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You can’t judge a book by looking at the cover but potential candidates for a new job may make their mind up about your organisation before you get a chance to meet them. Pre-judgment is something we are all guilty of and our first experience of a potential employer may prove hard to change. As the saying goes ‘you don’t get a second chance to make a first impression’.
DO YOU HAVE A STRONG EMPLOYER BRAND RECRUITMENT STRATEGY?:
Is the recruitment process from awareness to on-boarding, consistent with the brand and does it enhance the brand experience?
Is the recruitment procedure simple and easy to understand and information freely accessible?
Are your candidate facing employees ambassadors for the brand?
Are recruiters properly trained and aware of the recruitment procedure?
Will candidates be kept up to date with their application process?
Are all internal communications in keeping with the external perception of the brand?
Paul Hitchens and Verve Brand present the longest continually running course of its kind 'Employer Branding' hosted by Symposium Events. Verve Brand passionately believe that HR and Marketing need to work closely together to realise their brands values and build strong Employer Brands.
This is a practical and inspirational course revealing how a strong employer brand is fundamental to employee engagement and organisational performance. Learn with practical exercises and world-class examples, the importance of investing in your organisations’ employer brand.
According to the government, Small and medium sized enterprises (SME’s) employed 15.7 million; 60% of all private sector employment in the UK in 2016. The trading estates of Britain are the heartland of the UK’s SME’s and my experience as a Brand Consultant is that these estates are often uninspiring locations. These estates can be dull, unimaginative places, but millions of people work in them. These businesses can have a great product or service but their presentation and hospitality lets them down. If these organisation’s were hotels, they would turn guests away in their droves.
A significant number of SME’s in the UK do not pay enough attention to their brand and the experience it provides. They may have a great offering, but this is not always reflected in how they engage with the outside world. We have frequently met business owners and senior management teams whose eyes glaze over when you mention branding. They are proud that they have had success through their networks and personal contacts, and they maintain that customers buy from them personally and that the business brand is not an issue or priority. Their own personal branding is typically good, but they do not follow this through to their corporate identity and employee experience. They may drive a prestigious car and take care of their appearance but they pay little attention to their brand. The brand ethos should be reflected in every aspect of the business and its employees.
If a potential employee has no previous knowledge of a business their strongest feeling will come from their first experience and as the saying goes, ‘you don’t get a second chance to make a first impression’. That ‘gut feeling’ has an important part to play in positioning a brand and if the experience is found lacking then the perception of the brand will flounder.
Are we not all guilty of judging a book by its cover? There are many businesses that have a fantastic product or service but their branding lets them down. A business may not get the opportunity to prove itself and its image becomes a stumbling block to success. Estate Agents speak of curbside appeal, but would a prospect have opened the door or would they have taken one look at the exterior and moved on?
Potential employees need to ‘get ’ the brand or how can you expect new customers to understand its premise. You need to make sure that everything you believe in and stand for is communicated clearly.
It is not easy to do this, as branding is so much more than a logo – people, hospitality, environment, design, colour, imagery etc. all play a part. Your brand connects with the senses and should be mirrored in every aspect of your organisation, from the product or service to the environment, people and culture.
Everything that a potential employer does to attract a prospective employee should be part of a consistent brand experience from an applicant’s initial awareness of the employer, through their application process, interview, selection and induction. The whole procedure should be viewed as a critical experience that tests the mettle of the brand at every touchpoint. An unsuccessful or disappointed job applicant will carry away an insight of the brand that could prove to be harmful to the brands reputation.