Marketers are increasingly aware of the concept of employee brand advocates—but that usually means asking employees to share content and information in support of specific products and services. But if you ask a marketer, "What is an employer brand?" he or she probably won't know.
The employer brand deals with something fundamental to the organization: understanding and communicating what makes employees want to work there.
Creating and iterating an employer brand is something that, when done well, creates a natural path to employee brand advocacy.
Some of the best talent acquisition professionals are showing marketing just how this is done.
Wilson HCG Human Capital Group's recently released its report, "2014's Fortune 500 Top 100 Employment Brands." Not surprisingly, its top 10 includes Google, Starbucks, and Whole Foods. Consumers already know these companies' products. Many consumers also have a pretty good idea of what it must be like to work there, even if they don't know anyone who has!
This latter awareness, driven by the companies' employer brands, is best expressed by employees—genuinely, based on experience, and in their own words.
How do you create a best-in-class employer brand that employees can easily and willingly communicate?
Here are three fundamental have-to-haves:
Lisa Cervenka is co-founder and chief brand officer of Brand Amper, an employer branding platform
LinkedIn: Lisa G. Cervenka