What Is Employer Branding?
Employer branding is one of the strategies used by an organization's HR team to make its brand attractive to potential job candidates.
As organizations develop communication initiatives and marketing to attract and retain high-quality clients and stakeholders, employer branding uses its strategies and tools to win top talent and maintain it.
These talent-seeking goals can be accomplished internally, but working with an employer branding marketing firm is never a bad idea. Any investment that you make in this field will be rewarded with the ideal candidates and, ultimately, higher profits.
Definition of Employer Branding
Employer branding involves other people's perceptions of your company, its work environment, and its company culture. In short, it is the process of influencing and managing the organization's reputation.
Employer branding is the organization's ability to identify what sets it apart from other companies and promote it to candidates who make a suitable fit.
Why Does Employer Branding Matter?
You may be wondering if employer branding will bring much value to your business.
Employer branding is essential to your net income. A leading employer organization can lessen turnover rates while halving your hiring costs. Almost three-quarters of active job seekers will apply for positions where a strong employer has secured a healthy employer brand.
An employer brand is a given rather than something that a business works toward. Best practice dictates that you concentrate on making your employer brand a source of pride.
If you would like to employ a solid employer brand, there is a straightforward way to get to that point.
How To Build Your Employer Branding Strategy
With an employer branding strategy at hand, you can improve the way others see your overall business. This strategy leads to a more inviting environment for potential talent, where companies will better retain future employees.
Employer brand management is how companies market themselves to job seekers and their employees’ regard.
Let's get started.
1. Understand Your Business's Exclusive Employee Value Proposition
Establishing a solid employer brand starts by concentrating on your business's culture, values, vision, and mission statement.
Another good starting point is understanding what your business requires and the kind of candidate experience to satisfy such goals.
2. Audit Your Employer Brand
It is not easy to assess your business's reputation outside a company's employees' (or even your executives') understanding.
Finding out where you stand is sometimes as easy as searching your business on social media platforms. You can also deliver internal surveys and pore through your business's Glassdoor page.
If you want to get serious about your employer brand research, you can work with a reputation researching firm.
This employer brand audit aims to learn more about your employees' most enjoyed qualities within the broader company work life.
Once you've highlighted these winning points, you can also identify the areas that employer branding efforts could improve upon to strengthen your employer brand further.
3. Charter An Employer-Related Value Proposition
With your company culture's most vital points in hand, you can write up a value proposition.
This charter promises potential employees the benefits identified in your research. Just remember not to inflate said advantages and stray from your existing employee base's broader understanding.
While you might be tempted to include your compensation structure in your charter, perhaps it's best to leave such discussions for interviews.
The point is to impassion candidates with your company's world-changing impact and its commitment to value and change. Many people will skip a tempting paycheck to know that they are making a difference.
Now you have an excellent piece of marketing that can be published on your company website or LinkedIn page. Your HR team might also want to include this charter in its candidate interviews.
4. Work With Your Employees
Job seekers will often turn to a company's employees when trying to figure out whether they're a good fit for one or not.
You can take advantage of this human curiosity by interviewing your employees and sharing their rhetoric on your company's website or social media.
Encouraging employees to become more involved with your company's culture-related marketing is another superb idea. Get promotional with your company events with Instagram and Facebook employer posts.
5. Foster A Healthier Onboarding System
Onboarding is often one of the most stressful experiences for new employees. If their first few days are horrible, they may be doubly likely to look for a change of scene.
A positive onboarding process often results in a lasting and positive first impression. It is essential that starting employees feel valued and are exhilarated to begin their new role with your company.
6. Provide Development And Learning Resources
Boredom is one of the main push factors for employees. The brain requires the occasional challenge to remain stimulated.
Supplying your employees with novel learning resources and developing opportunities assures them that they won't stagnate in their current roles. More so, an excitingly challenging work environment fosters employee loyalty.
A more skilled workforce increases your overall company productivity and efficiency, but that is a topic for another discussion.
7. Make Use Of Mixed Media To Express Your Employer Brand Strategies
Focusing on a single channel to deliver your message can be very limiting. Instead, make your company story as varied and appealing as possible with social media posts, videos, and slideshows.
You can curate this company-related highlight reel with the highest-quality content provided by employees and your marketing team.
8. Establish A Winning Diversity And Inclusion Program
The strength of an employer brand often hinges on its diversity and inclusion resources. Why not plan and execute an augmenting initiative if you feel like your employment equity standards could use a revamp?
A great diversity and inclusion program will strengthen your workplace culture, improve customer service, and incorporate more ideas from a broader range of resources.
Is There A Difference Between Employer Branding and HR Marketing?
Many professionals contest the differences between employer branding and human resource marketing.
When HR specialists understand their differences, they can build effective strategies at work. Using the two together, you can create a successful campaign, attract the best talent, improve recruitment skills, and achieve significant results.