As many of you know, I’m presenting the free webinar Employing Branding Boot Camp on September 25. It’s a fun, insightful look at the power and value of a strong employer brand, filled with fun facts, case studies, and useful tips.
But I just can’t wait until the 25th! I want to share a few sections from the webinar right now.
What is a brand?
A brand is a promise. Think of one of the greats: McDonald’s. Their brand promises not only quick, inexpensive food, but also that their French fries will taste the same at every one of their locations in the world.
A brand is also an emotional connection that goes beyond the product itself. Consider the “cult” of Apple users, or clubs for Ford Mustang owners, or lovers of Nutella. Even if there are better products out there, these fans have a personal relationship with everything the brand symbolizes.
Interbrand ranks the value of global brands every year. For 2012, the #1 brand is once again Coca-Cola, with a value of $77.8 billion. That means that if you took away all the brand’s assets — from the factories to the bottles to the actual soda itself — just the name and logo of Coke would be worth almost $80 billion.
Compare that to Pepsi, #22 on Interbrand’s list, with a brand value of $16.6 billion. I think we can agree that Coke and Pepsi, as soft drinks, are pretty much the same thing. And yet there’s a $60 billion difference in the way people respond to their brands.
What is a employer brand?
An employer brand is the promise you make to employees, from first-time applicants to retirees, and from entry-level positions to the CEO. In the same way that emotion persuades consumers to choose Coke over Pepsi, your employer brand persuades job-seekers to join your company over all the others — even companies that might pay better or have “fun” reputations, like Google.
An employer brand differentiates your organization in the job market. It encompasses your vision, values, culture, and mission statement. It informs new hires so that they know what to expect when they join your team and increases the odds that they’re a good fit. It gets reinforced by the HR and internal communications departments, which reflect the brand in all their messaging.
Image from NAS Recruitment Communications
And this isn’t just to create a happy workplace, though that’s one of the results; there are real business reasons for a strong employer brand. It leads to more, and higher quality, applications. It decreases time to hire and cost per hire. It produces referrals and unsolicited resumes. And it ensures that the people you hire stay with your company and perform well.
Ready to learn more? Sign up for Employer Branding Boot Camp while space is still available. If you can’t make it on September 25, download our free Employer Branding Strategy Guide to start improving your recruitment communications and attracting top talent.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
