How to ‘re-recruit’ your own employees every day

The best employer branding uses employees’ specific and genuine experiences rather than bland, general corporate language. For comms pros, that means identifying what employees value about their jobs and organizations and pulling out the interesting stories within them.

At Ragan’s Employee Communications and Culture Conference this spring in Boston, Alyse Denmark, vice president of internal communications at OneDigital, shared how her team built an employer branding campaign around themes that OneDigital employees associated with the company. Through deep research, Denmark and her team identified four main areas that shaped the employee story: They were:

With these four areas in mind, Denmark and the comms team came up with a name for the employer branding campaign: “Best Work. Best Life.”

“Every company has something special and different and unique that they can talk about in each of these four categories that makes them stand apart from the rest, and that’s your employer brand,” Denmark said.

She also noted how the comms team looked for the strong points about work at OneDigital employees were already identifying in internal surveys.