{"id":3687,"date":"2009-01-26T10:00:23","date_gmt":"2009-01-26T10:00:23","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=3687"},"modified":"2009-01-26T10:00:23","modified_gmt":"2009-01-26T10:00:23","slug":"communicate-employer-brand","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/communicate-employer-brand\/","title":{"rendered":"Communicating the Employer Brand"},"content":{"rendered":"
\"Employer<\/a><\/div>\n

The new Fortune<\/em> list of 100 Best Companies to Work For<\/a> is out\u2014and as always, it offers great information and ideas. So this will be the first of three posts that explore the list, to find out more about what we might call the ’employer brand.’ Basic idea:<\/p>\n

Your company has a customer-facing brand, but it also has an applicant-facing brand, which images the company as an employer<\/em>. <\/p>\n

Job-seekers will judge your company at least as much by its ’employer brand’ as by its ‘customer brand.’ The Careers site harmonizes with the customer brand\u2014but it communicates<\/em> the employer brand.<\/div>\n

Today\u2019s post will look for useful lessons from the top three companies on the Fortune<\/em> list. Part 2 of the series will take up the cautionary tale of two-time winner Google, considering whether (and how) to leverage perks on the Careers website. Finally, Part 3 will do some speed-dating with 50 or so of these employee-friendly companies, in search of common threads and good ideas.<\/p>\n

Now, to end the suspense . . . at win, place and show: NetApp<\/a>, Edward Jones<\/a>, and Boston Consulting<\/a>. When I visited their Career sites, I found that NetApp and Edward Jones are already leveraging their Fortune<\/em> ranking, with badges and links that grab your attention on the Careers home page and also on the corporate home page. (The Fortune<\/em> print issue is not out yet, but the list is up on their website.) That signals attention to the site, as well as an appreciation for the importance of employer branding. <\/p>\n

I also found that all three of these sites are attractive, interesting, and easy to navigate. But most important — all three have a pronounced focus on individual employees<\/em>. And instead of talking about the company, or talking about people in general, all three sites employ a consistent, apparent ‘you’ focus. <\/p>\n

I\u2019ll pound this home by bolding some relevant bits from their sites, as follows:<\/p>\n

\"Employer<\/a><\/div>\n