Community
Corporate blogs, pages in social networks, own website – many platforms help to tell about the life of the company. On them, an organisation can reveal the peculiarities of its internal processes, mention the advantages of working there, broadcast its mission and values. Ideally, they can also share useful information to attract not only those who are already interested in the brand, but also everyone else.
It’s important to separate customer and HR texts. The former help sell your products. The latter sell your company, and they are read by professionals who could work with you. They are more interested not in what you do, but how you do it.
The tone of communication and the communication itself
The communication style of people officially speaking on behalf of the company should be consistent with the stated values in both blogs and comments. It’s inappropriate for an organisation to advocate ethical communications while an emailer insults subscribers, or for a cancer charity to make snarky jokes about death on blogs. It’s also important to maintain your chosen tone of communication while working off negativity.
Promotion
Naturally, most of the bad information is spread. The good information will have to be taken care of with a promotion strategy. This can include collaborations with other brands, office tours for bloggers, newsworthy occasions – for example, interesting case studies and research.
When and to whom you need to create an HR-brand
If a company has been in existence for a while, it is likely that it already has an HR-brand, but it just formed itself. And it does not necessarily have to be negative, although it is possible. But that doesn’t mean it’s too late to do anything. You can start at any time. It is easier for a new company: it can think about its positioning in advance and build an HR brand from scratch.
This will be useful for almost all organisations, except for those that have no turnover or are not going to expand. It may not be worth it to put a lot of effort into closing a vacancy every five years.
