Promote the Employer Brand

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Winning and keeping top talent can be very difficult, regardless of the economic environment.
Organizations want to appeal to current and future talent by defining and living the values that make them a great place to work.
Many organizations believe that promoting the employer brand is expensive, so although they have a great work environment, they don’t think they can afford to convince the public.

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Our Advice

Critical Insight

Promoting the employer brand is only effective if you have already defined employee value propositions. Accomplish this using the solution set, Define an Employer Brand.
The brand must align with real organizational values, or you risk current and future employees disengaging from the organization.
Promoting the brand externally is not worthwhile unless you also promote your brand internally. Your current employees are your greatest promoters.
Effectively advancing your employer brand with minimal cost is possible – don’t make excuses why your organization cannot promote its brand.

Impact and Result

Optimize brand promotions by learning how you can employ the various promotional tactics most effectively.
Improve the retention, engagement, and acquisition of top talent by aligning your brand promotions with your genuine employee value propositions and organizational culture.

Promote the Employer Brand Research & Tools

1. Learn how to effectively promote the brand inside and outside the organization

Choose the best promotional tactics to retain, engage, and attract top talent.

2. Create an employer branding promotions plan

Ensure you promote each tactic in a way that reflects the organizational values, differentiates your organization from competitors, projects a genuine brand character, and appeals to your target audience.

About McLean & Company

McLean & Company is an HR research and advisory firm providing practical solutions to human resources challenges via executable research, tools, diagnostics, and advisory services that have a clear and measurable impact on your business.

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Contributors

Seven in-depth interviews with industry professionals, line of business managers, and executives.
An eight-question survey with 35 respondents to better understand how specific employer branding projects were conducted and the result on success.
A follow-up eight-question survey with 36 respondents to find out what internal and external branding tactics were used by organizations, and how they could be used most effectively.