Neglect Employer Branding at your own peril!


A recent survey of Asia Pac’s digital experts (conducted by DTS) highlighted how lowly Employer Branding ranked in the overall measurement consideration set. At DTS we flag this as a significant risk as organisations embark on “customer first strategies”, transformation projects and attracting new talent becomes a priority.

In contrast, a HBR article discussing Employer Branding highlighted the strategic importance of it in the US and it was ranked 2nd behind securing the long term future of a company by CEOs & HR Directors. 73% of CEOs were reported as concerned at the availability of key skills and how this was impacting them winning the “war on talent!”

Paysa this week reported that code.org recently quantified the US tech problem with over 500,000 tech roles open right now and only 43,000 computer science students graduating last year. How many times do you hear people in your network complain about a digital skills shortage?

The Broader Landscape

Despite seeing digital as a competitive weapon many executives, digital & legacy businesses, de-prioritise “employer branding” as a measurement. This lack of focus places them at a competitive disadvantage, resulting in a shortage of qualified digital candidates and delays in executing their strategies.

The majority of businesses don’t have the luxury of being a Google or Facebook, who receive thousands of unsolicited resumes per week, clearly making these companies the two most desirable places to work for active and passive candidates alike and have subsequently become the benchmark.

Consumers are increasingly critiquing brands to see if they stand for something and searching for evidence of corporate social responsibility programs. With this in mind candidates use this same level of due diligence when considering a career move. If you can execute a employer branding plan which recognises and considers this you will potentially yield a marked increase in pre-qualified candidates and thus creating a stronger employer brand and a stronger connection. Think best practices from the likes of Virgin, Apple, Google, Sales Force etc

By openly promoting your culture this will attract much needed talent across traditionally hard roles to fill across Data, UX, Customer Experience, Engineering and Web Development. By simply demonstrating how you provide a contemporary and conducive working environment this can go a long way to expediting your plans and ultimately future proofing your business in the process.

In discussing this conundrum with our Recruitment Partner, S2M, their experiences and views echo that of the DTS observations, where the shortage of good digital candidates was decelerating growth and having a negative impact on delivering time-pressed customer first strategies.

Here are some tips to consider:

1.    Start developing a positive narrative outwardly about your business strategy, placing the consumer at the heart of your offering and position digital front and centre of this strategy. Demonstrate your commitment to change and the future!

2.    Are you providing modern facilities and an environment to accommodate new ideas and talents? Modern and expansive offices are becoming a hygiene factor and a minimum candidate expectation. “Hot Desking” and other new approaches are taking momentum, dissolving outdated hierarchical structures in the process.

3.    Demonstrate your commitment to social and community causes. Recent research shows that’s millennials don’t assess a prospective employer solely on financial performance. Their selection criteria has clearly widened, so what programs does your business overtly support and promtoe? The environment, LGBTQ, sports, health care, healthy communities etc..

4.    Mobilise your senior executives and get them active on Social Media platforms. Present an authentic voice and don’t use compliance or regulatory restrictions as an excuse.

5. Empower your employees to promote your employer brand story on social platforms and to mitigate any risks around brand safety and messaging create templates and a simple processes for them.

For more Digital Transformation blog posts visit https://dtscores.com/blog/

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