Join our latest webinar, hosted with our Premier Supporter – Refresh
Thursday 20th October 2022, Midday
We’ll be hosting a webinar in conjunction with awards’ supporter Refresh and Etex Building Performance to take a closer look at how companies are focusing more closely on their employer brand as a communications strategy, and within this, humanising their messaging, as Laura Mashiter discusses in this article.
What is employer brand?
In short, employer brand is about positioning your company as a great business to work for, and subsequently, do business with. Rather than focusing on your general corporate reputation, it looks very specifically at your reputation as a workplace and the entire employee experience. Utilising employer brand as a key element of your marketing strategy plays a pivotal role in recruiting and retaining employees and humanising your business.
Why is this a focus now?
Companies spend a lot of time curating their values, which ultimately define how a company is viewed internally and externally. Once clearly defined values are agreed, PR activity can centre around building the employer brand to deliver on the overall marketing objectives, whether this is to attract and retain talent, amplify general brand awareness across target industries, change perceptions and/or generate leads for the sales team.
The storytelling around a brand’s values naturally leads in to a focus on how a business supports its people, and in turn focuses on the people behind the brand.
Humanising a brand, by bringing it to life through a focus on the people, helps others understand if they would like to work there, and if they would like to do business with a brand. After all, it’s what makes a company unique!
How are companies going about this?
Social media is essential here. Both Etex, Refresh and many of our clients are leaning into their social channels first and foremost to humanise their brands and showcase the people behind the scenes. Social media platforms are also recommended for rolling out messaging around practicing what you preach from a workplace culture standpoint, which helps build a network of internal advocates, who organically share their positive personal workplace experiences across their own LinkedIn channels, helping to build positive employer brand further.
Takeaways
Join this webinar if you want to:
- Consider the necessary building blocks that a company needs in place
- Understand the best time to begin focusing on an employer brand strategy
- Learn about the best channels to use to humanise your brand
- Be equipped with the best ways to measure the success of your strategy
After the webinar you’ll be left with tangible hints, tips and ideas to take away and consider implementing into your own businesses.
