It seems like every recruitment agency in Australia is also expert at employment branding. Which is a good thing for employers .... or is it? A Google search reveals recruitment agencies of all sizes touting their expertise in the employment branding arena. If you are an employer and want information on the subject, this is where you will find it. At your fingertips is a definitive explanation of all aspects of employment branding. It’s great stuff. The larger recruitment agencies in particular have taken it upon themselves to educate the market and vie for a leadership position. It’s what clients want from these agencies. In many cases it is what they now demand. No longer are they content with simply having someone help fill vacancies, they want reassurance that advice for their clients is also forthcoming on being a better employer and ensuring new staff stay put. It makes a lot of sense. The need for employment branding has accelerated at such a pace that if you do not offer it as one of your core recruitment services, you are severely disadvantaged from both a revenue and credibility perspective.
The depth of information offered on some of the agency sites is remarkable. But what are they offering? Satisfaction surveys, workshops, developing Employee Value Propositions, communicating more frequently ... It appears that here are companies that know how to make your staff happy, retain them, and get you closer to that ‘employer of choice’ nomination. Or can they?
Recruiting is one of the most competitive of industries, in a market where talent is in high demand. Operating on the ‘front line’ provides agencies with great insight to the challenges and opportunities faced by their clients and how competitors are manoeuvring in the marketplace. This access to employment trends and shifting employee preferences is very valuable to employers. Recent ‘hands-on’ experience working alongside one of the larger global agencies however has revealed to us fundamental aspects of employment branding that are not being addressed by agencies – creativity and employer marketing.
It’s fine to have an employment brand but if you don’t have creative marketing activities that cut through the clutter, differentiate you and attract and engage new talent, you probably won’t have a business for much longer.
You need cut-through creativity that attracts talent, presses the employment hot buttons, articulates the offer, inspires action, delights, engages, satisfies and signs on the dotted line.
Branding is a complex and demanding subject. Its ability to change people’s perceptions does not happen overnight. It demands a thorough investigation of the company in question, including the competency of its brand, its values, vision and beliefs, and the way in which it communicates with its audiences. My experience, particularly with SMEs, is that adjustments to their company brand and its perception by key audiences are inevitable. The ability to deliver persuasive and appealing communications that resonate with employees and build positive perceptions is equally vital.
Your company brand precedes your employment brand. If you don’t have the brand fundamentals in place kiss goodbye to the dollars you invest in employer marketing activities.
Some key questions have to be asked. Does the company have the fundamentals in place? Does it have strong values and vision? Does it really care for its employees? Is it differentiated from competitors? Does it go out of its way to strengthen employees’ work experiences? Does it command respect for its achievements? Is it a good communicator? Is it comfortable committing this to paper and substantiating claims of competency? Saying you can and proving it are two very different things. It will prove a real reputation killer if you can’t. Your job applicants and employees, or lack of them, will soon let you know.
To gain traction with employees, communications must be creative, well written, intelligent and address their key employment experience needs.
It also requires determined skills to communicate clearly with employees to win their confidence and satisfy them that their employer places great emphasis on talented and motivated employees and has their interests at heart.
Your company needs to have in place its values, vision and philosophy, have its culture defined and have a clear understanding of its employer reputation and what drives it.
There will never be a substitute for expertise. We have a concern that agencies can flaunt the ‘employment branding’ offer to suit marketplace demand. Recruitment agencies can be very good at recruiting. It requires a different set of talents however to define a company’s brand, differentiate the employment offer and apply creative marketing to influence people’s perceptions of that company as a capable employer.
Heywood Innovation works with companies to explore and define brand fundamentals, improve perceptions and understanding of the employment offer and communicate positive aspects of the employment experience in print and online media. Only then will your recruitment agency have a good chance of hooking the big fish in the talent pool.
Tony Heywood is a Fellow of the Design Institute of Australia, founder of Heywood Innovation in Sydney Australia and joint founder of BrandSynergy in Singapore.
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