4 Ways to Maintain Your Employer Brand

One of the most important aspects of your job as a human resources professional is one that is often overlooked. You oversee recruiting, hiring, compliance, performance issues, learning and development and so much more, but there’s another part of HR that is more important than ever: employer branding. You likely know your employer brand is a vital part of your recruiting and hiring efforts but actually maintaining that brand is a whole other story. It’s understandable that it’s not front of mind when you have so many other pressing responsibilities but it’s amazing how not maintaining your employer brand will catch up with you over time while making it a priority will truly set you apart in the long run. Whether you know it or not, people are talking about you, so rather than sitting on the sidelines, make the most of the opportunity you have to develop your employer brand. Take a look at four manageable ways that you can begin to own and maintain your employer brand below. Make your materials work for you From brochures to promotional items, to videos, your website and even your employment application, all materials that prospective employees encounter are arguably one of the most important aspects of your employer brand. Rather than just checking a box so you’ll have something to hand out or a way to convey information, ensure that every piece reflects what your company stands for and that messaging is consistent. These pieces will make the biggest impression on your prospective candidates, so this is a worthwhile investment of your time and effort. Ensure your people reflect your business We know it’s true that supervisors and co-workers are the largest contributing factor to whether or not people feel satisfied at work and that sentiment carries over to recruiting and hiring. In short, your people provide a glimpse of the inside. What do your people say about you when recruiting potential candidates? Do they make the process easier, facilitate trust and clearly communicate or are they hard to reach, unapproachable and unaccommodating? Work with your HR team and recruiters to ensure that everyone is on the same page and is depicting the company well, both with their actions and words. Get creative, but remain consistent Part of owning your employer brand is that to a certain degree, you help shape the message the world sees about your company. This means you have a say in how and where people hear what you have to say, so don’t be afraid to try a new tactic, whether new to you means recruiting through Twitter or trying something that no one else is doing. Every business is different, but every business can be creative. However, as you branch out keep in mind that the most critical component of utilizing multiple tactics is to develop strategic messaging and stick with it across every channel. Leave a positive impression with every candidate When a candidate accepts a position, there are numerous subsequent opportunities to shape how they see your employer brand, but when you decide a candidate isn’t the right fit or they decline an offer, you have one last chance to shape their opinion of your employer brand. How you handle this final interaction may make the difference between them having a negative or positive opinion of your organization and more importantly, could make the difference between them spreading negative or positive words and stories about you. Remember that in the end, it’s just business but there is a human being on the other end that should still be treated with respect. How have you taken the reins to shape your employer brand during the recruiting and hiring process? Let us know in the comments section below.