We’ve compiled some common misconceptions to highlight why it’s essential to entrust your company’s reputation to professionals:
1. “Let Marketing Handle It. Push PR Advertisements, and Everything Will Be Fine…”
Even if we have the best marketing team in the world, skilled in brand building, this doesn’t necessarily mean they are experts in employer branding (EB). While consumer and employer brands share similarities, they also have unique characteristics and functions. EB is closely tied to the organization, making informal channels significantly more important. A successful social media or PR campaign promoting our brand won’t help if negative opinions about our company are circulating among employees or on forums.
2. “HR Can Handle It. Spend More on Job Ads, and Recruitment Will Be Solved…”
Although the HR department possesses crucial knowledge and information for effective employer branding, external communication is not typically their expertise. They often lack brand-building or communication experience. Simply adopting a marketing strategy won’t yield the desired results, as marketing targets consumers, while HR targets potential employees. Different goals, channels, and communication styles are involved.
3. “If Things Get Really Bad, We Can Bring in a Top Headhunting Firm or Focus on Organizational Development…”
Preventing problems with employer branding is much more effective and cost-efficient than trying to fix them later. Waiting for a crisis and then intervening – when negative news and dissatisfied employees’ online reviews are prevalent – makes the task much harder. Repositioning our brand will require substantial time, money, and effort. Even the best headhunting firm won’t resolve issues if the organizational culture is flawed. High turnover rates will drain resources for training new hires and continuous advertisements.
Employer branding is a multifaceted field connected to the organization, internal and external communications, marketing, and the company’s reputation in the HR market. Understanding how these elements are interrelated and what our target audience – potential employees – perceives is crucial. Professional expertise is necessary for building a successful employer brand and running effective campaigns. By recognizing the importance of employer branding and involving experts, we can ensure our company attracts and retains top talent, fostering a positive reputation and a thriving organizational culture.
