Strategic employer branding: from "making a logo" to partnering with the business
For many years, employer branding has been seen as one of the most important ways to attract and retain talent. However, as Magda Gębala, Communication & Change Management Manager at Aon and co-founder of the Miss Communication initiative, points out, its role cannot be reduced to media buzz and flashy campaigns. It is time for a strategic approach to building an employer brand that works hand in hand with the business and is rooted in the company's authenticity and values.
Watch the conversation (in Polish).
Full episode of the SUURowo o marketingu podcast.
What to avoid in employer branding?
Magda points to two main traps: inflated employer branding, full of sequins and glitter but lacking value, and employer branding activities that are inconsistent with the company's business goals and internal situation.
The role of an in-house communication agency
An interesting model that Magda implemented in a global organisation was an in-house communication agency that helped the company achieve its business goals through precise, effective communication.
From tactics to strategy
Before a company decides on a campaign, a promotional video or a new logo, it should answer some fundamental questions: What is the organisation's vision for the coming years? Which business goals support that vision? Which projects and tactics follow from those goals?
Employer branding rooted in internal communication
Effective employer branding cannot exist without strong internal communication. It is internal communication that builds trust between leaders and employees.
Building brand ambassadors
Ambassador programmes are gaining importance, but their effectiveness depends on employee engagement: it is not about imposing roles, but inviting people to take part and using authentic stories.
Summary
Strategic employer branding is a marathon, not a sprint. Based on authentic communication, collaboration with leaders and consistency with business goals, it becomes a real tool for building employee engagement and loyalty.
Key lessons
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