Employer Branding For Dummies

Chapter 20

Ten Common Mistakes to Avoid

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.

Treating Employer Branding as a Project

Companies often approach employer branding as a project — a single marketing ...