One often hears talk from businesses about improving the reputation of their brands—the sneakers or corn flakes or cologne they market.
Often overlooked, however, is the topic of one’s “employer brand”—an organization’s reputation as a place to work.
That’s strange, given the importance of recruiting. If you haven’t branded your organization as an appealing place to work, how are you going to compete for talent?
In a Ragan Training session titled “Employment branding: From beginning strategies to excellence,” General Mills communicators Lisa Bormann and Britta Dihel explain how the $17.6 billion food company-one of the world’s largest-rebranded its hiring face.
The session is drawn from the Ragan conference, “The Role of Communications in Creating Best Places to Work.”
Bormann and Dihel discuss how to create and enliven an employer brand not only on a website, but through print, TV, video and recruiting. Here are the steps Bormann and Dihel outline for creating a top-flight brand:
1. Educate the bigwigs on employer brand.