3 Secret Ingredients for Employer Brand Success

Universum has announced the World’s Most Attractive Employers list, and if your company is not on that list, you need to start making the changes necessary to improve. It’s not just about putting more money in your HR marketing budget; it is about putting out a message that resonates with potential candidates.

We surveyed over a million university students from the most prestigious universities in the world, and asked what these students wanted from their careers and employers. Based on this survey, we identified three decisive elements that will shape the future global economy.

Make Sure Your Investments in Personal Growth, Training, and Learning Are Visible

Millennials are scared of being left behind when it comes to their professional development. Millennials know that the only constant during their career will be change. The speed of technology advancement and the progress of new professional standards will ensure that all fields and industries will undergo consistent change.

It is, therefore, vital to demonstrate to candidates that your firm supports and promotes the professional development of its employees. Several professional service companies are among the World’s Most Attractive Employers for business students because these organizations are clearly associated with employee development. These professional service companies provide challenging work, professional training and development, a good reference for a future career, and a clear path for advancement.

Not only will this help you to attract better talent, investments in professional development will of course allow your employees to remain at the top of their game and secure you stay competitive.

Make Your Purpose Greater Than the Products and Services You Offer

Millennials want their jobs to mesh with their personal beliefs and enhance their efforts to do good in their community. As a result, the best-performing employers in terms of attracting talent are the ones that successfully talk about purpose and values over product and services.

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For example, the fast-moving consumer goods industry has really taken this strategy to heart. These organizations focus on how their policies regarding sustainability, fair trade, and other social programs make a tangible contribution to society. This lets you know that if you work for these firms, not only will you be doing well, but also doing good. This is a powerful tool not only to attract the best talent but also to enhance internal engagement.

Employers Positioned Around Innovation Equal Success

In the current economy, many firms claim to be innovative; it’s almost a catch-all buzzword. But when it comes to HR marketing, it’s not enough to say your firm is innovative; you have to tell real stories and display real examples for talent to believe in it.

GE does this exceptionally well. It pioneered a program known as “Garages.” GE attends a variety of professional and tech-based events, such as South by Southwest, and creates a pop-up space to show off its technology and practices. Garages allows individuals to play with technology that GE uses every day but that is not readily available to the public, such as 3D printers and laser cutters. This allows individuals who already have an interest and experience in the fields in which GE is trying to recruit to become inspired and to attach the title of “innovator” to GE, a powerful tool for talent recruitment.

Petter Nylander is the CEO of Universum Global, the world leader in employer branding.  Universum helps companies build the reputations that they need to succeed in order to attract and retain the right talent.  Learn more at universumglobal.com.


1 Comment on “3 Secret Ingredients for Employer Brand Success

  1. All the companies out there with out of control or outright horrible employer brands think they are doing these things already. Employer branding needs to be complimented with objective measures of reality. Marketing is great, absent some kid of analysis to see if it’s actually working, it’s useless. And for that analysis you need to bring in people who are less Sales! oriented and more reality oriented.

    “Make Sure Your Investments in Personal Growth, Training, and Learning Are Visible”

    Make them real first, then make them visible. If you claim you invest in personal growth, training, and learning, as most companies do, but none of your employees are growing or learning anything, and leaving because of it, your investments are either poorly made or nonexistent. Make them real, make them work, gather the evidence that says they work, and make that visible.

    “Make Your Purpose Greater Than the Products and Services You Offer”

    Again, most companies claim this already. It’s nice sounding rhetoric, but how is this measured, and how does it translate in a brand that matters to employees? Managers routinely treat people like hell because they think their ‘purpose’ outweighs the need to treat people decently.

    “Employers Positioned Around Innovation Equal Success”

    Not all employers are ‘innovative,’ or need to be. Strategies aimed at the tech sector are not necessarily applicable elsewhere. There’s always ‘more’ to every product out there than people think, instead of ‘innovation’ I’d say concentrate on interesting, lesser known aspects of the product, how it’s made, and how it’s used.

    For a real strong employer brand you need happy productive employees. What makes employees happy and productive is good pay and benefits, reasonable hours, and then all the fluffy crap which everyone seems to want to spotlight over and above the basics, which few companies are hitting to begin with. Hit the basics first, then worry about your brand, because until you hit those basics your brand is not in your control, it’s being determined for you by dissatisfied employees.

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