How to Build an Internal Tech Employer Branding Team Who owns employer branding?
This is a question that is being asked more frequently as organizations begin to realize the importance of this function and how it can improve recruiting efforts if done correctly. However, if research is any indication, it is a question that companies are struggling to answer. In its 2020 Outlook: The Future of Employer Branding report, Universum surveyed more than 2,000 senior executives and found that there is confusion over who has accountability for employer branding activities. According to the survey, 60% of respondents felt that responsibility for the organization's employer brand lies with the CEO. While this is a commendable percentage, it is also somewhat unrealistic to expect one person to shoulder this burden. The average CEO already has more work on their plate than can be accomplished in a day, and adding more isn’t the answer. A majority of respondents felt that the Board of Directors should be responsible for employer branding.
Obviously, there is a disconnect between those who are responsible for employer branding activities.
Answering The Employer Branding Question In order to bypass this obstacle, some companies have proactively established employer branding departments, but for many organizations this isn't a reasonable investment. Your employer branding efforts are not necessarily doomed to a quagmire of confusion and missed opportunities. Building an in-house employer branding team from existing resources can provide transparency and ensure your organization is taking a strategic approach to this critical function.
In order to be successful, an internal employer branding team will need to possess the following key functions.
Senior Leadership
Why they should be involved
Your employer branding plans will be unsuccessful if they do not align with the organization's goals.
How they can help: It is essential that senior leadership provides the employer branding team with guidance in the form of short- and long-term growth plans and any associated staffing needs before any work begins.
HR/Recruiters
Why they should be involved: With years of experience in the industry, your recruiters and HR team are some of the best equipped to sell your company to applicants and passive candidates. They know how to answer the tough questions and gain insightful information from interviewees. This puts them in a great position to know more about potential candidates than anyone else in the company.
How they can help: Make sure to document and share the feedback your recruiters receive from candidates - it'll help improve your employer brand. Marketing
Why they should be involved: They have what it takes. Your marketing team is tasked with developing the strategies and creative materials that help sell your products and services. Getting your message in front of the right audience at the right time is what they do, and their expertise will lead to employer branding materials that create the experience you’re after. How they can help: The feedback your recruiting team gathers is essential in developing targeted candidate personas and marketing materials that speak to the wants and needs of potential applicants.
IT/Development
Why they should be involved: This just goes to show that online resources are essential for job seekers. If you want to attract the best talent, your employer brand has to be online. How they can help: Your employer branding efforts must be tailored for the online world - make sure your IT team is involved at every step!
Your employer brand doesn't have to suffer just because you don't have the resources to staff a dedicated team. We can answer this question once and for all, but only if we work together. Having the right people in your corner will make the job much easier.
