5 Experts Share Wisdom on Building a Magnetic Employer Brand

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From avoiding the copycat approach to living the brand you’re marketing, five experts share advice to help you build a talent-attracting employer brand.

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You believe employer branding significantly impacts your ability to hire great people – if you’re like 80 percent of the talent acquisition leaders surveyed for LinkedIn’s “Global Recruiting Trends 2017” report. And you probably spend time plotting how to differentiate your brand – if you’re like the 57 percent of talent acquisition leaders who say their biggest challenge is competing for talent.

To help you build the magnetic employer brand you know you need, we’ve rounded up insights from our archive of expert Q&As:

Maren Hogan, chief marketing brain at Red Branch Media

Don’t try to copycat

“[A common mistake is] thinking you can just take another employer brand and slap it, like a sticker, on yours. It’s like making your own cookies and putting them in a Chips Ahoy! box. It doesn’t make any sense; your cookies probably don’t taste anything like Chips Ahoy! cookies. You can’t take somebody else’s template and plop that on to your own company. Your company is different.”

Maren Hogan, the chief marketing brain at Red Branch Media, in “Getting Serious About Your EVP Strategy

Let your employees be the voice

“Recruiters shouldn’t be too worried about building an employer brand around a logo. What people want to see is recruiters having a voice, being themselves, and employees being able to do that as well. Because ultimately, an employer brand is the sum of what the employees are saying, not what the company says it is. It’s not a mission statement.”

Matt Charney, the executive editor of Recruiting Daily, in “Inbound Marketing for Recruiters

Give your audience what it wants

“If I’m researching you as an employer and all you have is a Facebook page that talks about you, the awards you won and the clients you have, but doesn’t tell me what will it look like working for you, who my peers will be, who the senior leadership is, or what the culture is like, then I’m going to lose interest and move on to the next employer.”

Nando Rodriguez, the head of employment branding at Horizon Media, in “What Daters Can Teach Employers About Attracting The Right People

Dan Hill, president of Hillimpact

Your actions must match your messaging

“The reason reputation problems occur for an employer brand is because the employer’s actions don’t match their rhetoric. I worked with a consulting firm that marketed itself to future employees as being really good at growing talent and providing training to its people. That’s what they were selling, but once employees got in the door there was none of that. As a result they had one of the most dissatisfied workforces, because what they said didn’t match their actions. That’s a hard case to turn around and the only way to manage it is by changing your actions, changing what you tell people, or a combination.”

Dan Hill, reputation expert and president of Hill Impact, in “Protecting Your Employer Brand Reputation

China Gorman, global business executive and expert on human workplace cultures.

Live it

“…When leaders are trustworthy, approachable, and provide meaning within the work relationship, strong performance happens. At the same time, engagement scores go up, turnover goes down, and your ability to compete in a tightening talent market goes up because of the employer brand you’re creating – an employer brand you’re not just marketing, but actually living.”

China Gorman, the board chair of Universum Americas, in “The ROI of a Human Workplace Culture

Christian De Pape, Recruiting Social’s Head of Marketing and Content
About the author

Christian De Pape is the head of brand experience at Recruiting Social. Connect with him on LinkedIn.

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