How to Kill Your Employer Brand
As you know, at Universum we spend a lot of time advising clients on how to build their employer brands. But to be honest, that’s so last year. So, over the course of the next few months, we are going to bring you a series of videos and eBooks introducing seven of the most devious methods we see regularly deployed that kill employer brands.
1. Isolate Yourself
If you want to kill your employer brand at birth, make sure your recruitment and HR team get your EVP and creative development as close to the finishing line as you can before you present it to your corporate communications
and marketing team. They’ll kill it.
2. The Recruitment Slogan
If you want to kill your employer brand, make sure your corporate brand team take the driving seat. Make sure everyone knows that your principle objective is brand alignment and consistency.
3. The Promise
If you want to kill your employer brand, make sure you tick off all the things your research tells you talent want from their ideal employer – and then promise them that’s what you’re all about.
4. The Creative Board
If you want to kill your employer brand, make sure the final decision on your creative direction rests with the most senior people in your organization – in fact the older the better.
If you want to kill your employer brand, make sure you maintain a strong degree of communication consistency across every region and target group. As you should tell everyone – branding is all about focus and consistency.
6. FORGET MEASURING
If you want to kill your employer brand, don’t waste your money on brand measurement – spend all your budget on your communication.
7. REFUSE SOCIAL
If you want to kill your employer brand, say no to social media. I mean how can you control it? How can you resource it? Isn’t Facebook on its way out? Isn’t it just for personal stuff? Surely, LinkedIn is much more professional?