Employers See the Employer Branding Light!

Successful employer branding is more involved than many think. Having a strong employer brand is increasingly important in the war for talent. Yet, according to the Chandler Macleod workplace barometer report, http://www.chandlermacleod.com/HOME/tabid/36/Default.aspx only 29% of organizations have developed a formal Employment Value Proposition (EVP), therefore are able to consistently and effectively communicate a message of why potential employees should consider working for them and their current employees should stay. Can you imagine a business not having a brand value proposition for a product or service? I.e. not being able to consistently articulate why people should pay for their products or services?

The added question arises, is having one employer value proposition enough, does one brand fit all levels of the organisation? I agree with a recent article in HR Magazine with Jodi Sampson, head of Nokia HR, Australia and NZ, ìOne size EVP does not fit all,î he says. ìYou need to adapt your overall message to suit different target markets.î

This is where employers are starting to see the light. With job seekers being likened to consumers - one approach does not fit all. Having the same employer value proposition for everyone does not make sense; particularly when your workforce is comprised of graduates, IT professionals, Finance and Marketing staff, executives and so on. Each represents its own unique market segment with its own profile and behaviours. This is also fragmented again when you consider the different age groups within an organiziation. Yet when you visit so many careers sites there is one message, maybe two if they hire graduates. Then when you meet with HR or the Recruiter there is often the same one offering for all applicants.

This is where the Six Figures Business Profile adds a lot of value to advertisers. Being able to craft your message to a targeted audience of high salary earners ensures that your message is not lost on the wrong audience. Just consider any other form of advertising – as a woman in her thirties the message that a beauty company directs to me when selling moisturizer is very different to that of a teenage girl or a woman in her 50ís. Knowing your EVP and how this translates to each segment of your workforce is indeed necessary if you are going to attract the right people for your jobs.

Kelly has been specialising in the arena of Human Resource Management, Recruitment and Career Counselling for close to 12 years. Initially focusing on commercial recruitment, and later moving into corporate Human Resources working with the likes of Ernst & Young and General Electric. In these roles Kelly was exposed to best practice HR and developed a true passion for Human Resources Management.

In 2008 Kelly launched Six Figures www.sixfigures.com.au the premium job site for $100K jobs, a site created to provide job seekers with a trusted online source to find six figure opportunities across all industries and professions. The site offers businesses a new targeted channel to connect with six figure job seekers, utilizing current technology to feature job opportunities and information about the business in a way that appeals to today's high salary earners.

Kellyís experience working across HR, Recruitment & Career Coaching has provided her with a solid understanding of what the job market looks like, what employers look for and the common experiences and challenges they face.