How many CEOs (current or former) can you name? For many, the list is small but likely includes Steve Jobs. He helped Apple grow into the world’s most valuable global brand, a brand employees are proud to represent.
Jobs’ ingenuity in consumer electronics was only surpassed by his ingenuity in marketing the devices. And it wasn’t just successful campaigns – it was a remarkably consistent, powerful and loyalty-inspiring brand. Every Apple gadget, advertisement, employee, web page and application sent the same message.
Crafting Your Employment Brand Message
Like Apple, your organization takes the time to carefully craft a message and market it to consumers, but you should also develop a strategic employment brand campaign that appeals to potential employees. Much like customers, candidates need to be targeted with a compelling message that speaks to them and does the following:
1. Appeals to your prospects. Your employment brand should be attractive to your target audience: the ideal candidate. Find out what they value in an employer, and design your brand message accordingly. Make them feel as though they have to get a job at your company.
2. Resonates with current employees. Your brand should feel authentic to current employees because building an employment brand is just as much (if not more) about instilling pride in your current employees as it is future hires. If they love their jobs, that will be obvious to others. If they don’t believe in the brand you’re touting, what will keep them productive and content in the job? And more importantly, how will you attract and retain future employees?
3. Garners support from executive leadership. In order for your employment brand to truly have power, it must be accepted and supported at the top. Executive leadership sets the tone for a company, and if they don’t stand behind the brand message, how can you expect employees to?
4. Distinguishes your company. If a prospective hire can’t tell the difference between your employment brand and a competitor’s, what will attract that person to accept a position with you (or even apply in the first place)? Your brand is why you’re a better place to work, so sell the perks, benefits and differences that make working at your company unique and desirable.
5. Remains consistent across the board. Your brand message should be managed consistently across all platforms. When a prospective employee visits your corporate careers page then later ‘likes’ your Facebook careers page, the messaging must have continuity, or the brand will be diminished.
Image: Julien GONG Min/Flickr