How to avoid these 7 common employer branding mistakes

Businesses spend more than £3,000 per hire on recruitment, and often 20 times this on senior positions. So anything that helps attract candidates to your company has huge value.

Enter the world of employment branding.

An employer brand is an organisation’s reputation as an employer. In short, it attracts the talent who will lead your organization into the future.

Through working with over 500 of Europe’s largest organisations and their employer branding, these are the employer branding mistakes we see repeated most frequently:

  1. Creating recruitment advertising that doesn’t build or refresh relevant memory structures or associations about what it is like to work for the company
  2. Viewing employer branding as merely a recruitment strategy or short-term recruitment advertising campaign
  3. Promising in recruitment advertising what can’t realistically be delivered on in the real employment experience
  4. Failing to collaborate across departments responsible for corporate, consumer, and employer branding initiatives (e.g. human resources, marketing, communications), resulting in a disjointed approach
  5. Using a different recruitment message across multiple channels and changing the message for each campaign in pursuit of campaign creativity and innovation (or simply to win an award!)
  6. Derailing progress because of an untrusting organizational culture or a culture unwilling to embrace the openness of social media
  7. Failing to conduct research with the internal and external audience to determine what makes their employer brand distinctive

If you have a poor or weak employment brand you have to work extra hard, and often the best people go elsewhere. The value of a strong employment brand can be priceless. It not only helps you attract the best people, it helps you keep the people you have. Employer branding is a long term strategy but when done right will lead to increased productivity; increased loyalty; increased attractiveness to the best talent; reduced staffing and retention costs.  These factors are critical to an organisation’s success and directly impact the bottom line.

How do you know whether you’re making employer branding mistakes?

Introducing LinkedIn’s Talent Brand Index.

LinkedIn analyses over 10 billion data points between members and companies and compares their data with surveys of thousands of members to determine a company’s familiarity and engagement score.  Their analysis also weights member actions like viewing employee profiles, visiting Company Pages and following companies.  You can find LinkedIn’s results of the most InDemand Employers here: https://www.linkedin.com/indemand/

Is LinkedIn and social media an effective tool for attracting the right candidates?

The predictable answer is “absolutely!” but Dr. John Sullivan, an internationally known HR thought-leader from Silicon Valley, has listed the top 30 social media recruiting errors. Many employers think that just by saying they “use social media” they are using it effectively, when in reality that is really not the case. In fact, there are a number of mistakes that employers make over and over again when trying to implement social media strategy into their recruitment plans.

The common errors that Dr. Sullivan covers are separated into five major categories: strategy related errors, channel and tool selection errors, message and coverage errors, recruiter and employee support errors and process and administrative errors.  To see the full list of common social media errors, go here.

What can you do to build a strong employer brand?

Any company can build a strong employer brand, but getting executive support can be challenging. Here are some strategies for making employer branding a priority at your company, courtesy of LinkedIn:

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Need further help?

We’ve worked with over 500 of Europe’s top brands to help them get their employer branding just right. There are many strategies that are possible, however, there’s only one that’s best suited to your organisation.

Get in touch now and we’d be happy to help you determine the best approach to help you get your employer branding right. Contact us here.