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 hurts company performance, culture, ultimately the brand – it is really that simple. Essentially, companies need to find creative ways to overcome pressures of increased competition, shrinking talent pools, cost-cutting – not to mention transforming into being far more customer-centric. Business practices, operations, process and people need to change ……and fast.
Countless organisations won’t survive through this, and economists actually call that ‘creative destruction’.
Brutal reality is this. Quality talent (with all their valuable technological skills) end up going to the organisations who have got their act together. With differentiated, appealing compelling offer supported by an empowered, encouraging company culture.
Company focus is on human capital and technology (productivity, skills, management, capabilities etc) – we all realise the old, traditional (silo) approach to managing attraction, engagement and retention of talent is dead – outdated and out-of-step with today’s talent and candidate expectations and needs.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, when we help clients along their effort to craft and execute EVP firstly we assess the reality (just how the brand plays out inside an organisation, how ‘joined up’ the organisation is in its approach? Those business linkages make action happen. Why no organisation should leave employer brand development, management for that matter, to the functions of recruitment/ resourcing alone – it is a complete organisational responsibility | opportunity.
People dynamics (Leaders specifically) are equally as important; anchoring EVP behaviours remains key element to delivering a stronger brand. [People join Brands, but leave Managers.] Leaders deliver “the deal” to your staff and potential talent, they must be able to demonstrate flexibility of style, coach teams, delegate well, set clear goals and celebrate team wins.
Employer Branding is an adaptive framework. Evidence-based, shows businesses how to identify those critical moments | touch-points in the brand experience; Plots key points along the entire employee journey. Ultimately employer brands are pressure-tested for credibility and resonance before any communication happens….
Having a grip on employer branding outcomes, and the strong business case is one thing, keeping it real is another.
We caution companies not to expect results overnight. Success only comes once you’ve applied the glue – what does that look like?
Required sponsorship from the top, highly capable steering team in place, dedicated budget and your people with clear understanding of best practice, and an appreciation for the rigour required to tackle the entire 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 you quickly produce direct (and often indirect) positive outcomes and impact.
Not just for your company’s profile and reputation but the overall employee experience too. An enhanced brand position and the holy grail: differentiation – no longer a ‘nice to have’, absolute necessity if your 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. And 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, budget and your people with clear understanding of best practice, and an appreciation for the rigour required when tackling employer branding processes.
Jo is the founder and owner of The Higher Mix. As respected Organisational branding, Employer branding expert, she has consulted 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 client companies to improve their brands, marketing (strategic & digital offers), employer brands, transformational change programs, culture and leaders. Acclaimed keynote speaker on the topics of Brands (Company, Employer, Personal, Product Branding) along with Culture; invited guest panellist and/or speaker at over 150 domestic national events and conferences across Australia.