Branding in general is more successful when it’s about relationships. Help someone establish a relationship with your product or service and you’ll have a much longer term customer. In other words, it can’t be all about the transaction.
Think of a product you love… it’s likely for far more reasons than its features & benefits. It likely triggers positive memories or makes you feel good about supporting it or even makes you proud to buy it. For long-term success, marketers need to make a meaningful connection on some level. Employer branding is no exception. And in a time where attraction & retention are extremely difficult, it’s well worth noting.
It’s also why a recent article from Susan LaMotte struck a chord. As she so rightly notes, “we have resorted to throwing every benefit, perk, and compensation tool we can at candidates. We’re desperate. And desperation is never the foundation of a solid, long-lasting relationship.”
So what is a better foundation? She highlights three key action items to help you build better relationships in your employer branding efforts:
- Move employer branding away from marketing and into HR
- Stop talking about your EVP
- Start branding and marketing your employment relationship
Talent acquisition and recruiting is seeing a struggle unlike any other. We’ve gotten desperate and there’s no surprise as to why. It’s time to go beyond EVP–stop selling employment as a product and start creating real employment relationships.
Read more from the source: Employment Isn’t a Product to Sell, Published by: Susan Lamotte (@susanlamotte) Is The Founder And Ceo Of Exaqueo, An Employer Brand Experience Fir…