Summary:
In this episode of “The Brandwidth Podcast,” Dean Millson and Sam McEwin discuss the importance of employer branding in today’s competitive job market. They explain that employer branding is not a separate brand from the company brand but a different expression of it. The key to successful employer branding is understanding the target audience, creating an employee value proposition, and aligning the company’s values and behaviours with the brand. They emphasise the need for authenticity and creativity in employer branding efforts and stress the importance of involving employees. Dean and Sam also highlight the role of storytelling and the use of various channels and collateral in attracting and retaining top talent.
Key Takeaways:
- Employer branding is not a separate brand from the company brand but a different expression of it.
- Successful employer branding requires understanding the target audience and creating an employee value proposition.
- Authenticity and creativity are crucial in employer branding efforts.
- Involving employees in the process of employer branding can help build a strong company culture.
- Storytelling and the use of various channels and collateral are effective in attracting and retaining top talent.
Quotes:
- “Employer branding is the perception that lives in the talent pool out there.” – Dean Millson
- “Your employer brand can look a bit different from your customer brand because you have a different audience.” – Dean Millson
- “Your employer brand is a different expression of your company brand.” – Dean Millson
| Timestamp | Summary |
|---|---|
| [0:00:00] | Dean introduces the topic of employer branding |
| 02:02 | The current challenge of attracting and retaining talent |
| 03:25 | The impact of COVID-19 on the job market |
| 04:33 | The importance of investing in employer branding long-term |
| 05:42 | The different terms used for employer branding |
| 06:53 | The role of aesthetics in attracting talent |
| 08:18 | Feedback on brand perception during the recruitment process |
| 09:27 | Defining employer branding as a perception in the talent pool |
| 10:31 | The long-term commitment required for employer branding |
| 12:03 | The difference between employer branding and job ads |
| 12:58 | Longer sales process and research required for this type of sale. |
| 13:23 | Switched market where employers are pitching to candidates. |
| 14:32 | Paying employees fairly is more cost-effective than overpaying for talent. |
| 16:47 | Elements of an employer brand strategy: company brand, audience, value proposition. |
| 17:57 | Understanding the target audience and where to reach them. |
| 19:09 | Employee value proposition: translating company promise into benefits for employees. |
| 20:34 | Examples of employer brand strategies by Domain and Wolf Olins. |
| 23:27 | Aligning brand values with personal human values for attracting talent. |
| 24:17 | Purpose as an internal focus for employees, not just external marketing. |
| 25:57 | Importance of sticky values and behaviors in employer brand strategy. |
| 26:58 | Importance of telling stories and celebrating employees |
| 29:05 | Channels and collateral for recruitment marketing |
| 29:32 | Recruitment marketing is similar to marketing for customers |
| 30:33 | Being present in industry events and conferences |
| 32:14 | Considering competitors as potential talent sources |
| 33:47 | Employee videos as effective recruitment marketing tools |
| 34:25 | Recruitment marketing also benefits brand marketing |
| 35:25 | Removing barriers and uncertainties for potential candidates |
| 36:15 | Attracting talent from other organizations requires something special |
| 37:16 | Recruitment marketing should be integrated with overall brand strategy |
| 39:42 | Dean Millson finds Sam’s language condescending and uncomfortable. |
| 40:22 | Sam shares his experience with a brand’s inauthentic LinkedIn presence. |
| 41:30 | Dean discusses negative feedback on a construction company’s working hours. |
| 42:22 | Dean explains how the company addressed the issue honestly and inspired change. |
| 43:27 | Sam compares marketing not fixing a poor product to inauthentic employer branding. |
| 44:39 | Dean emphasises the importance of involving people in the branding process. |
| 45:45 | Sam praises brands for their maturity and informed decision-making during the pandemic. |
| 47:24 | Dean reflects on the introspective nature of brand evaluation. |
| 48:01 | Dean finds the combination of HR and marketing fascinating. |
| 48:37 | Sam encourages listeners to leave five-star reviews and connect on LinkedIn. |