Abandoning your Employer Brand could be costly

Employer branding is not just about attracting new talent, it is also about engaging, motivating and retaining existing talent. Organisations need engaged employees more than ever to execute the tough directives that are now required to create stability for companies suffering demand declines and increased operating costs.

Tips to consider:

  • Communication to your people is a must – Employee communication is often the first to get the axe in budget cuts. In current times, employees are anxious, fearful of losing their jobs and rumours are often rife within the company about potential plans. Use frequent communication and two-way leader meetings to ‘out’ rumours and re focus employees on the job at hand. Provide frequent updates on the company intranet and employee newsletters to help restore stability, productivity and engagement.
  • Engage CEO’s to cement loyalty – knowing senior leaders are there to lead through uncertain economic times is crucial to employees. Leaders should be visible, credible, passionate and should focus on reinforcing core brand values. Loyalty of employees can be cemented by assuring employees that the company has survived difficult times in the past, it will be maintaining quality rather than cutting corners and focusing on serving existing customers.
  • Use your employer brand to recruit top tier talent – the image of security and sustainability during recession times can be major drawcard in getting the best people to work for you. View this market slowdown as an opportunity to secure top talent who may now be enticed to move. Be clear about your Employment Value Propositions (EVP’s) and compelling reasons to work for your organisation.

As John Quelch, Professor Harvard Business School has stated “Successful companies do not abandon their marketing strategies in a recession; they adapt them.” The same applies for your employer brand and as many companies will remember from previous recessionary times, it is a long, difficult and costly journey to rebuild a talented workforce.

The Right Group is a leading consultancy in the development and implementation of employer brands.

Download our WeatherVANE™ brochure.

Comments are closed!