Employer Branding is changing fast. In this post Tom shares Seven trends in employer branding, creating opportunities to improve employer branding. The “Real people/Real stories” trend is fully in line with ambitionOne‘s activity; sharing stories of real outperformers combined with those of most admired employers. Similar to ARA’s Andy Mosmans, Tom states that Consumer Branding and Employer Branding are merging;
Purpose/ purpose/ purpose
In the last years it has become more important for organizations to have a clear and compelling purpose. Future and current employees more and more are looking for organizations that contribute to making the world a better place. As it is not so clear for many organizations how they do this, there are still many purpose and mission statements that make a somewhat ludicrous impression.
Employer Branding and Consumer Branding are merging
Labor market communications and consumer marketing used to be separated. Today the disciplines are more coming together, especially in organizations where consumer marketing is important. Last year Anne Jaake, CHRO of Hunkemöller, was elected as CHRO of the year (in the Netherlands), and one of the reasons was that she had done such a good job in combining employer and consumer branding. Also, applicants who are in the end not selected are potential clients.
Real people/ real stories
Employees and future employees of organizations are looking for real stories told by real people. Brochures and carefully crafted messages do not longer work. People base their opinion on the way your organization comes across on social media and in real life.
A nice example here: the Instagram account of the Arcadis Global Shapers (a global network of young professionals working at engineering/design company Arcadis. Every week another Global Shapers shows her/his workweek in a series of Instagram postings; Real people, real stories. @arcadis_gs
A virtual experience is a real experience
The “employee experience” is an important current trend (read also “10 HR trends for 2017”). The status of people today is less determined by the car or house they own, but more by unique experiences they can communicate about. It seems that virtual experiences are becoming as important as real experiences. Designing the employee experience, from start to finish, is an important element of employer branding.
An individual approach is required
In two ways an individual approach is required. Organizations must be able to match what they offer with the individual wishes and capabilities of employees. This is an important focus area for HR. As the communication preferences of people also greatly vary, a tailored communication approach enabled by a variety of channels is necessary for success.
This is also a trend that has been evolving over the last years: organizations are creating and maintaining themes communities for potential employees. Through the communities candidates can be offered experiences and connect to real people.
Employer branding is no longer the domain of recruitment only. In fact, it can be considered a responsibility of everyone involved with organizations: management, employees, clients, suppliers and family and friends.