A good employer brand can drive job site traffic and increase the number and quality of job seekers and recruiters. You can also improve your bottom line by reducing recruitment costs, reducing turnover, and training costs. It can even improve your productivity.
What is employer branding?
Employer branding is a term used to describe an organization’s reputation as an employer, and employer branding is the set of activities and campaigns used by employers to promote their employer brand.
CIPD put it nicely:
“Marketing professionals have developed techniques to help attract customers, communicate with them effectively, and maintain their loyalty to a consumer brand. Employer branding involves applying a similar approach to people management and describes how an organization markets what it has to offer to potential and existing employees.”
CIPD
Why it’s important to implement an employer branding strategy
A strong employer brand makes existing employees proud to be part of the company. Being part of an organization with a great work culture is important to today’s job seekers, and companies need to be careful how they present that culture.
The chart below shows why companies invest in employer branding activities.
But what is an employer brand and how do you build a great brand? Here are a few tips for building your employer brand.
01. Audit existing employer branding
The first step in developing an employer branding strategy is to clarify what the organization is currently communicating to the public and current employees.
- Send out surveys or conduct informal interviews with employees.
- See what people are saying about you on social media channels,
- Read reviews on employer review sites like Glassdoor and other social media.
- Or they may even hire an outside company to monitor brand reputation.
The purpose of the survey is to find out what your organization is currently doing well (that is, your employees like working for you) and what needs to be improved.
Once you have a firm grasp on where you stand, you can pinpoint exactly what you want to change.
02. Define strategy and goals
You need to define the goals of your employer’s branding strategy. What do you wish to obtain out of your corporation branding? Do you need to draw greater process seekers to your company? Do you want to increase employee retention or boost morale in your company? Are you ready to change your current hiring strategy to attract new employees? Goals should be time-bound, meaningful, specific, quantifiable, and reachable. Once you have defined your goals, you can start making plans to achieve them.
03. Know your employer’s value proposition (EVP)
By combining your company’s mission, values, culture, and employee feedback, you can create an Employer Value Proposition (EVP). An EVP encapsulates everything your company has to offer your employees and can be a powerful branding tool.
By informing potential and current employees of what they can get in exchange for their skills, experience, and hard work, they gain a deeper understanding of how their role contributes to the company’s overall growth plans and helps you become more engaged in their role.
EVP includes salary, but to make EVP more meaningful, it should also include:
- Career development (including career path and further training)
- management style
- volunteer opportunities
- job security
- How to evaluate and promote employees
- Flexibility
04. Develop an employee marketing strategy
The strategy he should follow is two approaches. First, your recruiting strategy should focus on reaching your target applicant base. You should pay attention to career sites, job sites, social media, and other external sources of job postings. The second point focuses on consistently communicating the employee value proposition to retain and engage current employees. Use employee references to validate your brand.
05. Integrate your hiring strategy
Once you have a good understanding of what your employer brand is, the next step is to develop an action plan to grow your brand and maintain your reputation with job seekers and stakeholders. This is where your HR marketing strategy comes into play.
While you can’t control every aspect of your reputation, you can implement a consistent recruitment marketing strategy to share important information about your company and its employees at every stage of the hiring lifecycle. This allows you to attract and engage top talent and nurture the relationship until the role is fulfilled.
If you haven’t created a recruitment marketing plan yet, talk to your marketing team to understand how it presents your company as an employer and how you can work together.
06. Promote your brand using social media
LinkedIn, Twitter, and Glassdoor are great ways to keep cheap talent in the loop and provide insight into the employer’s brand. Emphasize information that demonstrates balance, diversity, and inclusion, and a general appreciation for those who work for you.
07. Share Employee Videos
Start sharing short videos on your social channels. The video should include testimonials from current employees and what they love about their jobs. Even businesses with little or no budget for employer branding can get quick results this way. Referred employees can also share on social channels and influence their own networks to find employment opportunities.
Get help creating your branding strategy
An effective employer branding strategy is essential to attract top talent, build brand awareness, and improve employee engagement and retention. By taking the time to research your target audience and create a streamlined application process, you can attract top talent to your company.
Shrofile helps employers every step of the way, from developing a branding strategy to implementing it. Shrofile helps you attract and retain the best talent for your business.
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