Not so fast …

Seems like everyone in the world is publishing information that somehow relates to the topic of employer brands (I just recently picked up a copy of “The Employer Brand Diet” at Border’s over the weekend –you lose weight by eating only products offered by the top employer brands in the food sector. “Not only did I lose 20 pounds, but I also received a great job offer!”)

Among the myriad online and off-line publications, a fairly recent study by the Corporate Leadership Council on the topic of employee value propositions has some very interesting and useful information. For those who are familiar with the CLC’s various “Gold Book” releases, I highly recommend this latest iteration.

However, there was one item in the study that I want to call in to question: the premise that product brand awareness is relatively unimportant in driving attraction. (As you can see, in the spirit of fair and balanced reporting, I am going to focus exclusively on the one thing I didn’t like instead of the hundreds of points I did like.)

Attraction actually has two components: the consideration set and the decision set. The considerations set contains all organizations that an individual might deem to be a worthy employer. The decision set contains those organizations that become very serious possibilities as candidates compare the various employment value propositions.

The consideration set can be further divided into aided and unaided awareness subsets. Organizations with limited product or service brand awareness typically are only considered based on the strength of the job. Organizations with strong product or service brands very often make it to the consideration set regardless of the relevance of the employer brand. Think Disney and Google, currently two of the top employer brands.

The point of this is really not to nitpick (now there’s a word with nasty connotations), but to reinforce the importance of overall brand performance with employer brand performance. And to remind all that organizations without a consumer brand, due to their business-to-business niche, must have an employer brand that works even harder.

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Thomas Delorme
Written by Thomas Delorme

VP, Digital Products & Strategy

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