HR Resources » Human Resource Advice » Employer Branding » Communication is key to building your employment brand

Once you have a clear picture of your employment value proposition, you need to develop strong, consistent visual/verbal way of communicating the employment brand. From ads to internal communications and your website – every component of the communication process must be consistent with your employment brand. Now that you understand your employment brand, it’s a matter of getting the message out.

This usually involves working with a professional HR consulting practice who can help you develop the thematic and visual components that complement your employment brand. This typically consists of a theme, a style guide, and additional components that encompass the entire scope of your HR processes.

At the heart of the matter is the issue of translating your employment brand into a verbal and visual image – one that is expansive enough and flexible enough to encompass all of your internal and external needs. All communications must be true, clear and consistent. They must be urgent, engaging and complementary to your marketing brand. And they must make an emotional connection with the individuals you are hoping to communicate with.

You also need to take stock of your hiring goals and implement the programs that will help you reach the right people. Some typical efforts that can build your employment brand include the following:

• Issuing press releases that publicize awards and recognition you have received for your workplace

• Developing or improving (in line with branding guidelines) your employee referral program

• Creating retention programs and recognition efforts to sustain the loyalty and commitment of current employees

• Benchmarking and adjusting your rewards packages, and getting the information out to potential applicants

• Expanding and brand-focusing your employment website

• Creating a college-oriented recruitment effort

• Building bridges to the community through job fairs and participation in local events

It is important to establish a budget for employment branding, one that is realistic for the goals you hope to accomplish. And you must be prepared to go beyond your perceived comfort zone – into areas you may not have tried before, including alternative media and new programs.

As you expand your efforts and reach out to different audiences, you will see the results in your applicant flow – and in the quality of the individuals who seek to join your company.