New offering focuses on three dimensional view to attract talent and engage existing employees
Global business intelligence firm ORC International today announced its new Employer Branding offering. The strategic offering, which focuses on an organization’s reputation as an employer, provides a unique three-dimensional framework to engage existing and potential employees and create differentiation to the external marketplace.
“With two-thirds of organizations finding it more difficult to fill vacancies than a year ago, CEOs are focusing on employer branding to help attract, engage and retain the best talent,” said Matt Roddan, ORC International’s SVP, Employee Research. “Securing long-term recruitment needs, differentiating from the competition and building brands locally and globally are critical objectives to employer branding and, if done right, could play an important role in an organization achieving their growth ambitions.”
The framework itself aligns three key dimensions – distinct, attractive and authentic – to create a clear and positive image of an organization’s reputation, value proposition and overall work environment. Together, this alignment provides a unique, inside-out and outside-in view of the brand with the goal of further engaging existing employees and cementing the brand in the eyes of potential job seekers. Tactical steps embedded into launching a successful employer brand strategy include:
• Map your employer brand potential
• Develop your brand story
• Activate internally
• Share with external world
Critical to success is the collective effort from HR, Recruitment, Communications, Marketing, Customer Insights and Senior Leadership, along with external research and creative agencies to shape the brand and positioning.
Benefits provided from new offering include:
• Communicates promise of delivery to potential talent
• Makes clear expectations of the organization
• Differentiates from the competition
• Engages loyalty from the inside