Employer branding

Reputation is becoming key in attracting and engaging high quality candidates. The GFC showed that organisations with strong sustainable and socially responsible brands will succeed. Thus putting recruitment to the forefront of the business instead of being viewed as a secondary position.

So many options, so many mediums, it may seem daunting to filter through what is going to work for your organisation and even better – where to start.

Some key articles and suggestions will be found here in the coming months. Should you wish to ask a question or make a suggestion please click here and we will answer it as best we can. Unimail’s vision is to be the highest quality employer branding agency driven by innovation and passion so give us a call if you’re looking to kick some goals.

Employer branding definition:

An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organisation and the employment experience that organisation is offering. It communicates the company's culture and values and helps to ensure employees are passionate about, and fit in with, the organisational culture to help move the company forward. - Essentially it’s your reputation in the external and internal market place. Defining, creating and implementing your employer brand is just making sure they both say the same thing.

YOUR EVP – Employment Value Proposition is what makes up your employment brand. It should consist of the following attributes and action:

Real

The EVP has to be authentic and true to what your culture fit is and will be.

Inspirational

Your EVP should be something your team embrace as well as strive to be. This should resonate somewhere with their passion – not the bottom line.

Embracing diversity

No matter the diversity in the market, the consistency of the message is essential. Embrace your key elements of diversity to create a clear and concise message.

COMMUNICATE IT!

Here’s where the fun begins. Promote your brand by using the mediums representative of your organisation. For example, if no one in your entire organisation reads the Australian Financial Review, then advertising for people in the Australian financial review would attract a candidate that wouldn’t resonate with your culture. However, if your entire organisation is reading local street press for example, perhaps this is a more accurate form of attracting candidates. (The science is a little stronger, but you get the idea!)

Long-term

Your EVP should be representative of the future aspirations of the business as well as the people so that the platform will have the opportunity to develop yet accurately depict your current and aspiration environment.

There are a number of resources, statistics and research pieces that show significant cost savings, retention benefits and employee satisfaction. Unimail can help you create this in your own environment

Creating and passionately developing an internal EVP will add years to your retention, passion to your workforce and engagement in your audience. Your message will then be personal. Your team feel involved, and part of the process as well as agree with the external message. Now can you afford NOT to look at your employer brand?