09/07/2021
Employer Branding 📈👏🏻
When it comes to the term “branding” we probably all generally think more about the marketing side. Things like company logo, brand messaging, and how a company might be perceived by consumers.
Employer branding is simply a company’s reputation as an employer and the value it brings or what it offers to its employees.
In other words, employer branding is how you market your company to job seekers and internal employees. The better you are at employer branding, the more likely you are to attract top talent. Additionally, a positive employer brand can also help you retain top talent.
Why is An Employer Branding Strategy Is Important?
- A good employer brand can reduce turnover rates by 28%, and cut your costs-per-hire by half.
- When making a decision on where to apply for a job, 84% of job seekers say the reputation of a company as an employer is important
- 9 out of 10 candidates would apply for a job when it’s from an employer brand that’s actively maintained
- 50% of candidates say they wouldn’t work for a company with a bad reputation – even for a pay increase
How to Build an Employer Brand?
- Conduct an employer brand audit.
You can’t hope to influence or manage your employer brand if you don’t know what people think about you, so an employer brand audit is the first step.
- Know your company's unique value proposition.
To create a powerful employer brand, it's critical you start by focusing on your company's mission statement, values, vision, and culture. It could be helpful to identify what your business needs are and then work backward to understand what type of talent you need to acquire to fulfill those objectives.
- Craft your employee value proposition
The EVP is the “people deal” that exists between an organization, its employees, and the talent it’s looking to recruit. It answers two important questions: What are the career expectations of today’s talent? What are your company’s strategic objectives?
- Be proactive on career sites
Many times, companies forget about places like Glassdoor, which allows employees and former employees to be very candid about their experiences. What people have to say and the lack of company engagement can raise a red flag to potential applicants. As part of your employer branding strategy, your company should spend time addressing negative comments.
- Be active on social – it matters a lot for hiring. Social media helps recruiters and HR find the best candidates for a given position. LinkedIn, for example, is a huge outlet for finding the right professionals and makes it easy to see if someone is a great fit.
Yet, as mentioned earlier in this post, people also talk about companies and share their content. And others trust recommendations from friends, family, and colleagues over the company leaders that say the same thing.
Employer branding isn’t easy, and there’s no sense in rushing the process. Once you’ve tackled these items, you’ll be able to dive into more advanced employer branding projects.