Dec 2024
Employer branding in 2025 - thrive or just survive?
We’ve been getting some great feedback in the last few weeks on the issues challenging TA and HR leaders as they start thinking about 2025 and beyond. Unsurprisingly in a rapidly changing talent marketplace, many are looking for guidance and best practice to help navigate a better way to shape and share their employer brand.
So, in response to all those questions, cries for help and various other observations, here’s a bit of a quick checklist to make 2025 the year that your employer brand realises the potential you know it has.
Make it real
You do great things every day as a company. Your people do amazing things individually and collectively. Shape your story and theirs and tell the world.
Make it stand out
There’s only one you. You don’t need to look the same, sound the same or just say the same things as your competitors. So why would you?
Make it purposeful
Now more than ever, people seek meaning in their work. What is the good that you do as a business? What is the impact you have on your people, your customers and your other stakeholders? How can you use your purpose to fuel intrinsic motivators and be seen to be ‘different and special’?
Make it an effective tool for business change
No business ever stands still and that means that the talent strategy has to be ahead of the curve if you are to succeed. So, what does success in change look like in 2025 for you? A better quality of hire? Fewer better people perhaps? A more engaged and productive workforce? A more united workforce with fewer silos and less internal barriers? Your EVP and employer brand can deliver all of these and more when developed and implemented in the right way.
Make it measurable
Your EVP and employer brand are not a vanity exercise so set hard measures around what the ROI should be – cost per hire, time to hire, reducing attrition, cut through in tough markets, success in role, candidate experience, ENPS/CNPS scores, DEI etc.
Make it work hard for you
Yes, you can do more with less. Budget will be a factor for everyone in 2025 but with clear objectives and a clear plan you really can have an employer brand that punches above its weight in all the places that matter.
Make it relevant for every audience
With one overarching proposition, you really can segment your message so it resonates authentically with your diverse audience – whether that’s locally/globally, remote/hybrid, full time/self-employed, skilled/unskilled and all parts of the multi-generational workforce.
Make it impactful right across the employee lifecycle
Effectively deploying your employer brand from attraction all the way through to exit and alumni will be the golden thread you need to ensure a consistent and cohesive employment experience. Every touchpoint is an engagement opportunity and should be a branded experience.
Don’t make it home-made!
Don’t fall into the trap of too many other organisations who think they can do it themselves, or who think their marketing department can do it for them. It doesn’t work. The support you need is from experienced, objective subject matter experts.
Make yourself a hero too
Developing and implementing a truly effective employer brand will be good for the people, good for your customers and good for the bottom line. It’s also great PR for HR and can build careers and reputations as a result.
To find out more about how to build a distinct, authentic and compelling EVP and employer brand for your organisation in 2025, get in touch today.
In categories: Employer Branding
