Is HR Employment Branding A Mistake?

Screen Shot 2013-07-11 at 9.25.35 AMMark Riston at Marketing Week thinks employment branding could be causing more harm than good.

Ritson taught brand management at London Business School, MIT Sloan, the University of Minnesota and Melbourne Business School – where he is currently an Associate Professor of Marketing.   His former clients include McKinsey, adidas, PepsiCo, GlaxoSmithKline, Eli Lilly, Johnson & Johnson, Baxter, De Beers, Ericsson, Sephora, and WD40. For eight years he has also served as advisor and in-house professor for LVMH – the world’s largest luxury group – working with senior executives from brands such as Louis Vuitton, Dom Perignon, Fendi, Tag Heuer, Dior and Hennessy. In a recent national survey in the UK Mark Ritson was voted one of the country’s most admired marketers.

It’s important to note that Riston appreciates the intent of HR promoting employer brands and says:

I appreciate that you are only doing what you are doing out of a misplaced sense of purpose and a naive miscomprehension of the branding concept but, please, you have to stop doing this employer branding stuff right now. It is terrible.

Riston’s key points from his Marketing Week Article Employer branding can do real harm so stop it:

  • Branding is fundamentally about the consumer
  • Branding is about differentiation and employer branding strategy all sounds the same.  Empowering Excellence with Integrity and Innovation’) is exactly the same as everyone else’s
  • You have to measure brand equity, yet most HR people are measuring job satisfaction via employee surveys.  If you want to position your employer brand on something, you will have to measure those values and how much employees think they experience them on an annual basis.

To me this sounds like this could me more of an issue of execution than an inherent problem or structural issue.  Do you think employer branding can be done right to support both the customer and the employee?  Please share your thoughts and insights below.

 

Favorite Tweets From Staffing Management Association Seattle

Team MeritShare recently attended a fantastic day of keynote speakers and panels (we were on one) at the 8th Annual SMA Staffing Symposium.  Topics included best practices, HR technology, and trends and employment and recruiting.  Here are some of our favorite tweets from the conference.  Add any of your favorites in the comment section below:

Hiring managers generally don’t care about candidate source if you hire quality, fast says @vlastelica #smaseattle
— betsybasch (@betsybasch)

@peopleshark : Social media is not just a channel, it’s a conversation tool #smaseattle
— Mark (@ihirepeople)

Feature your employees to build your brand. @peopleshark #smaseattle
— WhitePages TechGirl (@WPTechGrl)

Plug: Employee Motivation That Works

Play an advisor role in your org, help others solve their problems instead of selling them on your solutions. #leadership #smaseattle
— Travis Pearl (@TravisPearl)

 @jer425 if you are on social media and someone reaches out to you–hit the reply button or get out of social media #smaseattle
— Marvin Smith (@talentcommunity)

 RT @betsybasch: Share the good, bad, and ugly with candidates; interviews are 2 way streets says @merturner #smaseattle
— Fresh Consulting (@freshconsulting)

 @knakao @vlastelica loving this session. Nothing like oiled up muscles and #recruiting.
— Heather Nadeau (@heather_nadeau)

@vlastelica Not being afraid to rock your ’87 mullet on the big screen @smaseattle #HowNotToSuck
— Shaundar(@ShaundarNW)

 @vlastelica #smaseattle #hownottosuck ..how many tweets until its off? #betterthanaerobics
— LillianTaylorBlackmo (@LTaylorBlackmon)

 Fixing your candidate experience actually leads to fixing your overall recruiting process. #fact #SMASeattle
— Carmen Hudson (@peopleshark)

 Career agility is a spot on talking point here at #smaseattle. Lots of employers looking at that first.
— Lance Haun (@thelance)

If you are not planning to support a more fluid workforce, you are going to get pummeled by the labor market! #SMASeattle
— Master Burnett (@masterburnett)

 MT @meritshare: Codify your company culture- get individual contributors who embody that culture in a room, let them define it. #smaseattle
— Brett Greene (@BrettGreene)

#smaseattle social panel harmony..@peopleshark @jer425 and I just agreed…
— Kat Drum (@katdrum)

 How to keep a great recruiter?”Make sure to give recruiters career growth” – @merturner #SMASeattle
— Kevin Nakao (@knakao)