Key takeaways:
- Refresh your EVP to align with larger business goals: Revamp your EVP so that it directly aligns and impacts business outcomes, which is critical for maintaining a strong employer brand. Focus on initiatives like internal talent mobility to enhance retention and career growth.
- Increase authentic storytelling for more engagement: Utilize genuine employee stories to highlight the evolving workplace environments that candidates are looking for and how your company supports them in hybrid, remote, and in-person settings.
- Adapt your efforts to highlight increased virtual workplaces: Talent Marketing Board Members highlighted challenges in portraying authentic work environments in a growing virtual workplace. They noted that collaboration and leadership involvement are pivotal in maintaining a unified employer brand across business units.
During a recent Talent Marketing Board panel discussion, employer brand and recruitment marketing leaders at the world’s largest companies shared insights on how they’re building and maintaining strong employer brands going into 2024.
Our members shared best practices for keeping your employer brand relevant and appealing to candidates, navigating the growing virtual workplace environment, and collaborating with business partners to establish a unified employer brand.
We explore the key insights shared and how Talent Marketing Board members are planning for success next year.
Refresh Your EVP to Align with Strategic Business Goals
Mollie Bush, Lead Employer Brand Consultant at Target, discussed the ongoing process of refining their employee value proposition (EVP).
She said they’ve recently focused on aligning their employer brand with HR priorities and pinpointing the key elements crucial to nurturing their company culture. According to Mollie, this alignment resulted in their EVP directly influencing business outcomes.
For example, their focus in 2023 centered on illustrating how employer branding supports internal talent mobility. This showcased internal growth opportunities, and helped foster employee retention and encouraged career advancement within the organization.
Mollie highlighted their strategy’s adaptability, adding, “Whatever the hot topic of the year is, or multiple hot topics, our approach is to build a strategy that directly aligns to those things, which helps measure the impact of when we activate initiatives within the employer branding space.”
Leverage More Authentic Employee Storytelling
Niki Ferrans, Director of Employer Marketing at Assurant, shared how they refreshed their EVP and enhanced their employer brand by monitoring data from job board reviews, internal pulse surveys, candidate surveys, and most notably, employee storytelling.
Her team focused on increasing the use of genuine employee stories to highlight the benefits their organization offers. Niki stressed the importance of showcasing these authentic experiences, whether at home or in the office, and embracing the “new normal”.
“I think regardless of the environment that we’re in, as the workplaces evolve, as the job market trends shift, we really want to rely on our employees to tell that story,” Niki said.
Adapt to the Growing Virtual Environment by Creating Authentic Connections With Your Audiences
Mollie discussed the expanded scope of attracting talent in a post-COVID world. She highlighted the shift from a localized, office-centric approach to a more flexible and inclusive strategy. She also noted that the new landscape allows organizations to appeal to a broader range of talent.
“When you think about all of these other companies going for similar talent, it’s important to be clear on how we are reaching out to them in a way that feels authentic and human, giving them something that they can connect to that feels as relevant as possible,” Mollie said. “That way you are attracting people who share your same values.”
It’s important to be clear on how we are reaching out to them in a way that feels authentic and human, giving them something that they can connect to that feels as relevant as possible.
— Mollie Bush, Lead Employer Brand Consultant at Target
Britt Bloch, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union, added how her organization focused on a commitment to hybrid work.
She challenged the idea of returning to the office and advocated for senior leaders to do so for meaningful moments.
“Who wants to sit in an office and just be in back-to-back meetings all day on Zoom?” Britt asked. “That makes no sense. So within talent acquisition, I’ve been pretty fierce about touting, ‘Make it meaningful if you do campus, on-site, or in person.’”
However, challenges arise as more individuals transition to remote work settings. Niki discussed the difficulties faced in capturing authentic moments when employees work from different locations.
The shift from curated office visuals to the reality of Zoom backgrounds and home offices posed a hurdle in portraying the genuine work environment.
Niki shared how Assurant embraced this change and encouraged employees to showcase their remote environments.
Within talent acquisition, I’ve been pretty fierce about touting, ‘Make it meaningful if you do campus, on-site, or in person.’
— Britt Bloch, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union
Establish a Unified Employer Brand Message Across All Business Units
A collaborative and integrated approach to employer branding emerged as a common topic among our members. Breaking down silos and working together across departments, including marketing, DEI, and various HR functions, ensures a consistent and compelling employer brand message.
Shared advocacy and accountability among teams also creates a sense of ownership and commitment to bringing the employer brand to life.
“That way, everyone buys into what we’re trying to do,” Mollie said. “It’s not about myself and my team trying to activate this far-fetched employee value proposition. It’s bringing our culture and team member experience to life through that human storytelling that everyone wants a hand in.”
Of course, leadership involvement is key, and Niki explained that engaging with executives in various initiatives like contributing to LinkedIn articles and championing internal communications help maintain a strong employer brand.
I think regardless of the environment that we’re in, as the workplaces evolve, as the job market trends shift, we really want to rely on our employees to tell that story.
— Niki Ferrans, Director of Employer Marketing at Assurant
Benchmark with Your Peers
As you navigate the evolving markets and workplace environments of 2024, the key to maintaining a strong employer brand lies in adaptability, authenticity, and collaboration.
You can also get actionable advice from your peers leading employer branding and recruitment marketing at the world’s largest companies in the Talent Marketing Board.
Our members meet weekly to benchmark their strategies and gain unbiased peer insights on their top priorities, including how to strategize for 2024.
