“The head of marketing is the person in charge of what’s extra. Because if you want to grow, nothing is actually extra. It’s simply an investment.” — Seth Godin
Employer branding isn’t that hard. It’s simply looking at what others do to make their employees happy, and do that but a little better. Assuming that your employees want the same thing as employees at other companies. As Sigbert Tarrasch put it: [In chess] one doesn’t have to play well, it’s enough to play better than your opponent.
The problem for most companies is that they don’t know who they opponent is, nor how good they’ll have to be in order to beat them. They don’t know what type of person they want to come work for them or what their current employees really want out of working for them.
It’s really easy to get to know that. You just have to talk to your employees. Ask them what they want. Then help them get that, to the extent of your ability.
That can be the head of marketing, or HR, or the closest manager. The important part is doing it.
That’s employer branding, because then your employees will talk about how well your company is taking care of them. And their friends will talk to their friends. That’s marketing.
To do employer branding:
[]Talk to your employees about what they want.
[]Get them that.
[]When recruiting, do the same.