IN THIS CHAPTER
Failing to plan for the long term
Avoiding the temptation to promise too much
Steering clear of employer branding by committee
Getting too obsessed with your tagline
Remembering to align messaging with experience
Even when you’re doing everything right, employer branding involves a considerable amount of trial and error. After all, you’re dealing with people and with a host of factors that are subject to change — economic conditions, what employees value, how people conduct their job searches, and so on. However, you can lessen the amount of trial and error by avoiding the most common and serious mistakes.
We’ve seen what works and what doesn’t, what makes an employer branding initiative rumble and what makes it crumble. In this chapter, we highlight ten common mistakes and provide guidance on how to avoid them.
Companies often approach employer branding as a project — a single marketing ...