What are people saying about your organisation as a workplace?
Employer branding has become a crucial factor in attracting top talent, particularly in this time of strong competition. An effective employer brand not only helps in drawing the best candidates but also enhances your employee retention rate and boosts your company’s reputation as a whole. Who wants to do business with a company that treats their employees poorly?
If you’re looking to build a more attractive employer brand, here are some strategies to help you stand out and become an employer of choice.
What is Employer Branding?
In the most simple definition, your employer brand is how you represent your organisation to potential candidates and what employees say about your company as a workplace.
Employer branding is the process of improving your company’s reputation and image as the employer of choice. This is particularly directed at potential future hires and existing employees helping your organisation to attract, recruit, and retain talent.
By positioning your organisation as a great place to work, top candidates will be more likely to want to come and work with you. But remember, a strong employer brand is nothing without genuine benefits, a positive culture, and happy people to back it up. Otherwise, you’ll end up with new employees jumping ship 6 months into a role, a high attrition rate, and costly candidate replacements.
When you’re hiring senior or specialist roles, often a potential candidate’s first impression of your organisation comes from the recruiter. That’s why it’s so important to partner with a quality recruitment agency that can provide an excellent reflection of your employer brand.
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Why is Employer Branding Important?
Attracts Better Candidates: A strong employer brand makes your company more appealing to high-quality candidates, increasing the chances of attracting skilled and motivated individuals.
Reduces Hiring Costs: A positive employer brand can reduce recruitment costs as candidates are more likely to apply of their own volition, without the need for actively sourcing potential candidates.
Boosts Employee Engagement: Employees who are proud to work for your company are more likely to be engaged and productive, leading to better overall performance.
Enhances Company Reputation: A strong employer brand can improve your company’s reputation, making it easier to attract customers, partners, and investors.
6 Strategies to Build a Stronger Employer Brand
1. Define Your Employer Value Proposition (EVP)
Your EVP is the unique set of benefits that employees receive in return for the skills, capabilities, and experience they bring to your company. It’s essential to articulate what makes your company a great place to work. This includes your company culture, values, mission, and the perks and benefits you offer. Make sure your Employer Value Proposition is clear, compelling, and communicated consistently across all platforms.
2. Leverage Employee Advocacy
Your current employees can be your best brand ambassadors, particularly when platforms like Glassdoor provide insights into how your team operates on the inside. Encourage them to share their positive experiences on platforms like this, as well as social media, participate in company events, and contribute to your organisation’s blog. Genuine testimonials and success stories from employees can provide a real insight into your company culture and work environment.
3. Enhance Your Online Presence
Your online presence is everything in the modern age, and plays a massive role in shaping your employer brand. Ensure your company website, especially the careers page, is engaging and informative. Highlight employee testimonials, company values, and the benefits of working at your organisation. Active social media profiles on platforms like LinkedIn, Facebook, and Twitter can also help in showcasing your company culture and values.
4. Create a Positive Candidate Experience
From the job application process to employee onboarding, every interaction a candidate has with your company should be positive and professional. This includes clear job descriptions, timely communication, and a smooth interview process. A positive candidate experience can leave a lasting impression on candidates (even if they don’t get hired), encourage candidates to accept job offers, and convince them to recommend your company to others.
5. Invest in Employee Development
Offering professional development opportunities shows that you value your employees and are invested in their growth. This can include training programs, mentorship, and opportunities for advancement. Employees who feel they are growing and developing in their careers are more likely to stay with your company.
When those outside the company see leaders who have worked their way up within the organisation, this contributes to a positive employer brand by conveying that you genuinely care about setting people up for success.
6. Monitor and Respond to Feedback
Regularly seek feedback from employees and candidates about their experiences with your company. Anonymous surveys can be helpful in gaining genuine feedback from employees who may be hesitant to share their thoughts otherwise.
During the offboarding process, ensure that you hold exit interviews to better understand what’s working and what isn’t at the company. There’s no better resource than people who are already leaving your organisation to get feedback, as you can address their concerns and avoid others leaving too.
Address any negative feedback promptly and make necessary improvements to enhance your employer brand.
Final Thoughts
Building a strong employer brand is an ongoing process that requires commitment and strategic planning. By defining your EVP, leveraging employee advocacy, enhancing your online presence, creating a positive candidate experience, investing in employee development, fostering a positive work environment, and monitoring feedback, you can create an attractive employer brand that draws top talent and sets your organisation apart in the job market.
Investing in employer branding not only helps you attract and retain the best candidates but also strengthens your overall business performance. Start implementing these strategies today and watch your organisation grow into a sought-after employer. By following these steps, you can ensure that your employer brand becomes a powerful tool in attracting the best talent and achieving long-term success.
Partnering with a specialist recruitment agency is an excellent way to improve your employer brand, ensuring that the crucial first contact with a candidate is a great representation of your organisation.
Find and compare top recruiters with TalentVine.
