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Don’t Let Power Struggles Crush Your Employer Brand

This is an excerpt from “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands” by Hudson RPO and HRO Today magazine. To download the full report, visit

In many companies, it is often unclear which department ultimately owns Employer Branding. Is it HR? Talent Acquisition? Marketing?

Nothing will hinder your employer branding success like confusion, resistance and power struggles among internal departments. Unclear ownership results in a lack of effective collaboration. Ambiguity causes employer branding to become “political.” When that is the case, HR, Marketing and Talent Acquisition may be sending mixed messages about employer branding to senior leadership, which will delay or perhaps destroy any employer brand progress.

The employer brand is your company’s reputation as an employer. HR executives know it is vital to hiring efforts, but what do you do if you do find yourself in the midst of a power struggle?

Start by bringing together the leaders of HR, Talent Acquisition, Brand, Internal Communications and Marketing to define shared interests, develop common goals and outline responsibilities. Educate internal groups about why employer branding is important (don’t just assume that all departments fully understands this) to ensure you all have a shared vision. Get these teams to collaborate on their business case and appoint one member (typically the senior HR or Marketing leader who is also part of the C-suite) to be the key leadership point person.

If you are still met with resistance, remember that sometimes the easiest and fastest way to get around political barriers is to bring in an outside expert. Consider hiring an external employer brand partner to work with these teams. The external partner will bring in a fresh perspective and will also guide the groups to define roles and responsibilities so you can work in harmony toward common goals.

Regardless of which department ultimately owns the employer brand at your organization, an external provider can overcome any internal barriers that may be invisible to management, which is necessary for the success of any project.

To discuss your employer branding strategy today, contact a Hudson RPO representative and download the complete report by visiting


Social Media is Critical to Communicate an Employer Brand

This is an excerpt from “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands” by Hudson RPO and HRO Today magazine. To download the full report, visit

Today’s job seekers are savvier than ever, using social media to seek and find as much information as possible about your company well before they fill out your online application. They check out reviews on Glassdoor and similar sites to find out what it’s really like to work at your organization from current and former employees. With information so readily available about your industry and competitors, promoting and protecting your employer brand online is essential to engage future and existing employees.

According to a recent study of HR professional by Hudson RPO and HRO Today magazine entitled “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands,” the main difference between Top Employer Brands and Other Employer Brands is that Top Brands leverage more social channels beyond LinkedIn to promote their employer brands.

Most Often Used Online Social Networking Sites

  Top Employer
Other Employer
LinkedIn 77.2% 78.5%
Facebook 74.6% 63.9%
Twitter 56.1% 46.5%
YouTube 27.2% 20.8%
Blogs 21.1% 18.8%
Forums 18.4% 15.3%
Pinterest 7.9% 2.8%
collegefeed 4.4% 1.4%
Tumblr 1.8% 0.7%
Etsy 0.0% 0.0%
Other 12.3% 15.3%

Source: Hudson RPO & HRO Today’s study:
“How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands”

Other social networking sites used that were not part of the question set were Glassdoor and Instagram. Glassdoor in particular was frequently cited for its appeal to job seekers looking for feedback about prospective employers.

How to Promote Your Employer Brand on Social Media

Be deliberate – So many social channels exist. Analyze your target candidates and understand how they use each channel. Is a particular channel truly worth your time? You may need to run small tests in the different channels to gauge which will have the best impact. Will it have other ripple effects? For example, some companies avoid Facebook due to a concern that they’ll spend their time responding to customer service inquiries, which is not the channel they wish to use for such inquiries.

Social media cannot always be controlled, and that concerns senior leadership at some organizations. If you face detractors, understand what is at the core of their concerns. Address those points to create an overall risk mitigation strategy. It goes without saying that anyone using your social channels should go through training to limit risk.

Be spontaneous – Once you’ve determined your target social channels, it’s time to be spontaneous. You want to put the employees and their experiences working at your company front and center. Conduct video interviews of employees discussing what it’s like to work at your company. Post photos of employee events, charity activities – anything about the internal culture.

You may even consider rotating social channel access to different employees from week to week to show diverse perspectives on working at your firm (be sure to change the passwords between users). This creates buzz and will demonstrate your internal culture better than any written messages ever could. Be sure to cross-promote your efforts by adding social feeds to your career websites.

To discuss your employer branding strategy today, contact a Hudson RPO representative and download the complete report by visiting


Win Employer Brand Champions One Department at a Time

When it comes to a company’s employer branding programs, support from senior leadership is essential for program success. Recently, Hudson RPO and HRO Today magazine conducted a study of 324 HR executives to distinguish the behaviors between top employer brands versus “other” employer brands.  The results show that support from other members of the executive team is higher for Top Employer Brands than for Other Employer Brands (79.9% vs. 61.4%, respectively).

Patience is a Virtue: Win Hearts & Minds One at A Time

Earning the support of senior leadership for the employer branding initiative can be an iterative process. Win the support of leaders one at a time by explicitly demonstrating the business value of the branding exercise.

Focus on service line leaders who actually drive the business, particularly those individuals entrusted with market expansion, new product launches or engaged in activities requiring highly skilled employees, where such talent is harder to come by.

For example, if a service line leader needs to grow an area of the business, create a custom employee value proposition (EVP) message for this area. To create this message, conduct a survey or take advantage of existing survey data and parse out a relevant data set applicable to that business area, such as “Sales” or “Accounting.”

Analyze the responses of employees as to what they say about the employer brand. Try to gauge the characteristics of the employee needed by the service leader to grow the business segment. Leverage these findings to craft candidate-specific messages. Then, determine what the employer’s reputation is in this market segment to understand what needs to be done to enhance it.

The sooner that service line leaders can secure superior talent, the more employer brand champions there will be.

This is an excerpt from “Launching a Successful Employer Brand: Practices that Distinguish Top Employer Brands” by Hudson RPO and HRO Today magazine. To download the full report, visit





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