Sure it hurts when buds burst (and with successful employer branding)

Every company wants to have a successful and well-known employer brand, but not all succeed. However, in order to truly present an attractive image of what it's like to be part of your organisation, there's only one way to go - you need to become an attractive employer to your target audiences. And to become an attractive employer, you need to dare to listen really and deeply to both existing and potential employees.  

You need to know both what makes you attractive today and where you need to change. But poorly constructed surveys or vague interviews are not enough. What is needed are well-designed surveys and in-depth interviews with stakeholders. It also requires you to ask yourself who you really want to be and how far away you are today. And whether you are prepared to change as much as necessary to get where you want to be.  

It can hurt when an organisation asks itself these questions and realises that it doesn't really have obvious answers to them. But it's the only way forward for those who want real change.  

Start by thinking about what your problems are today when it comes to attracting, recruiting or retaining employees. Who are you struggling to reach, and who are leaving? Do you know why this is the case? Then go further and think about who you are as an organisation and who you want to be as an employer. Is it clear to you, and is it clear to your target groups?  

Then you need to listen honestly - interview, survey the world and compare yourself with other companies. And actually think about whether you're prepared to do what it takes to get where you want to be. It may hurt when buds burst, but in the long run it's worth it!

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