At first glance, it seems like the answer is simple, but reality begs to differ. The main reason employer branding strategies flop is straightforward – they fail to tackle the right question. If the goal was simply to have a “cool” brand with snazzy ads, or to be well-known, then sure, EB campaigns might look successful. Companies like Coca-Cola and Microsoft often top the lists of desirable employers, but let’s be honest – that’s not due to their EB strategy alone.
The real issue digs much deeper. When crafting EB strategies, we must pinpoint what makes our company unique, what “promises” we’re making to our employees and future hires, and most critically – whether we actually keep those promises.
Imagine comparing the companies touted as top employers with Glassdoor reviews or internal research (employee satisfaction, engagement surveys, organizational climate and organizational culture). The truth might surprise you.
The devil truly is in the details. What really goes on inside companies from day two (yes, I said day two)? How do people greet each other in the hallways, how do we shake hands, run meetings, and communicate formally and informally? Are we walking the talk or is it all smoke and mirrors? Do the same rules apply to everyone, or are some employees “more equal” than others? Can everyone take a “five-minute break,” or is that a luxury for a select few? These nuances determine if we’re genuinely an employer of choice.
This is why concrete EB activities often flop. No team-building event will fix issues of trust, openness, or communication. No amount of free ice cream or casual Fridays will mend the “yelling and disrespect” from superiors or peers.
So, if you’re serious about EB strategies and plans, either grab the bull by the horns or continue with the la-la-la cocktail parties and token gifts. If you’re ready to tackle the real issues, start with the core values and beliefs of your top management. Fair warning – it’s a tough and lengthy battle, but it’s the one that brings real results.
