Employer branding myths can hit you hard if you are not careful. As with any topic of significance, this one too, is shrouded in myths and misconceptions.
Employer branding is a pivotal component in the ever-evolving world of talent management. You want to make sure you know the difference between facts and fiction.
Let’s set the record straight by diving into five common myths about employer branding.
Myth 1: Employer Branding is Just Recruiting
Recruiting is just the tip of the employer branding iceberg.
I like to keep recruiting and employer branding separate because the other is a sprint and the other a marathon. If you want to win in both, you need separate strategies.
Authentic employer branding encompasses the entire employee lifecycle, from talent attraction to new comer experiences and from performance results to great employee experiences until – and beyond exit.
It’s a holistic approach that brings talent through the door and ensures they remain engaged, productive, and loyal to your organisation.
Rather than seeing employer branding as a recruiting tool, integrate it into your company’s broader business strategy. That way, employer branding can contribute to overall competitive value.
Use a comprehensive method, like my Magnetic Employer Branding Method™️, to guide you in creating a brand that resonates at every touchpoint of the candidate and employee experience.
Myth 2: Employer Branding is the HR Department’s Responsibility
While HR is undoubtedly a key player as the owner of the employer brand, success in employer branding requires the buy-in of its stakeholders, from employees to top management.
HR must successfully articulate and convey the employer brand’s value-add to stakeholders and the key messages across all channels to the target audience.
This requires HR to thoroughly understand the company’s values, culture and strategy to develop an employer brand that attracts and retains the relevant and ideal talents.
An authentic and genuinely unique employer brand combines your business strategy, culture and employee experiences.
Ensure you understand your organisation’s strategy well enough to recognize what elements of your culture and values must connect with your employee experiences to support the delivery of the strategy.
Then, think about what the desired employer brand perceptions are that your internal and external audiences should hold about your organisation. Formulate your key messages and content pillars accordingly, based on those ideal perceptions.
Encourage and support your leaders and employees across all departments to share their experiences supporting your desired employer brand perceptions.
Myth 3: Online Reputation Management Equals Employer Branding
Employer branding goes far beyond chasing 5-star Glassdoor reviews. It encompasses the lived experiences of current, past and future employees and your candidates.
Never leave your employer brand on the imagination of your audience.
Truly owning your employer brand calls for a powerful brand communications strategy and a consistent marketing plan. Following a systematic approach helps make sure no random whisper or word overwrites the intended perceptions.
Invest in creating a solid content and communication plan for internal and external employer brand communication. Connect your content pillars with business mission, purpose, strategy, culture, values and employee experiences. This will help people to understand the why.
Hire talents who find great pleasure and passion in delivering your customer promise.
Help employees connect the dots between your values, the way you work and your business goals. This is vital because your authentic employer brand can be found where these three elements overlap.
Remember, employer branding is not about managing your online reputation. It is about creating consistent experiences that make your relevant and ideal talents feel empowered and connected.
Myth 4: Small Companies Don’t Need Employer Branding
Employer branding isn’t a luxury reserved for large corporations. In fact, smaller companies can often gain even more value from employer branding than large corporations.
Leverage your unique selling points as a smaller company. Things like a close-knit community or rapid career growth opportunities are likely to appeal to your target talent pool.
Connect your employer and company brands to create an even stronger brand. This opportunity often available for smaller companies only is likely to unite your employees, candidates and customers with your purpose.
Myth 5: A Great Product or Service Automatically Means a Great Employer Brand
A great product or service doesn’t automatically make you a great employer. Many companies offer fantastic products but fall short regarding culture, benefits, or work-life balance.
Audit your company culture and employee satisfaction rates regularly. Ensure that the same excellence you deliver to your customers is mirrored in the experience you offer your employees.
Employer branding is far too important to be misunderstood. By debunking these myths and adopting a well-rounded approach, like the Magnetic Employer Branding Method™️, you’ll be well on your way to creating an irresistible employer brand.