Just how future-ready is your business? Trouble finding those highly skilled, experienced people?
War for talent continues to bite, roles (jobs themselves) are changing faster than businesses, economies even, can adjust to. And the distinct lack of technical resources to fuel real growth is already upon us.
Most organisations struggle, in one form or another to cope with tilting talent supply-demand curve. Failure to heed the signs can hurt company performance, culture, and ultimately your brand – it really is that simple.
Essentially now companies must find incredibly creative ways to overcome pressures – like increased competition, shrinking talent pools, cost-cutting – not to mention still transform into being far more customer-centric. Business practices, operations, process and people need to change ……and fast.
Countless organisations will not survive through this – and economists call that ‘creative destruction’. Brutal reality is quality talent (with all their valuable technological skills) do end up going to organisations who have got their act together. With differentiated, appealing compelling offer supported by an empowered, encouraging company culture.
Right now, every company’s focus is on human capital and technology (productivity, skills, management, capabilities, and doing more with less….) All of us realise too that the traditional (silo) approach to managing attraction, engagement and retention of talent is dead – outdated, and certainly way out of step with today’s talent and candidate expectations and needs.
Attracting skills and capabilities into your company, keeping our existing teams happy…. nothing new there. What’s also changed however is just how much more we expect from our talent (… and they from us.)
We want our talent to be able to identify with situations quickly; to pivot, adapt and apply totally different skill-sets across entirely new realms.
And for this, all organisations must support and develop its people.
Sure, smaller companies lack the resources to buffer change, we get that – no deep pockets and its tough to try and stand out, remunerate in line with the market. So what can be done?
Finally Employer branding gets its time in the sun – at the forefront of any company brand / reputational effort.
Why Employee Experience is so important?
Companies have great responsibility to clearly define the role their internal teams play in delivering that signature employee experience. In a nutshell, Employer branding sets strategy; culture, conditions, practices, as well as messaging.
Employer branding helps businesses to assume a much narrower focus – are you acquiring the right talent and leaders (with cultural fit), what about customised, highly creative retention/ engagement strategies to support these people?
As Employer branding specialists, we help clients along their effort to craft and execute EVP by first assessing the reality (just how the brand plays out inside an organisation, how ‘joined up’ your organisation is in its approach?) Because business linkages make action happen.
Exactly why no organisation should leave employer brand development, or management for that matter, to functions of recruitment/ resourcing alone…..it is a entire organisational responsibility/ opportunity.
Whole people dynamics (Leaders specifically) is important, anchoring EVP behaviours remains key element to delivering a stronger brand. [People join Brands, but leave Managers.] Leaders deliver “the deal” to staff and potential talent, and they have to be able to demonstrate flexibility of style, coach teams, delegate well, set clear goals and celebrate team wins.
Our Employer Branding is an adaptive framework. Evidence-based, showing your business how to identify the most critical moments | touch-points in brand experience; plotting key points along the entire employee journey, and ultimately pressure-testing the brand for credibility and resonance before any communication happens….
A grip on employer branding outcomes, and the strong business case are one thing; keeping it real is another.
We caution companies not to expect results overnight. Success only comes once you’ve applied the glue – sponsorship from the top, a highly capable steering team in place, dedicated budget and everyone with a clear understanding of best practice, and appreciation for the rigour required in tackling the employer brand process.
In closing, we defy anyone to show us a more important investment when it comes to future-proofing a business over employer branding.
With far reaching benefits – recognizable ability to source deeper, identify/recruit quality talent with right skills and cultural fit, leveraging more value from the recruitment, marketing or advertising spend/s.
Deeper, continuous organic growth, from diverse networks (vast array of talent from different backgrounds), inclusiveness, more engagement inside your business?
Who wouldn’t want these?
Approach it as agile process and quickly produce direct (and often indirect) positive outcomes and impact. Not only for your company’s profile and reputation but for your employee’s experience too. Enhanced brand position is the holy grail, sure but differentiation – this is no longer a ‘nice to have’, it is absolute necessity if the organisation wants to stand-out in crowded markets.CLICK TO CONTACT AN EMPLOYER BRAND SPECIALIST
Grasping the employer branding outcomes, and the strong business case is one thing – keeping it real is another. So we caution companies not to expect results overnight. Success only comes once you’ve applied the glue: required sponsorship from the top, highly capable steering team in place, a decent budget and your people with clear way forward understanding the best practice, and appreciating the rigour required when tackling a strategic employer branding process.
Jo is the founder and owner of The Higher Mix.A respected Organisational branding, and Employer Branding expert, she is consulting on national and international brand programs, for vast array of mining, engineering, retail and government clients.Jo leads The Higher Mix team of strategic management consultants, agile digital practitioners and research analysts as they assist companies to improve the brand, its position, marketing (customer engagement and channels), employer brands, lean change programs, culture and leaders.Acclaimed keynote speaker on topics of Branding (Company, Employer, Personal, Product Branding) along with Culture - Jo has been invited guest panellist and/or speaker at over 150 domestic national events and conferences across Australia.