To attract the top talent, it’s crucial to be seen as an employer of choice–even more so when it’s the very top talent you’re looking for. Executives and finance directors are in high demand in any economic climate, but in these uncertain times, a sustained commitment to employer branding is more vital than ever.
These people know their value, expect a proactive approach, and want to know what’s in it for them. Competitive pay, benefits and influence are not enough without clear signs that yours is a company with growth potential and a culture they want to be part of. The perception of your company in a professional context, combined with the earning and learning opportunities it offers, forms the employer brand you present to key leaders.
Defining your employer branding strategy is usually the job of the HR department, together with marketing, communications, and senior leadership. While creating the full strategy is a complex process that includes getting stakeholder buy-in, setting deliverables, and measuring success, here are some tips to get you started.
6 tips to create an employer brand executives will love
Know yourself. The first step is to find out if your existing leadership team sees you as an employer of choice. Current and former employees are your brand ambassadors–you need to know what they’re saying about you and why. Monitor online reviews of your company and run employee satisfaction surveys, as well as offering an open forum where senior management can comment.
Define your culture and goals. What keeps your people engaged? What sets you apart from the competition? These answers will tell you why people will want to work for you. It could be the personal development opportunities or the family atmosphere, for example. You need to get clear on this before you can communicate it externally.
Segment your audience. Top leaders need a very different brand experience from junior executives. Divide your audience into segments and pitch your brand appropriately to each. The heart of your message should remain the same, but for executives and directors, it’s vital to communicate in a way that respects their intelligence and time while offering sufficient detail. Make sure everyone who plays any role in communicating your employer brand is on the same page about this.
Leaders buy leaders. Great leaders want to surround themselves with inspiring people who don’t just act as “heads'' of their functions or departments but drive meaningful change. Talk up your existing leadership team–give examples of how they’ve innovated and how your culture supports this. If you’re looking to improve a business area or upskill, focus on opportunities to create change and shape culture.
Use your online presence wisely. The executives you’re looking for are online, on social media, and looking at your website. How you present yourself there will significantly influence how they perceive you. Make sure the information on your corporate website is relevant, publish research and insights that might interest top leaders, and make sure your leadership team’s LinkedIn profiles are sparkling.
Be consistent. While first impressions count, any negative experiences at the interview stage, such as delays or lack of feedback, can easily lose you your ideal candidate. Make sure every interaction with your brand, whether online or in person, is consistent, accurate, and positive.
Exec-level employer branding is never finished – but it also never stops giving. It’ll pay you dividends in talent engagement and retention as well as attraction.
For expert advice tailored to your situation, get in touch with Fidarsi today.