Employee Branding Program to trust the organization's professionals and to attract new talent
Employer Branding: pride in belonging to a brand
The employer branding bases its strategy on the attractiveness of the employer brand with a dual purpose:
- Loyalty to the organization's professionals
- Attracting new talent
If you're not human, it's not branding
I don't share the idea of “retain talent” which is often used when you talk about employer branding. I imagine a person chained to a chair. I think this is an exercise in persuasion, conviction, infatuation. This graph expresses very well the conditions that must be given for an in-house professional to feel what to me is the key to success: brand pride:
Attracting professionals follows the same logic as retaining them
My program Employer Branding starts with a thorough job at the EPV (Employer Value Proposition) and impact the steps in the infographic you just saw. And it distinguishes the conviction facet of attraction, working on each of the elements of communication (like Glassdoor, For example) that can influence a candidate choosing a brand because of the opinions of those within the organization.
Just over a year and a half ago I gave a training for one of the world's great consultancy. For me, corporate vision, The purpose, is essential in terms of personal branding and employer branding.
The thing is, that company's vision, In 2016 booted with a “be the leaders in…”. Everything is said. Leadership can never be a vision, in any case it would be accepted that it was a business objective.
Another of the great ones starred in another similar episode. A niece of mine worked there, and when I'd been working at the rate of 15 hours a day, they proposed a small promotion. It was about a little more money, a pinch more responsibility and much more time. She wondered why? and the only answer he could get was “to make the CEO richer every day”. He left., Of course.
I am currently providing training for another major, Hey (formerly Ernst & Young). Its corporate vision is this: Want build a better world of work, fairer, equitable and sustainable. I know these words Building a better working world may sound like mere statement of intent. But the level of commitment goes beyond that; is incorporated into the brand, inseparably. And not only that: there is a site specific and monographic about the purpose EY in the world. Start with a magic question: Where would you start if you wanted to change the world?
And as the movement proves to be walking, from HR. EY HH are promoting personal brand management (personal branding) of its people without any prejudice and anomaly at full screen and with the tag #I BuildEY. I am immensely fortunate to be part of an exceptional group with Laura Chica, Eva Collado, Francisco Warden And Alex Lopez, we are all working in different formats to reinforce the brand of the professionals of this consulting firm.
The big difference is that there's a north, a destination point, A WHY (as defined by leadership expert Simon Sinek in his Golden Circle). And that makes things easier. EY members know they don't work just to make money or create a career plan: behind there's something higher: sustainable energy, support for refugees, transform communities, change supply chains, advancing digital change, improving urban mobility…
All of this, alongside the fact that the company makes public its commitment to personal branding, undoubtedly set up one of the best operations employer branding I've seen in years. If we add to that that many of its managers are Social (active and proactive on social media), we would say that there are powerful reasons to choose EY as an inspiring destination.
One of the jobs I like best, because of its difficulty, is to help professionals draw their purpose, his vision, Your WHY. Often they remain thoughtful, And I tell them, would you feel comfortable making your own the vision of the company you work in?
The personal branding in the company doesn't start with the employer branding, begins with a Vision that is more than just a set of meaningless words. If the vision is achievable and inspiring, the company will have great internal brand ambassadors who will attract the best external talent. People trust people, let's remember that.
Cover image: betterworkingworld.ey.com
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.