An employment brand can be moulded and changed so that the organisation stands out to candidates and existing staff alike, according to panellists at a recent discussion.

Heather DeLand, head of creative at advertising and communications agency TMP, said employment brand was all about perception: “All employers have got brands, but the important thing is to what extent we can influence them.” 

Here are a few suggestions made by DeLand and her fellow panel members.    

• Create relationships to build perceptions

Tom Chesterton, founder of brand consultancy Tonic Agency said the key to shaping an employer brand was through building relationships with your target audience. 

“Don’t begin with what you want to say, but what you need to know about them to help them make the decisions you want them to make,” said Chesterton. Use data from social media interaction to understand their motivations and behaviours, and what they think of your organisation, he advised.  

• Content is king

“Say something that is going to make them laugh, make them cry, or be useful. If you can do one of those three things you are going to add value and build that relationship,” said Chesterton.

• Don’t expect miracles from marketing communications

Not every problem can be solved by slick messages and marketing, said DeLand. “It starts with being a great employer in the first place, and giving employees what they need and want.” 

• Adopt an inside out approach

A great employer brand is built from the ‘inside out’, said Peter Rice, head of brand at human capital consultancy Penna. Have a great story to tell, he added.

“You don’t need massive budgets or a global campaign, just make sure you have fantastic stories to tell. Share them, and you are going to create tribes.”

DeLand, Rice and Chesterton were speaking at the recent Recruiter Show in London’s Barbican.

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