Developing an employer brand – what needs to happen? [podcast #103]

Blog header #103 Developing an employer brand - what needs to happen_  - Building a modern, magnetic employer brand podcast with Susanna Rantanen

Developing an employer brand is hugely popular these days.

But what does it really mean?

When you develop an employer brand, what are you expecting as an outcome?

What is the final product, if you like?

It looks to me as most employer branding practitioners are unable to define the exact outcome.

The problem is, if you don’t exactly know what you are trying to accomplish, how do you know what exactly you need to be doing?

In this episode of the Building a Modern Employer Brand -podcast, I share with you what typically stops organizations from achieving the employer image and brand they expect. And what it takes to achieve the kind of an employer image your business needs.

Episode content:

  • The basic principle of a developed employer image.
  • What stops companies achieving a specific employer image?
  • How to make sure you end up with a specific, value-add employer image and an employer brand

Developing an employer brand – what needs to happen?

This is very simple. Employer branding always begins with achieving a specific employer image. You need to set your employer image in stone.

Once your target audience knows exactly how to position you in comparison to other similar places to work, you can move onto developing your employer brand.

Developing an employer brand is a process, not a project.

I like to frame it as a journey, a candidate’s journey.

This journey takes place in their minds.

  • They become aware that your organization exists.
  • If you consistently appear and make sense, they might become curious to pay more attention.
  • If paying more attention becomes worthy of their time, they take actions to learn more.

That’s when your company achieves employer awareness in your target audience.

  • Should learning more benefit them in any way: offer insight, allow them to grow as a professional, inspire them, entertain or help in anyway meaningful and valuable, they want to come back for more.
  • If you systematically feed your audience specific experiences about your company, you begin to anchor particular perceptions in their minds.

That’s when your company is developing a specific employer image.

  • If coming back for more contributes to your target talents feeling more and more empowered and able, and resonates within them, they start to become emotionally attached to what your organization represents and symbolizes.
  • As they realize, there isn’t really any other organization that makes them feel like you do, they realize it is your organization they need to become part of. And next time they need make a career move, they will come to you.

And that’s when you have an employer brand.

Developing and promoting an employer brand

Developing an employer brand and promoting an employer brand are an essential coupling.

The purpose of promoting your employer brand is to expand the audience your employer brand messages are reaching.

If you thought promoting your employer brand is advertising your career opportunities, your culture or your EVP tagline, you need to exit the 2000s and and join us here in the 2020s!

Here’s the thing.

People outside your organization are simply not interested in you.

They are looking for what helps them to survive and thrive.

If you promote you, they look elsewhere to find someone who promotes how they help their employees to survive and thrive.

It’s that simple.

Like what you hear? Learn more about modern employer branding at Talent Marketing School

Subscribe online to Talent Marketing School and start learning how to build the modern employer brand based on my Magnetic Employer Branding Method™️. Annual membership gives you access to lessons and courses teaching you all you need to know to develop modern employer brand.

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