7 Key Factors for Global Employer Brand Success
Almost each and every business now devises and implements an Employer Brand strategy in order to try to eke out a little competitive advantage, but it is hard to know how successful that employer brand strategy is going to be before it’s implemented. It’s an interesting catch 22, and one that will continue to be a challenge for both new Employer Brand strategies and for evolutions to existing ones.
However, there are certain factors that can be highlighted as crucial to the success of the employer brand globally. The factors in this list need to be tabled, considered, discussed and at times actioned to help guarantee the success.
1. Gender and Racial diversity- We discussed this topic at length in an earlier blog. And the points raised there need to form part of your Employer Brand. Global organisations need a globally diverse workforce, and this will be easier to achieve if your Employer Brand is correctly aligned. Also, particular care should be taken that you do not offend anybody’s values and beliefs in marketing your employer brand.
2. Organizational culture- It is important that the culture of your organization is flexible to accommodate most employees. The harder an employee has to work to be accommodated in your organisation, the higher the job dissatisfaction. This means that company culture should flex to retain top talent and also to accommodate local cultural requirements. Job satisfaction is vital for employer branding. Learn from your current workforce, what are they asking for? What problems can you solve for them? What would make their lives a little bit easier? All of this translates into evolving your culture from within.
3. Motivators and Hygiene factors- adapted from Herzberg’s two factor theory of content motivation. The HR among you will probably scoff at this simplistic model, but it’s a really useful tool for keeping motivation in mind when creating a culture that your staff will openly promote. Hygiene factors are in the main basic needs. They include working hours, money, quality of management and interpersonal relationships. These generally keep people from being demotivated and demoralised.
Motivators are subtle by comparison, they are generally intangible and include perceived status, gaining recognition, responsibility or stimulating work.
Much of Employer brand strategy focuses on placing the best foot of the organisation forward in regard to external reputation. Focus on internal motivation could be a valuable first step to producing the EVP’s and subsequently the Employer brand you seek.
4. Employer brand consistency. This falls into two pieces of consistency in my opinion. Firstly, and most obviously the consistent application and delivery of your global employer brand ensuring that all of your brand elements and EVP’s are delivered on strategy, everywhere.
The second part is less obvious. This is fulfilling the promises made by your employer brand. It is absolutely crucial that the culture matches the employer brand everywhere and for every employee. Failure to do so can be highly damaging to your ability to attract and retain the best talent.
5. Location of the business- Again a no brainer on the surface but it must be clearly understood that the populations of different countries, cities and even boroughs may have very different priorities. It would be naïve to plump straight to the difference between developed and developing countries, but if this is where you are then at least it’s a start. The location of your office can have a huge influence over the culture of the office and the demographics of the workforce.
6. Be Honest and never overdo it. There’s a fine line between a fine employer brand campaign and over egging the pudding. Honesty, and where appropriate, humour stick well in the minds of your target audience.
7. Focus on current employees first- To attract qualified prospective candidates, it is important that your current employees are broadly satisfied and happy in your organisation. Of course employee referral is a great source of new candidates, but the level of satisfaction of current staff will help dictate the how quickly new hires settle and also your ability to retain top talent.
Use the above mentioned factors to judge and improve your employer branding strategy. The outcome will be an effective strategy; that will not only guarantee the satisfaction of your existing employees, but will also attract other qualified personnel- no matter how tough your competitors are.