Yesterday we got the chance to talk with Lisa Chartier of Philips about what it takes to work in employer branding. While you can view the entire discussion below, we wanted to share some of the key takeaways from our conversation.
Without further adieu, here are our key takeaways from today’s chat on tips for working in employer branding:
Some of the key responsibilities of the employer branding team can encompass building and managing the brand identity for the talent brand, developing and executing recruitment marketing campaigns across digital career channels and other publishers, working on projects that relate to the employer brand – for example candidate experience, and consulting with groups within the organization that need extra help attracting talent from specific segments in the labor market.
Employer branding roles are great for people who are natural intrapreneurs (entrepreneurs within a larger organization) for a number of reasons: the practice itself is very new and so there is lots of room for creativity, there are constantly moving goals, projects and challenges within the organization, and most organizations are just now building out their employer branding capabilities. As such, there are many opportunities for resilient people with strong influencing abilities to create something from ground zero.
While employer branding relates to the People function in an organization, it is inherently a marketing department. Therefore, the people who are successful either have traditional marketing skills, and/or they’ve invested in continuing education to learn about specific skill areas within marketing (such as content marketing, consumer decision journeys, market research, campaign planning, social media, etc.)
Smaller organizations also benefit from employer branding activities, but often have the added challenge of even smaller budgets and resources. In these cases, it is important to define a realistic scope for the work and call upon experts from other organizations where possible.
In the future, we will likely see the importance of employer branding continue to generate increased recognition and attention as the c-level becomes more aware of the benefits, and the competition for talent in difficult skill areas continues to increase.
You can watch our full conversation below, and signup for our newsletter to keep up to date on upcoming webinars and events related to employer branding.