Best Practices for Developing an Employment Brand

Mark Stein & Matt Laughlin a couple of smart top executives at Kaiser Associates have answered an important question about employment branding. 

Often, the question is raised about what constitutes best practice steps for developing an employment brand.  The two Kaiser executives came across an article in the October 2007 issue of Talent Magazine that spoke specifically to this question.  Additionally thay have shared the highlights and offer some thoughts of their own on the topic.

The article “What Is Your Employment Brand” focused on the five “pillars” of a strong employment brand.  These pillars are:

• A Clear Value Proposition: What is it about your organization that employees value most?
• Alignment With the Consumer Brand: An employment brand that is aligned with an organization’s consumer brand invokes enthusiasm and increased engagement and productivity.
• Authenticity: An organization must deliver on the employment brand they put forward in the recruiting stages
• Loyalty: An organization should go above and beyond the call of duty to induce a sense of devotion among employees.
• Consistency in Corporate Culture: An organization’s culture should be aligned with its employment brand and value proposition.

The issue of authenticity struck them as a particularly important “pillar” for a strong employment brand.  In their research they have seen situations where employees feel disillusioned after arriving at an organization because the messages given to them during recruitment and On-boarding did not match. 

For example, if a recruiter talks about the company’s results driven atmosphere and flexible work schedule, an employee should not show up the first day of work and be told that they must be in their office from 8:30 to 5 every day without fail.  Lack of authenticity drives employees to feel resentment towards their organization, and significantly increases the chances of turnover.

Although a new hire should have a good idea of an organization’s employment brand from the recruiting process, the ongoing On-boarding program is the time when these five “pillars” should be driven home in the minds of a new employee.  Time should be devoted to making sure that new hires understand your organization’s values, goals, culture and level of devotion to its employees.  The sooner an employee recognizes, embraces and internalizes these ideals, the sooner s/he will become an integrated part of the organization and begin producing quality work with pride.