Good marketing begins with strong differentiation in the market. As highlighted in Jack Trout’s Differentiate or Die and proposed by Ted Levitt, a legendary figure in the field of marketing, “… you can differentiate anything.”   Both believed that “… differentiation is one of the most strategic and tactical activities in which companies must constantly engage.”  So, if we can really differentiate anything, how would you characterize how your employment brand is differentiated?  And importantly, what do your employees say makes working for your organization really different and supports the overall organizational brand?

Wouldn’t it be great if your employees could be telling others that working for your organization gives them the opportunity to do what they do extremely well and love to do every day?  That view of a job is the essence of employee engagement which many organizations are trying to embrace.  I believe many employees sense that level of satisfaction in their work on a regular basis.

HR Organizations can certainly help promote the employment brand, but their employee’s views are much more powerful.  Current and prospective employees will always put more trust in what employees are saying about their work and the employment brand experiences. This video provides a good overview of the importance of an effective employment brand.

http://www.youtube.com/watch?v=af052lbuYPU

Given the chance, employees will be glad to share their fervor with others.  As suggested in my June 17 blog, find a good way to capture and publish these personal messages of enthusiasm and your employment brand will come more alive to both current and future employees.  The more compelling your employment brand, the easier it will be to attract and engage employees.

Mike Smith