Employer Branding in Canada

Employer Branding Strategies helping Canadian Business Attract World Class Talent

Employer Branding in CanadaOften when people think of branding they are referring to products and services. In the last three years more companies are focused on evolving their Employer Brand Strategy and are seeing dramatic business results.

“An employer brand strategy is an increasingly critical element for attracting, engaging and retaining top talent,” said Stacy Parker, Managing Director of the Blu Ivy Group.

“An employer brand is not a recruitment advertising campaign. The key to long term and measurable success is integrating the employer brand into all touch points of the employee life cycle in the organization, including employment products and services, communications and talent strategy, and having solid analytics to track the business impact.” says the Global Employer Brand Manager of Scotiabank, Estela Vazquez Perez Colombo.

Parker elaborated on these points by stating, “When companies do it right, they attract world class talent, increase profitability and revenue, and take more market share from their competitors. It requires a strong team of leaders from Human Resources, Marketing, Communications, and IT, as well as the support of the CEO to ensure you have an employer brand strategy that sticks.”

Blu Ivy Group co-founder Leandra Harris points out, “The simple fact is that every company has an existing employer brand and reputation. On-line employer ranking sites like Ratemyemployer and Glassdoor, which are similar to a TripAdvisor for employers, enable employees to share their employment experiences with a company, and rank the strengths and weaknesses of the employer. Most executives are not only surprised to learn of this, but surprised when they hear what employees are saying, and how it impacts the corporate reputation. Companies really are being held more accountable than ever to provide an authentic employment experience”.

A recent study conducted by LinkedIn found that “jobseekers are 2x more likely” to select an employer based on the company’s employer brand, rather than the corporate brand, emphasizing how critical this strategy is for corporate growth and differentiation in the next few years. According to Lynda Gratton, author of Hot Spots, “between 2012 – 2030 there will be a decline of more than 40 million available workers in developed countries” alone.

Harris goes on to highlight that “more than 50% of Canadian employees are disengaged with their current jobs. Many companies have cut employee programs, and restructured or reduced staff over the last couple of years due to economic pressures. After two years of doing more with less, corporate cultures are demanding a shift in how the employee experience is both measured and conveyed. It is the single largest demand on many CEOs today.”

Highly engaged employees, who understand the employer and corporate brand simultaneously, provide more value, better customer service and loyalty for companies. In fact, global data shows that a 10% increase in employer branding spend can increase annual productivity between $1200 to $2,400 per person per year and can reduce hiring costs by as much as 50%.

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