HRO Today November 2014 - 47

HRO Today Research
Figure 3
terms most applicable to an employer Brand
total
Authentic
Consistent with company practices
Consistent with customer brand
Clear
Believable
Compelling
Relevant
Promise
Affirming
Timely
Concise
Other
55.3%
52.1%
36.4%
34.2%
29.6%
31.2%
28.5%
9.6%
7.9%
6.8%
7.1%
1.4%
top Brands
56.0%
53.6%
36.7%
32.5%
30.7%
29.5%
27.7%
12.7%
7.8%
6.0%
6.0%
1.2%
other Brands
54.6%
51.0%
36.1%
34.5%
28.9%
33.0%
29.4%
7.2%
8.2%
7.7%
7.7%
1.5%
Communicating Your Message
The trend of companies with top brands going the extra
step is apparent. In nearly every case, top brand companies
use all (non-social) channels of communication more than
other brands.
" An organization's employer brand is now one of the key
competitive advantages due to the nature of online social
engagement, " says Hubble.
Empty Promises: Don't Fail the Employer Brand
As found in the research, making your employer
brand message authentic and consistent with
company practices will attract employees
who truly match your organizational culture: a
hallmark of employer brand success. Employer
brand initiatives tend to fail when HR policies
are not aligned with the employer brand
promise. For example, many companies state
that they provide workforce flexibility. However,
upon reviewing their retention data, they learn
that employees are leaving the organization
because this flexibility does not exist.
To leverage employer brand, social media must be a major
part of the overall strategy. LinkedIn is the most commonly
used online social networking site among respondents
(77.9 percent). Roughly the same proportion of top
brands and other brands use LinkedIn for employer brand
promotional purposes; however the main difference is that
top brands use a greater variety of social channels beyond
LinkedIn. Other social networking sites used that were not
part of the question set include Glassdoor and Instagram.
Glassdoor in particular was frequently cited for its appeal
to job seekers looking for feedback about prospective
employers.
Organizations should be deliberate with their social
media strategy. Since so many social channels exist,
organizations should analyze target candidates and
Obviously, if the employer brand states
certain expectations, they must be delivered,
otherwise the messaging backfires and
creates disengagement and lack of trust. If the
organization touts workforce flexibility, it must
then offer flex time programs, compressed
work weeks, telecommuting and/or job sharing.
Empty employer brand promises lead to
turnover spikes, increased recruitment costs
and money wasted on supporting employer
brand initiatives.
Once you've determined your target social channels, put
employees and experiences of working at your company
front and center. Conduct video interviews of employees
discussing what it's like to work at your company. Post
photos that represent culture like employee events and
charity activities. This creates buzz and will demonstrate
internal culture better than any written messages ever
could. Be sure to cross-promote efforts by adding social
feeds to career websites.
Forward-thinking employers are turning to their own
employees to help communicate their employer brand. The
employees' role in promoting the brand was rated 62.5 out
NOVEMBER 2014 | www.hrotoday.com
[47]
page 15
understand how they use each channel. Run small tests
in the different channels to gauge which will have
the biggest impact. Will it have other ripple effects?
For example, some companies avoid Facebook due to
a concern that they'll spend their time responding to
customer service inquiries, which is not the channel they
wish to use for such inquiries. Social media cannot always
be controlled, and that concerns senior leadership at
some organizations. If you face detractors, understand
what is at the core of their concerns. Address those
points to create an overall risk mitigation strategy. It goes
without saying that anyone using your social channels
should go through training to limit risk.
http://www.hrotoday.com

HRO Today November 2014

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