EMPLOYEE BRANDING When your consumer & employment brands don’t sync

Employment branding has become

the forefront of many talent

acquisition strategic plans

Employment branding has pretty much been accepted as part of the best practice cadre in the recruiting and hr field.

Race has begun

 

Companies with a killer consumer

brand have a leg up

what do you do if you have a great consumer brand that doesn’t align with your talent acquisition needs?

Meet Lars Schmidt, talent acquisition leader at National Public Radio

We Are obviously very

entrenched in the news media space but

we’re relatively newer to the Digital space.

“  ”  

“When you think NPR, most people’s first reaction is radio,

most people’s first reaction is not

digital.”

digital

Finding

is exactly the Type of talent that Schmidt and the NPR recruiting team has trouble

Consumer brand is hearing the end Result of that on air.

is the experience Of that employee.

Employment brand

The director of talent

acquisition for 24 Hour Fitness has a similar

issue.

He has been solving issues in the company

for over a decade,

24 Hour Fitness made its name by being

open & flexible so that workers from any industry could work out.

BUT…

the fitness company struggles with

shedding light on its 20,000 employees’

varied skills.

we need those same talented professionals.

It’s the same thing in areas like finance, accountants,

finance experts

Promote employer brand

Tune up company brand

Get over the natural

hurdles

Keep moving forward

“You can have the best ideas in the world, but if your leaders don’t get it, and don’t see that value,

you’re not going to get very far.”

What does all this mean?

Rapid deployment

Highlighting companies mobile apps

View of behind scenes at a media company

sell The Idea of working At an organization that is really Mission Driven

Changing perceptions Is not new to 24 Hour Fitness

A hefty endorsement of the TV show

“The Biggest Loser” and more-imperfect-

looking club members in advertisements helped.

In the mid-2000s, the company struggled with consumer reluctance to join a gym unless they were already in peak physical condition

Whatever you look like, whatever

your situation is…

We can help!

In fact, the company has had eight straight quarters of year-over-year growth.

gone away from using models.

Talk about experiences.

It is more authentic.

marketing material   +

Focus The company’s

On transparency is moving into the

employer brand as well

practices

to highlight the unique culture

• work/life balance initiatives • community fitness work • military recruiting campaigns

core values

We really are looking for people

that enjoy what they do, not always the stereotypical

bodybuilder. “A lot of what we’re doing in employment branding is giving our employees a voice. We showcase them, showcase their work.” -Lance Sepera, 24 hour fitness director

advice

Want to build out your

employer brand?

Commit to telling the great story you already

have

1.

Recognize it will take time

2. 2 .

Identify your

differentiators

3.

Be real and transparent about the ups & downs of your organization

4.

Ask and showcase

employees your

5.

thank you