The most frequent situation we may find in practice is that employer branding remains in the gaps among different company’s sectors. Marketing and PR have the knowledge and tools necessary to communicate its messages to external (and also internal) public, but what they miss are the information and material owned by HR Sector. This situation is resolved by the engagement of external agencies or by establishing close cooperation between the sectors. Both solutions are spot-on, but with caution, procuring that the entire team that works on employer branding has the knowledge regarding this subject, that it follow the trends and can recognize and implement effective and quality campaigns and activities.
If we think in broader terms, we conclude that the responsibility for employer branding reaches far beyond the mentioned sectors and that all the employees should be involved. With whom they work, with whom they spend at least one third of each day, share efforts and successes, laugh, discuss, travel… is of utmost importance for all individuals.
Transparency without exception
Communication has evolved. We have mentioned that each person has become a medium per se. The medium that communicates messages via social networks, fora, portals – in public, but also anonymously, by evaluating the employer, as well as privately – through different chat platforms for sending private messages. This fantastic communication evolution provides the huge area for employer branding. In order to achieve the effect that we want and that will result in success, not in failure, it is important to be sincere and transparent. Completely. If there is a problem or a flaw that threatens the reputation of the employer, it is unnecessary to waste time on covering it up. The focus should be shifted to the improvement of what is wrong. Good marketing has the power to emphasize and to conceal. Nevertheless, is it really necessary? The truth will find its way sooner or later. Even if an employer attracts certain employees, invest time and budget for recruitment, selection, onboarding, training and the like, and if the picture such employees have had about the employer is very different from the reality, if their expectations are not fulfilled by the employer, such persons will not be satisfied, and thus neither motivated, nor productive. They will use the first opportunity to leave, which means that all those previously listed activities were in vain.
Good employer formula
It would be far easier if there were formulas that lead to the goal of being a good employer. Unfortunately (or fortunately), such formula does not exist.
However, what does exist is the strategy that is not only industry-specific, but also specific for each individual employer. Employees differ, as well as employers. Each employer has its own values, atmosphere, and corporate culture. Pursuant to them, it selects its employees. The same workplace may be a ‘dream come true’ for one person, while for another person, it may represent a hard toil. This brings us back to the importance of transparency and sincerity. There is no need for employers to strive to be what they are not. It is enough to show what they really are, and to emphasize the values they want to share with their teams. In this manner, they will not attract people who do not fit in teams and whose expectations are different from what an employer may offer.
It, surely, does not mean that employers should not work on the improvement of work conditions and benefits for their employees, on the contrary. It is necessary to define the employer branding strategy, determine the direction and the activities and move persistently towards the set goals.