What does your employer brand promise?

Now I’m not an employer branding specialist, I don’t have training in how employer brands should be put together or indeed any methodologies that are used, but what I do know is that by starting a couple of businesses myself in the past it is so important to get your branding right, it says everything about you and the business you are promoting… and has a huge impact on the people that REALLY want to work for you and the products and services you are promoting.

As business owners we all have a mission… to make a success of our business! For each of us that success will be different; revenue, size, growth, reputation, global domination whatever it is we all have the same mission… to be successful.

To achieve that mission there are many key objectives to focus on; ensuring your product and service is right for the market, driving profits, hiring the right team to get you there, finding the best suppliers for quality, cost and delivery; to get this all right you must focus on your brand message… the message that people (those people that could be potential customers, suppliers or employees!!) see… the vibe you are giving off to the business world!

Think of a business that you would love to emulate, a business that if you were a potential employee, you would love to work for… why? What attracts you to them? In the main it will be the brand that has got you interested in the first place. Think Apple, Nike, IBM, Google, Adidas, Victoria Secret, Ralph Lauren, Porsche, VW… their brands are all very well defined and have an air of trend about them that makes you want to belong to their club! Just like being back at school! As human beings we naturally want to belong, to be part of a tribe, and that’s how the branding process works… learn how to build your own club your tribe and you are half way there.

How do you know what your ‘club’ is or your ‘tribe’ should be?

Well that depends on what your culture is… at the centre of your brand is the beating heart of your culture… once you have worked out exactly what that is and can put that down in paper and hey presto! Your employer brand begins…

  • What are the things that make your best employees tick?
  • What is the ethos of the business?
  • What is important to you as a business owner, your morals, your ethics in business?
  • What do you expect from your teams?
  • Every brand has a promise… what is your promise to potential employees?

These are just some of the starting questions to ask yourself.

Now all you need to do is build your employee offering around that… create your job expectations, training manuals, build your induction and orientation programmes, design and tailor your appraisal and review processes and your staff handbooks to mirror and echo this brand promise and expectation and voilà your people processes are in place and ready to roll.

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