Employer Branding Needs to be Top of Mind for Companies in Order to Succeed
TORONTO, November 24, 2011 – The term employer branding was unheard of 20 years ago, but today it’s one of the hottest topics in HR as organizations strive to become ‘a desirable place to work’.
Recognizing the importance of this topic and its impact on business, Randstad Canada, the country’s leader for staffing, recruitment and HR services recently recognized the 150 most attractive employers in Canada, as voted by 7,000 Canadians.
“These days, companies must become an employer of choice in order to source, recruit and retain today’s top candidates,” notes Jan Hein Bax, President, Randstad Canada. “Employer branding is about delivering an authentic and compelling experience to candidates and employees alike, and living and breathing the corporate values you put forward in your organization on a daily basis.”
Simon Barrow, Chairman of People in Business, the world’s leading employer brand consultancy based in London and creator of the employer brand concept, spoke to the country’s leading HR executives at the event about the importance of employer branding.
Stemming from the event, here is a brief synopsis of some of Simon Barrow’s coveted insights into employer branding:
It is HR’s job to make the business case to senior colleagues and present the opportunities and best practices of employer branding in order to show how an effective employer brand can lead to company growth. Addtionally, employer branding can not be effectively measured unless the proper research and measures are performed. Consider HR the driver/sponsor of the company employer brand initiative.
Employer branding is not a “one man show”
Employee branding involves the commitment of all of the company’s major players, not just HR. To ensure employer branding growth and development, corporate communications and company CEOs must work to involve, retain and motivate people within the organzation at all levels – operations, finance, marketing, IT, corporate communications and HR.
Representing a “real” employer brand
Some employers have got the concept cornered but others are under the impression that employer branding is just about deciding what your corporate identity is and communicating it – but it’s not that simple, you must act on the issue. For effective marketing, companies must get to the heart of the customer experience and then memorably communicate it.
“Just talking the talk is not going to cut it with the next generation of employees,” says Bax. “If your company wants to hire and retain the very best employees, you need to thoroughly evaluate your organization from the top down and start walking the walk too.”
About Simon Barrow, Chairman of the renowned Employer Brand consultancy People in Business: It is Simon’s combination of marketing and human resource experience which led him to create the Employer Brand concept. Simon believes that an effective employer brand must be rooted in the working experience, and that a brand is a result of what you do not what you say. Aside from writing a book on the topic now translated in 6 languages. Simon Barrow spent five years as a brand manager with Colgate-Palmolive before joining the advertising business and becoming CEO of Ayer Barker. After ten years he became CEO of Barkers Human Resources – which included the consultancy People in Business, the buyout of which he led in 1992. He is now a frequent global speaker and workshop leader around the world on employer branding. For more information visit http://www.people-in-business.com/
About the Randstad Award: The Randstad Award survey is based on the perceived attractiveness of companies in a specific market. 150 companies per country are selected, each with at least 1,000 employees. The number of respondents on average per market is 7,000. This is a representative sample to measure attractiveness of the 150 companies. Samples are based on national demographics (age, region, gender, education level) with a slight emphasis on respondents aged below 40, potential workers being the target audience of the survey. Each sample is representative on age, region and gender and includes students, employed and unemployed workforce
aged between 18 and 65 years old. For more information visit randstadaward.ca
About Randstad Canada: Randstad Canada is the Canadian leader for staffing, recruitment and HR Services. As the only fully integrated staffing company in the country, we understand the recruitment needs and demands of employers and job seekers across all levels and industries. Through our insightful knowledge of local markets, employment trends and global network of recruitment experts, we are shaping the Canadian world of work. Visit randstad.ca