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Using Your Firm’s Competitive Differentiators in your Employer Branding Program

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As you build out and continue to tweak your Employer Branding Program, you might want to incorporate and “bake in” your firm’s differentiators—(assuming of course you know what they are).

Each firm has differentiators (whether they know it or not). These differentiators will make all the difference to prospective new hire candidates. They can be “competitive hooks” to grab and re-attract candidates.

You need to (regularly) unearth and uncover these doing external opinion surveys and in-house opinion surveys and questionnaires. When I was at was at Monsanto, I used to go into new hire orientation and conduct a mini “focus group”; I asked the new hires why they joined?, what they thought of their new company? and etc.

Differentiators can be such things as salary, benefits, work scheduling, culture, work environment, company values, mission, company location, and etc. Furthermore, examine how your differentiators which we can now label as “competitive differentiators” can differentiated you from your peer competitors. Also, do research to determine what your competitors “competitive differentiators are. Hopefully, your firm’s are better, if not set a plan to make them better. This market research is very important to keeping your EVP and Employer Brand as current as possible. And incorporate them in your “Employer Brand Architecture” for your main Employer Brand and in your Divisional (level) sub-brands for unique internal departments like engineering and IT.

Remember, strong Employer Brands (and EVPs) use compelling differentiators to engage and inform their target audiences and promote the perception and reality of their firm as—the place to work and grow and stay.

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Former Monsanto Director of Employment Branding & Recruitment Marketing and Lead, University Recruiting (& volunteer Diversity Train-the-Trainer) in Corporate Human Resources

A former Chicagoan and ex-resident of Hertfordshire county England, Johnny is an award-winning Global Recruiting & Employer Branding executive with 15+ years in building/leading global & regional talent acquisition and employer branding functions at several Fortune 500 companies. He was an Employer Branding Director at Randstad Sourceright and has been Director, Employment Branding & University Relations at Monsanto in St. Louis for 5 & ½ years. Prior, he was at Lockheed in Maryland, as head office Corporate Staffing Supervisor & Senior Recruiter. Mr. Nesbitt attended Michigan Graduate Business School and graduated with an MBA (Finance) from Rutgers Graduate Business School in 1988; he also holds a BA in Anthropology from Amherst w/Dean’s list honors & a Professional Banking Diploma from American Institute of Banking-NYC Chapter, 1982; he an authored articles for RecruitmentBuzz on Employer Branding & Talent Acquisition. He is an appointed judge for the Employer Brand Management Awards MENA and the Web Marketing Association; now divorced Johnny, enjoys reading & writing, spending time with his British girlfriend travelling & playing with his beloved (“sidekick”) – a Shih Tzu pup named “Bugsy”.

 

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