Here we cover the benefits of employer branding, and how you can start using it to enhance your hiring strategy.
In today’s fiercely competitive job market, employer branding has become a vital element for attracting, engaging, and retaining top talent. A strong employer brand acts as a magnet, attracting qualified candidates who seek more than just a salary; they desire a workplace that aligns with their values, promotes their growth, and provides a fulfilling work experience.
What is Employer Branding?
Employer branding is the strategic development and promotion of a company’s reputation as an employer of choice. This helps to attract talent organically, rather than the more traditional recruitment methods of actively seeking candidates. By highlighting the company’s unique value proposition, commitment to employee well-being, and vibrant work culture, employer branding can significantly enhance the recruitment process.
What are the benefits of Employer Branding?
There are multiple benefits of employer branding that can enhance your recruitment strategy:
Attracts Top Talent:
A well-defined employer brand showcases your company’s ‘Unique Value Proposition’, highlighting your commitment to employee well-being, professional development, and a positive work environment. This will help to attract high-calibre candidates who are looking for more out of a job than just a salary.
With the introduction of Generation Z to the workforce, behaviours are changing, and employees want to be part of an organisation that aligns with their aspirations and values.
Enhances Candidate Engagement:
A strong employer brand will create a positive perception of your company, making candidates more eager to engage with you. They are more likely to respond to outreach efforts, attend interviews, and consider job offers seriously.
Reduces Hiring Costs:
By attracting a larger pool of qualified candidates, employer branding can significantly reduce the time and resources spent on recruitment efforts. Instead of actively seeking candidates, your company becomes a destination for top talent, minimising the need for extensive advertising or headhunting.
Increases Offer Acceptance Rates:
When candidates perceive your company as a desirable place to work, they’re more likely to accept job offers. This will reduce the amount of time spent on backfilling positions and ensures that the recruitment strategy is more effective.
How do you communicate an Employer Brand?
There are so many ways in which you can communicate your employer brand to potential new candidates, but first you need to start with your Employer Value Proposition:
Define Your Employer Value Proposition (EVP):
Carefully consider and articulate what makes your company a unique and desirable place to work. This could be an opportunity for you to deliberate with your employees to understand, from their point of view, what makes your company great.
Some examples of talking points that you can highlight to build up your proposition:
Make sure that your employer brand messaging is consistent across all communication channels, including your website, social media, job postings, and employee interactions.
Create Engaging Content:
Now you know what your EVP is, you need to create content that shows it off. You can use multiple formats for your story telling; try images, videos, blogs, podcasts, and webinars, to give potential candidates a glimpse into your company culture, values, and commitment to diversity and inclusion.
Here are some ideas to get you started:
- Employee spotlight videos
- A day-in-the-life
- Employee testimonials
- Company culture blog posts
Utilise Social Media Platforms:
Use the content that you’ve created to actively engage on Social Media platforms like LinkedIn, Instagram, Twitter, and Facebook. Some companies have created different Social Media pages purely for the engagement of potential candidates.
Google uses Instagram to share Stories from Googlers, interns, and alumni on how they got to Google, their roles and even some interview tips. Check out @lifeatgoogle.
Engage Employees as Brand Ambassadors:
Encourage employees to share their positive experiences on social media and other professional platforms, especially LinkedIn. Create a company hashtag and provide guidelines for authentic and engaging content.
A great example of this is Starbucks. They encourage their employees to use the hashtag #sbuxjobschat to give behind the scenes content and express their love for working at the company. Take a look at their careers page here.
Optimise the Careers Page:
If you don’t already have one, create a careers page, like Starbucks has. It’s the perfect place to showcase your company’s unique value proposition and all of the content that you have already created. You should always link back to this page when highlighting your EVP using Email, Social Media and Job Adverts.
Here are some key elements to include:
Cultivate Thought Leadership:
Encourage your company leaders to contribute to industry publications, speak at conferences, and participate in relevant online forums. This establishes your company as a thought leader and attracts talent seeking growth opportunities.
Building a personal brand for your employees and leaders will encourage candidates to apply for roles because they want to work with not just the company, but the individuals too.
Seek Awards and Recognition:
Participate in industry awards, such as ‘Great Place To Work’ and other recognition programs that showcase your company’s commitment to employee well-being, diversity, and workplace culture.
Employer branding is not merely a marketing exercise; it’s a strategic investment in your company’s future. By cultivating a positive reputation as an employer of choice, you can attract, engage, and retain top talent, ultimately contributing to their overall success.
A good employer brand is just one part of the talent attraction process. For more tips on attracting the best candidates to your business, download our eBook: 5 Steps to Attracting Candidates today!