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Embracing the Challenge of Change – Employer Branding to Attract Modern Marketing Professionals

In my previous blog, I talked about how important it is for employees to be a credible advocate for digital marketing in order to push their companies forward, especially if their company isn’t the most forward thinking organisation.

I also touched on the importance of employers reciprocating this, by providing candidates with unique challenges and giving them constant opportunities to experiment, and embracing new marketing techniques and channels. However, there is another growing trend amongst candidates, where they are becoming more selective about the brands they are associating with.

In a market where candidates are having more opportunity to choose who they want to work for, it has become important for employers to take their employer brand equally as seriously as candidates take their personal brand. Top candidates are seeking employers who aren’t just keeping up-to-date with the latest technological trends, but are also showing strong awareness of other issues, and have a focus on sustainable and ethical business practices. So how do you proactively showcase your employer brand to attract the best talent?

Embrace the Challenge of Change
First and foremost, being ahead of the curve when it comes to new trends, technologies and techniques in the industry is a sure-fire way to attract that top level of talent. These are often the candidates who are always looking to be challenged and embrace new ideas, and they will need to be supported in this if you are looking to take them on. In addition, taking a positive approach and keeping an open mind to these changes too is a great step to take if you are looking to position yourself as a market leader. Being on the cutting edge, although it can have its own dangers, is a great way to break away from the pack and show yourself as a company that is willing to think outside of the box.

Sustainability
Candidates are becoming more and more discerning about the kind of companies they work with, and the reasons they cite are also becoming more diverse. We’re seeing candidates take a greater interest in how the company operates outside of just their role, and looking at the company’s wider business practices. To many candidates, making sure that these practices are ethical and sustainable is very important. We’re seeing this approach a lot amongst Brand Managers, as these are people who need to be passionate about the brands they are representing and trying to grow. If a company can’t display that they are manufacturing ethically or the types of products they’re using aren’t sustainable, then they can expect to have a difficult time attracting those high level candidates.

Be a Great Place to Work
Though executing it is harder than it sounds, a simple principle underpins both of the points above: making your company a great place to work. Essentially, your employer brand is an external reflection of your internal culture, so keeping it authentic is key. Talk to your employees and ask them what they like about working with your company, and what about your culture is important to them. These are the messages that should be central to your recruitment strategy. You can then create content that showcases this and share it on social media or your company website, for example by writing blogs, posting photos and videos. Another great way to get your brand out there is to attend or sponsor industry events. Put together some branded apparel and have your team walk around representing your brand. Putting your team in the role of brand ambassadors creates an impression of unity, which will in turn boost morale amongst your team.

Summary
Employer brand is going to be a key focus for many companies moving forward if they’re looking to attract the best talent, especially in the Sales & Marketing sectors. With candidates now giving more thought to how companies let them do their job, and how they operate on a wider level, making your organisation a place they can be proud to represent has never been as important. If you’re looking for further guidance when it comes to branding your company to attract talent, or you’re looking for those top candidates, feel free to get in touch.
Annaliese Hohaia

Annaliese Hohaia | Recruitment Consultant

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