Your Employer Brand: 4 Suggestions to Articulate It - Part 2 of 2

Your Employees and Potential Candidates Know It. Do You?

In an earlier post, I outlined five steps that organizations can take to identify their unique employer brand. In this post, I’ll discuss how to articulate that brand and communicate it consistently with both potential candidates and current employees.

Once you’ve collected insight into your employer brand, you’ll need to distill quite a bit of information and data into the essence of what it’s like to work for your organization. Here are four things to keep in mind:

  1. Include your communications, HR and marketing teams. Employer brands include internal and external audiences and cut across functions. You’ll need a cross-functional approach to create one.
  2. Make sure you can deliver on what you promise.
Continue Reading Your Employer Brand: 4 Suggestions to Articulate It - Part 2 of 2

Your Employer Brand: Identifying It in 5 Steps - Part 1 of 2

Finding and retaining the right talent is especially difficult in today’s tight labor market. A recent report from the Society for Human Resource Management (SHRM) noted that late 2015 was the most difficult hiring period in four years. As organizations try to differentiate themselves, there is a greater focus on employer brand.

So, what exactly is an employer brand? Well, it’s not a foosball table in the lunch room or yoga classes before work. It’s also not a one-off recruiting campaign or employee-generated video. Check out Twitter’s spoof for a chuckle. An employer brand is the unique experience of working for an organization – its culture, benefits, leadership, typical employee attributes and various intangibles, all rolled into one.

And here’s the thing.…

Continue Reading Your Employer Brand: Identifying It in 5 Steps - Part 1 of 2

5 tips for improving your CSR/sustainability reporting process

Whether your company is a veteran of issuing corporate social responsibility (CSR) or sustainability reports or is developing its first one, here are five tips to boost your effectiveness.

1) Secure leadership buy-in

The most successful reporting companies tend to have strong commitment and support at the executive level. For them, CSR is much more than a “nice-to-have” initiative. So how do you engage the executive team and make the case for buy-in?

  • Benchmark against your peers’ CSR communications activity and share what you’ve found.
  • Track and report internally all the requests for CSR information the company receives from customers, investors and other key stakeholders.
  • Start with one executive whom you can get on board and engage her or him as much as you…
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The battle for public opinion really comes down to communications

Looking behind can sometimes offer the best view of what lies ahead.

An audience at Kent State University recently prompted me to reflect on public relations practices of the past and consider communications of the future.

Kent’s School of Journalism and Mass Communications hosted a Media at the Movies night earlier this month. First the audience, consisting largely of public relations and journalism students, was to watch the documentary “Merchants of Doubt.” Then the students were to grill a four-member panel of professionals about the ethical lapses portrayed in the movie. I agreed to sit on the panel. 

If you aren’t familiar with the movie, it is based on the book by Naomi Oreskes and Erik M. Conway that links the tobacco industry’s efforts in the mid-to-late…

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CSR and sustainability drive employee engagement

Heightened employee engagement is one of the primary benefits of having a corporate social responsibility program and communicating about it effectively.

Several recent studies have made this point loud and clear:

  • 86% of companies believe their employees expect to be provided opportunities to engage in the community – according to “The New Corporate DNA: Where Employee Engagement and Social Impact Converge,” the results of a survey of 120 companies by America’s Charities.
  • The biggest benefits of sustainability reporting come from enhanced relationships with employees and the ability to recruit young talent – according to a survey of 91 EHS and sustainability leaders at U.S.- and Europe-based companies by environmental, health, safety, risk, and social…
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