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Don't dilute your employer brand within the company brand

Sep 13th 2012, 08:11

Don't dilute your employer brand within the company brand

Opinion piece on the Employer Brand in South Africa:
Prepared by Celeste Sirin, Director, Business and Operations at Strategy Recruitment

LinkedIn has released a highly informative white paper on employer branding. Strategy Recruitment Marketing analyses the information and discusses this in the South African context.

The Company Brand comprises of the Consumer Brand (product/service) and Employer Brand (candidates/people).

There is a strong association between the two. They feed off each other; whilst simultaneously complementing each other. This in turn translates into a more robust overall Company Brand. It is becoming imperative for companies to pay an equal amount of attention to both their Consumer Brand and Employer Brand in order to promote their holistic Company Brand in the market place.

A bad consumer experience with the product/service can damage the Consumer Brand, likewise a bad experience a candidate might have with the employer can be detrimental to your Employer Brand. This is interrelated and compromises your overall Company Brand.

Companies therefore cannot rely on the reputation behind their holistic Company Brand alone if insufficient attention has been given to the Employer Brand aspect. It is an all too common phenomenon that the Employer Brand gets diluted in the broad spectrum of the holistic Company Brand. Nowadays, a one paged career site landing page is not sufficient to position the company’s entire Employer Brand proposition.

In LinkedIn’s recent whitepaper on “”, it was found that there is a strong correlation between the Company and Employer Brand but, that perceptions have predominantly been built through the overall promotion of the holistic Company Brand and what candidates had been exposed to.

Within the South African context, we have found that this has become evident through those proactive companies who are making a concerted effort to create talent pipelines with a view to grooming future successors. Close attention is been given to bursaries, learnerships, graduate and future executive programmes in order to create some form of succession planning within their companies.

The White Paper states that companies who are investing more in their Employer Brand, have a remarkable 28% lower staff turnover rate to that of a company which is not investing in their Employer Brand. This is definitely something to consider.

Ultimately, a Company Brand without dedicated focus on the Employer Brand is not going to position you strong enough in the candidate market place.

Your compelling, cutting-edge job value proposition can become too diluted in the fuller context of the Company Brand.

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