What is a brand and how do I use it?!

A brand is something that has a comprehensive, consistent value attached to it whereby a customer or employee knows exactly what to expect from purchasing a particular product or service, or in the case of an employment brand working for a company.

Brands are very clear and distinctive about their offering, they create a distinctive promise that a customer associates with the particular brand. In the mind of the consumer, the brand that they are purchasing is often associated with a perception, be it perceived quality, value for money; safety and so forth.

Ie: The Volvo is synonymous with safety

Prada is associated with quality (or fabulous handbags if you think like me)

The employer brand has to define what you’re offering – and must be honest about it. Each brand is different even though you may be attracting similar candidates. Think of it as a consumer product. How many times has someone walked into your office wearing something that everyone else in the office thought was FABULOUS? But you thought it was horrible! Obviously these differences in people make the world go round...and the same should be reflected through your employer brand. Now I won’t harp on about branding on a general whole because as you know the employment environment is changing. People are changing their thoughts about what they want, what type of environment they choose to work in and what they are willing to accept.

How does this affect you as a recruiter?  (other than finally having a slightly larger talent pool?) Your brand must change with the times.

There is nothing more refreshing than a company, or even a product acknowledging the current situation and working with it. Instead of the head in the sand approach, “what do you mean? There’s nothing wrong!  What are you talking about the place is perfect!” how very boring..and trite. This environment now provides the opportunity for employers to define their EVP (Employer Value Proposition) with the times and promote it accordingly.

Branding and marketing should be seen as an investment.There should be a return! For example, if you spend $30,000 on your marketing, you’d want to see what results were achieved with that!  Now is the time to invest in your employment brand, show strength, compassion and awareness of the industry and the environment. Offer new opportunities that will attract this generation in a time of fear and loathing. Things such as international travel and fast cars, will not be the strong influencers. This will now revert almost back to the 80’s and 90’s (god we love our retro don’t we!) where we valued organisations that had long term retention and long standing opportunity,  companies where we could work and develop ourselves for 5 years at least and companies that were interested in keeping and developing us that long as well.

Now is the time to define your brand, your stand point and be honest about it.

For a very lateral way of viewing employer branding click here!