Overcoming Employment Branding Barriers

Image courtesy of Flickr/David Morris

When human resources teams are strapped for time and resources, it may not seem possible to brand for influence. However, even organizations with constraints can implement influential branding strategies.

“We have limited branding resources.”

Branding for influence is far more cost effective. Although it costs slightly more (just 3 percent), the estimated return on investment is 24 percent,according to CEB research, compared to only 4 percent for branding for appeal. When resources are limited, organizations can work toward these quick wins:

  • Direct branding investments away from the core brand and toward customized branding for one to two critical talent segments.
  • Build presence in only a few channels and focus on engaging employees in the one to two critical talent segments to be brand influencers.
  • Integrate employee story sharing within existing meetings and team events to build a storytelling culture at a lower cost to drive referrals and employee engagement.

“We’re in the midst of too much organizational change.”

Branding for influence is a flexible strategy. Defining the organization’s core employment brand doesn’t need to require a lengthy or expensive process, and it doesn’t require an investment in multiple channels. Organizations faced with heavy growth or change can focus on the following strategies:

  • Choose fewer attributes of your employee value proposition — work-life balance, development opportunities, manager quality — to include in the core brand, and consider using one to emphasize the changing nature of the organization.
  • Focus brand messages on fostering an emotional connection with the organization’s purpose, as that is unlikelyto change.
  • Increase the visibility of brand ambassadors through social media ortargeted events to support rapid growth.