#161 Game-Changing Employer Branding Method for Talent Attraction and Retention

Blog header #161 Game-Changing Employer Branding Method for Talent Attraction and Retention - Building a modern, magnetic employer brand podcast with Susanna Rantanen

This employer branding method may be exactly what you have been searching for.

To make your employer branding efforts strategic and systematic. Maintain agility and install empathy into your employer branding messages and how your audience perceives you as an employer.

Happy Independence Day, my beloved Finland!

Today marks our 106th anniversary (not 105th like I mistakenly claim on this episode, silly me making a such a calculating error publicly) as an independent nation of Finland. Thanks to it, we stand free, strong, and proud as a nation high on democracy, freedom of speech, ethical values, morale, and immensely high regard for human life and value.

The post-pandemic era, followed by the unfortunate war in Europe, inflation, and looming recession, has brought unique and unprecedented challenges for employers worldwide in attracting and retaining talent. 

We have the post-pandemic talent market dynamics, from remote work expectations to the Great Resignation, skill gaps, and digital transformation.

With the war in Europe, we have been facing geopolitical instability and economic uncertainties for a while now. Not to mention inflation and recession concerns from wage pressures to budget constraints and layoffs and increased employee uncertainties and engagement.

As we navigate the new normal, employers must adapt to these challenges with strategic agility and empathy. 

As we navigate the new normal, employers must adapt to these challenges with strategic agility and empathy. 

Susanna Rantanen

The landscape of talent attraction and retention has fundamentally shifted due to the pandemic, geopolitical events, and economic uncertainties. 

Employers who respond thoughtfully and proactively to these changes will be better positioned to attract and retain the talent necessary for long-term success.

Additionally, transparent communication and a strong employer brand that resonates with the values and needs of the modern workforce are essential in navigating these turbulent times. And this is what you and I will chat about today.

With this intro, I welcome you to another episode of the Building a Modern Employer Brand podcast!

On this episode, I’m bringing back an updated version of the topic from episode number 3. Which, by the way, is the second most played episode on this podcast.

It’s been a long while since I last spoke about the Magnetic Employer Branding Method™️ and why it has been noted as such a game-changer in Employer Branding. So there you go! I hope this episode inspires you to a whole new world of employer branding!

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During times like these, you’ll appreciate a systematic employer branding method

You and I can agree that 2023 has been one oddball! 

Where some industries are laying off, others continue to struggle to attract and retain the talents their businesses need in this oddly reshaped yet hyper-competitive world of work.

You’ve probably tried out campaigns, various recruitment and employer branding ideas, tried multiple agencies and marketing partners, and shared plenty of content online and on social media and you are still stuck in the mud and can’t get out.

What the heck is going on? Why isn’t this working, you probably wonder. 

I bet you are feeling frustrated and ready to let go, or better yet, change a workplace because it has got to be easier elsewhere.

Anywhere else, right?

The answer is no. It is not easier anywhere else if you have the wrong tactic.

And this wrong tactic is called a campaign. You are trying to hammer your problem with a wrong tool, and it’s not working.

What you (and probably your boss too) need is to take a long and luxurious bath (but not together to avoid this getting weird) in a special ingredient called patience. 

Because when times get tough and what you are doing isn’t working time after time after time, you have got to stop, hold your horses and consider this:

Do I have the right plan? If I continue with this plan, will I witness a change or not?

If you are confident that it will work, then you need that patience to keep you on your course and firmly believe in your plan.

But if you have no confidence, not even idea whether it will work or not, then you don’t have the right plan. What you have been trying is not the right plan and you need to pull on the breaks and stop.

And then, you need to change that plan, and the Magnetic Employer Branding Method™️ could be the game-changer you’ve been looking for.

Let me give you a quick summary of what this methodology is.

Image asking to respond to a short employer brand management survey

The Magnetic Employer Branding Method™️

1. A unique, systematic marketing approach based on science

Developed in 2017, this method provides a strategic framework, a blueprint for branding and a systematic marketing approach suitable for employer branding and other human-to-human marketing.

Based on the science of persuasion, this method has a built-in ideology of positioning the talent as the hero and the employer/business as the only suitable guide and mentor to help the talent achieve the life they envision. 

Based on the science of persuasion, this method has a built-in ideology of positioning the talent as the hero and the employer/business as the only suitable guide and mentor to help the talent achieve the life they envision. 

Susanna Rantanen

Because this method applies persuasive communication and sees employer branding as a journey, it has been the ideal employer branding method for all organisations driving change:

  • fast-growing and scaling businesses
  • the more established organisations going through change or a larger business transformation
  • entrepreneur-led companies growing and moving forward in their life cycle and maturity.

This method is not difficult to adopt. It’s very systematic.

Those used to ad hoc ways of work may find such a structured method challenging at first. And, those who love systems and efficiency, and working smart will love this. I bet you will, too!

2. Tailored for modern business to help solve their typical talent-related challenges

When I started creating this method, we had pilot customers with real talent-related struggles and challenges they dealt with at the time.

We learned a lot from those pilot cases, and I continued to iterate this method with what we learned and discovered in many customer cases over those years. 

This method has been developed for modern businesses and their talent-related challenges in mind.

It speaks about this era, the dominant operational environments and the changes, expectations, and opportunities that digitalisation has brought us over the past decade.

I have kept re-iterating the systematic approach, as social media, consumer behaviour, talent behaviour, and the world of work have changed in recent years.

This method is up-to-date and robust. Yet it still adapts to the changing needs, available resources and level of employer branding maturity of each employer and employer branding team.

3. Business storytelling at its core

At the heart of this method is the use of business storytelling.

Business storytelling aligns talent minds with the company’s mission, purpose and evolving strategy. This method is tailored to match talent minds with your mission. 

This method is tailored to match talent minds with your mission. 

Susanna Rantanen

Magnetic Employer Branding Method™️ has been particularly effective during rapid growth or other critical change phases because it helps ensure that the narrative, culture, and employee experiences evolve cohesively​. ​Employees stay engaged with the company despite all the moving parts, uncertainties, and lack of clarity.

This employer branding method also supports updating and maintaining the desired employer brand perceptions.

Updating the external employer brand perceptions is a typical area that companies forget during a change process.  

Updating the external employer brand perceptions is a typical area that companies forget during a change process.  

Susanna Rantanen

If I could get a dollar or a euro every time I hear company communication tell me they have actively communicated about the change, yet when I ask: “With your talent audiences outside the company?”

They say: “No, but very much with the clients.”

Fair enough. However, your messages to your clients are probably irrelevant to your talent target audiences and need a reference point for them to touch on.

That’s why those messages are not noticed nor received by the talent audience, and the perceptions keep getting out of date as long as this is corrected.

The Magnetic Employer Branding Method™️ applies business storytelling and narrative to journal the journey from the angles that are relevant both for the business and the talent audiences – inside and outside the organisation.

Doesn’t that make you feel this really is game-changing?!

4. Comprehensive marketing and communications system formulated to influence employees and job seekers 

The Magnetic Employer Branding Method™️ caters to all aspects of talent marketing:

  • Recruitment marketing
  • Developing employer awareness
  • Competitive employer branding​​

Regardless of whether your target audiences are your existing employees or your ideal future candidates, and whether or not they are currently considering new career opportunities.

Because of the “Talent is the Hero” approach, your employer brand messages are tailored to influence the target audience from their perspective and needs, not yours.

Your success is the after-product and called employer brand value conversions.

To win sustainable attention and earn trust, you need to give first to receive.

And you need both attention and trust working in a loop.

Image asking to respond to a short employer brand management survey

Say “no” comfortably to all Ad Hoc requests and wishes

Many companies suffer from random, ad hoc marketing efforts.

These acts of random marketing lead to inconsistent and ineffective talent marketing.

Unfortunately, these ad hoc activities are not helping you to win sustainable attention and trust. And those are both paramount in all successful branding.

The evil thing about random and ad hoc marketing acts is that they consume more of your time than working consistently. You probably find yourself frustrated and anxious instead of empowered and accomplished.

The evil thing about random and ad hoc marketing acts is that they consume more of your time than working consistently. You probably find yourself frustrated and anxious instead of empowered and accomplished.

Susanna Rantanen

Those random and ad hoc marketing ways cost also more for your employer. And consequently to you too, in your professional stance, due to not delivering results.

Despite the higher cost, you’ll end up with no real value for the business. At most, you may see some vanity metrics popping up here and there. But nothing changes, nothing moves forward, nothing gets easier.

And you learn nothing, which takes away your opportunity to develop as an employer branding professional!

This modern employer branding method provides a strategic and planned approach that ensures measurable results, learning from data and using all your resources more efficiently​.

Why you should choose The Magnetic Employer Branding Method™️

The Magnetic Employer Branding Method™️ is not just a tool; it’s a transformative journey. 

It recognises modern employer branding must be an ongoing communication journey, not a one-off campaign. It helps businesses transition from mere awareness to building deep affinity with potential and existing talent.

This method has proven its efficacy, as evidenced by the recognition of Employer Branding Agency Emine as one of Europe’s top employer branding agencies in 2020 and many of our clients today enjoying their position as a top-of-mind employer in their domains.

It’s a testament to how a data-driven, systematic approach can benefit businesses in multiple ways, from talent attraction to overall brand building​​, employee engagement and customer satisfaction.

As a cherry on top of the cake, it contributes to generating a competitive advantage for the company that should be of interest to all forward-thinking employers during these times.

Make your mark with the Magnetic Employer Branding Method™️

Are you ambitious and persistent enough to build a successful employer brand and stand out as an employer branding professional and an employer in the employer branding landscape? 

Then this method, the Magnetic Employer Branding Method™️ is your key. 

It’s not just for attracting talent but for you to make your mark as a visionary employer branding practitioner.

Join the ranks of those who have turned their talent acquisition and retention challenges into success stories.

Embrace this innovative approach and see how it transforms your talent marketing from a struggle to a strategic asset.

Your Next Steps

Ready to revolutionise your employer branding? 

Step 1: Help us create the perfect certified employer brand manager course for you

At this time, in December 2023, we are collecting feedback, ideas and wishes from other ambitious and persistent employer branding practitioners for our upcoming Becoming a Certified Magnetic Employer Brand Manager™️ program.  

Please allow us 5 minutes of your time, which could be only three, to be honest, and share your ideas and wishes on our short survey.

As long as this survey is open, you’ll find it here >>.

Step 2: Pick up baby steps, inspiration and information for free from my social media content!

Follow/connect with me on Instagram, LinkedIn, YouTube TikTok.

Or all, whatever your preference is!

I regularly post content that should interest you as an employer branding practitioner, especially on Instagram. If you’ll find this to be true, then you and I are made a match in employer branding heaven! 

Step 3: Get the free introductory eBook Building a Modern Employer Brand and become part of my tribe, getting exclusive tips directly in your inbox!

Get the eBook here >>

Subscribe to Modern Employer Branding Weekly here >>

Ok, that’s all for this week, my friends! 

Don’t forget to subscribe, leave a review, and share this episode with your HR and employer branding colleagues. 

Stay tuned for more insightful episodes on mastering branding, marketing and communications in talent acquisition, employer branding, career development and even as a solopreneur HR professional getting more sales and building your solopreneur brand!

Moi moi!

Additional reading or listening

Episode 42: How I’ve used this same branding method to brand Employer Branding Agency Emine

Episode 147: How to achieve a truly relevant employer brand?

Episode 138: The Modern Employer Branding framework you’ve been looking for

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