𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗿 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗳𝗼𝗿 𝗦𝗺𝗮𝗹𝗹𝗲𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀

𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗿 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗳𝗼𝗿 𝗦𝗺𝗮𝗹𝗹𝗲𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀

Employer branding seems to be a hot topic for many companies right now and many are even hiring specialists in this area. It is more than just a buzzword. It's a strategic approach to attracting and retaining top talent. By understanding your company's identity, values, and mission, you can create a compelling brand that resonates with potential candidates. Although I’m not a marketing specialist this has been an important part of what I do throughout my recruitment career. This is especially important when, more often than not, I am proactively approaching candidates that may not be looking for a new role (rather than them coming to me) and they may be swayed by a compelling and resonant message.

Larger businesses often have greater brand awareness purely down to their size, media exposure, and by just being around longer. Added to the fact they generally have bigger budgets to spend on marketing teams and sometimes employer brand specialists.

Our business has evolved to mainly work with small to medium-sized businesses who must work harder on employer branding. I find that businesses often (wrongly) assume that people know who they are and what they stand for. Sometimes they are also not aware of any negative perceptions people may have in the open marketplace. Sometimes, businesses just haven’t thought about their employer branding at all.

You only have one chance to do it right, so investing in understanding and effectively communicating your brand can significantly increase your chances of engaging with top talent.

𝗖𝗼𝗺𝗺𝗼𝗻 𝗠𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗶𝗻 𝗘𝗺𝗽𝗹𝗼𝘆𝗲𝗿 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴

🫣One of the biggest mistakes employers make is not having any employer branding at all.
😬Another common issue is having a message that is contradictory or doesn’t reflect the company accurately. This often happens because there isn’t enough understanding of the company’s identity or because the responsibility for branding is not clearly assigned.
🧐Some organisations do this well, while others realise they need to do more but lack the resources or awareness to get it right. For example, some companies might have a message that sounds good on paper but doesn’t align with the actual experience of working there. This can lead to a disconnect that potential candidates will notice.
😇It’s crucial to ensure that your employer branding is authentic and accurately reflects your company culture and values.

Small and medium-sized businesses can also leverage the power of employer branding. Here are 5 tips to help you get started:

• Assign responsibility
• Define your identity
• Disseminate effectively
• Be consistent
• Engage your employees

By following these tips, you can attract top talent and build a strong employer brand.

Simon Owens, Director, Kaizen Talent Solutions simon@kaizen-ts.co.uk