Employer branding goes beyond a campaign. Nor is it a separate project that you briefly set up to recruit people. It is something your organisation breathes from within. Something you feel when you work there. Something that motivates your people to stay.
During Werf& live Erik Broeder spoke about this in conversation with Peter Boerman. He said it beautifully:
"An employer brand is an internal compass. It's about: knowing, understanding, doing AND persevering."
If everyone in your organisation feels and follows that compass, you can stay on a much tighter course as an organisation. Then your brand is not just something you say, but more importantly something you are.
From strategy to perception
The case of EBS is a striking example of this: the employer brand became tangible in every step of the campaign and within the organisation. By combining the right strategic choices with substantive creativity and intensive cooperation, real brand perception is created - both inside and outside the organisation. It is precisely this approach that not only yielded 370 new drivers, but was also rewarded with a golden Bonk - The communication award of the Communication Club Brabant.
And that is what we at Goals work on every day: building brands that not only sound good, but above all feel good.
Want to know more about this approach?
Listen or read the conversation with Erik Broeder at Werf&.
