If you’re a business owner or hiring manager, you’ve probably heard the term “employer branding” before. But what is employer branding, and why is it so important?
In short, employer branding is the image your company portrays as an employer. It includes everything from how prospective employees perceive your company to the experience current employees have working for you.
And yes, employer branding is important – very important. In fact, it can make or break your ability to attract and retain top talent.
What is Employer Branding?
As we’ve touched on, employer branding is the process of positioning your company as an employer of choice among potential candidates and employees. It involves creating and maintaining a positive image of the company based on its unique values, mission, culture, and benefits.
Employer branding is a communication strategy focused on your company’s employees and potential employees – to attract and retain top talent, and to differentiate yourself from your competitors.
Employer Brand vs. Company Brand
‘Employer brand’ and ‘Company brand’ should not be confused, as they are two distinct concepts. The former communicates your appeal as an employer for prospective employees, while the latter indicates your reputation as a company in general.
While they are different, one often impacts the other. For example, a company with a strong and popular brand is usually an attractive place to work, while a company with a negative brand reputation will often discourage potential customers.
Employer brand, as the name suggests, refers to a company’s reputation specifically as an employer. Employer branding will communicate your company values. Employer branding is the process of creating and maintaining your company’s reputation as a great place to work.
How Can Organisations Benefit From Developing An Employer Brand?
Organisations can benefit from developing a strong employer brand by:
- Attracting and retaining top talent
- Motivating and engaging employees
- Becoming an ’employer of choice’
Strong employer branding provides your organisation with a competitive edge in the labour market. Enabling you to recruit better people, build a stronger sense of self, and create a more productive and motivated workforce.
To achieve this, organisations should focus on building a brand based on their values and culture and creating an employee value proposition that resonates with job seekers.
How to Develop and Improve Your Employer Brand
1. Know Your USPs
A well-understood USP can connect you with skilled candidates who share your vision of what makes a great company a great employer. Knowing what makes you unique will ensure the best talent is eager to be part of your one-of-a-kind team.
2. Conduct an Employer Brand Audit
An employer brand audit is a two-pronged fact-finding mission. Firstly, you need to have a clear and transparent grasp of how appealing an employer you currently are. An anonymous survey of employees and candidates will provide you with clear insight.
Secondly, take some time to examine all of your company’s materials. From job descriptions to onboarding materials, performance reviews and more, you will not only understand how your company is viewed but also how you present yourself as an employer.
With this information, employers can more accurately identify and address any discrepancies between how the company is presenting itself and how it is perceived, helping to shape a more accurate and positive employer brand.
3. Write an Employer Value Proposition
An employer value proposition is a marketing message and a promise, so it is essential that you are accurate, and that your employees would agree with your proposition. You can promote your Employer Value Proposition on your website, recruitment materials, and LinkedIn Company Page, so that recruiters and your HR team can discuss it with potential candidates.
It’s important to note that your Employer Value Proposition should have nothing to do with compensation. Instead, you want it to evoke passion in employees and potential candidates by expressing your company’s deeper purpose and positive impact on the world. People want to feel their work is meaningful, often even at the expense of a bigger salary.
4. Leverage Current Employees
When job seekers research your employer brand, they will likely trust current employees more than your managers.
You can leverage your employees since they are the main determinants of your company’s culture and brand. LinkedIn is a great tool for doing this.
5. Cultivate a Strong Onboarding Process
‘You never get a second chance to make a first impression’. Onboarding is a new hire’s first experience with you, and a negative impression can have big consequences.
Top Fact: employees who experience a negative onboarding process are twice as likely to seek a different opportunity.
Ultimately, instilling a positive company brand image starts with a good onboarding process. Getting employees engaged and excited about their roles and their teams is essential from the very start. You’re ensuring a smooth transition, lower turnover rates, and more productive teams by arming your new employees with the instructions and tools to excel in their roles.
6. Offer Learning & Development Opportunities
A great way to retain employees and attract new talent is to offer opportunities to learn and grow.
This could be training sessions to help employees learn new skills, opportunities to advance within the company, or courses that they are eligible for. It’s important to make it clear to employees that these opportunities exist, and to also make candidates aware too.
Showing your willingness to invest in your team will ensure employees are dedicated to their work and that talented candidates are applying.
7. Use Videos, Blog Posts, Photos, & Slideshows to Tell Your Company Story
Videos, blog posts, photos, and slideshows can be used to tell your company story in an engaging, accessible, and impactful way. Videos can be used to introduce potential candidates to the workplace, show a typical day at the company, and share the company’s vision. Blog posts can provide insights into the company culture, highlight work events, and explain the company’s hiring process.
By using a combination of these tools, you can effectively communicate your company values and create an attractive employer brand for potential candidates.
8. Create a Strong Equity, Diversity & Inclusion Initiative
A pillar of a strong employer brand is a continuous commitment to building diverse and inclusive teams.
There are plenty of benefits to investing in your EDI Policy and Strategy, most importantly you are creating an environment in which your employees feel safe, respected and valued. People who feel seen, recognised, and respected are more likely to bring their best selves to work and commit to their day-to-day tasks.
A commitment to EDI ensures you’re extending your brand’s reach to everyone, especially considering that 3 out of 4 candidates say a diverse workforce is an essential factor when evaluating companies and job offers. If someone can see themselves reflected in those who already work at your company, they are more inclined to apply.
86% of candidates consider a company’s commitment to EDI initiatives when applying for positions. Biased employer branding and recruitment practices discourage candidates from applying and cut your company off from top talent. An open-minded workspace is crucial for attracting high-performing professionals from various walks of life.
Embracing diversity in the workplace isn’t just the right thing to do – it can transform your business.
9. Be Transparent, Honest, & Genuine
Being transparent, honest, and genuine in developing an employer brand can help create a culture of trust and satisfaction, leading to higher employee retention rates and positive promotion of the business by current employees.
Honesty and transparency also help to ensure that job seekers do not feel misled by false statements or promises.
