HR communication & employer branding
BBC: longtime HR experience
HR communication and marketing communication are deeply linked. Just like in marketing, HR needs to define a proposition on the basis of company values and the corporate vision. Positioning workshops aimed at HR help define the 'employee proposition' which will form the basis for both internal and recruitment communication. Together, they constitute the foundation of long-term Employer Branding.
Dynamics of an Employer Brand
Employer Branding. Vogue word or new dogma? Easier said than done. The main idea, however, is very simple: in its capacity of talent scout and job provider, a business can
- position, profile, differentiate,
- take on a (brand) personality,
- work on its image and
- manage external and internal perceptions.
In other words: a business can use branding techniques by analogy to marketing.
Aware. First, you have to appear on the radar, of course. You have to make sure that the people you're targetting know you exist and know where to find you. Brand recognition or notoriety is achieved by visibility: being visible in places where talented people see you or look for you. And don't hesitate to tell those talented people who you are, what you stand for - as a business or organisation, but foremost as an employer.
Consider. If your brand recognition does well, you'll be shortlisted and taken into consideration to become a potential provider of an interesting job. At this point the candidate actively seeks relevant information. This information has to be abundant and easily accessible. Also use all available communication channels to serve those information seekers.
Apply. From consideration to action. The decision to apply for a job and send the résumé has been taken. How does the company react? What happens during first contact? First digitally, then face-to-face. The first moment of truth. What does the corporate culture feel like? Meeting, informing, negociating, thinking, comparing, trying to make a decision.
Sign. The die has been cast. Both parties agree. Signatures are placed on a document that symbolises the start of a new, important and intense relationship for both parties. A special moment.
Perform. The candidate has become an associate and starts working. Employer branding switches from external to internal.The profiling as an employer, the vision on human resources, the corporate culture you've projected to the outside world now becomes daily reality. After 'find' and 'hire' now we have to 'keep'. Retention has become the name of the game, with internal communication as a synonym for internal employer branding.
Advocate. The cooperation is a success. The associates are enthusiastic. They radiate the positive energy of the corporate culture. They experience the brand values – 'living the brand', in the jargon of internal communication. And ideally - the dream of every employer - they spread the message: word-of-mouth does its work and qualitative applications start pouring in ...
Human Relations Communications
