Why Employer Branding Matters
A discussion with branding expert Jody Ordioni, who will be presenting at this year's Recruiting Trends & Talent Tech Conference.
By Andrew R. McIlvaine
Do some research around employer branding and you'll inevitably come across the name Jody Ordioni. A veteran of large advertising agencies such as Omnicom and J.W. Thompson, Ordioni is a prolific blogger and speaker who's passionate about the topic of employer branding and why it matters for attracting and retaining the people you need. In addition to her role as president and chief brand officer at New York-based marketing agency Brandemix, Ordioni is executive director and founder of AchievEE, a community of HR and business leaders who share ideas for improving the work experience. At this year's Recruiting Trends & Talent Tech Conference in West Palm Beach, Fla., Nov. 28 through 30, she'll be presenting a session titled "Build an Employer Brand That Attracts Top Talent and Fosters Employee Engagement." During the session, Ordioni will address important aspects of employer branding including the question of whether your actual candidate-and-employee experience is consistent with your brand and messaging. We recently caught up with Ordioni to learn more about the topic that's near and dear to her heart.
Why do you believe it's more important than ever to have a strong talent brand today?
We're at a period of record-high employment and top talent is more in demand than ever before. Promoting the culture and qualities that make an employer unique and appealing will be a competitive advantage in helping them attract and retain the people they need to realize their business objectives.
What do you consider to be the common obstacles to creating a great talent brand?
There are three that immediately come to mind. The first is treating it as an HR project. It's critical to bust through organizational silos and create an integrated talent brand that amplifies brand equity for everyone. The second is moving forward without the sponsorship of senior executives. That's a huge derailer. And the third is moving forward without conducting key talent brand research with your internal and external populations -- employees, candidates, recruiters and so on. Input and collaboration will build early adoption and engagement.
What role should recruiters play in helping to create a strong talent brand?
Recruiters are the face of the brand. They have the ability to shift the mindset to a positive (or negative) candidate experience. They need to represent the attributes that bring the talent brand to life at the highest level, by promoting the cultural drivers, presenting a unified front, ensuring the candidate experience exceeds expectations and making sure that they are creating brand ambassadors from each encounter.
As a business owner yourself, what have you found to be particularly effective in spreading the word about your own company's brand?
Our brand is built upon my own passion for technology, creativity and relationships. As such, it's easy for me to embody the brand by keeping our followers up-to-date on the latest trends in digital and design, in and outside of the areas of our work. I stay connected to people and share what I learn and love socially and through email, events, newsletters and my soon-to-be-released book, titled The Talent Brand.
What do you find most interesting and fascinating about the talent brand landscape today?
Technology and social media have leveled the playing field and allowed us to get our messages out in new and disruptive ways. As such, we have an opportunity to connect the dots between marketing, advertising, communications and HR and consider a narrative that represents the blending of audiences to yield a greater financial return to our clients.
One of the elements of a talent branding campaign is creating excitement about a company and the work it does. But what if you're in an industry commonly regarded as boring or mundane -- what tips would you offer to a company in that situation for getting people excited to come work for you?
Stay true to who you are. While not everyone is Google, not everyone wants to work for Google. Every company with more than 1 person has someone who's made a choice to join that organization. The important thing is to uncover the things that makes your culture different and appealing to the people you have and those you want to reach. Then, simply focus your efforts around promoting those qualities.
The 2017 Recruiting Trends & Talent Tech Conference will feature presentations by some of today's top recruiting thought leaders, including Dr. John Sullivan, Gerry Crispin, Tim Sackett and Dick Finnigan.