Employer Branding

Employee Branding Program to trust the organization's professionals and to attract new talent

Employer Branding: pride in belonging to a brand

The employer branding bases its strategy on the attractiveness of the employer brand with a dual purpose:

  1. Loyalty to the organization's professionals
  2. Attracting new talent

If you're not human, it's not branding

I don't share the idea of “retain talent” which is often used when you talk about employer branding. I imagine a person chained to a chair. I think this is an exercise in persuasion, conviction, infatuation. This graph expresses very well the conditions that must be given for an in-house professional to feel what to me is the key to success: brand pride:

employer branding conviction professionals

Antonio Monerris
Antonio MonerrisFounding partner and consultant at BrainVentures
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Our trajectory marks us, even lastra us. Guillem from a unique knowledge of FMCG Marketing & Communications today teaches us that the most valuable brand is human, living and deeply personal beyond preconceived and stereotypical ideas. In it communication is stimulating and able to help us bring out and project the best of ourselves

Attracting professionals follows the same logic as retaining them

My program Employer Branding starts with a thorough job at the EPV (Employer Value Proposition) and impact the steps in the infographic you just saw. And it distinguishes the conviction facet of attraction, working on each of the elements of communication (like Glassdoor, For example) that can influence a candidate choosing a brand because of the opinions of those within the organization.

Profiles

HR managers. HH and Communication who want to avoid excessive rotation in their templates and at the same time constantly need new talent (very sensitive issue in B2B and industrial sector)

Duration

Tailor-made programs based on briefing and brand needs. It's usually about consulting, and a program can be developed in two months to be implemented in the following months.

Benefits

Creating pride in belonging to the organization and its brands, and translation of that pride into the market through different communication elements to attract the best candidates

Just over a year and a half ago I gave a training for one of the world's great consultancy. For me, corporate vision, The purpose, is essential in terms of personal branding and employer branding.

The thing is, that company's vision, In 2016 booted with a “be the leaders in…”. Everything is said. Leadership can never be a vision, in any case it would be accepted that it was a business objective.

Another of the great ones starred in another similar episode. A niece of mine worked there, and when I'd been working at the rate of 15 hours a day, they proposed a small promotion. It was about a little more money, a pinch more responsibility and much more time. She wondered why? and the only answer he could get was “to make the CEO richer every day”. He left., Of course.

I am currently providing training for another major, Hey (formerly Ernst & Young). Its corporate vision is this: Want build a better world of work, fairer, equitable and sustainable. I know these words Building a better working world may sound like mere statement of intent. But the level of commitment goes beyond that; is incorporated into the brand, inseparably. And not only that: there is a site specific and monographic about the purpose EY in the world. Start with a magic question: Where would you start if you wanted to change the world?

EY logoAnd as the movement proves to be walking, from HR. EY HH are promoting personal brand management (personal branding) of its people without any prejudice and anomaly at full screen and with the tag #I BuildEY. I am immensely fortunate to be part of an exceptional group with Laura Chica, Eva Collado, Francisco Warden And Alex Lopez, we are all working in different formats to reinforce the brand of the professionals of this consulting firm.

The big difference is that there's a north, a destination point, A WHY (as defined by leadership expert Simon Sinek in his Golden Circle). And that makes things easier. EY members know they don't work just to make money or create a career plan: behind there's something higher: sustainable energy, support for refugees, transform communities, change supply chains, advancing digital change, improving urban mobility…

All of this, alongside the fact that the company makes public its commitment to personal branding, undoubtedly set up one of the best operations employer branding I've seen in years. If we add to that that many of its managers are Social (active and proactive on social media), we would say that there are powerful reasons to choose EY as an inspiring destination.

One of the jobs I like best, because of its difficulty, is to help professionals draw their purpose, his vision, Your WHY. Often they remain thoughtful, And I tell them, would you feel comfortable making your own the vision of the company you work in?

The personal branding in the company doesn't start with the employer branding, begins with a Vision that is more than just a set of meaningless words. If the vision is achievable and inspiring, the company will have great internal brand ambassadors who will attract the best external talent. People trust people, let's remember that.

 

Cover image: betterworkingworld.ey.com

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