Earlier this year, John Sullivan wrote a great piece on employment branding that I thought I would bring back to life.\u00a0 In it, he describes some great steps to creating a brand as well as advertising that brand once developed.\u00a0 I\u2019d like to highlight just a couple of points here and then send you along to read the rest of his article.<\/p>\n
(#4) Take a market-segmented approach. An employment brand promise must fit the “job switch” criteria and retention criteria of each of the major groups of applicants\/employees you’re trying to attract\/retain. While the core components of the employment brand must remain consistent, a portion of the brand experience and brand communications must flex to fit the needs of any unique job family, business unit, or geographic region. As a brand manager, manage different brands for geographic regions and job classifications like engineers, administrative help, and hourly employees.\u00a0 ((Sullivan, Sullivan.\u00a0 February 5, 2007.\u00a0 \u201cDon’t Be Fooled by Employment Branding: What it Is and What it Is Not!\u201d\u00a0 Retrieved from http:\/\/www.ere.net\/articles on September 14, 2007.))<\/p><\/blockquote>\n
Clearly if you are Boeing or JPL, you have vastly differing talent needs in your multiple business channels.\u00a0 In some places you\u2019re looking for senior practitioners (in this case, literally rocket scientists with lots of senior experience).\u00a0 However, you may also have some segments where you are simply looking for well qualified manufacturing engineers and technicians.\u00a0 How you design your brand is brought into light in the next point of Dr. Sullivan\u2019s.<\/p>\n
(#5) Have clear brand pillars. No firm can be all things to all people, so identify your specific brand attributes early on. These brand pillars might include opportunities to innovate, rapid internal movement, family friendly, or benefit rich. In most cases, pillars should align with elements required to win “good place to work” awards and the key job-switch criteria of your target audience.\u00a0 ((Ibid))<\/p><\/blockquote>\n
The market segment approach clearly means that you want your different brand elements to be highlighted in different places.\u00a0 For your senior rocket scientists (in the prior example), you\u2019re probably looking at slightly older, more experienced people who have already determined a career path, and may have existing families.\u00a0 Here, your brand might be more weighted towards the family friendly and benefit rich type of brands.\u00a0 On the other hand, where you have lower level engineers in the production environments, you might be looking for brands that reflect upward mobility and learning opportunities.<\/p>\n
This certainly does not mean that you don\u2019t also have a global brand.\u00a0 However, the brand should be targeted to whatever talent needs you have in any specific location or business.\u00a0 Take a look at Sullivan\u2019s article and read the rest of it including how to advertise the brand once you have it.<\/p>\n","protected":false},"excerpt":{"rendered":"
Earlier this year, John Sullivan wrote a great piece on employment branding that I thought I would bring back to life.\u00a0 In it, he describes some great steps to creating a brand as well as advertising that brand once developed.\u00a0…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[21,8,15],"tags":[],"class_list":["post-808","post","type-post","status-publish","format-standard","hentry","category-branding","category-strategies","category-talent-acquisition"],"_links":{"self":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts\/808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=808"}],"version-history":[{"count":0,"href":"https:\/\/systematichr.com\/index.php?rest_route=\/wp\/v2\/posts\/808\/revisions"}],"wp:attachment":[{"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/systematichr.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}