This document provides guidance on developing an effective employer branding strategy. It lists several "dos" and "don'ts" for employer branding. The key recommendations are to [1] share an honest portrayal of the realities of working at the company rather than exaggerating strengths, [2] align employer branding messaging with existing company marketing efforts to ensure consistency, and [3] showcase the meaningful work and impact of employees to attract talent interested in innovation and purpose. Developing an employer brand requires assessing current communications and making adjustments to follow these best practices.

1. HOTTEST BRAND _YOU WANT EVERYONE TO WANT YOU
ON THE BLOCK: All organizations want to be the company that garners the
longest line at the job fairs, collects a constant stream of the
best applications from its Careers page, and is showcased as
ALIGN ERRATIC EMPLOYER the poster child for the best company to work for by every
major publication. Being an extraordinary employer is just as
BRANDING TO ATTRACT TOP important as being an extraordinary brand.
CANDIDATES_
But there are some do’s and don’ts that companies need to be
aware of when launching an employer branding strategy.

2. DON’T_ DO_
LIE ABOUT YOUR AWESOMENESS: SHARE THE REALITY:
We’re obsessed with truth here, but marketing has a When candidates look into working at your company, they
reputation for stretching it a little — and employer want to know what it’s going to be like to be in the
branding is the worst culprit. Employer branding isn’t an trenches day to day. Make sure you have answers to
opportunity to hide your company’s dirty secrets under questions like these readily available:
the rug. Glassdoor.com will bring most of that to the
_ Does onboarding get you the training you need, or
surface, anyway. Fix the problems, and then create a
strategy that highlights what you’re doing right, not what are you thrown into the deep end?
you’re not doing wrong.
_ What are the typical communication styles used at
the company?
_ How difficult is it to get projects completed?
_ Are people recognized for good work?
_ What are the different career paths people take?
These questions just scratch the surface, but they help
you think about what employees need to know about
getting work done.

3. DON’T_ DO_
DEVELOP EMPLOYEE BRANDING IN A VACUUM: MAKE USE OF THE WORK ALREADY BEING DONE:
Nothing dilutes a brand faster than having one side of the Your HR department might have $0 for employer branding
company talking about its rebellious products for a efforts, but the marketing department will have budget
defiant generation — and then the Careers page touting that can play double duty. For example, a retailer bringing
the company’s strong belief in traditional values. The in a photographer to take pictures of customers in the
messages have to be in sync. Your company’s marketing store can also capture updated shots of the associates.
department will have lots of information about the brand’s Those associate shots can go on the Careers page, while
goals, messages, and key campaigns going on throughout the customer shots will help with other marketing
the year. Use those resources to develop a consistent materials. Talk to the marketing team and start
employer branding strategy. collaborating. Your efforts will be aligned, and budget will
be spent more effectively.

4. DON’T_ DO_
MINIMIZE THE GREAT WORK PEOPLE DO: SHOWCASE YOUR EMPLOYEES:
Millennials are looking to find meaningful jobs, and More and more companies are encouraging employees to
according to Deloitte, 66 percent of them see innovation pursue philanthropic projects or head up initiatives that
as a key ingredient to making a company an employer of help communities all over the world. People are energized
choice. 1 Showcase the people behind the game-changing when they get to pursue their passion at work. Candidates
products your company offers. Highlight the inventions are attracted to companies that encourage humanity,
and experiments that are making work challenging as well even when under pressure to get the most out of
as fun. Even when you have to protect trade secrets, you productive workforces. Get to know some of the people
can attract in-demand talent, like programmers and shaking things up in your company and start collecting
engineers, by showing the work they’d be doing to make a their stories. We all understand that a job is work, but
difference in your company’s future. these stories will show that you can offer “work plus.”
1
Deloitte. The Millennial Survey 2013.
http://www.deloitte.com/view/en_GX/global/about/global-initiatives/world-economic-forum/
annual-meeting-at-davos/8182b8e049b3c310VgnVCM3000003456f70aRCRD.htm#

5. GET REAL WITH Employer branding is an opportunity to align your company’s
marketing strategy with the company’s identity. They should
EMPLOYER already be one and the same, but differences are bound to
exist. Take a step in the right direction by assessing your
BRANDING_ current employer branding communications and see if you’re
following our do’s and don’ts. Then call us for an evaluation
today. We’ll see where your brand hits the mark and where it
needs a lift. Then you can get the tools you need to have the
best candidates banging down your door.
marketing@thestarrconspiracy.com
thestarrconspiracy.com/contact
817-204-0400