With recruitment transcending borders and becoming more and more candidate driven, your employer brand has a critical influence on the talent you attract. Employer branding is promoting an organization as a desired place to work. Companies all over the world are now competing for talent, so you need to position yourself well.
Employer branding is all about storytelling. The goal is to stay consistent with this story across all interactions, both within your organization and with your potential workforce.
A good employer brand can reduce cost per hire by 43%
A solid employer brand can significantly improve recruitment ROI. It can also help you leverage employee networks and expand your talent pool.
Plus, with the right employer brand, you can help candidates identify if they will be a good fit for your company.
Creating a well-rounded employer brand
The good news is, you already have an employer brand, and the only work to be done is refinement.
The first step to building a good employer brand is to create an employee value preposition (EVP) that highlights your organization’s values, mission, vision, benefits, and culture. In order to ensure that your EVP aligns with your actual employee experience, it’s helpful to conduct company-wide surveys and understand how people view your current offerings.
You’ll also want to ensure that your brand’s personality and story are visible by creating an online presence. Invest your time and resources in building and nurturing a career site, strengthening your landing pages, and paying attention to social media communications. You can also ask employees to promote your brand and new job openings through their social media pages. For enhanced online outreach, be sure that all of your branding efforts are promptly digitized.
Most importantly, you’ll want to know what is best for your employees in the short and long term. Lead with purpose, and solicit feedback to ensure that your branding has the desired effect on people both in and outside of your company.
Need help curating your employee value preposition? Read our blog post here.
Employees are your brand ambassadors
The actual employee experience in your company can speak volumes without much effort from your end. The better you treat your workforce, and the better they feel about working with you, the more likely they are to spread the word about your company to their networks. A good employee experience also impacts customer perception.
A happier workplace is more productive and enables better talent retention. Don’t forget to appreciate your people and make their feedback an integral part of your development.
Fostering your employer brand
When building your employer brand, it’s important to keep in mind that only part of it is under your control. Branding is an ongoing process that’s continually refined not only by employers but also by current employees, customers, and other stakeholders. With these considerations in mind, you’ll be able to foster a strong employer brand that accurately reflects your organization’s identity.