How to design a modern, successful employer branding program for 2023
By Judy Wright & Andy Getsey, Employera
An employer brand is the sum of the experiences employees and candidates have with any organization: its people, culture, work environment, total rewards, processes, communications, reputation, etc. Regardless of whoever is formally tasked with employee experience and employer brand responsibilities, the success of the employer branding program is dependent on collaboration between departments, and six key design elements.
Design your employer brand program to be a consultative function to the business, where the head of employer branding is able to effectively consult with senior and C-level leaders and collaboratively partner with department leaders to bring the employer brand to life.
Create a modern employer brand partnership team with cross-functional leaders from HR, TA, DEI, Brand Marketing, Communications, and IT that are responsible for supporting the success of the organization’s employer brand.
Empower your employer branding leader with decision-making authority on matters that impact the employer brand.
Position your employer brand as a true talent brand that is developed, experienced and infused from the inside out with involvement from current employees and activation through recruitment marketing and throughout the candidate experience.
Create a centralized employer brand budget that is owned and managed by the head of employer branding to ensure funds are allocated appropriately for the development of the employee value proposition, brand identity, creative assets, content and communications as well as achieve speed to hire with recruitment marketing channels and media procurement. Don’t make the head of employer brand negotiate with other departments for budget.
Dedicate data analyst resources to measure the success and impact the employee experience and employer brand have on the organization's business results.
Plan ahead for 2023 to be a year of success with an employer brand program designed to give your organization a competitive advantage!
Want a fresh perspective on your employer branding program or to exchange ideas about the candidate and employee experience or talent communications? Get in touch at hello@employera.com.
Judy Wright is a senior consultant at Employera and was previously an employer brand and engagement leader at T-Mobile and Liberty Mutual Insurance. Andy Getsey is an award winning enterprise brand communicator and co-founder at Employera.
About Employera
The Employera team is made up of experienced consultants, analysts, strategists and creators who build modern employer brands, design compelling experiences, and deliver strong, clear communications to help companies, employees and cultures thrive. Our assessments, collaborative processes and project management frameworks are designed for large company environments, and each member of our team has managed what we do as senior players at large, well-known employers. We’re here to help you succeed, and we love our work