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, click here.
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.