Branding is not the same as identity.
Many of you still confuse branding and identity, covering the issue with such a “trifle” as logo, pattern, and slogan. Identity is a picture that designers could have made beautifully, but emotionally it won’t tell anything at the beginning of acquaintance. But the brand is a reputation, which is built by painstaking work and emotions.
Branding is not about the superficial perks, free lunch or unlimited vacation.
The areas of application for Employer Branding are wide ranged, so the CEOs have enough area to act:
/ internal and external value-communication
/ usage of social media opportunities to establish contact with the target group through a career page, career-specific contributions, image films, and employee blogs
/ introduction and implementation of the work-life balance
/ intensive training of specialists and managers about employer brands
/ development of an employer image incl. design of a word/picture logo
/ brand management by experienced employees and strategists
/ diversity management
/ involving employees in the processes
/ optimizing Candidate Journey
/ highlighting the brand’s career page
/ presenting the awards, bonuses, training opportunities and workshops
/ organizing events, competitions, and exhibitions
Though young people are often impressed by the up-to-date offices and extra 100$ can make a difference for them, more experienced ones do not seek to excesses. The motivation of skilled and qualified specialists is hiding in complex tasks, technologies, experienced teams.
We wouldn’t recommend a “who’s got the best office” competition. There are no winners in this race. You make a cool gym – the competitor will make even better. You need to motivate people at the level of their values because of the ability to develop professionally and make social contributions motivates more than material benefits.