HR Resources » Human Resource Advice » Employer Branding » Taking stock of what you have to offer

Where do you start in developing and controlling your employment brand? By taking a good, hard look at your current employment proposition. By assessing what you have to sell, and what you need to fix. And by learning where you fit into the big picture in your industry, through analysis of competitive employment brands.

There are many things to consider when investigating your employment brand:

• Your objectives. How do you want to be perceived and how close is the reality to that goal?

• Your target audience and their preferences. What value proposition would most appeal to the individuals you seek?

• Your current reputation and perceived value proposition. What do candidates and employees really think of your organization?

• Your competition and their perceived value proposition(s). What do they have that you don’t? What can you leverage to set yourself apart from the crowd?

• Your corporate marketing brand (if relevant). This plays a big part in how your organization is perceived, above and beyond recruitment.

In light of the above, you must explore and discover the factors that define your employment brand. Here is a list of some of the factors that can define your organization and help you discover your employment brand:

• Your culture

• Your leadership and management practices

• Community involvement

• Recognition received and press

• Marketing brand and efforts

• Rewards programs (compensation and benefits)

• Word of mouth from employees

• Training and development

• Workplace culture

• Recognition and respect

• Diversity (gender, background, generational)