Employer brands need to be creative to standout – and to do that most successfully requires a combination of insightful messaging brought to life across design, film and digital channels. Naz Sadri discusses attracting the right talent in a highly competitive marketplace.
“You have seconds to get people’s attention…in just a few words you need to draw people into who you are and what you do”.
A good summary of the key challenges in attracting the right talent in a highly competitive marketplace, shared by Brad Barrell, Global Recruitment Director at Brambles in our recent webinar. And one that is likely to be fairly universal across all roles, businesses and sectors.
Potential employees are actively gathering clues and learning about you as an employer from more sources, and they are doing this over a longer time frame than ever before. They are investing time and energy on career websites and LinkedIn, looking at CEO profiles on social media, comparing Glassdoor reviews and trying to get an insight about what it would be like to work somewhere.
For employers, and in simple terms, this is a three-step communication challenge. First, is to get noticed, and as Brad states, you have a very small time frame, but you also have a very large and noisy competitive landscape to achieve this within.
If and only if successful, the second step is to share your employment story in a compelling and effective way. It can be aspirational, but more critically it needs to be authentic. One of the best means of achieving that is to consider focussing on the employment story as told by existing employees through film. Film is a powerful and proven medium for such storytelling because it provides a human, inclusive and empathetic means of conveying both information and emotion.
And finally, you then need to influence potential employees to take the appropriate action. Your employer brand is critical to all three steps. It needs to define and direct a resonant creative expression across any channel, for any audience, for any message and in any context. It also needs to ensure cohesion, as every touch point and experience must add credence to the cumulative story you want to tell and the perceptions you want to influence.
Employer brands need to be creative to standout – and to do that most successfully requires a combination of insightful messaging brought to life across design, film and digital channels.
Brunswick have helped many clients with the development of EVPs, employer brands and talent acquisition programmes.
Please get in touch with our team if you’d like to discuss more.