Employer branding is one of the most important aspects of recruiting and retaining employees. When potential employees see a strong, positive employer brand, they are more likely to want to work for your company. A strong employer brand also helps keep current employees engaged and motivated. In this post, we'll discuss some tips for creating and maintaining a winning employer brand. Stay tuned!
Your company as a brand has a personality, a story, and a reputation. What kind of company do you want to be? How do you want your employees to represent you? Crafting an employer branding strategy can help answer these questions and more. By thinking about the ways, you want people to perceive your company, you can create messaging and guidelines that promote the right image and set the tone for how employees should behave.
What is an Employer Brand?
The employer brand is a strategic tool that can be used to attract top talent. The goal of this process, is to position themselves as an attractive place for employees! Employer branding is an important part of the recruitment process because it tells potential employees who you are and what type of workplace culture, values & lifestyle awaits them at your company. You can use this tone to promote how great working there will be for both current or prospective workers by appealing on intangible benefits (organizational culture and values) as well tangible ones such as salary, benefits, physical workspace. Possible opportunities for growth in their careers path with tons upon experience under this belt!
Employer branding is about more than marketing. Your employer brand is the sum of everything you stand for as an organization. It focuses on building a business that values its employees and provides them with core values, which they would love to embrace. Learning what makes each individual employee happy at their job and then using this knowledge to attract new talents can provide a great work environment! This can be a second identity that lives and breathes in minds of former employees, current workers-to be prospects at your organization
According to Glassdoor, 92% of employees would consider changing jobs with no salary increase if the opportunity was with a company that had an excellent reputation. What’s more, it found that up to 86% of job seekers say they would not consider working for a company with bad social standing( source - forbes)
The Employer Branding Process
Starbucks is one of the most recognized brands in America. They have built their company around values, culture and employees which makes them thrive as an organization to work for even today! In order to create similar environment every company should craft strategy on what matters most - Your Core Values (CP=Creativity + Passion); Company Culture(CC) . These insights can be used to craft recruitment messages that will resonate more deeply with potential candidates than anything else can.
Employer value proposition (EVP)?
The Employer Value Proposition (EVP) is a key part of an employer's branding strategy and is the cornerstone of what you offer as a company. It encompasses your mission, vision, and values, which gives employees a powerful reason to be part of your organization. The Employer Value Proposition is what will help them see why working at this particular firm would be more satisfying than any.
Your messaging should be more than just a list of the perks and benefits you offer. It needs to convey an image that is aligned with:
Who are your ideal clients?
Company values and culture
Career development
Quality of work
Ongoing employee recognition
Work-life balance
Opportunities for travel
Job security and stability
Conveying these can have a significant impact on how you are perceived by potential employees and clients, as well as spark buzz for your brand in the marketplace. Mentioning all the amazing things about your job might seem boring or unimportant – but trust me it’s not! You need every edge if you want people considering to apply for positions at YOUR company instead of someone else.
The building process for a strong employer brand starts with four easy steps.
Assess your existing employer brand
Your employer brand is the perception people have of your company as a place to work. It is a powerful tool in recruiting top talent, so it's important to make sure that it's conveying the right message. Start by assessing how you're currently portraying yourself, and then make changes where necessary. By polishing your employer brand, you'll be able to attract the top and brightest employees who bring their experience and skills to the table.
Define an employer value proposition
Do you know what your employer value proposition (EVP) is? Many founders struggle to articulate exactly what their company offers that makes it a great place to work. Frame an effective EVP that that will attract top talent and make your company stand out from the competition. crafting an effective EVP that will attract top talent. If you want to create a strong employer brand proposition, it's important that your company’s benefits are well recognized and is a win within current employees.
Market your employer brand
Marketing is a key part of any organization's success. A good marketing strategy can increase brand awareness. It promotes the value of working for the organization and establishes an appealing corporate culture to attract candidates.
Increase Employee Engagement
When employees are engaged, they have much higher opinions of their place of work. This means that if you want to keep them around and increase productivity it is important for the company as a whole not only feel connected but also offer opportunities where workers can thrive.
A thriving workplace filled with affection can encourage existing employees to put in extra effort and willingness to run the organization in a smoother way.
Employer branding has a strong impact on the revenue of an enterprise. A study found that companies with robust employer branding have 20% growth in their revenues as compared to 8% weak employer brands. These companies with employee centric approach leads them towards increased retention and decreased costs per hire!
According to another source organizations with feeble employee branding are likely paying 10% more per employee hired. That's a tough reality depicting the need to out extra effort to absorb worthy employees.