“Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”
He was right you know. Richard Branson, that is. This is why ‘Employer Branding’ is a big thing these days – not only in the hallowed halls of the HR department (or the People department, as it is now often called).
Branding for the People
“Today, a strong employer brand is seen as a critical way to attract, engage, and retain the best people.” (Harvard Business Review)
Employer branding has become among the top priorities of organizations across just about every industry and region. And, it’s not just about recruitment and retention. Indeed, employer branding can even impact the bottom line (for the better… and worse):
- Effective employer branding can reduce turnover by 28%
- A negative brand reputation (the flip side of effective employer branding) costs at least 10% more per hire
- 64% of consumers have stopped purchasing a brand after hearing that a company treated an employee poorly
Not Just for Marketing Anymore
Even though “employer” (i.e. HR-related stuff) and “branding” (i.e. marketing related stuff) may seem to be diametrically opposed, they are not. In fact, 86% of HR professionals believe that their arena is becoming more and more like marketing.
It’s a simple deduction – if Sir Branson is right and employees come first and are in essence – a very important segment in the organization’s customer base, and if every customer engagement is driven and nurtured by marketing . . . then every employee engagement is/should be also driven and nurtured by marketing principles.
employees = customers ->
customer engagement = marketing objective ->
employee engagement = marketing objective
The Secret to Being Content with Content
When marketing folks think about how to engage with customers, they consider multiple parameters, and chief among them is – content, asking these questions:
- With which content topics will my target audience most want to engage?
- What is the tone of voice that will most likely engage them?
- Through which medium will they want to engage with my content?
With This Content I Thee Engage
In the marketing department, when building a content strategy, a sure-fire way to capture attention and secure engagement – is to speak to your audience’s needs.
We should remember that it really is always about them and not about the product or service – which is just the means to the end. Accordingly, when communicating to employees, let’s talk about what’s important to them (vs. me me me). Let’s talk about how we can make their day-to-day better, how we can help them achieve their goals and reach their aspirations.
For HR and ICOMM professionals seeking to resonate with existing and prospective employees by talking to their needs, it would be very instructive to take a look at the Randstad Employer Brand Research report, a global survey of more than 200,000 working-age adults across 32 countries.
In the 2019 edition, the report shares findings that financial compensation isn’t the only factor that makes an employer attractive.
While it still tops the list, there are other very important considerations, including a good work-life balance, job security, and a pleasant work environment.
Top 10 reasons to choose an employer
Since these are our target customer’s needs, they should be treated as topics to be covered in the ICOMM/employer branding content plan (whether for internal portal articles, external social campaigns, management communications, etc.).
Pitch Perfect Employer Branding
In terms of tone of voice (“ToV”) – this should be a strategic decision that is made at the crossroads of marketing, management, and HR.
Clearly, if the corporate ToV is business casual, then our HR-driven messages cannot go too far into the arena of post-Millenial coolness. This would result in a dissonance that gives birth to a lack of credibility with external audiences, and even cynicism from internal audiences.
And the last thing we want is to come off as inauthentic. Because, as we all know – no matter what, first and foremost – be authentic.
To illustrate the importance of authenticity:
- 91% of customers want brands they follow to be authentic in their social media posts
- 90% of millennials, 85% of gen X’ers, and 80% of boomers say that authenticity influences their decision to support a brand
Going Straight to the Top with the Medium
When it comes to how to communicate content that is authentic and which will resonate, the consensus is clear. And this consensus is even quantifiable. For, as the saying in modern marketing goes – if we can’t measure it, we don’t do it.
Ok, maybe that’s a little extreme, but you get the point.
And the winner is . . . video! (Of course!). Employee communications that are articulated through video earn a 3x higher click-through rate than any other type of content. And the stats go on and on in support of the consensus.
There is nothing like video to inspire intimacy and to convey authenticity. There is no substitute for being able to see the expression on the speaker’s face and for observing their body language while hearing the tone of their voice. As the old adage goes, that’s 93% of human communication.
Text emails can never compete with that.
Making the Employer Branding Magic Happen with Video
Since the folks over at HR and ICOMM are not usually video editors as well (for the most part), and since budget and timing may not always allow for engaging with an expensive professional production agency every time there is a need to communicate through video – what these champions of the brand need is a tool that enables them to create videos easily and quickly, but which would still come out looking like a professional created them.
This is supercritical. For, if video is the key to effective employer branding, then making video creation accessible to anyone in the company is key to achieving this oh so worthy goal of HR and ICOMM professionals all over the world.
To find out how Wochit can help brands achieve effective employer branding with video, click here to learn more.