Practice what you preach
Say what you do (and mean it)
Companies want to stand out from the competition, but most of the time they’re not able to back up their promise. Surely their idea on what they want to be like is rock-solid, but this image is most likely a one-sided projection of the company, namely from a management perspective. It’s who they want to be in order to sell their product and services, but it’s not always true when actually buy at their company as a consumer. The same is true for employees.
Hire based on your identity
This is where the identity of an employer comes in. The identity is what employees truly feel when working at your organisation. In a sense, your employer brand is what employees say about you as an employer when you’re not in the room. Experience taught me that the difference between the image and the identity is not the same for most organisations. And this is especially true for newly hired employees. A sad development, not to mention costly(!), since new employees shouldn’t be hired based on the image, but based on your identity. Only then newly attracted employees will stay for the long run, exceed expectations, built loyal customers and create exceptional financial performance. The good news is that most employers are starting to discover that their employer brand is far to precious to leave out in the open.
Free UWV workshop on employer branding
Interested to find out if you as an employer are on the right track? Come and visit the free workshop on employer branding I give for UWV during Week of the Entrepreneur (Week van de Ondernemer) in Amsterdam, the Netherlands at the RAI on the 21st - 23rd of November this year. Visit the site of the Week of the Entrepreneur to get more information.