How do you adapt and update your employer brand to changing market conditions and talent expectations?

How do you adapt and update your employer brand to changing market conditions and talent expectations? Your employer brand is the perception of your company as a place to work, and it can have a significant impact on your ability to attract, engage, and retain global talent. In this article, you will learn how to align your employer brand with your corporate culture, and how to communicate it effectively across different regions and channels.

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1 Assess your current culture

The first step to aligning your employer brand with your corporate culture is to understand what your culture is, and how it differs from your desired or ideal culture. You can use various methods to assess your current culture, such as surveys, interviews, focus groups, or cultural audits. You should also consider how your culture varies across different locations, teams, and functions, and how it aligns with your mission, vision, and values. By assessing your current culture, you can identify the strengths and weaknesses of your employer brand, and the gaps and opportunities for improvement.

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2 Define your employer value proposition

The next step is to define your employer value proposition (EVP), which is the unique set of benefits and attributes that your company offers to its employees. Your EVP should reflect your corporate culture, and communicate why your company is a great place to work. You can use the insights from your cultural assessment to craft your EVP, and make sure it is relevant, authentic, and distinctive. You should also involve your employees and stakeholders in the process, and solicit their feedback and input. Your EVP should be clear, concise, and consistent, and it should answer the question: what makes your company different from other employers?

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Mark Prince

Executive Marketing Leader | Brand Builder | Problem Solver | Team Builder | DE&I Advocate
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Defining your EVP is important, it’s also critical to define you channel strategy, including the highest impact formats. Having internal and external channels that are primarily dedicated to talent acquisition and employee retention allows you to ensure you are able to meet your audience where they are and in the way they want to engage with content. At Accenture we use Instagram to focus on talent and our people by showcasing our culture and the impact of our work to squirt and retain talent. Knowing that reels are a preferred format on Instagram allows us to not only create the right messaging, but create reels, which the data shows is the format the gives the highest engagement.

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3 Customize your employer brand for different regions

Once you have defined your EVP, you need to customize it for different regions and markets, depending on the cultural, legal, and social factors that influence your global talent acquisition. You should not assume that your EVP will resonate with all audiences in the same way, or that you can use the same messaging and channels for all regions. You should research and understand the preferences, expectations, and behaviors of your target talent segments in each region, and tailor your employer brand accordingly. You should also respect and celebrate the diversity and uniqueness of your local cultures, and avoid imposing a one-size-fits-all approach.

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Mark Prince

Executive Marketing Leader | Brand Builder | Problem Solver | Team Builder | DE&I Advocate
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This implies that a local approach is required for talent brand, which is something we hear from many county marketing teams. However, this approach can also lead to fragmentation of your brand, inconsistent massaging and duplication. We believe you can take a global to local approach with talent brand campaigns, by using local teams to adapt the campaign to take into account local priorities and cultural differences. This is also true for DE&I which in most cases is intrinsically linked to talent acquisition and retention.

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4 Communicate your employer brand effectively

The final step is to communicate your employer brand effectively across different channels and platforms, and to measure and monitor its impact. You should use a mix of internal and external channels, such as your website, social media, career sites, job boards, events, referrals, and testimonials, to showcase your employer brand and reach your target talent. You should also use storytelling, visuals, and data to convey your employer brand in a compelling and engaging way. You should also track and analyze the performance of your employer brand campaigns, and use metrics such as awareness, perception, engagement, conversion, retention, and advocacy, to evaluate and improve your employer brand strategy.

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How do you adapt and update your employer brand to changing market conditions and talent expectations?

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2

3

4

1 Assess your current culture

2 Define your employer value proposition

3 Customize your employer brand for different regions

4 Communicate your employer brand effectively

Global Talent Acquisition

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How do you adapt and update your employer brand to changing market conditions and talent expectations?

1

2

3

4

1 Assess your current culture

2 Define your employer value proposition

3 Customize your employer brand for different regions

4 Communicate your employer brand effectively

Global Talent Acquisition

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