For many years, the concept of 'Employment Branding' hovered in the realm of recruitment marketing and advertising where a promise, innovative attraction campaign and slick creative was enough to secure great talent. This is no longer the case. Companies who succeed in engaging talent at a functional, emotional and cognitive level will have the competitive advantage.
However, this is only 1 aspect of a multi-dimensional discipline. Success will also be determined by the effectiveness in which organizations harnesses their corporate brand and manage the propositions that integrate employment, customers and shareholders. The brand needs to live within the organization and Marketing, HR and the board need to align it to the business strategy.
Generation Y is astute and it has a conscience. They, more than any other single market segment will be seeking to understand the essence of the brand and how it aligns to their set of values, beliefs and expectations. Convincing them of the benefits of joining an organization will be based on a complex mix of perceptions, articulated benefits, social and political agendas and feelings. Managing a brand proposition that appeals to them at an employment level will require courage, tenacity and humility. When we look back in 10 years it will be the companies that put people ahead of profit, and really made changes based on key drivers who will be the winners. They will have the best leaders, a culture that is unique and core to their competitive advantage, a sustainable future and a profitable organization where people are engaged, excited and productive.
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