Global Thinking – The employer brand is dead?

Over There Thursday with Bill Boorman

My “go-to” social networking connector in the United Kingdom, the ubiquitous Bill Boorman make a return guest appearance on HRH with a thoughtful piece on the current state of Brand.   I am still working out arrangements, but I am hopeful that I will be able to get myself to London in February for the unconference know as #trulondon.     Thanks for the contribution, Bill!

Question on the table:  Who creates a brand?

I’m glad to have the opportunity to post on Mike’s blog, it is one that I follow and enjoy reading and learning from. In particular I have followed the “Over There” piece which features bloggers from around the world. The impact of social media over the last 12 months has brought me closer to a global network of Recruiters, HR Professionals, Vendors and others with an interest in the Talent space.

The other big change is the access to global opinion on the same subjects and I find this really interesting. Never before have we had both the access and spirit of openness to be able to understand local, domestic and global perspectives. It is exciting times shaped by social media channels. (Personally, I think the self development opportunity is even bigger than the business one.)
Just recently I have been thinking a lot about employer branding. I’ve read quite a few blogs, listened to talk shows, taken part in discussions and even a Google wave on the subject. I’m beginning to think that the issue is no longer employer branding, but more employee branding.  Due to social media channels in particular Facebook group’s,  employees have a massive voice outside of their organisation. They shape the way the outside world and in particular potential candidates and customers view them. Through any of these channels it is easy for potential new recruits to form opinions over who they want to work for. Existing employees may well already communicate with potential new recruits and it is these conversations that shape the perception of employer branding. Even huge corporations can’t control this, or gloss over it with a shiny marketing approach.  Companies no longer control the employer brand whatever steps they take at censorship. A happy workforce will reflect this and an unhappy one, likewise.

Paul Harrison of Carve Consulting in the U.K. told me some time ago that it was more important to “listen” than it was to “talk” in social media. At the time I wasn’t quite ready for this message. I have since come to realise that he was on the money in this respect. You need to know just what is being said in order to react to it. The reaction can’t be a knee jerk and stomping about with gagging orders. You need to listen and look at why things are being said rather than what is being said. Social media is the mirror to what is being said.

Equally, you won’t be able to gloss over issues; if you want a positive employer brand then you will need positive employees. Simple! That means ongoing listening, communication and creating channels so that conversation can genuinely take place internally before it reaches the outside world. That means very broad shoulders, real openness and willingness to accept feedback and change the environment accordingly.
Not easy, and something I don’t have a solution to just yet but an area I’m going to devote some thinking time and discussion to over the coming months. The employees are the employer brand and not the brochures. New role for H.R?

Your thoughts would be most welcome!  Be ambassadors for great practice.

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