3 Secret Ingredients for Employer Brand Success

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Jul 9, 2015
This article is part of a series called How-Tos.

Universum has announced the World’s Most Attractive Employers list, and if your company is not on that list, you need to start making the changes necessary to improve. It’s not just about putting more money in your HR marketing budget; it is about putting out a message that resonates with potential candidates.

We surveyed over a million university students from the most prestigious universities in the world, and asked what these students wanted from their careers and employers. Based on this survey, we identified three decisive elements that will shape the future global economy.

Make Sure Your Investments in Personal Growth, Training, and Learning Are Visible

Millennials are scared of being left behind when it comes to their professional development. Millennials know that the only constant during their career will be change. The speed of technology advancement and the progress of new professional standards will ensure that all fields and industries will undergo consistent change.

It is, therefore, vital to demonstrate to candidates that your firm supports and promotes the professional development of its employees. Several professional service companies are among the World’s Most Attractive Employers for business students because these organizations are clearly associated with employee development. These professional service companies provide challenging work, professional training and development, a good reference for a future career, and a clear path for advancement.

Not only will this help you to attract better talent, investments in professional development will of course allow your employees to remain at the top of their game and secure you stay competitive.

Make Your Purpose Greater Than the Products and Services You Offer

Millennials want their jobs to mesh with their personal beliefs and enhance their efforts to do good in their community. As a result, the best-performing employers in terms of attracting talent are the ones that successfully talk about purpose and values over product and services.

For example, the fast-moving consumer goods industry has really taken this strategy to heart. These organizations focus on how their policies regarding sustainability, fair trade, and other social programs make a tangible contribution to society. This lets you know that if you work for these firms, not only will you be doing well, but also doing good. This is a powerful tool not only to attract the best talent but also to enhance internal engagement.

Employers Positioned Around Innovation Equal Success

In the current economy, many firms claim to be innovative; it’s almost a catch-all buzzword. But when it comes to HR marketing, it’s not enough to say your firm is innovative; you have to tell real stories and display real examples for talent to believe in it.

GE does this exceptionally well. It pioneered a program known as “Garages.” GE attends a variety of professional and tech-based events, such as South by Southwest, and creates a pop-up space to show off its technology and practices. Garages allows individuals to play with technology that GE uses every day but that is not readily available to the public, such as 3D printers and laser cutters. This allows individuals who already have an interest and experience in the fields in which GE is trying to recruit to become inspired and to attach the title of “innovator” to GE, a powerful tool for talent recruitment.

This article is part of a series called How-Tos.
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