighter future
  3. Bigger impact

What are your odds as an employer in this battle?

Modern Employer Branding invites the digital talent to a candidate journey

Employer branding takes time and requires consistency. Most employer branding I see is nothing more but recruitment marketing in the form of short term campaigns.

To cut through the noise, to win attention, the modern employer must understand employer branding takes a lot more than a roll up, static career site and a nice banner on a top of a job post.

Modern employer branding invites the ideal talent to a candidate journey with your business. It is a journey that takes as long as the ideal talent is ready to change jobs.

Modern employer branding and candidate journey

Just like no customer is going to buy when you have a need to sell, but when they have a need to buy. No talent is changing jobs because our businesses are desperately hiring. Modern employer branding is about clarifying your employer brand position and remaining top of mind until they are ready to change jobs.

And to make sure your modern employer brand is not just an illusion, you have to be able to offer your digital talents better leadership, brighter future and bigger impact than their current employer does.

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