Your employees are your brand’s lifeblood. They have agreed to spend 8+ hours a day with you, which is a commitment much greater than almost any product sale. Cultivating an environment where they feel valued is paramount. But you can’t just flip a switch and make that happen. Every brand has an idea of who they want to be. But just because you want to be perceived in a particular light doesn’t mean you actually will be. You certainly can’t fake it till you make it.
Whereas customer brands can portray themselves in highly aspirational ways, the promises employer brands make are closely watched by powerful brand stakeholders—employees—and have little room for truth-stretching.
If you want employer branding, you need to follow through on your values and tell earnest and honest stories. Doing an employer brand audit is a helpful way to make this happen.
During an audit, we interview a range of employees to understand their experience of your employer brand. This objective look at your brand’s strengths and weaknesses helps you clarify what makes you special and what you need to improve. With these insights, you can work to nurture a healthy employer brand and, most importantly, represent your brand authentically and honestly.
That doesn’t mean this work is easy to do. Building a strong brand requires fearless self-inventory, a willingness to face criticism, and a commitment to create a happier workforce. But you don’t have to go it alone.
The entire point of this exercise is to get an honest perspective about your brand, both inside and outside the walls of your organization. The more people we talk to, the more understanding you’ll have. This means we need to look beyond the break room or the boardroom. Ideally, we should solicit the perspective of: Potential Employees (applicants), Current Employees, Past Employees
Again, our goal here is to get a holistic look at your employer branding to understand your greatest strengths, weaknesses, and differentiators. To get these insights, though, we need to ask the right people the right questions which we will be sending out to the agreed list to complete an online survey.
We will be emailing the online surveys to the agreed list to collect feedback.
Turning insights into action. Now that we’ve done our data collecting, it’s time to put it to work.
BONUS: 11 Employer branding best practices
Make employer branding a central part of your HR strategy
Building a strong employer branding strategy is a long term plan and not an afterthought. Prioritize building your employer brand with your team and make recruitment marketing a key component of your overall HR strategy.