Why have many companies decided to invest serious budgets in employer branding campaigns, and then wonder why that investment did not pay off for them?
The answer is simple, because these are campaigns in which we advertise our "product", and the "product" in employer branding campaigns is the organizational culture in which employees spend a serious part of their time and the employee experience that directly stems from the company's culture.
A campaign that shows that we are cool, that we are smiling, that it is very fun and relaxing to work with us makes sense only if it is our authentic organizational culture and the experience that our employees experience every day. With such a campaign, if the reality is something completely different, we send a wrong image of ourselves as a company into the air and create an illusion for ourselves and others that disappears very quickly because the market knows what the real state of the company is.
However, it is relatively easy to send a nice image of the company on the air, and it is very difficult to explain to the candidate when he starts working that instead of a cool, smiling, fun and relaxing atmosphere, he is joining a team where the team is ready to show all the new people in the team „where they belong", where the superior is only looking for results, without any support for the employees and where various things are tolerated that are not fun and relaxing at all.
So that you don't have to explain why the "product" you advertised is not exactly as advertised in your employer branding campaign, let's first look in the mirror and work on essential things like organizational culture and employee experience, and only then let's go live a picture of how great we are...
Because our organizational culture and the experience of our employees should be our first priority in running our business!
Organizational culture is the only true employer branding
