Talking to a Client CFO recently, he was almost gleeful when telling me they'd parked a potential employer branding project as '…we don't need that puff 'cause we're not recruiting now ...'.
Which kinda misses the point.
There’s still misconceptions (not helped by some suppliers) that employer branding is all about the activation and amplification stages.
So what’s really interesting at the moment is to spot the employers who are reviewing their employment ‘offer’ and checking it’s relevance.
At the most crass level, if your story-telling and narrative is weighted towards global offices and travel perks, you’re out of step.
At a simple level, there’s a need to check that your ‘deal’ is fit for purpose and reflects how you’re supporting & managing your people right now.
Because with consumers viewing organisations more holistically, a less than authentic employer brand may lead to a customer backlash.
Just ask Wetherspoons or Boohoo.
Your employer brand means just as much to consumers Now may seem the right time to prioritise customer-facing brands, but in this crisis your employer brand is critical to staff motivation and consumers’ perceptions of your company’s ethics. Pity your peers in HR. They spend years enhancing the organisation’s employer brand, with the aim of attracting, motivating and keeping the best people, only to find that they now need to wish swathes of those people well for the future, as they manage their redundancies.