Zoltan Vadkerti is a work-life expert, blogger and co-founder of the WorkLife HUB.
Your employer brand doesn't just show up on a polished recruitment or careers section on your website. The employer brand manifests itself at every single interaction between your company and your customers, your suppliers, your partners, and if you are one of those organisations, your tribe. These interactions speak louder than any images and messaging you have crafted for the website.
Your set of values, the culture is reflected in behaviour and these hundreds of mini-interactions allow outsiders to form a coherent picture about working at you organisations. So one of our key messages is: do not leave it to chance. Figure out who you are as an organisation and deliberately communicate it.
Embrace social media
Perhaps you remember an anonymous employee of the Badlands National Park in South Dakota in the US, that tweeted rouge responses to the US government's plans to slash Climate funding and programmes. This is obviously an extreme case, but employers cannot ignore the powerful communication machines in the hands of their workers, be it one-to one messaging, family WhatsApp groups or open Twitter and LinkedIn accounts. Happy employees are your absolute best recruitment tools. You won't have to worry about recruitment costs ever again if you keep your employees happy and engaged, and also empower them to shout it from the rooftops. You will be inundated with motivated candidates spontaneously.
Some of the most powerful employer brand messages can be created around work-life integration, how the organisation enables employees to bring their whole selves to work, be it as parents, people with great community engagement, or even mental health issues or disabilities. Forget polished stock images, they don't work. Keyhole microsites like Instagram let us now peep into the real and raw lives of celebrities, so nobody is buying the fake set-ups and imagery. Hence the number of organisations present on Instagram is growing, as they understand the power of letting citizens, consumers, employees and candidates look under the hood, and feel involved and empowered.
From "pimp your profile" to microblogging
Forward looking companies are using many different approaches to using the power of employer satisfaction to boosting their brand - both the consumer brand and the employer brand. On such practice is Dell's "pimp your profile" workshops, which train employees to up-date and maintain their LinkedIn profiles to tell the story of their employment, their career and what it is like to work at Dell. Others use internal Blogs, social media, photograph and hashtag campaigns to rally coworkers around their topics of interest, not only creating cohesion and fostering their sense of belonging, but also generating lots of share-worthy content to the outside, future candidates or investors.
Employer branding workshop
2017 September in Cologne: