BRANDE : blog

January 5, 2017

Becoming an Employer of Choice in 2017

Being an employer of choice means top applicants are eager to work for you, competitors envy your employees, and your most talented workers stay with your company for years and years. Given the competitive job market, combined with the new-normal Baby-Boomer retirements and Millennial job-hopping, this seems like a great item for the top of your New Year’s Resolution list.

So how do you become an employer of choice?  

The bad news is that there are a lot of factors outside of your control. Employer-of-Choice drivers include attributes like working in a great location, working for a company with great/prestigious name recognition and/or a number 1 position in their marketplace. But while we can’t all be Google (they get checkmarks for all 3,) the good news is that there are things that you can do to create a culture that elevates your position as an employer of choice. Here are some of them.

Become a Culture of Choice- Create meaningful and personalized employee experiences and rewards. Think about what matters to the people who matter most to your organization. If you don’t know, find out. According the the Jobvite Jobseeker Nation, compensation is more important to established professionals (ages 40-54) than Millennials who greatly value the flexibility to work from home. While you’re at it, start mapping your internal culture fit to the customer experience. Again, if you’re not sure what that is, find out from your Marketing department. When Southwest Airlines committed to a delivering customers to their final destinations with a smile, a joke or a song, they made sure that joke-telling was part of interview process and fun was part of their culture.

Socialize your Talent Brand- Having a clear, articulated talent brand that promotes your culture, employer brand, employer value proposition and talent philosophy (how you manage talent) is only half the job. The other half is TBPR- Talent Branding Public Relations. The average person has 1 to 12 intimate contacts, 150 social contacts and 500 – 1,500 weak ties. That means that an employee population of 100 people could influence 10,000 people on the merits of working for your organization. Make sure that each one of them not only has the information but has contributed their thoughts on what makes your organization their employer of choice. (Don’t wait to read about it on Glass Door.)

Focus On Career Development- A Gallup survey last May revealed that 87% of Millennials said professional development or career growth opportunities were very important to them in a job. The article goes on to say that “their strong desire for development is, perhaps, the greatest differentiator between them and all other generations in the workplace.” In just 3 more years, this high-achieving, highly productive yet untethered generation will make up more than 35% of the US workforce. So becoming an Employer of Choice means making the most of the Millennial’s time, skills and talents.

Become an Authentic Brand- Brands are about trust. Your ability to evoke a singular experience in the hearts and minds of multiple audiences will enable you to truly build awareness, consideration and preference with all your constituents, including employees and potential employees.
The internet has leveled the playing field. Your customers are also vendors, employees and investors. Conversations that used to happen around the water cooler are happening across the internet on sites like Glass Door, Yelp and Amazon. Yet within the organization, the drivers of influence for each of these target groups are often siloes of spin. The myriad of messages are often in competition with one another.

To genuinely be an authentic brand means that you have developed an integrated, values-based messaging approach that is true at the highest level for all audiences and speaks in one voice. An authentic brand represents the ultimate truth and often reshapes how you attract, onboard, engage and retain talent.

Your organization may not be sexy, well-know or a category-killer, but with the highest intentions and a steadfast plan, you can fulfill your goal to achieve Employer of Choice status.

Note: We are compiling a list of Employer Branding Resources. Please add yours here: