There are 2 challenges which are now on top of everybody's mind:

1) how to do employer branding in the coronavirus days and

2) how to do employer branding in the recession which will follow the coronavirus crisis.

I'm offering this simple phrase, to kids from 5 to 92, although it's been said many times, many ways... merry employer branding, to you.

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We should all be trying to measure our activities and make well informed, data based decisions. Employer branding is no different. Whenever you are trying to add new KPI's and measure something, a lot of people will be against it. And sure, you can always find more reasons why not to measure something rather than to measure it. In your employer branding career you'll sometimes have to invent KPI's and learn what can be measured and how to ensure you're on the right track. Without metrics and analytics, you'll have a much bigger problems along the way so doing it from scratch and during your strategy development process is the best way to start learning which metrics work and which don't. Hope I add some clarity with this episode.

Sincerely,

Your elected representative

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Instead of looking to short term perks and benefits which majority of employees take for granted and everyone can copy, look at your capabilities. Pick the places to compete where there will be no gap between strategy and execution, because you already have those capabilities in place. Learn more about the fundamental value of employer value proposition and some logic behind strategic alignment between EVP, business strengths and execution.

Strategy vs. execution gap and business capabilities approach I apply in EVP consulting work is based on the framework described in:

Leinwand, Paul & Mainardi, Cesare R.: "Strategy That Works: How Winning Companies Close the Strategy-to-Execution Gap", Harvard Business Review Press.

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Product branding is about persuading me to go buy some ice-cream. Employer branding is about persuading me I should go to work. You think that's the same?

Marketers are very important part in building your employer brand and they are clearly adding value – therefore their skills and know-how are very important. However, in this episode I'm trying to highlight a few things which should be addressed when you will be approaching this topic with marketing and communication experts. These guidelines should be well understood as you will move forward to your employer branding success.

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In this episode I talk about ownership confusion – is employer branding an HR topic, marketing or PR topic? Who should manage employer brand and why, who has the resources to develop and execute EB strategy and how? What are all the pieces and work that should be done?

My goal is to empower you to be an employer branding expert, to confidently lead employer branding projects, strategy development and understand the tools which will drive successful execution and improve your company's employer brand.

Join in and let me clarify a few important concepts about managing your employer brand and how do all the pieces fit together and impact each other.

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It should be quite clear that achieving strong employer brand is not only marketing gimmick. Building strong employer brand means to create strong fundamental value of you as an employer.

The tricky part about employer branding is that it can not be managed only with the external communication – messages which should engage future job applicants. Your job is not only to create company videos and blog posts about awesome work culture your company has. Employer brand has to be managed internally, catering to your employee's needs and making sure there are significant improvements achieved in employee experience.

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