Jan 25, 2007

Why go the branding route? I was with a client today who had been listening to the podcast but still had doubts about whether working on an Employer Brand was a "nice to do". For me it is a MUST DO and over the nest few days I will set out why this area is so important in delivering success to your bottom line...here are my first 3 thoughts: Companies want to achieve their financial goals - to many this might be non profit, break even or for larger companies it is quarter on quarter profit growth. To do that, you need all your employees to fully understand what your company objectives are, and how they can contribute to that achievement. "When land was a scarce resource, nations battled over it. The same is happening now for talented people" S Davis & C Meyer. Couldn't have said it better myself! You must give your employees a reason to choose you as an employer, just like you give your customers reasons to buy your product. Why should people join and give part of their career to you? I don't mean purely financial benefits, as long as they are in the right ball park people will judge you by your values and the value you create to their personal brand. They will look at how YOU will allow them to feel that sense of achievement, develop, and enjoy the working experience. To achieve success in any area of business you need a plan, a strategy to achieve the success. That is true with people. How do you bring together all the areas such as recruitment, development, communication, benefits, performance appraisals, etc into one story. A story that shows the importance of growing the talent within your company. An employer brand is a plan...nothing more! It is a plan of how you can get the best out of people.

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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