Probably the most obvious reason in this list, but re-launching your brand is a good reason to review your employer branding strategy. This is because changes in your brand are likely to affect how you want it to be perceived: for instance, if you’ve decided to shift your target audience to a millennial age range, and want your workforce to reflect a similar energy, your branding needs to reflect that your organisation is an interesting and dynamic place to work.
Unfortunately, a saturated job market means that even a novel idea does not survive being unique for too long. When you find yourself competing head-to-head with another company that sells similar products and markets themselves similarly too, it is time to review strategy and come up with ways through which you can distinguish yourself. Employer branding plays a key role in this, especially because when you’re dealing with similar products, having the top talent play for your team can be the difference between having a green or red figure at the end of your profit margins.
The needs and strategies from a start-up look very different than that of an established company, and reviewing employer branding becomes necessary if you find your organisation expanding. Updating your workforce expectations and using branding to reflect any shift in this will shape what you decide to tell prospective employees before they come on to your company.
In the lifecycle of any healthy company, executive leadership and vision is bound to change a number of times. When this does happen, it is important to review brand strategy and make the necessary changes to reflect it. A previous leader may have preferred a more proactive approach, demanding dynamic employees who valued innovation over routine. If new leadership enjoys a calmer approach, then employer branding needs to reflect this change, or new hires will find themselves in roles they do not want, and managers will be left to deal with lower-quality work.
Based on your company’s individual requirements, setting a number against reviews on employer brand strategy or even deciding to revise it annually is probably a good idea. Your workforce is at its most productive when it reflects the needs of your organization, and employer branding is paramount to getting this kind of talent.