Don’t stop at putting your people at the centre of your employer brand, says Richard Long. Go a step further with immersive recruiting and put the job seeker at the centre of your brand experience. He explains how a mix of shared values and using social media can help create emotional employer brand engagement.

For many years marketers have been leveraging the power of emotional brand engagement with great success—in some cases astounding success. Generally consumers don’t buy products or services based on cold, calculated research and cost/benefit analysis, they buy them because marketers have succeeded in engaging at a deeper level with their desires, motivations and behaviours. In short they have created emotional brand engagement.

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Media Release

Employees send a clear message to their employers - “Make work interesting, develop my skills, pay me fairly, consider my personal values and I’ll stay!”

New research by Employer Brand International of more than 1900 organisations shows that in most regions around the world, companies who provide employees with an employment experience offering interesting work, career development, fair pay, authenticity and opportunities to grow with the business are best placed to attract and retain talent.  Failure to do so is likely to lead to higher levels of turnover.

The global study was undertaken to better understand the key drivers of the employer brand and the most important value propositions people consider in an employment experience, why people join companies, why they stay and how organisations can improve the delivery of the employment experience.

Brett Minchington, Employer Brand International Chairman and CEO said, “The global workforce is going through a massive transition driven by an uncertain global economy, rapid changes in technology, shifting social values and the demand for an employment experience aligned with personal values.  Understanding the needs of your current and future employees will ensure your business strategy meets the needs of your most important assets – your employees and customers!”

Employee advocacy is a powerful talent attraction method. Globally, 68% of employees said they would recommend their company as a 'great place to work' to others. However, the study found there are many variances for this attribute and others when analyzed at a regional level which companies need to consider. Only 59% of employees in Poland would refer their company as 'a great place to work' to others, compared to 73% in UK.

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An International Whitepaper

By Brett Minchington MBA Chairman/CEO Employer Brand International and Emelenko Elena, Head of Employer Branding Consulting Centre, HeadHunter

Russia has a market economy with enormous natural resources, particularly oil and natural gas. It has the 10th largest economy in the world by nominal GDP and the 6th largest by purchasing power parity (PPP). It is also one of the BRIC economies, an acronym for the economies of Brazil, Russia, India and China combined. In 2003 the term was first prominently used in a Goldman Sachs report which speculated that by 2050 these four economies would be wealthier than most of the current major economic powers.

The key to unlocking the enormous economic potential of this vast country will be to develop the human resource capabilities of companies based in Russia, a trend which is well on the way of positioning Russia as a country where the art and science of employer branding may well lead the rest of the world within the next five years. Russian companies are in a prime position to be able to learn from the mistakes and successes of Western companies before them. There is enormous interest in employer branding in Russia supported by the attendance of more than 250 managers at masterclass events I conducted in February and May 2011 and our first International Employer Branding Summit in September (400+delegates)  in collaboration with HeadHunter, the country’s leading online job board.

To read the full article please click here to download the pdf

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Have you read Brett's new book,  Employer Brand Leadership-A Global Perspective?

The key moments of truth for your employer brand

Companies are increasingly realising that looking at only one part of the employee lifecycle e.g. recruitment, is simply not enough! Employee’s needs and motivators change over time during the course of their tenure. These changes may be influenced by lifestyle factors such as age, gender, experience, qualifications, marital status, stage of life, career aspirations, etc.

Your employer brand strategy must consider the complete picture and leaders need to carefully consider and plan how the employee experience impacts people at each touchpoint across the lifecycle. Smart Executives realise that a ‘one-size-fits’ all lifecycle strategy fails to optimise productivity.  Companies that segment and align the employee lifecycle as part of their employer brand strategy will benefit from maintaining higher levels of engagement, productivity, customer satisfaction and profit!

Where to begin!

A lifecycle mapping audit will identify any gaps in employee experience from pre-hire to re-hire and your future strategy will need to address these gaps to ensure your people policies, processes and systems are working to provide a signature employee experience. In theory it makes good sense, in practice, much work needs to be done as there are many moving parts to join up.  Segmenting and effectively managing the employee lifecycle will require a culture change for many companies.

The fifteen moments of truth

Whilst there will be variances depending on company size, scope and scale, the key ‘moments of truths’ across the employee lifecycle which will require your focus include:

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