Contrary to popular belief, employment branding is a separate conceptual and strategic entity from the organization’s commercial brand. However, positive and negative ramifications of an organizations employment brand will often become part of the organization’s commercial brand. To create a successful and a sustainable employment branding strategy, it would be wise for most organizations to consider that the customers can be the greatest source of talent, and that their talent are also their customers. This is the underlying assumption of our employment branding consulting projects.
The Human Alliance can assist, and if necessary lead, the design creation and implementation of a successful employment brand for your organization. We believe that an employment branding initiative is much more than a careers website, a workplace video, or a social media accounts. Our support concentrates on understanding you organizational strategies and objectives, the adoption of those strategies and objectives into an integrated talent process, the identification of internal talent needs, the alignment of talent strategies to organizational strategies, the satisfaction of employee psychological contracts, and finally to the execution of branding deliverables.
This process can only be described as an integrated employment branding process, sometimes known by the term “a holistic approach”. The Human Alliance considers employment branding to be the most critical and strategic parts of any talent acquisition process. Organizations rely on the top talent in order to achieve their long-term strategies and fulfill successful accomplishments of their goals. For many years now it has been proven that top talent choose the organization’s that they wish to work for as much as those organizations choose them.
In other words, it is a mutual decision and not a dynamic that is based on the common idea of supply and demand. If we assume that this is correct top organizations should consider that in order to retain the most talented professionals of their industry, they must attract those professionals into their organization.
Attraction of highly talented candidates is largely based on an organization’s employment brand. However that brand is not only based on the employment marketing efforts that the organization conducts, but also on the most important driver of an employer’s brand—the employees.
Therefore, an integrated approach that begins with organizational objectives and strategies, translates into talent strategies and ends with external marketing messages must be in place to ensure the successful attraction of the most talented individuals into your organization and thus insuring the organization’s success. The Human Alliance can assist or lead to employment branding strategy and execution based on industry best practices, sound talent strategies, and our partnerships with top marketing organizations.