6 tips to brighten a dreary Employer Brand


An effective Employer Brand exhibits your company is a first-rate place to work for best-suited employees and candidates. But what if your company isn’t projecting an image of a first-rate employer? Perhaps a recent redundancies, critical press, or industry perceptions of unreasonable workloads is limiting your success of retaining and attracting the top talent needed to sustain your company’s goals and growth objectives. By implementing some pragmatic remedy initiatives, even the gloomiest of reputations can be given another chance to shine.

Try these six steps, and you’ll be amazed at just how quickly a weak Employer Brand can be turned around:

Step 1. Develop the message. Start by deciding the messages you want to communicate about the employer and work environments. You might find it useful to make a list of the strengths and weaknesses as an employer. Then develop messages to highlight the strengths and counter weaknesses. Establish common verbiage by completing a list of frequently asked questions with concise, culture-reinforcing responses to publish on your careers website and to share with employees, recruiters and candidates. Its important to test messages with employees, and use external focus groups and surveys to refine your story. Authenticity is key.

Step 2. Face the culture. If your dreary Employer Brand is a result of an problematic corporate culture, commit to taking steps to address the pain spots. To make sustainable change, you’re going to need buy-in from senior leadership as the organisational culture will need to be you one that employees will get behind, and one that you can promote confidently to candidate markets, without feeling even the faintest cringe.

Step 3. Energise a rewarding Employee Referral Programme. Getting referrals from current employees is a great way to build a compelling Employer Brand. Current employees referring their friends and others to your company are likely sharing positive information and setting clear expectations. Encourage and reinforce this activity by offering appealing incentives for each new recruit that was referred by a current employee.

Step 4. Establish admired internship programmes. Building strong internship programmes that provides valuable work experiences to interns helps establish your company as a development-focused employer and fosters positive word-of-mouth communications about among students, college faculty, intern alumni and their families.

Step 5. Collaborate with marketing. Join forces with the PR and marketing departments to get your workplace messaging out into the targeted audiences. Take the opportunity to explain how a strong Employer Brand positively impacts the entire organisation, and an engaging Employer Brand goes a long way in cementing a positive consumer brand. Public Relations and marketing professionals can help you craft employee-friendly copy for advertisements, and assist in getting good news stories into local and industry publications.

Step 6. Get social online. Complementary to your careers website, concentrate on building your online presence. Jobseekers are likely to be active on Glassdoor, Twitter, LinkedIn, Facebook and Google+, making these good platforms to communicate your Employer Brand. Company profile pages should illustrate what it’s like to work at your company. Bring profile pages to life by using videos to share real-life employee experiences and leadership insights into corporate values. Keep on top of social media pages and interact with potential candidates wherever possible via post comments.

If you could do with some help and backing, WINC consultants really shine in employment arenas. We pride ourselves on being our clients’ most valuable partner in the attraction, retention and engagement of their current and future employees. We offer quality end-to-end strategies and solutions including creative, digital, research, planning and communications within the Employment Branding space. Find out more about what we’re up to on the WINC website – and keep up-to-date with our latest insights on Facebook, LinkedIn and Twitter.