The Right Height

If you secured a ladder in order to reach a higher vantage point, which rung would you start from? Perhaps if you had really long arms and legs, were confident in the foundation under the ladder, and didn’t have the paralyzing fear of heights that I have, you might skip the first rung, but certainly no more than that. And as you ascended, you would probably be less likely to skip a rung. After all, it would really hurt more than your dignity if you were to slip.

Let’s apply that distinctly reinforced-aluminum metaphor to employer brand strategy. Ascertaining the strength of your brand plays a big part in determining how to determine and execute against your determined positioning. And the ladder you want to climb goes something like this:
* First rung: Awareness
* Second rung: Relevance
* Third rung: Differentiation
* Fourth rung: Esteem

Okay, it’s a short ladder, but the rungs are very far apart. And where you are dictates how you approach the market. The first rung speaks to employer brand awareness, which is very different from name recognition, although that is certainly a part of it. The second rung is about the brand making a connection with your target market so that prospective candidates start thinking they should pay attention. The third rung is differentiation, which is about articulating the advantages you offer in context with all the other choices that the market has. The last rung is about achieving a level of status that could best be classified as the employer of choice. Esteem is a lofty goal, and tends to be out of the immediate reach of most employers, despite that fact it tends to be a common objective.

Now ask yourself (but not out loud because people will start to wonder about you), is your brand at the same rung of the ladder for all segments in your target market? Is it the same for all job categories, all locations, or all divisions? Doubtful, isn’t it?

So now that you understand the function and importance of the employer brand ladder, go ahead and apply the principles to your marketing efforts. Once you get that right, we can move on to the employer brand garden weasel.

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Thomas Delorme
Written by Thomas Delorme

VP, Digital Products & Strategy

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