Creating and implementing a strong employer branding strategy is more important than ever in a post-pandemic economy. Gone are the days where hiring managers can simply place an ad for a job opening and expect a pile of qualified resumes within days. Employees as a target audience have changed. Today, regardless of job industry, employees are placing a higher value than ever on work satisfaction; quality of life, and work/life balance. Applicants are researching companies in different ways and want more than just the right salary. Organizations that want to have a strong hiring and recruitment program need to create an employer brand identity to offer value to potential employees. This value can provide a competitive edge within the marketplace, support efforts to hire and retain quality talent, and position the organization as one worth being part of and staying on the team.
One current project we have been working on that serves as a notable example of employer branding at work is with Hospice of the Chesapeake. Hospice of the Chesapeake is a nonprofit organization that provides hospice, palliative and grief support to individuals living with and affected by advanced illness. In a highly competitive healthcare market filled with nursing and care staff shortages, the organization needed to make sure it stood apart from the competition and showcased important values to attract and recruit ideal talent. The campaign features Hospice of the Chesapeake’s unique environment that is team focused, allows employees to plan for a consistent schedule and gives opportunities for meaningful connections in the Hospice care field.
Ultimately, brand managers must be good stewards of the core brand, but also consider the importance of identifying and developing the organization’s employer branding to set it apart within the hiring marketplace, and position the brand as a special place to work.
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