{"id":2320,"date":"2024-07-24T10:53:25","date_gmt":"2024-07-24T10:53:25","guid":{"rendered":"https:\/\/www.whitecrowresearch.com\/resources\/?p=2320"},"modified":"2024-07-24T11:43:51","modified_gmt":"2024-07-24T11:43:51","slug":"the-whitecrow-whisper-4","status":"publish","type":"post","link":"https:\/\/www.whitecrowresearch.com\/resources\/2024\/07\/24\/the-whitecrow-whisper-4\/","title":{"rendered":"THE WHITECROW WHISPER"},"content":{"rendered":"\n
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Keeping it true<\/strong> <\/h2>\n\n\n\n

Why employer branding mustn\u2019t become just another marketing play<\/em><\/strong><\/p>\n\n\n\n

WhiteCrow recently took part in a webinar hosted by the talent acquisition software provider Avature. Among the many topics we discussed was one prompted by an audience member who asked: \u201cHow do you adjust your employer branding during difficult economic times?\u201d<\/p>\n\n\n\n

The most intriguing aspect of that question is the assumption that lies behind it. Clearly, the questioner had a rather malleable idea of what employer branding is. Rather than being a fixed set of values and attitudes, it\u2019s something that can shift and change depending on what you want to achieve at any given time.<\/p>\n\n\n\n

Perhaps the clue\u2019s in the term itself. That word \u2018branding\u2019 reeks of something synthetic, manufactured. And for a lot of companies, that\u2019s exactly what it is. When WhiteCrow worked on a competitor intelligence project a few months ago, we discovered that plenty of companies situate employer branding in their PR & Comms function.<\/p>\n\n\n\n

We think they should do better.<\/p>\n\n\n\n

Rather than being a tool with which to recruit talent, employer branding should be a living, breathing thing which reflects a genuinely heartfelt way of doing business.<\/p>\n\n\n\n

But this won\u2019t happen unless it\u2019s led from the top. Companies with a truly progressive culture are always led by charismatic CEOs who are vocal about the what the business stands for. Think Danone or Unilever.<\/p>\n\n\n\n

How do you adjust your employer branding during difficult times? Answer: you don\u2019t. And that\u2019s how people know you really mean it.<\/p>\n\n\n\n

The World According to WhiteCrow<\/strong><\/h2>\n\n\n\n
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As the world\u2019s largest sourcing and recruitment company, WhiteCrow works with clients across multiple geographies and sectors. So, a brief glance at what we\u2019re working on ought to provide a clue to what\u2019s going on in the wider market.<\/p>\n\n\n\n

Over the last quarter, the data tells us this:<\/p>\n\n\n\n