Many companies have realized the value of a strong employer brand, but everyone is in a different place in their journey. Some organizations are just figuring out the meaning of an employer brand while others have fully activated one. Personally, I’ve had the pleasure of working at several different companies within various industries all within varying levels of immersion with employer branding. This diverse experience made me think about putting together some insights on how you might recognize that you might be behind the employer brand times. I suppose it might have been more optimistic to outline how you know you’re doing well, but the pessimist in me said that you might better identify with things you see in your organization today, versus what you aspire to have tomorrow.
Employer branding is key to building your company’s reputation as an employer of choice and there are a growing number of companies who are seeing the value in putting resources and budget into this work. After initial activation, your employer brand should continue to evolve and be updated to accurately reflect changes within your organization. Therefore, the longer tail of any employer brand strategy is the sustainment and management of it. But you can’t manage what you don’t measure. And it is very hard to describe the impact you’re making to an organization without that measurement.