Marta Riggins: How Employer Branding Fuels Recruiting, Engagement and Success

This podcast  is a fascinating conversation between the host, Marcus Edwardes, and his guest, Marta Riggins. The dialogue sheds much-needed light on employer branding's significant role in the recruitment process, employee engagement, and overall business success. Marta, a strategic consultant specializing in employer branding, breaks down the concept of employer branding and explains how it serves different business sizes.

Outline:

1. Marcus introduces himself and the podcast, "Recruiting Trailblazers," and hints at the conversation's main topic—employer branding.
2. Introduction of guest speaker, Marta Riggins, her career path, and expertise in employer branding discussion.
3. Discussion about Marta's background and personal achievements outside of her professional roles.
4. Introduce the main topic—employer branding. Explanation of what employer branding is and its significance.
5. Discussion on the relevance of employer branding for different company sizes, from startups to established corporations.
6. Discussion about the negative impact of mishandled layoffs on a company's employer branding and reputation.
7. Analysis of employee engagement being tied to employer branding and how engagement levels can reflect the effectiveness of the employer's branding strategies.
8. Understanding the differences between employer branding and recruitment marketing.
9. Sharing the experience of how employer branding can play into company benefits, diversity, and inclusion efforts.
10. Closing thoughts on the importance of authenticity in employer branding strategies and the direct impacts of employer branding on employee retention and company growth.

Top Three Takeaways:

1. Authenticity is Essential: The podcast emphasizes that authenticity in employer branding is crucial. If companies market brand aspects that are not true to the experiences of their employees, the falsehood will potentially be exposed, which could severely affect the business's reputation.

2. Employer Branding Affects Both Attraction and Retention: As Marta shares, not only is employer branding essential for attracting new talent but also in maintaining the engagement of current employees. Especially in difficult times, such as layoffs, a strong employer brand can significantly influence the company's reputation.

3. Employee Engagement Metrics Provide Insight into Branding Strategy: Marta illustrates that regular assessments and implementation of data regarding employee engagement can help in crafting an effective employer branding strategy. This, in return, could better align the company's actions with their employees' expectations, furthering both business efficiency and employee satisfaction.