Your 'employer brand' is a reflection of your reputation as a place to work and your employee value proposition. Managing this with a clear employer branding strategy is essential to positively influence your reputation among job seekers, employees, and key stakeholders.
A good definition of an employer brand is “a set of attributes – often intangible – that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform their best in its culture.”
Simply put, your 'employer brand' is what job seekers and employees genuinely think of you. It’s the stories they share with their friends and family – a highly influential source of information.
Why is Employer Branding Important?
Did you know that 95% of candidates consider a company’s reputation when exploring new career opportunities? Researching potential employers is a crucial part of the candidate journey, especially in a competitive market where candidates have the upper hand and can be selective about whom they work for.
Therefore, employers must take a proactive approach to position themselves as an employer of choice to attract and engage with top talent. A well-crafted employer branding strategy can help your business shape the perceptions of job seekers and employees.
How to Manage Your Employer Brand
Just as marketing professionals dedicate time and resources to developing and building a brand that differentiates their products or services in the minds of customers, HR professionals can apply similar techniques to create an employer brand that distinguishes a company in the minds of existing and potential employees.
Think of your corporate brand as the spiritual, cultural glue that binds everything together – branding as bonding. When done correctly, it attracts individuals who align with your vision and values while deterring those who do not.
Here are some essential guidelines to consider:
Understand What People Think About You: If you don’t already know, find out what people internally and externally think about your company. This can often reveal surprising insights.
Define What You Want to Be Famous For: Is it creativity, sustainability, technology, or service? Once you know, you can measure it.
Make It a Board Agenda Item: Employer branding should be agreed upon, accepted, and promoted throughout the company. It shouldn’t be delegated solely to HR, even though they will lead its delivery.
Deliver on Promises: Ensure consistency between how those outside the company (customers) and those inside (employees) view your organisation.
Walk the Talk: Clearly communicate what you are doing and why.
Defining Your Employer Value Proposition (EVP)
Your Employer Value Proposition (EVP) is what sets you apart as an employer. It defines what you offer employees in return for their skills and dedication. This operates on three key levels:
Contractual: What makes you competitive? This includes your salary and benefits.
Experiential: What differentiates you? This includes career development opportunities and wellbeing initiatives.
Emotional: What makes you unique? This should outline your company’s purpose, mission, and values
Employer branding isn’t just about attracting new candidates; it’s also crucial for retaining current team members and building employee loyalty.
To be effective, your brand and values should be evident to candidates at the recruitment stage and should inform the organisation’s approach to people management. This should be clear through various touchpoints, such as:
Induction Programmes
Performance Management and Reward Systems
Internal Communication Management
Promoting Effective Management Behaviours
Managing the Exit Process for Departing Employees
Where to Start with Your Employer Branding?
Begin by defining what characterises your brand beyond what you do or sell. What are your business's core values and characteristics? Describe your brand's personality traits – this is what individuals should see when looking at your brand as a whole.
These are the key questions your employer branding should clearly answer:
What makes you different?
What are your business values?
Why do you do what you do?
Why should someone choose to work for you?
Answering these questions will also help shape your external branding.
Consider where your candidates are seeking information during their research process. Every touchpoint should clearly reflect your employer brand.
For example, most people start their research on Google – what would they see? Is all your key information accurate and up to date? Do your images reflect your company culture? Do you have positive reviews? All of this content influences how potential candidates perceive you, so ensure it’s always positive!
Other important touchpoints include your website, social media platforms, and email communications.
Additional Tips for Strengthening Your Employer Brand
1. Real-World Success Stories and Lessons Learned
Highlight examples of companies that have successfully leveraged their employer brand to attract and retain top talent. Detail the strategies they used and the outcomes they achieved. Consider also mentioning instances where companies faced challenges due to poor employer branding and how they recovered.
2. The Role of Leadership in Employer Branding
Leadership plays a crucial role in shaping and communicating the employer brand. Leaders set the tone for company culture, and their involvement can greatly enhance the brand's authenticity. Executive sponsorship ensures that employer branding initiatives are prioritised and aligned with broader business strategies.
3. Impact on Business Performance
A strong employer brand can positively impact business performance, not just in recruitment but also in areas such as customer satisfaction, productivity, and innovation. Measure the return on investment (ROI) for your efforts by looking at reduced turnover rates, faster hiring processes, and improved employee engagement.
4. Diversity, Equity, and Inclusion (DEI) as a Differentiator
Integrate diversity, equity, and inclusion into your employer brand. Highlight how this commitment enhances your appeal to a broader range of candidates and creates a more inclusive workplace culture.
Encourage employees to share their positive experiences on social media and review sites to strengthen your brand. Maintain positive reviews on platforms like Glassdoor and LinkedIn, and address negative feedback constructively.
6. Future Trends in Employer Branding
Stay ahead of emerging trends like remote work and the gig economy. Use technology, such as AI and data analytics, to personalise candidate experiences and monitor your brand.
7. Engage with Interactive Tools
Consider providing tools like an Employer Branding Audit Checklist or a Self-Assessment Quiz to help readers assess their current employer branding efforts and identify areas for improvement.
Listen to the full video here:
Call to Action: Ready to Transform Your Employer Brand?
Now that you understand the key components of a successful employer brand, it’s time to take action. Start by conducting an employer brand audit, define your EVP, and ensure consistency across all touchpoints. Download our free Employer Brand Checklist!
