When we talk about branding, it's easy for our minds to pivot immediately to customer-facing tactics. However, a brand is much more than just a logo, a tagline, or a colour palette. It is the perception people hold about a company, and it extends to employees (future and current), as well as customers.

This perception impacts everything from job applications to employee retention rates, and savvy companies are considering their Employer Brand as part of their strategy. 

At Dovetail we bring all aspects of branding together, and in so doing have a view on Employer Branding best practice which we believe needs to include the following:

A clear and consistent Employer Value Proposition

Every company needs to establish its Employer Value Proposition (EVP), which is the unique set of benefits an employee receives in return for the skills, capabilities, and experience they bring to an organisation. The EVP should align completely with the company's broader brand and values, and it must be consistently communicated across all internal and external touchpoints.

Authenticity is key

As with consumer branding, authenticity is crucial for successful employer branding. You need to present a true representation of what it's like to work in your company. If your branding doesn't match reality, you'll risk higher turnover rates when new hires discover the truth. The most authentic employer brands typically spring from a company's culture and values, giving potential employees a glimpse of what to expect if they join your team.

Employee advocacy

Your employees are your most influential brand ambassadors. Therefore, it’s critical to ensure they’re engaged and motivated. Employee advocacy programmes can turn your team members into active promoters of your brand. We write about how to create an Employee Ambassador Programme in detail on our blog.

Measurement and adaptation

It’s vital to measure your employer branding efforts and their impact. This could involve tracking traditional HR metrics like staff turnover rates or time to hire. But more progressive companies also monitor their reputation on platforms like Glassdoor or seek direct feedback from employees and candidates about their perception of the brand. “We are firm believers in conducting Engagement Surveys,” says Jackie Gordon, Director and HR practice leader at Dovetail.

Embrace digital

“In the digital era, your online reputation matters. Many potential employees will first encounter your brand online, so it’s essential to have an appealing and accurate online presence,” continues Jackie. This presence extends beyond your company website to social media platforms and review sites.

As an example, Salesforce, one of the 'Fortune 100 Best Companies to Work For', has an excellent employer branding strategy. They showcase employees' stories on their website and utilise social media platforms to give an inside look at the company’s culture. They also emphasise giving back to communities, which resonates well with many job-seekers today.

“Ultimately, effective employer branding is not a one-time effort but an ongoing strategy,” says Jackie. It’s also not only the realm of large business.

Gen Z and the Future of Branding

Generation Z, a cohort that has never known a world without the internet, is swiftly reshaping the landscape of branding. Raised in the age of rapid digital transformation, Gen Z is characterised by a unique set of behaviours and expectations for brands. Understanding and adapting to this shift is not merely an option but a necessity for brands aiming to thrive in the future.

Gen Z's distinct values, habits, and overall consumer behaviour are driving this significant shift in branding. They're a generation that demands authenticity, is driven by social impact, and finds its footing in digital connectivity. Their approach to consumption is less about possession and more about aligning with the values of the brands they support.

Australian social enterprise, Thankyou Group, embodies the essence of Gen Z-centric branding. With a model rooted in transparency, authenticity, and social consciousness, they provide a template for engaging Gen Z consumers effectively. This conscious choice of focusing on values over profits aligns seamlessly with Gen Z's preferences and world view.

Thank You Group's initiatives in funding clean water, food, and hygiene services worldwide resonate with Gen Z, who are acutely aware of social and environmental issues. The enterprise provides real-time updates on their impact, tangibly showcasing the results of consumer purchases. Such transparency meets Gen Z's demand for openness and authentic demonstrations of brand values.

“We recognise the potential in these shifts,” says Marcus Gibbs, Dovetail Director of Brand.

Looking at the Gen Z market as a branding frontier, we see an exciting chance to experiment with the traditional boundaries of branding. We believe it's time to explore narratives that embrace sustainability, ethical business practices, and societal contributions more robustly. It’s time for brands to tell their stories in a manner that transcends traditional marketing strategies.

The future of branding, influenced by Gen Z, will not be driven by profits alone. Instead, it will be about creating a symbiotic relationship with consumers, where the values of consumers and brands are intertwined. “Brands that stand for more than their products or profits, that embed their values in every facet of their identity, will be the ones Gen Z rallies behind," says Marcus.

As we move into this next era of branding, we encourage businesses to rethink their approach. By understanding and adapting to the unique needs and values of Gen Z, brands can forge deeper, more meaningful connections with this demographic.

Dovetail is a pioneering branding and agency with offices in Perth and Melbourne, serving clients across Australia. Our unique approach unites three key areas of branding – consumer brand and marketing, HR and employee branding, and events – to create tailored solutions that drive business success. By leveraging our expertise in these interconnected fields, we empower our clients to build strong, consistent, and memorable brand experiences, fostering deeper connections with their customers, employees, and stakeholders. Partner with Dovetail and discover the unparalleled advantage of a holistic branding strategy which moves your brand to the apex of the Brand Engagement Pyramid.