Why is it important to keep investing in your employer brand?
"Employer branding is like a company’s reputation; if it isn’t upheld then it will fade into the background and become anonymous"
Andrew Wilkinson, Chief Executive Officer, TMP Worldwide
Date:
03 April 2009
Source:
Recruitment marketing
Picking up a newspaper or turning on the television makes for grim economic reading. It seems everywhere we turn there is talk of redundancy, unemployment and predictions of a deep recession ahead. It’s hardly any wonder then that some organisations are questioning the need for employer branding and recruitment. However, those that fail to invest at this time could be storing problems for the future.
Employer branding is like a company’s reputation; if it isn’t upheld then it will fade into the background and become anonymous, and research is telling us all the time that people want to work for a company that has a recognised and positive reputation.
Of course the priority for companies right now is watching the bottom line but for longevity they should also be continuing to work on talent management, whether that’s about protecting the talent they have or developing and enhancing an employer brand – an employer brand never really stands still or it shouldn’t! As weaker organisations take their eye off the ball now is the time for investment.
The issue of recruiting quality talent never goes away. In order for businesses to attract the best talent available it is important to make sure enough money is spent building the employer brand and this is true even when recruitment is not a priority.
Companies need to make sure that their employer brand is continuing to be managed in order to attract the best candidates in the future. This means making sure that potential candidates know the company, what it stands for and why it is a good place to work. If an organisation continues to build its employer brand during tough times it will be ahead of the game when the economy improves.
Candidates in some labour pools will continue to feel confident and able to change jobs largely at will, so even sectors not being hit by the credit crunch, such as the public sector, should continue to invest in their employer brand.
Key to this is a constant flow of information and consistency of messages.
And of course it’s not all about recruitment. Whilst employees may not be tempted to alternative companies during this unsettled time, organisations need to make sure that they retain their best staff when markets return and competitors begin recruiting. Creating buy-in from existing employees – who will also be good ambassadors for the company in reaching out to candidates when the time is right – is vital.
This is because key employee groups are fundamental when delivering an employer brand. Keeping existing employees happy is about ensuring they are productive, motivated and engaged so they can positively communicate their views and opinions of the working environment, benefits and management.
By clearly defining, communicating and articulating an employer brand, an organisation will ensure that existing employees’ engagement and commitment is increased and that the brand ‘lives’.
Staff loyalty cannot be ignored; it will not only increase staff retention levels, but will also see the organisation’s employer brand positively communicated to both future and potential employees.
Employer branding is not just about reaching potential employees, it’s about a promise that is carried through all stages of an employee’s experience – from recruitment to exiting an organisation.