Employer branding is the keystone of the recruitment process. Every major organisation on the planet has a recognisable brand we have all heard of and employer branding is no different.
You need to tell the story of your organisation to create the engagement that will see you attract the best candidates, and improve productivity, innovation and employee satisfaction, all of which contribute to the overall success of your organisation.
So, let’s explore the ways that your organisation can harness the potential of strong employer branding…
What is Employer Branding?
Employer branding is the reputation you have as an employer amongst your workforce and jobseekers; it goes beyond the success of your products and services, focusing on the image your organisation has cultivated through your company values, work culture, employee wellbeing and work environment.
It encompasses benefits, learning and development opportunities, potential for career growth and EDI initiatives. Essentially, an employer brand is how your organisation differentiates themselves from their competitors and what makes them distinctive.
Why Does it Matter?
A positive employer brand is vital during a candidate’s job search, and therefore a catalyst to successful recruitment.
Harnessing a strong employer brand enables your organisation to attract and, importantly, retain top talent, giving you a competitive advantage amongst your competitors. This has many positive impacts, including…
- Reducing staff turnover
- Reducing cost-per-hire, enhancing your employee’s engagement and overall experience at work
- Shaping the perception of your organisation’s corporate image
- Increased engagement and productivity
Overall, investing in employer branding can yield significant benefits for your organisation, both in terms of attracting and retaining talent and enhancing your overall brand reputation and performance.
How To Forge a Strong Employer Brand
Ask Employees
If you’re unsure of the current standing of your organisation employer brand, start by finding out what your reputation is with your current employees. This will enable you to uncover your organisation’s strengths, as well as identify where improvement may be needed.
Define your EVP (Employee Value Proposition)
Craft a compelling Employee Value Proposition (EVP) that communicates the unique benefits and opportunities your organisation offers to its employees. Your EVP should align with your company values, culture and business objectives, whilst addressing the needs and aspirations of your ideal candidates. You should ensure to be transparent and authentic in your messaging to build trust and credibility with potential candidates.
Showcase Your Employer Brand
Utilise various channels to showcase your employer brand and attract top talent. This includes your career website, social media platforms, job postings using popular websites like Indeed, employer review sites such as Glassdoor, and recruitment events. This is a fantastic opportunity to include your current employees by encouraging them to share testimonials, success stories and the highlights of your company culture, giving candidates a glimpse into what it’s like to work for your organisation and what day-to-day life looks like.
Invest In Employee Development and Engagement
Demonstrate your commitment to employee growth and development by offering training programmes, development opportunities, clearly defined career advancement pathways and a considered benefits package. Encourage open communication, recognise and reward achievements and foster a supportive and inclusive work environment. Engaged and fulfilled employees are more likely to become ambassadors for your employer brand, values and work culture, attracting like-minded candidates.
Monitor And Adapt
Regularly monitor the effectiveness of your employer branding efforts and make adjustments as needed. Gather feedback from employees, candidates and other stakeholders to get an idea of perceptions, as well as providing the opportunity to identify areas for improvement. Stay aware of and responsive to changes in the market, industry trends and evolving employee preferences to maintain a competitive edge in attracting and retaining talent.
Overall, harnessing the potential of strong employer branding is essential for your organisation to attract, engage and retain top talent in today’s competitive job market. By aligning with your business goals, defining your EVP, showcasing your employer brand, investing in employee development and engagement and monitoring and adapting to feedback, you can build a compelling employer brand that sets your organisation apart as an employer of choice.
Webrecruit ATS can help your organisation to effectively define and communicate your Employer Value Proposition (EVP). By managing job postings and candidate communications through a centralised platform, it ensures consistent and clear messaging. Plus, our digital advertising services extend your reach, amplifying your employer brand to a wider audience.
Additionally, our targeted social media campaigns provide options for engaging with candidates, be that showcasing your positive work culture, highlighting your EVP or directing to a specific job post!
Get in touch today to find out more!
