Now I’m not an employer branding specialist and I don’t have training in how employer brands should be put together or any methodologies that are used. What I do know is though that having started a couple of businesses myself in the past that 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 though that success will be different; revenue, size, growth, reputation, global domination but we all have the same mission… to be successful.
To achieve this there are many key objectives to focus on; ensuring your products and services are right for the market, driving profits, hiring the right team, 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 (people being, potential customers, suppliers or employees!!) see 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. What attracts you to them? In the beginning it will be the brand that 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/tribe and you’re half way there.
How do you know what your ‘club’ or ‘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 on paper – 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 and induction and orientation programmes. Design and tailor your appraisal and review processes and your employee handbooks to mirror and echo this brand promise and expectation and your people processes are and ready to roll.
And before you know it, you ARE an Employer of choice!