A Tilted View on Employer Brand
PUBLISHED: February, 2024
DEFINING EMPLOYER BRAND
To achieve a meaningful brand, it must be built on the foundation of both sound brand strategy and cohesive branding, such that the story can be owned by all of the stakeholders of an organization – internally and externally. Where brand strategy is defining what you want to be known for, how you stand out from competitors and why you are relevant in audiences’ lives, the act of bringing the brand strategy to life consistently through all aspects of the business and across all brand expressions is branding.
Employer branding is simply a manifestation of the overall brand to a specific audience – current and potential employees.
An authentic employer brand strategy that aligns with your external brand sets your organization apart, enabling you to attract more and better-fitting candidates for the organization, compete in the market with factors other than compensation alone, set employee expectations, and improve retention.
“Brands are built from within, they have very little to do with promises made through advertising. They’re all about promises met by employees.”
IAN P BUCKINGHAM
LEADERSHIP COACH & AUTHOR OF BRAND CHAMPIONS
THE ANATOMY OF EMPLOYER BRAND
Our workforce is aging, and with that comes a generational shift in values and work preferences. Over 50% of our workforce consists of millennials and Gen Z. Gone are the days of employers setting the terms of employment. In a world where employees expect their demands to be taken more seriously than ever, Gartner says that the five fundamental elements that make up an Employee Value Proposition (EVP) are compensation, work-life balance, stability, location and respect. However, all of these components together tell a story that can be summarized by an EVP. The EVP serves as a contract between the employer and employee, showcasing what the organization offers and what it expects in return. A strong EVP will help your organization stand out from competitors and become an employer of choice.
Trader Joe’s is one of our favorite examples of an EVP brought to life, and is widely recognized as one of the best retail employers thanks to the numerous benefits offered to crew members.
They’re very transparent about each benefit they offer. For example, their careers page outlines in detail their commitment to providing competitive pay, retirement and health plans, paid time off and job growth, among many other high-value benefits atypical of most grocery stores.
But they’re also very clear about what they expect out of their employees in return. “At Trader Joe’s, values aren’t just great deals on great products. They’re also the values we live by, every day, in every neighborhood store.” Building an inclusive culture where every employee can perform to their full potential is in the center of Trader Joe’s employee value proposition.
There’s a growing diversification in the market with the rise of telehealth platforms, urgent care centers and specialized clinics. This leads to a competitive landscape where healthcare organizations are not just vying against each other, but also against tech firms entering the healthtech domain. And as demand for healthcare professionals intensifies, there’s an evident mismatch between the open roles and the available qualified personnel.
This imbalance is only exacerbated by high burnout rates inherent to the sector as healthcare professionals are striving for more work-life balance, while undergoing continuous training due to medical and technological advancements, and navigating system stressors from global events, such as the COVID-19 pandemic.
Of course, there’s no quick fix for these challenges. However, investing in creating and consistently activating an authentic employer brand will result in a positive image of your organization as an exceptional healthcare employer, and will enable you to attract and retain exceptional physicians and nurses for your organization.
HOW TILT CAN HELP
We know there are question marks around our current economy, that many organizations are slowing or freezing hiring entirely and that budgets are getting tighter. During these downturns, you might have a hard time justifying investing in your employer branding strategy. But we know that those who are going to come out on top in the end are those that play the long game. Organizations that double down now will be in a much better position to compete in the talent market when the tides inevitably turn. Here’s how we can help.
01
GAIN AN UNDERSTANDING OF EMPLOYEE NEEDS,
wants and desires through industry desk research, employee communications audit, employee interviews, and/or surveys, etc.
02
GET ALL STAKEHOLDERS,
C-suite executives, administrators, clinical leaders, human resources and marketing – on the same page to make employer branding work. Conduct an employer brand workshop to clarify the desired position of the organization with targeted talent groups.
03
CRAFT MESSAGING GUIDELINES
to connect brand meaning to talent benefits and needs.
04
DEVELOP AN EXTERNAL RECRUITMENT CAMPAIGN
to meet hiring goals and/or an internal campaign to build ownership, pride and loyalty.
Once the employer brand is activated, we can measure success through meaningful Key Performance Indicators (KPIs) such as employee turnover rate, applicant volume, time to fill positions, cost per hire, employee engagement scores, as well as through qualitative employee feedback and testimonials.
For more on how we can help tilt your employer brand in your favor, email us.