From employer branding to personal branding

When it comes to attracting new employees, the term "employer branding" comes up frequently. But did you know you can go one step further? That's when 'personal branding' comes into play. And these forms of branding together make for a rock-solid combination.

What is employer branding?

Employer branding centers on questions such as, "What makes your organization interesting and distinctive? What does the organization stand for and what makes you so special that it attracts new employees and retains colleagues?

In conjunction with personal branding

Personal branding goes a step further in that your employees convey the identity, value and added value of the organization. What you want to project with your organization goes beyond marketing, corporate identity and communication. Ideally, everyone in the organization should also feel the company's values, personally (want to) express them and stand behind the organization. It is then not just about saying what you do, but doing what you say.

When an organization offers mission-driven services, the combination of branding is even more important. After all, there is no product that does what it promises. The employees within your organization must then convey what the organization promises.

Impact on culture

In personal branding, it is essential that employees convey an organization's vision and mission. This succeeds only when the culture allows it. A culture with personal leadership in which employees feel the freedom and safety to be themselves gives high success rates for personal branding. Thus, a positive organizational culture and personal leadership not only contribute to higher sustainable employability and productivity of employees, in the long run this also attracts new employees who want to work in this culture. After all, they see the organization's effect on its employees. Employees become ambassadors with greater reach, but more importantly, credibility and trustworthiness.

From binding and engaging to growing and pruning

Attracting and retaining employees in a tight labor market presents many challenges. Many organizations offer bonuses, (even) higher salaries and various perks. These forms of extrinsic motivation are often short-lived and can simply be adopted by other organizations. As a result, your employees are easily snatched away, or they feel they have "golden handcuffs.

That's why paraDIGMA groep believes in "grow and prune. With personal leadership and a positive organizational culture, ensure that employees want to work for you from intrinsic motivation. Also give space when there is no longer a match between the employee and the organization to give in to this. Then work together to find a solution within or outside the organization.