How to Use Design Thinking to Build an Amazing Employer Brand

What is design thinking?

Design thinking is a problem-solving approach that involves empathy, creativity, and iterative testing to develop innovative solutions to complex problems. It is a human-centred approach to design, which means it focuses on understanding the needs, desires, and behaviours of the people who will use the product or service being designed.

The design thinking process typically consists of five stages:

1. Empathise: The first stage involves understanding the needs, wants, and motivations of the people who will use the product or service being designed. This is done through observation, interviews, and other research methods.
2. Define: In this stage, the insights gathered in the empathy stage are synthesised and used to define the problem or challenge that needs to be addressed.
3. Ideate: This stage involves generating a wide range of potential solutions to the defined problem. It is a divergent thinking process that encourages creativity and innovation.
4. Prototype: In this stage, the best ideas from the ideation stage are selected and turned into physical or digital prototypes. These prototypes are used to test and refine the potential solutions.
5. Test: The final stage involves testing the prototypes with the target users to gather feedback and refine the design. This stage is iterative, meaning that the feedback gathered is used to refine the design and create new prototypes.

Design thinking is a flexible process that can be applied to a wide range of problems and challenges in various industries, including product design, service design, and organisational change. It is a collaborative approach that encourages cross-functional teams to work together to develop innovative solutions.

What do candidates consider when researching an organisation?

In short, design thinking helps you put yourself in the position of a candidate to design a product, or in this case a service, that meets their needs.

So, what do candidates consider when looking for a new job? When researching a place of work, candidates typically consider several factors, including:

1. Company Culture: Candidates want to know if the company’s values and culture align with their own. They may look for information on the company’s mission statement, leadership style, employee benefits, and work-life balance.
2. Reputation: Candidates often research a company’s reputation in the industry, online reviews, and news articles to gain insights into how the company operates and its track record of success.
3. Career Growth and Development: Candidates want to know if the company offers opportunities for career advancement and skill development. They may look for information on training programs, mentorship opportunities, and promotion rates.
4. Compensation and Benefits: Candidates want to understand the compensation and benefits package, including salary, bonuses, health insurance, retirement plans, and paid time off.
5. Work Environment: Candidates may consider the work environment, including the physical workspace, team dynamics, and work culture. They may look for information on company policies related to diversity, equity, and inclusion, and workplace safety.
6. Industry and Job Function: Candidates may research the industry and job function to better understand the company’s products or services and the skills required for the job. They may look for information on the company’s competitors, market share, and industry trends.

Overall, candidates want to ensure that the company and role they are considering align with their values, career goals, and overall lifestyle.

How do you know you have built an effective employer brand?

Effective employer branding is a way for organisations to attract, engage, and retain top talent by communicating their unique employer value proposition (EVP) and creating a positive image of the company as an employer. Here are some key elements of effective employer branding:

1. Clear EVP: A clear employer value proposition that communicates what makes the company unique as an employer and why someone should want to work there.
2. Authenticity: Authenticity and transparency are important for building trust and credibility with candidates. Employers should aim to create an authentic representation of their culture and work environment.
3. Consistency: Employer branding should be consistent across all channels, including social media, job postings, and company website. This helps to create a cohesive message and reinforces the employer’s brand identity.
4. Engagement: Engaging content and storytelling can help to bring the employer brand to life and showcase what it’s like to work at the company. This can include employee stories, videos, and social media content.
5. Diversity and Inclusion: Employer branding should communicate a commitment to diversity, equity, and inclusion. This can include highlighting initiatives and programs that promote diversity and showcasing diverse employees in branding materials.
6. Reputation Management: Employers should actively manage their online reputation and respond to negative reviews or feedback. This helps to maintain a positive employer brand and can demonstrate a commitment to continuous improvement.
7. Employee Experience: The employee experience is a critical element of effective employer branding. Employers should focus on creating a positive work environment and culture that aligns with the employer value proposition and meets the needs of employees.

Overall, effective employer branding is about creating a compelling and authentic representation of the employer’s brand that resonates with top talent and helps to attract and retain the best employees.

How does employer branding differ by sector?

Effective employer branding is a way for organisations to attract, engage, and retain top talent by communicating their unique employer value proposition (EVP) and creating a positive image of the company as an employer. Here are some key elements of effective employer branding:

1. Clear EVP: A clear employer value proposition that communicates what makes the company unique as an employer and why someone should want to work there.
2. Authenticity: Authenticity and transparency are important for building trust and credibility with candidates. Employers should aim to create an authentic representation of their culture and work environment.
3. Consistency: Employer branding should be consistent across all channels, including social media, job postings, and company website. This helps to create a cohesive message and reinforces the employer’s brand identity.
4. Engagement: Engaging content and storytelling can help to bring the employer brand to life and showcase what it’s like to work at the company. This can include employee stories, videos, and social media content.
5. Diversity and Inclusion: Employer branding should communicate a commitment to diversity, equity, and inclusion. This can include highlighting initiatives and programs that promote diversity and showcasing diverse employees in branding materials.
6. Reputation Management: Employers should actively manage their online reputation and respond to negative reviews or feedback. This helps to maintain a positive employer brand and can demonstrate a commitment to continuous improvement.
7. Employee Experience: The employee experience is a critical element of effective employer branding. Employers should focus on creating a positive work environment and culture that aligns with the employer value proposition and meets the needs of employees.

Overall, effective employer branding is about creating a compelling and authentic representation of the employer’s brand that resonates with top talent and helps to attract and retain the best employees.

How does employer branding differ by sector?

Employer branding can differ significantly between sectors due to factors such as industry norms, job requirements, and target candidate demographics. Here are some examples of how employer branding can differ between sectors:

1. Technology: Employer branding in the technology sector often emphasises innovation, agility, and a fast-paced work environment. Employers may highlight their use of cutting-edge technologies, opportunities for professional development, and a relaxed office culture.
2. Healthcare: In the healthcare sector, employer branding may emphasise the organisation’s commitment to patient care and a sense of purpose. Employers may highlight opportunities for career advancement, work-life balance, and competitive compensation and benefits.
3. Retail: Retail employer branding may focus on creating a positive customer experience, a flexible work schedule, and opportunities for advancement within the company. Employers may also highlight a focus on teamwork and collaboration.
4. Finance: Employer branding in the finance sector often emphasises stability, professionalism, and career advancement opportunities. Employers may highlight the company’s financial performance, reputation, and investment in employee training and development.
5. Non-Profit and Education: Non-profit employer branding may emphasise a sense of mission and purpose, social responsibility, and work-life balance. Employers may also highlight the organisation’s impact on the community and opportunities for volunteerism and philanthropy.

Overall, effective employer branding considers the unique characteristics of each sector and tailors the messaging and branding accordingly to attract and retain top talent.