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Why is Employer Brand Important?

What does the “Employer Brand” mean? How should “Employer Brand Management” be? The main reason why these questions gain importance is that the “best = most preferred” equation loses its validity under today’s communication bombardment. Research now shows that the best employers are not always the most preferred employers. Because being the best and explaining this to the target audience have become quite different issues.

Yes, it can be a very good company, you can provide your employees with wages above the sector average, side opportunities, and personal development opportunities. Of course, in this case, you can explain everything you do to the smallest detail and ask people to see your difference and the privileges you have provided. However, such an approach does not make you perceived as a strong employer. It just confuses them.

You ask why? Because unfortunately you are not alone. Today, people living in metropolitan cities are exposed to approximately 1000-1500 advertising messages per day. It is not possible for a normal person to withstand such an intense communication bombardment. Therefore, the mind is protecting itself and does not process 99% of the messages. For example, although we see page-by-page advertisements in newspapers, billboard advertisements we pass by, and banners flashing on the internet, the articles on these do not leave any traces in our minds. Only 1% of them, which we think are directly related to us, draw our attention. We forget 90% of them completely within 24 hours.

Now let’s see how we get into the 0.01% that people don’t forget. Research shows that the messages that stay in mind; It shows that it is “different”, “relevant”, “short” and “emotional” and that these features increase the impact on the human mind. For this, while creating communication plans, good advertising agencies choose the features that are meaningful for current/potential employees and distinguish your business from your competitors and build their campaigns on these features. For example, Akbank offers many benefits to its employees, but its advertising campaigns are built on “unity and togetherness”. However, this choice does not mean that Akbank does not offer job security or good working conditions to its employees. The important thing here is the message given;

1. Having the qualifications to distinguish the business from its competitors as an employer,

2. Contain meaning and importance for current and potential employees,

3. Express as short and clear as possible,

4. It has an emotional content.

For example, job security can be very important to employees. However, if other businesses in the sector also offer job security, this feature will not contribute significantly to your perception as a strong employer.

On the other hand, you can provide your employees with a benefit that your competitors do not. But if this benefit doesn’t make sense to them, their contribution to your employer brand will be limited. For example, the results of the Most Popular Companies research reveal that university students in Turkey do not pay much attention to the “work-life balance” when they primarily seek personal development and career opportunities in the companies they will work in. Accordingly, an enterprise that is very sensitive about not affecting the private life of its employees with its business life will be able to attract very few students with this feature.

It is important that the message is short and clear in terms of making it easier to remember. Al & Laura Ries draws attention to the fact that strong brands come to the fore with short messages in their 22 Rules of Brand Creation. For example, the word “prestige” evokes Mercedes. Although connotations such as German, expensive, reliable, well-designed and comfortable come to mind when Mercedes is mentioned, it is the one-word “prestige” expression that provides the real differentiation. Ferrari is expensive, Volvo is safe, Toyota is built flawlessly, but none of this carries the prestige of Mercedes. This feature has meaning for employees as well as customers. Therefore, it is not surprising that Mercedes is the automotive company that students most want to work with in Turkey’s Most Popular Companies Survey. Students want to work at Mercedes even though they have little knowledge of the working conditions. So if you want to build a strong employer brand, you should focus on having a word or two in the minds of current/potential employees. Words that your competitors don’t have.

Finally, the fact that the message has an emotional content will increase its effect on the human mind. NLP (Neuro Linguistic Programming) experts argue that emotions are the only factor that allows information to be permanently recorded in memory. As evidence for this, it is shown that the events that people remember best are the moments with high emotional intensity. For example, marriage ceremonies, the birth of your child, the funeral of a loved one are not forgotten even after years. Among these, the best remembered are the moments when emotions are at their peak. At such moments, emotions activate the systems in the brain and a very solid message is recorded in the memory. As the intensity of the emotion increases, the effect of the message deepens. For this reason, it is important to bring emotions to the fore both during the content of the message and its transmission.

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