Employer branding has seriously levelled up since it first popped onto the scene in the mid-90s. Back then, it was all about eye-catching print ads, radio spots, and TV commercials to make your company stand out and attract talent. Fast forward nearly 30 years, and things look a whole lot different. But despite all the growth, some outdated ideas about employer branding still linger, even in the rapidly evolving Middle East market.
Employer Branding’s Early Days in the 90s
In the mid-90s, companies started borrowing marketing tactics to boost recruitment. It made sense – standing out was important not just to sell products but to bring in the right people. It worked, but it was just the beginning of what employer branding could become.
Today’s World: A Whole New Ball Game
Fast forward to 2024, and both business and work life have been turned upside down. In the Middle East, where economies are booming, attracting and retaining top talent is more critical than ever. So why has employer branding become so important here?
- Global Competition for Talent: In a region that's attracting talent from all over the world, especially in hubs like the UAE and Saudi Arabia, standing out as an employer is crucial. With so many global companies setting up shop, the fight for talent is fierce.
- Mature and Essential: Employer branding is no longer a “nice to have.” Companies in the Middle East are making it a core part of their strategy to attract talent, engage employees, and build reputation.
- Digital Overload: Social media and digital platforms have completely changed the game. There’s more noise than ever, and grabbing attention is tough. In the Middle East, where digital engagement is skyrocketing, you need to stand out.
- Higher Expectations: It’s not just about flashy perks anymore. Candidates and employees in the Middle East expect meaningful engagement and authenticity. Employer brands now need to show real value across the entire employee journey.
- Specialist Skills: The best employer branding pros today mix HR, marketing, and comms expertise, creating a role that blends strategy with creativity. In the Middle East, these specialists are becoming essential as the region grows its talent base.
Clearing Up the Myths
But despite all this progress, some myths just won’t die. One of the worst is the idea that employer branding is just about recruitment ads or quick wins through paid media. That’s not how it works.
Employer branding is about much more than placing a fancy ad or picking out a trendy campaign. If you think employer branding stops at recruitment, you’re missing the big picture.
What Employer Branding Really Is in the Middle East
For us at Tonic, and most of our clients in the Middle East, employer branding in 2024 is straightforward but powerful. It’s about who you are as a company and how you engage your people. It covers everything from your reputation in the market to how your employees talk about you.
Here’s what it really comes down to:
- The Bigger Picture: In the Middle East, businesses are growing fast and contributing to national goals. Employer branding is about showing how your company benefits not just your shareholders, but also your community and the region.
- Company Culture: What’s it really like to work for your company? What are your values, and how do your employees live them out? In this region, where culture and belonging are key, this is more important than ever.
- Engagement: How do you keep employees happy, productive, and motivated? People want to know why they should join your company and what they’ll get out of it.
- Amplification: Get your message out there, not just through corporate channels but by empowering your employees to be your advocates. In the Middle East, where social networks and personal recommendations carry weight, this is a huge deal.
- Attraction & Recruitment: How will you make people fall in love with your brand? How do you create meaningful engagement that makes your company the obvious choice for top talent in the region?
So, What’s the Bottom Line?
Employer branding has come a long way, especially here in the Middle East, where it’s become a vital business strategy. It’s not just about attracting talent – it influences everything from your business reputation to employee satisfaction and engagement. By focusing on the bigger picture, culture, engagement, and amplifying your message, companies in the region can build a brand that drives real results.
It’s time to ditch the outdated thinking and embrace a bold, strategic approach to employer branding. Let’s get rid of the myths, and start building brands that inspire and attract the best talent in the Middle East.