Employer Brand is necessary, especially in 2019. That is why we have listed some things that you should definitely not do if you want your employer brand to remain credible.
#1. You can't fake authenticity
Everyone is tempted when drawing up visuals for your employer brand: stock photos. They are so easy, they look good and you hardly have any work to do. That's right. But forming an Employer Brand is a job, that's why you shouldn't do it.
Do you want to appear authentic to potential candidates? Be that also. You are looking for new colleagues for your current employees! So who are the most selected models for your photos? Right, your current employees!
You should also not look for a location in the middle of the desert or a perfect picture in the middle of a busy city. Your working environment, that's what people want to see! It's always nice to have an immediate idea of what the workplace will look like!
Also keep in mind that if you use stock photos of ultramodern workshops and a potential candidate comes by in your gray building, this can be a big letdown.
So the message is authentic!
#2. Don't try too hard to be something you're not
It makes sense that you want to attract people, why else would you bring out an Employer Brand? But you should not exaggerate in your message to the people you want to attract.
The intention is that the people who come to work for you will actually start working. You will not achieve that by only sharing messages about relaxation, company outings and dinners. That seems like an attractive way to bring people in to you, but that is not going to ensure that they will stay.
Invest in sustainable projects and also bring them out. Do you eat with the entire company once a month? Super! Bring this out, but also that it is monthly and not daily.
Try not to create an image that you cannot meet!
#3. It is better to fail in originality than to succeed in imitation
If the competition does it, we do better too. We were already clear above, but here we repeat it again: Be authentic.
I challenge you to read the mission and vision of three different companies. I am afraid you will feel that you have read the same thing three times. Be original, put your stresses where you want! Not as the competition does.
Then I challenge you to go to three working-at pages. Besides the fact that you will often find stock photos there, you will also notice something. Diversity that companies want to stand for. For example, they choose to have 2 men and 2 women in the photo where someone is of Asian origin and someone with a different skin color. Diversity is to be applauded, don't get me wrong. But it also has to be right.
Are 90% of your employees men? Show this too! There is nothing wrong with being a "male company", there is something wrong with creating a wrong image about this. Of course you can put your 10% women in the spotlight, but make sure that people see a correct image of you.
#4. Corporate Identity: Knowing yourself is the beginning of all wisdom…
A corporate identity and employer brand are two things that are unconditionally linked to your company. However, these two are not unconditionally linked.
From time to time you may opt for different colors or a different font for your messages regarding Employer Branding! Your corporate identity is your own brand so that people recognize your brand and there is uniformity. This is not necessary for your employer brand. Here it is especially important that people are attracted!
So don't ignore that corporate identity guide when drawing up your messages about Employer Branding.
#5. You can't build a long-term future on short term thinking
You've heard it so many times before, Employer Brand is a long-term job. Right. It is not possible to make efforts and hope that your work is done with this.
By this we do not mean that it is important to spread new messages from time to time. It is even more important to invest in improvement. Evaluate and use the data about your Employer Branding. You have to learn from the mistakes you make, here the feedback from applicants or (former) employees can be a very useful source of information.