The biggest challenge I find for managers responsible for the employer brand strategy is they don’t understand the science of branding and lack knowledge in branding principle and practices which have been informed by decades of research into how brands grow. I’m going to go over that here, and then get to what you can do to grow your company brand.
Common employer branding mistakes
Some of the most common mistakes I see made by companies include:
- Creating recruitment advertising that doesn’t build or refresh relevant memory structures or associations about what it is like to work for the company
- Viewing employer branding as merely a recruitment strategy or short-term recruitment advertising campaign
- Failing to conduct research with the internal and external audience to determine what makes their employer brand distinctive
- Paying premiums for low-reach media that is sold by money-hungry vendors as “reaching a niche audience”
- Relying on a ranking in “best places to work” surveys as the sole metric for the employer brand strategy
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