Employer and corporate branding: the winning duo for a complete identity
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Employer branding April 9, 2019
3 min.
While many companies have quickly taken care of their employer brand, there is still some reluctance, especially in B2B. Some wonder whether revealing what life is like in their offices could harm their company’s credibility.
While this doubt is understandable, the question doesn’t even arise from our point of view! Employer branding and corporate branding are two sides of the same coin and crucial for a strong brand strategy.
What does it mean to build a corporate brand : the importance of your company’s branding
In a vast and constantly evolving market, brand image is a powerful force that shapes perceptions and fuels business success. It is the outward expression of a company’s identity, values and promises. A strong brand image is vital in capturing attention, connecting with the target audience, building trust and retaining customers. Properly developed, it establishes credibility, distinguishes a business from its competitors and influences purchasing decisions. It becomes the compass that guides every interaction and point of contact, from product design to the brand voice and customer service. By nurturing and maintaining a compelling brand image, organizations can cultivate brand loyalty, foster a sense of belonging and pave the way for sustainable success in a competitive marketplace.
Two strategies, one DNA: for a consistent brand core
Ideally, your corporate and employer personas should coexist harmoniously on the same distribution platforms. An impression of inconsistency or division between them will create mistrust among your customers and candidates.
For employer or corporate branding, the important thing is to translate your identity in a way that resonates with each target audience.
If posting snapshots from your latest happy hour on social media, or goofy GIFs, don’t jibe with the reputation your company wants to cultivate with your customers, it’s not the correct tactic for recruiting, either. Consistency in your brand voice is as important as with your style guide and color scheme.
Remember that your sales or recruitment messages must be linked to your DNA: your brand is your mission, vision and set of values. If you keep this rule in mind, everything will work harmoniously to consolidate your brand, whether it’s addressed to your customers or employees. To recap: keep the core elements coherent for a strong brand image!
Engaging content for your candidates… and your customers!
Regarding employer branding, the aim is to be present- and transparent. In today’s digital age, job search occurs on all platforms. Being inactive on social networks, not updating your website and not consulting sites like Glassdoor is tantamount to deliberately excluding yourself from a discussion about yourself.
You’re probably familiar with the notion of unique selling proposition: the argument you use to convince your prospects to do business with you. But did you know that the same applies to recruitment?
Your employee value proposition should reflect the distinctive advantages your organization offers potential candidates. As with USP, your EVP must be consistent with your corporate branding and supported by evidence. Once you’ve defined the arguments that work for you, evaluate how you should communicate them on each platform in an effective way.
On Facebook, the day-to-day atmosphere, challenging projects and team dynamics might need to come to the fore. On LinkedIn, your audience might be more interested in your team members’ expertise, your working methods, or an introduction of the executive team members. At the same time, your career microsite is the ideal place to present your mission statement and values and explain what working with you is like.
Would these topics pique the curiosity of your customers and future employees? Absolutely! They tell a story about your organization and expertise and provide concrete support for your marketing promises. As long as it’s authentic, your employer brand can only increase the reach of messages addressed to your customers and vice versa.
However, finding the correct arguments for each target audience and selecting the right marketing channels per message can be challenging. The solution: get an outside view! Together, we can certainly shed some light on the situation.
