Mastering the Art of Influence in Employer Branding

• Authenticity in employer branding fosters trust and attracts discerning candidates, avoiding the pitfalls of inauthentic promotional tactics.
• Focus on authentic engagement within your control like HR policies and culture to naturally influence public perception and attract quality talent.
• By nurturing an environment where influence flourishes, leaders can create a sustainable employer brand that enhances long-term organisational growth.

Understanding the subtle yet powerful differences between control and influence in shaping your employer brand is crucial. Senior people leaders are at the helm of this initiative, steering their organisations towards attracting top talent by fostering a compelling employer brand. However, this journey involves recognising what aspects of your brand you can directly control and those you can only influence. This blog will delve into these distinctions, emphasise the importance of authenticity, and discuss how a natural brand alignment can benefit your company.

 The Distinction Between Control and Influence

Visualise your employer brand as a honeycomb, where each cell represents an aspect of your organisation’s external and internal identity. Some of these cells fall directly under your control, such as your career page, job listings, website and blog, culture and corporate values and candidate communication. These are the tangible elements you can modify, enforce, or completely overhaul at your discretion, and they should all align with your Employee Value Proposition to attract the right candidates to your company.

Conversely, there are aspects you can directly influence. These include company reviews, employee advocacy, and social media activity. While you cannot control these elements outright, you can certainly impact them through strategic actions and consistent behaviours within the areas you control. Finally, there are aspects that you can indirectly influence like public perception and awards and accolades.

Authenticity in Employer Branding

In an age where transparency and authenticity are more valued than ever, attempting to manipulate influence areas through inauthentic means—such as paid endorsements or artificial narratives—can backfire. Modern employees and potential candidates are adept at discerning genuine brands from those trying too hard to sell an idealised image. For instance, directives that urge staff to only share positive experiences or use scripted testimonials on social media platforms tend to create a dissonance that savvy job seekers can easily detect.

Instead, focus on fostering a genuine company culture. This means encouraging your employees to share their real experiences and opinions, even if they sometimes reflect areas needing improvement. Such openness not only builds trust with potential candidates but also provides valuable feedback to improve internal processes and employee satisfaction.

Natural Brand Alignment

When you focus on aligning the elements within your control, like creating an inclusive and supportive work environment or implementing fair and transparent HR policies, you set a foundation that naturally enhances your employer brand in the public eye. This alignment means that the positive experiences of your employees will resonate more authentically in their interactions outside the company, from casual conversations to social media posts and beyond.

The impact here is two-fold: Firstly, a positive internal culture acts as a magnet for attracting like-minded talents who value transparency and employee well-being. Secondly, it nurtures a sense of loyalty and satisfaction among current employees, making them genuine advocates of your brand. Their organic sharing of positive workplace experiences becomes a powerful tool in your employer branding strategy.

In conclusion, while the control you have over certain elements of your employer brand is direct and immediate, the influence you wield on external perceptions is more subtle yet equally significant. By maintaining authenticity and ensuring natural brand alignment, you not only foster a positive internal culture but also extend this positivity to the public, thereby enhancing your employer brand in a meaningful way.

For senior people leaders and CEOs, remember that the most sustainable employer branding strategy is not about exerting more control, but rather about nurturing an environment where influence can flourish naturally. This approach not only attracts quality candidates but also contributes to a long-term, sustainable growth trajectory for your organisation.