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Company Culture

Employer Branding

Recruitment Marketing

Challenges that come with launching a new employer brand

3 mins  |  18.06.2024

At Wiser, we understand that the world of employer branding isn’t always handshakes and creative strategies. A brand makeover can seem daunting. It can feel like you’re setting sail on a new journey. And uncharted waters aren’t always smooth. But nothing good comes without its challenges – facing these head on is where the magic happens.

Let’s dive into a couple of common hurdles that you may come across as you launch a new employer brand.

Understanding change and getting people to buy into it

Right, let's address that elephant in the corner of the room… change. 

Embracing a new employer brand strategy is no small feat. It can involve what feels like a seismic shift in how your organisation perceives itself and, crucially, how it's perceived by the outside world. This change can be scary.

The challenge here lies in aligning internal perceptions with the new brand vision. It's about ensuring that everyone, from the CEO to the newest intern, is on the same page. The key? Communication, communication, communication. So much, in fact, that we’ve written it three times in a row. Open, honest, and continuous dialogue brings everyone along for the ride, ensuring that the change is positive, and not just seen but felt at every level of the organisation.

Make your people part of the process. Invite feedback, encourage participation, and foster a sense of ownership over the new employer brand. When people feel they've contributed to the narrative, they're more likely to champion it.

Navigating the expectation vs. reality gap

Crafting an employer brand that resonates takes time and effort. It's about striking the perfect balance between aspirational and authentic. Many companies fall into the trap of overpromising and therefore under-delivering, creating a chasm between expectation and reality. This gap can be the downfall of a brand. It leads to disillusionment and disengagement among current employees, and can cause a high turnover rate with new talent. Plus, word spreads quickly in the digital age. Having this gap is likely to affect your application rates.

To bridge it, you have to be real. Your employer brand should be a true reflection of your company culture and values. It has to show what it's genuinely like to work there. No fluff, no makeup. Remember, you’re not trying to attract all talent… it’s about the right talent. Your authenticity will bring in the kind of people who'll thrive in your environment. Those who gel with your values, and who'll stick around for the long haul.

Keeping it consistent

In today's landscape, your employer brand lives and breathes online. It's in every job ad, every social media post, and every piece of content you put out. Maintaining a consistent brand voice and identity across all these touchpoints is crucial for credibility and recognition.

Think of your employer brand as a story you're telling. Have a clear, unified message that permeates every aspect of your communication. This consistency not only reinforces your brand identity but also builds trust with your audience.

Launching a new employer brand is not just a task to be ticked off; it's an opportunity to reimagine and reinvent how the world sees you as a company. It's a chance to tell your story, your way, and attract the kind of talent that doesn't just fit your culture but enriches it.

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