Anyone who thinks the employer brand is simply a translation of your organisation's mission and vision is wrong. Of course it offers good starting points, but the real story that describes the employer brand is told by your employees. They know better than anyone what it is like to work for the organisation. Therefore, involve them in identifying and establishing your employer brand.
Ask, among other things, what they like about the organisation as an employer, how they experience the work, what colleagues collectively find important and what everyone's motivations and ambitions are. This way, you will get a good and realistic picture of working at your organisation and what shared values there are.
Always ask questions
In doing so, ask through. For instance, an answer like 'lots of variety' is nice, but what lies behind this statement? That is precisely what you want to know so you can tell others. So ask for concrete examples. That makes it tangible and gives it meaning.
Authentic and distinctive
This will make your employer brand an authentic and distinctive story, which can also be backed up with concrete and telling examples. After all, your employer brand is a sum of what your employees experience and live through. We challenge you to add some ambition to it. Because even as an employer, you want to keep improving, right?
At Goals, we have developed a special methodology to collect input from employees: the Magnet Score. Through a quantitative online survey and a number of offline workshops, we extract the distinctiveness of organisations based on six attractiveness factors. But also where there is still room for growth. Want to know more? Take a look at our new website: www.goals.nl
To what extent is the distinctiveness of your organisation already recognisable in your positioning?
