The Resilient Recruiter
Recruitment Coach Mark Whitby
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How Recruiters Can Help Clients Achieve Employer Branding Success, with Bryan Adams
Effective employer branding is not just about attracting candidates but also about retaining existing employees. A positive work environment and reputation increase employee satisfaction and reduced turnover. As a recruiter, how can you partner with your client companies to achieve employer branding objectives? To answer this question, I am delighted to have a very special guest, Bryan Adams, CEO and founder of Ph.Creative, an award-winning employer branding agency with offices in Liverpool, London, San Diego, and Auckland. Bryan shares insights and strategies on creating an effective storytelling framework to apply this branding philosophy: repel the many and compel the few. Bryan helps his clients define their essence as a company, both in its uniqueness and what it stands for, and then crafts and aligns those aspirations with the people his clients are looking to attract. They’ve worked with famous brands such as Apple and Nike. He is also a two-time best-selling author. His latest book is Give & Get:Repel the Many and Compel the Few with Impact, Purpose, and Belonging. He has written for the Harvard Business Review, Inc.com, the Entrepreneur magazine, and has been featured in Forbes. Episode Outline and Highlights [02:22] How Bryan launched his branding agency. [05:45] DIscussion on employer branding and the philosophy of attracting the right people. [13:01] Roadmap in helping your client attract the right people. [18:02] What are the components of a good employer brand? [27:41] Bryan gives us key stories from his book, Give & Get Employer Branding. [30:36] What mistakes do companies make concerning employer branding? [37:31] How can recruiters partner with their client companies in achieving the objectives of employer branding? [43:00] Book recommendations and references on storytelling. [48:10] Employer branding case studies on small to medium-sized businesses. Repel the Many and Compel the Few - A Guide on Employer Branding Recruiters are ambassadors of their clients. Understanding the employer brand of the company they represent is crucial to attracting the right candidates. Effective employer branding is critical for attracting, engaging, and retaining top talent. It goes beyond just salary and benefits; it encompasses the company's values, culture, work environment, opportunities for growth, and overall employee experience. Contrary to the notion that the correct branding should attract as many candidates as possible, Bryan believes that doing it right should only compel a few, well-screened candidates. He said: “And it's interesting still in a recent survey, 70% of employer brand leaders still cite an increase in volume of applicants and traffic to their career site as a success metric when delivering an employer brand. I've never met a TA leader, a talent attraction leader who just wants more applicants, more noise, more admin, and more work to get to the people who are ideally matched.” Bryan shared case studies of corporations and small-medium businesses they worked with and how the right employer branding worked well to find the right people. Bryan pretty much defined the right approach to branding when he said “The idea is, if you're confident and clear enough to know your culture and what it takes to drive the organization forward, and you also can answer some fundamental questions of not just why people join, but why they stay, then you can craft a give and get proposition which is a two-way value exchange of not just what you stand to get as an employer but actually what you're willing to give in return candidates and employees alike can make very informed career decisions as to whether it's an ideal match.” How to Strategize a Good Employer Brand Bryan shared the mistakes companies make when envisioning and strategizing their employer brand. He also shared vital pointers and elements to consider in desi
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