Your employer brand, much like your corporate brand, is the shiny thing that differentiates you from your competitors. An offshoot of your corporate brand, it’s resonates with the hearts and minds of former, current and future employees. Ot, at least it should.
In an increasingly competitive job market, a strong employer brand is critical. Without one, attracting, engaging, hiring and retaining the best talent becomes extremely challenging, not to mention costly, and if you know it or not, you already have one. Your employer brand projects what type of organisation you are and what its like to work for you. It’s acts as a beacon upon which a reputation can be made (or broken), so be bold, honest and shine it bright!
As with all branding, crafting a strong employer brand is about good storytelling, and giving the impression that your company is a great place to work. The benefits of a well crafted employer are many; attract the right talent at the right price, reduce time to hire, help reduce attrition, increase employee advocacy, foster thriving and positive culture, improve internal communications and more.
“A brand is what people say about you when you’re not in the room” and so the former, current and future employee experience of your business has to live up to the promise your employer brand projects – it has to be experienced daily throughout the business in every single piece of collateral within every single touchpoint, whether that be a survey, a careers microsite, intranet, the EVP, internal comms, social media or something else.
At Frankl, we’ve developed an employer brand framework called AESOP spanning the candidate to employee lifecycle. This is where we’ve identified the employer brand needs to be at its most visible and potent. We decided on the acronym AESOP as it stands for Attraction, Engagement, Selection, Onboarding and Performance and because it helps tells a great story.
If you’re struggling with finding and hiring the best talent, or you’re experiencing an exodus of your best people, get in touch and we’ll work with you to develop and strengthen your employer brand.
How can we help?
Be seen, heard and understood
What you say has as much impact as how you say it. Communicate with your people clearly to engage and motivate.
Attract the right talent
An attractive EVP is about more than salary and Taco Tuesdays. Build and promote your culture and grab the attention of the right people.
Engage current and future employees
Align your employer brand to better resonate with your current and future people.
Understand what your people are thinking
Define your EVP and employer brand around what your people actually want from work.
Interact with current and future people
Provide meaningful interactions with touchpoints designed to offer the best candidate and employee experience.
Insight through play
Deepen survey engagement and increase respondent numbers and through the power of play.
Core values designed to connect
Create a compelling employer brand proposition your current and future people identify with.
Plan to attract, engage and motivate
Define, build and communicate a clear employer brand strategy for all.
Discover the power of culture
Align expectations, behaviours and experience to positively influence your current and future people.
Co-ordinate values with people’s needs
Show your people clear purpose to engage and motivate.