Utilising your best business asset to drive success

Employer branding

What is an employer branding?

Employer branding is the specific activity of using your company’s unique culture to attract, engage and empower employees to deliver their best.

Many leaders declare their people as their most valuable business asset. The intangible power of passion, skill, intelligence and commitment is the driving force inside many companies.

Forward-thinking leaders are tapping into this energy by looking at their staff as they would at any other stakeholder group. Through campaigns, events and developing new channels, they communicate the company’s broad ambition, showing how staff can play their part in building success.

How we work

❶ InsightThrough one-to-one conversations, workshops and deep research we define the challenges ahead. Together we formu-late the strategy, draw up the plan and schedule the steps to take us to success.

↓

❷ DesignBased on the insight we now have, we begin exploring concepts, start copywriting and developing the visual expression that brings the strategy to life.

↓

❸ DevelopThe creative process can involve several stages to fine-tune the details, as the expression moves from design, to art direction and production.

↓

❹ ActivateUsing tested training methods and shared tools we inform and guide the culture to align with the business strategy.

Em

ployer b

rand

ing —

——

Mission

3

Challengesfacingemployers

An effective employer brand builds a positive perception to help a business succeed. This is easier said than done as social, economic and new business models impact on the world of work.

A new breed of specialist talentAs businesses expand their offer, a new breed of employee has emerged with specialist expertise, particularly in the digital field, which can be critical to businesses success. These rare individ-uals can be very selective about the company they work for. Furthermore, if these people leave, the company loses a valuable asset overnight. Therefore, employee attraction, retention and devel-opment is crucial.

Shared ethics and principlesYoung people are becoming increasingly idealistic about work. They have the specialist skills that businesses need, but will only offer them to employers who share their personal values. If a brand can match those expectations, they not only acquire new skills, but an almost vocational dedication from the people behind them. �

Em

ployer b

rand

ing —

——

Mission

4

72%72% of recruiting leaders worldwide agree that employer brand has a signifi-cant impact on hiring*.

Meeting staffing levelsIn the professional services sector, a new contract can create a dramatic demand for more people to fulfil the client’s demands overnight. An employer who has invested in its company reputation, will naturally hire smarter when the demand arises.

Sharing common best practicesAs companies expand through M&A or move into new markets and territories, the need to share a common best practices becomes paramount. Sometimes culture clash can hinder the positive flow of business. The employer brand is a valuable tool to define expectations wherever you work.

Transient workforceWith more project based assignments, companies increasingly wrestle with a transient workforce and the negative impact it can have on morale. More companies are looking beyond the required skills, seeking to populate the company with individuals who under-stand the pressure to deliver, and have the character to be resilient in times of trouble.

Customer experienceFront line staff are arguably the best positioned to create the best customer experience. Customers can be won or lost by what they say and how they behave. Strong employer brands use their connec-tion to improve staff engagement and help them become ambassadors for the brand.

Scenarios that call for employer branding

● Major hiring campaign

● Merger and acquisition

● Expansion into new markets or regions

● Restructuring of the organisation

● Promotion of mobility in the organisation

● Promotion of behavioural expectations

● Need for specialist talent

*Linked

In Talen

t Soluti

ons

5

Benefits gainedby strengtheningyour employerbrand

6

Build a closer connectionEmployer brands encourage internal dialogue, helping management to read the pulse of the business and head off challenges. It’s also a useful channel to convey a leader’s expectations, focusing effort throughout the organisation.

Improve the caliber of your recruitsBy strengthening your employer brand, you become more attractive and stand out from competitors. Providing a compelling picture of your business helps to improve your talent pool, placing your company in the position to choose from the best of the best.

Reduce costsEmployer branding makes recruitment more efficient by filtering out candidates who are a bad fit. Your cost per hire will reduce due to quicker, more accurate placements, and shortfalls can be filled quickly whenever they occur.

Foster a more competitive workforceEmployee engagement encourages a sense of unity, making teamwork more effective. Individuals feel motivated and excel at what they do. They take initia-tive and provide creative solutions to problems, helping the business compete.

Retain key playersAcknowledging performance is a big part of employer branding. It builds a sense of achievement and stimulates self-develop-ment. This reduces the risk of an employee considering a new job, perhaps with a competitor.

Strengthen customer experienceImproved engagement with the brand will increase pride and focus, making front line employees strong ambassa-dors for the brand. This will have a direct impact on every customer engagement, improving customer experience with every encounter. �

10%Negative reputation costs companies at least 10% more per hire*.

*Harvard

Busin

ess Review

7

A well-defined employer brand can have significant impact on your business, even when you are not directly hiring.”

8

Why would somebody want to work for you?

Recruitment is often a recurring task within the organisation. This might explain why some companies become complacent and stick to their old ways. They tend to focus on finding people to meet the technical requirements of a position, rather than asking themselves: “Why would someone want to work for us?”

Define your purposePeople have an inherent need to belong to something they believe in. A company that taps into its collective sense of purpose will light a beacon for like-minded people to follow. However, more often than not, companies often drift along without questioning their existence beyond making a profit. They fail to ask why they create value, and therefore fail to spark motivation.

Companies with a clear sense of purpose stand out. They are more authentic, they connect with people in a more compel-ling way, they create their own destiny and attract similar people, people who share their vision. By demonstrating a sense of purpose in your brand, you will naturally become a stronger employer brand. �

9

86%86% of those in HR think recruitmentis becoming increasingly similar tomarketing*.

Employer value propositionSome companies go one step further and compliment their brand platform with an employer value proposition (EVP) This is a statement that describes the combina-tion of benefits that the company aims to provide to all employees.

Under the proposition “Do your best work ever,” IBM have sustained a strong internal culture. Their army of IBMers are recognised as one of the best companies to work for. It’s a kind of company-wide people deal that shows its commitment to those who want to invest in themselves and the business they work for.

Internal and external alignmentThe continuing influence of social media has forced many companies to step into the light. Its open nature means that any opinion about a brand is one click away. It's better to embrace this phenomenon than leave it to chance.

This principle can have a big impact on recruitment, where any negative behaviour, or bad employment practices quickly surface. Managing this situation should be less like damage control and more like an opportunity to convey the company’s true character. �

*Smartdreamers

Em

ployer b

rand

ing —

——

Mission

10

* Ab

erdeen

Group

73 % of millennials found their

last position through a social media platform*

Em

ployer b

rand

ing —

——

Mission

11

Making youremployerbrand cometo lifeMany companies fail to attract the right people because they are too familiar with themselves. The repetition of turning up for work every day numbs the senses, so that they don’t see them-selves as anything special and underestimate how the outside world sees them.

Strong employer brands paint a vivid picture of their world and what success looks like within it. They continuously create content that is in keeping with their purpose but also shows their more informal side.

The following examples show how companies are bringing their employer brand to life: �

12

E-recruitment programmeSocial media channels like LinkedIn, Facebook, Twitter, YouTube and others have made recruitment a 24/7 activity, where using an employer brand mindset helps to create a stream of conversa-tion that builds a positive picture of your business.

The right content mixMore emphasis is now placed on the content you publish. Social media’s reach demands a far keener editorial approach, where you must consider what each post says about your business. A flow of friendly dialogue, images of your working environ-ment, social events or fun videos will help to portray a more rounded impression of your brand.

Broaden your horizonDon’t be afraid to use content from external sources as a means of elaborating on the kind of business you are. Many companies supplement their content, with links from complimentary sources such as news, blogs and articles from industry publications.

Use your networkEverybody in your company has friends in a similar company who are probably part of their social media network. Invite them to share your content within their peer groups. This will have an exponen-tial effect and spread the word about your hiring to a much richer pool of potential targets. �

91%91% of job seekers find a poorly managed or designed online presence damaging to an employer brand*.

*Career B

uilder

Em

ployer b

rand

ing —

——

Mission

13

Career pagesStrong employer brands know the value of illustrating the style of business they are through their websites. A good career page should convey:

● A clear description of who you are

● Give a sense of working life, type of people, environment and so on

● Cover your business's involvement in social and corporate responsibility

● Elaborate on career paths for key roles within the organisation.

● Describe general rewards and benefits

● Provide tips on how to apply

● Provide links to any social feeds about recruitment activities

Employee testimonialsThe most authentic ambassadors for your business are your staff. They have passed the entry test and are hopefully thriving within your culture. Using them to give their testimonials illustrates the kind of people you value. A great way to do this is video interviews. These don’t have to be big productions, or overly long, but they give a taste of what you are looking for.

IntranetA company’s intranet is a valuable tool to help keep large organisations informed and in touch with their employees. It is a good tool in the onboarding process, to educate new recruits about the culture, the brand and best practices of the business. Some companies go further and use the platform to inform staff about business strategy or inlcude a social feed for colleagues, helping to foster transpar-ency, especially in large companies. �

?E

mp

loyer bran

din

g ——

— M

ission

14

EventsCorporate meetings, social events or thought leadership seminars are all opportunities to share knowledge and inspiration and also to connect with employees, interact and gauge the pulse of the business. Strong employer brands use these moments, however temporary to author the experience through content, choice of venue, presentation and even choice of entertainment.

Every company faces its own unique challenges in finding or retaining the individuals to build their business. Uncovering specialist talent, appealing to a niche audience, reaching beyond borders or reacting quickly to demand are just some of the ongoing issues that companies face. To meet this challenge employer branding has grown to become a true strategic force for firms that recognise that people are their best asset.

Mission can help you with employer branding

● Analyse your current state as an employer brand

● Generate prioritised measures in line with overall strategy and best practice

● Provide guidelines for implementing employee engagement

● Build and design effective career pages

● Create content strategy and ensuing stories

● Develop and execute effective e-re-cruitment campaigns

● Enhance social media performance

15

Mission is a team of strategists, designers, thinkers and doers with a passion for solving our clients’ problems.

Since 2001, we’ve been devel-oping successful brands for companies in Norway and Scandinavia.

We believe all businesses must have a clear and meaningful purpose to engage employees, customers and investors.

If you want to know more about the potential of your brand — simply get in touch.

Mission • Henrik Ibsens gate 100 • N-0255 Oslo +47 2410 3500 • hello@mission.no • mission.no