The Critical First 100 Days of an Employment Branding Program 2

At the beginning of these first 100 days, you will need to review all of your Recruitment Marketing materials, websites, trade show exhibits, giveaways, trinkets, videos, commercials, slogans, and social media pages and sites. You will also need to make sure that your marketing materials are infused with diversity and lots of diversity images. In some cases, much like with your Employment Brand, I recommend that you consider and develop specific marketing materials and sites for specific talent pools, populations and channels you want to impact and nourish.

Your next steps should be establishing and building partnerships with key colleagues and internal departments which can help you implement, disseminate and communicate the future of your Employment Brand. Some of these key departments are: Organizational Development (previously mentioned), Corporate Communications, and Public Affairs (this area was particularly helpful to me at Monsanto in a variety of ways in building an Employment Brand).

Corporate Communication can help employees communicate the Brand Message, Brand Promise and Brand Mantra. And by the way, you should use the Corporate Communications staff for help with your Best Place to Work awards application effort, as I did. Some others to work with are the webmaster for your company’s overall website (and the career website), the graphics department, Human Resources, and Corporate Marketing.

Let me also point out how critical developing a partnership with Corporate Marketing must be because of the necessary alignment required for the Employment Brand with the Corporate Brand.

In my career, I was extremely fortunate that I joined Monsanto at a time when the overall Corporate Brand was being changed. I served (along with my manager) on the Marketing Department’s Corporate Brand Positioning team tasked with selecting a new Corporate Brand image and tagline for the biotech Ag Giant. Our Employment Brand program benefited from that work.

One more thing: Measure the effectiveness of your efforts

Lastly, you need the buy in and help of HR leadership, the Human Resources generalists and line managers in implementing, executing and delivering the Employment Brand.

Another stage in this effort is to periodically measure the effectiveness of the program for possible tweaks. For example:

Consult with your Talent Acquisition department to determine if your organization is attracting (and retaining) the right candidates.

Consult with your HR groups to understand how employees are viewing the company.

Personally talk to employees about their views of the organization and attend the various Town Hall meetings throughout the organization.

Ask if your company’s turnover is decreasing.

Find out if your firm is winning (or losing) any Best Place to Work awards.

Meet with your Organizational Development people on employee survey results.

Talk to college students and campus and faculty personnel about your firm’s employment image at key colleges and universities.

Monitor social media to see what is being said about your firm’s reputation

How to measure Employment Branding ROI

You obviously want to measure and report the results. In my Employment Branding Program, I had the following metrics for the ROI on the Employment Branding Program:

- 56 percent and 54 percent increases in total completed applications via the career website over a two-year period;

- Increased positive media coverage – in Ag industry publications, in St. Louis and Midwest publications, in national news outlets, and, in University and Ag related organizational publications;

- Greater employee engagement as measured by internal survey, and more HR prestige;

- Increased diversity in the number of applicants; and,

- Single digit employee turnover.

Needless to say, your firm’s Employment Brand should be synched up and consistently promoted and optimized through all of your Social Media outlets and channels. Some other things to consider would be to view (and adapt) your Employment Brand vis-a-vis specific talent pools you are targeting; your Diversity Employment Brand; and your University Relations’ Employment Brand, etc.

Top talent seeks out the top companies

Your first 100 days in developing and executing an Employment Branding Program from scratch will be exciting and rewarding. The benefits of the program are critical.

This bears repeating: Top talent wants to work at top firms. So, a world class Employment Branding Program will not only benefit your Talent Acquisition strategy, but also the company’s overall financial value to its shareholders.

In your next 100 days, you can focus on creating a Brand Ambassador Program composed of your top performing employees who best represent your Employment Brand and its message. You could also meet with senior HR Leaders and get approval for incorporating (enterprise wide) some elements of the Employment Brand messaging, as it relates to employee behavior, into the performance appraisal process.

The larger goal is simple: To reinforce the company’s expectations around the desired brand image it wants its employees to project to customers. If you can do that, you’ll have no problem landing the top talent you seek.


Credit: Recruitingdaily

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