What do you do if your brand communication is failing to create a strong employer brand?

If your brand communication isn't resonating to build a robust employer brand, it's time for a strategic review. Analyze audience feedback, refine messaging to highlight company culture and values, and showcase employee experiences authentically. Invest in storytelling across platforms to attract top talent and foster a positive employer reputation. It's about aligning messaging with the company's ethos to attract and retain talent effectively.

To create a lasting brand impact, it's not about sharing too much content. It's about how that content helps the end user connect with your brand. You need to check whether your content is engaging them or not. Do an in-depth analysis of each campaign & always take offline feedback whether it delivered or not what you aimed to deliver. Take feedback from employees, friends, and industry experts to have a different perspective If your message is getting difficult to understand, you need to come up with an innovative way Build an online community & share content first & measure early trends. Based on my experience above, things are good for bringing your brand communication back on track.

Primeiramente seria importante recalcular a rota e começar alinhando a comunicação de uma forma que ela seja assertiva, acessível e estratégica. Depois, buscar pesquisar com os funcionários a melhor maneira que acreditam que seja bacana usar a comunicação. Entender como e o que deseja comunicar, ajuda demais na hora da compreensão e emissão da mensagem.

You need to assess the content strategy and the amplification strategy in place for your employer brand. Ensure that the strategy in place aligns with the objectives of the employer brand. Building credibility should be the key strategic objective depending on whether the amplification focus is for the internal or external audience of the employer. There is a lot that can be done, but the above suggestion should be your first step in the right direction.

If your brand communications are failing to create a strong employer brand, here are a couple of recommendations to consider: 1. Define EVP a) Assess current perceptions b) Articulate what sets you apart c) Develop compelling messaging, and ensure consistency 2. Enhance Candidate & Employee Experience: a) Engage on employee platforms like Glassdoor b) Gather feedback from candidates who have interacted with the organization during recruitment and onboarding processes c) Activate initiatives to bolster your reputation

Employee feedback is the goldmine for authentic storytelling in brand communication. Google, for instance, leverages its employees' stories to showcase a culture of innovation and freedom. Their stories aren't just testimonials; they're insights into a world where creativity is nurtured. Capture these narratives. When employees speak from their heart about their workplace, it doesn't just attract talent, it creates brand evangelists.

Lean into the core pillars of what your company believes in and stands for and hold true to them. If it's transparency - be painfully transparent about process or input or process. If it's quality then show how you insure quality. If it's comfort, how does every decisions you make lead with comfort at the forefront? Then share it, find ways to highlight it everywhere you are promoting your brand. Hold true to it. People will notice. A good creative (copy + visuals + marketing strategy) team will help take it to the next level.

Consider Patagonia, a brand synonymous with environmental activism. Their job postings aren’t just lists of qualifications; they are invocations to join a cause. Your messaging should embody what your brand stands for. This transformation from mundane listings to evocative messages can turn a job opportunity into a calling. It’s about crafting a narrative where potential employees see not a position, but a pathway to personal and professional fulfillment.

Visual consistency is your silent ambassador. Starbucks’ green isn’t just a color; it’s an emblem of comfort and community. Ensure your visual elements are not just consistent, but also narrative-driven. Every color, image, and font should tell a part of your story. When a candidate sees your visual branding, they should be able to feel the culture and ethos of your organization.

In today’s interconnected world, a brand's digital presence is its global handshake. Brands like Airbnb thrive by ensuring their online presence mirrors their ethos of community and belonging. Every digital touchpoint is an opportunity to tell your brand story. It’s not about being present on every platform; it's about being impactful wherever you are. Your digital presence should invite engagement, evoke curiosity, and create a sense of belonging.

Monitoring progress in brand communication is akin to listening to the heartbeat of your strategy. It’s crucial to keep a finger on the pulse of how your brand is perceived and interacted with. Just as Tesla continuously innovates based on customer feedback and industry trends, your brand too should evolve. It's not just about measuring clicks and views; it's about understanding emotions and connections.

Fostering employee advocacy is a real life instrument to make your comms more impactful and humane. People believe much more to real people and real life stories rather than employer praising itself. Third party campaigns also work really well.

Consider discovering what your ideal employees are looking for. Picking the right small 'sweeteners' can make the difference in positioning your organization as an employer of choice. Depending on the the demographics of your employees, examples may include, birthday day off, travel vouchers, wfh days...

In the tapestry of brand strategy, every thread counts. Consider Airbnb’s 'Belong Anywhere' campaign, which transcended traditional marketing to become a cultural dialogue. Your employer brand is more than a strategy; it's a living ecosystem thriving on authenticity, innovation, and storytelling. It's about creating a world where people don't just work for you; they become a part of something much bigger. Every communication, every feedback, every digital footprint is a brushstroke in this larger picture. Keep painting!