Employer Branding (Industry-Specific Case Studies)
Conversations between staffing (in-house and/or retained search), and executive level candidates significantly affect a company’s employment brand (EB). So much happens during this critically formative stage of communication that I believe greater resources should be devoted to controlling this first impression!
Inferences drawn from that first interaction work their way into the candidate’s network, as he or she seeks to validate what staffing told them – inevitably that initial dialogue affects the company’s EB within a percentage of that industry-specific talent pool.
Big company EB programs developed by advertising agencies “boil the ocean”, addressing information ranging from hard data via Investor Relations, to softer company culture “news”, through fit & finish aspects like consistency on color pallets and logos.
This formal approach masquerades as the most controllable part of EB, but it’s not. It misses that impactful personal connection that takes place while talking to credible leadership candidates about the company’s goals, vision and corporate gestalt in the context of the vertical market(s) under discussion.
Employment branding typically resides within HR, though some companies believe it belongs to Marketing Communications – but really the shared responsibility belongs to anyone involved in Leadership (including recruiters building the team that builds the brand).
Huge dollars are poured into employment branding, but so few employers successfully leverage specialized search boutiques to more tightly control EB through a trusted recruiting partnership. McIntyre Associates is laser-focused on thought leaders, horse power execs, and M&A events in specific vertical markets, so I can talk to this on a personal level…
By virtue of long term/multi-search projects (particularly with innovators in the formative stages of EB), the vertical market talent pool hears from us so often, that over time we become a de facto EB channel for clients, as execs check in for insights about the company.
Case studies which illustrate this correlation include:
- Arbor Networks (acquired by Danaher)
- Foundstone (acquired by McAfee)
- MeshNetworks (acquired by Motorola)
- @mobile.com (acquired by Software.com)
- Saville Systems (IPO)