Importance of Employer Branding
Channel: MherMardoyan Career Coach
Date: 02/08/2019

For organizations, it's not about what you want to tell the market but once again, similar to personal branding, you got to start looking inwards first, which is what I usually say it's more like an inside out branding approach. What do I mean? It's basically you have to understand and talk to employees, they are the best resource for you to understand whether they thing or your company actually offers rather than what you think you are offering. 
For example, when I do focus groups, it includes employees, managers and leaders, that's why you get a lot of very interesting insights, you know, interesting stories and accounts. For instance, I ask, do you think that a company core value resonates with you? Sometimes they say, actually, it does not resonate me, it’s only a character or word on the wall and don't quite believe in it. So, you want to understand what truly resonates with your employees first, and see what can you actually build in terms of employee value proposition EVP, in short, their sell to organizations or other candidates outside

Why stories? Because very often, you realize that many corporations, whether it's videos or content, it is on a corporate website, it's really corporate, it seems a little bit less authentic, and because it's less authentic, candidates don't really resonate or relate to it. So, that's the big problem in the market at this moment, in terms of employer branding, where it becomes the mechanic becomes like, I have to do it, and that's why I'm doing it. So, if you're able to understand employee’s point of view first, and actually using their stories, the real stories, that's relatable to not just a leadership level, but 80% of population of working level, which is why you're hiring typically. That's where the winning happens, because people resonate with it, and you actually attract the best fit candidate, and not just the best candidate, candidate can that truly believe in your culture, they can fit into your culture, because of the value system, the culture that they want to be in. 

I think increasingly, even for myself, when I do a hiring, when I do go to a hiring process, what I do is I like actually to do a video job description and video JDI because first and foremost, increasingly see the market, right? It's probably employer branding, definitely. But also, you want the candidates to see who the hiring manager is, right? Whether they like the vibe, whether they're seeing and hearing the right thing. I think that's really important, rather than just a piece of paper that is not so engaging. So increasingly, people like to have a sneak peek of the company, how the country look like? What my workspace look like? Because if you're able to show it in a very transparent manner, can you make the candidate feel a sense of security, this company has nothing to hide and is really open and transparent. This gives the candidates a sense of comfort that, and want to take the chance with this organization.

Connect with Same Neo: 
LinkedIn: https://www.linkedin.com/in/samneo/

Connect with Mher Mardoyan:
LinkedIN: https://www.linkedin.com/in/mher-mardoyan/

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