By Jim Annis
Our reputation as an employer is important. Our image affects talent attraction, engagement, and retention strategies. In this competitive marketplace, HR has become a marketing arm for employees just as traditional marketing departments apply tools for attracting and retaining clients and customers. Here are four tips for creating a relevant employment brand:
1. Define your attributes
- Success — It is a magnet for employees who want to be successful. Create it, document it, then talk about it.
- Construed external image — An insider’s assessment of how outsiders view the company. It is not the same as how outsiders actually see the organization (organization reputation).
- Product or service characteristics — The salient aspects of what you do/sell and how employees/prospective employees engage with your company offering
2. Acknowledge and assess alignment
You are visible to the market through stated and expressed values. In the war for talent, be sure that your employment brand works in your best interest, or change it. Do your values and employment brand match? A right-fit employee will align with the company, what it sells, and how it sells. For example, I cannot go out networking in cowboy boots. If my company were a feed store — that would be OK — but we’re not so I wear a suit. We have a client company that distributes sexual healthcare products. Their employment brand makes it very clear that if you have a problem with what they sell, then you should not work there. We admire that kind of approach.
4. Modeling the way through thought leadership
Read the rest of Jim’s article at rgj.com.
Jim Annis is president/CEO of The Applied Cos., which provide HR solutions for today’s workplace. Celeste Johnson and Tom Miller, Applied’s division directors, contributed to this article.