EVERYTHING YOU NEED TO KNOW ABOUT EMPLOYER BRANDING

Employer Branding
Image source: Hirebee

In an era where recruitment is beginning to look like marketing, it’s important to learn how a good employer brand will help you attract the right people for your company. In this guide, we have included strategies and real-life examples that will help you implement a good employer branding process. Read on.

What Is the Concept of Employer Branding? 

Employer branding refers to the practice of managing and influencing your employer’s reputation among job seekers, employees, and key stakeholders. It includes everything you do to market your company as a top employer.

Your employer brand is the reputation of your company as an employer. Simply said, it is what job searchers and workers think of you. When you’re not there, it’s what they tell their friends and relatives. Though it may not be visible, your employer’s brand is a valuable asset that must be nurtured on a regular basis.

Why manage and influence rather than own and dictate? 

Because you do not genuinely own your employer’s brand. Your employer’s reputation exists in the minds of prospects and employees, and it is shaped by their perceptions and impressions. You have an employer brand, whether you actively manage it or not. Candidates and workers have an opinion about you, and until you work to change it, you are at their mercy.

Consider your company’s recruiting and retention efforts as a series of individual conversations. Every touchpoint has an impact on prospects and employees, shaping your employer’s brand and your ability to acquire and retain top talent. Each of those touchpoints can become a deal breaker without good management, costing you recruits and staff.

Ideas for Employer Branding

Because there is no one-size-fits-all strategy for employer branding, you must find the best ways for your team to showcase its uniqueness.

A clean career page is a good choice if you want to provide a general summary of your hiring and work processes. This way enables you to rapidly evaluate broad information such as recruiting FAQs, the types of positions you’re hiring for, and a few employee perks.

Employee spotlights, on the other hand, provide more individualized insights into your corporate culture. An employee can explain what they like about working at your company in a question-and-answer format, resulting in a more intimate relationship with job searchers.

Some businesses go beyond writing to diversify their media output, arranging interviews with leaders and uploading videos on their website or on social media platforms such as YouTube.

Whatever path you choose, make certain that your approach highlights the features of your organization that distinguish it while presenting information in an accessible and entertaining style. More suggestions for implementing employer branding concepts and communicating a company culture that attracts top people may be found in this post.

Why Is A Strong Employer Brand Important?

Employer branding is crucial to your bottom line. A strong employer brand can minimize attrition by 28% and cut hiring expenditures in half. Furthermore, if a business actively controls its employer brand, 75% of active job seekers are more likely to apply for a job.

Whether you put work into it or not, you have an employer brand – so why not put effort into making it one you can be proud of?

Next, let’s look at how you can start implementing an employer brand strategy right now.

Employer Branding Strategy: How To Build An Employer Brand

An employer branding strategy enables you to influence and positively affect the conversation about your firm in order to increase talent acquisition and retention. Employer branding is, at its most basic, how you market your organization to job seekers and what employees say about your company as a workplace.

An effective employer branding strategy can assist you in attracting superior talent, lowering hiring costs, and decreasing employee turnover. Here are some of the best strategies for building a strong employee brand:

#1. Understand your company’s distinct value offer.

This is one strategy that works in employer branding. To build a strong employer brand, you must first focus on your company’s mission statement, values, vision, and culture. It may be beneficial to outline your company’s demands and then work backward to determine the type of talent required to achieve those goals.

#2. Conduct an audit of your company brand.

You may be unaware of your company’s reputation among job searchers or even among your own employees. Send out internal polls, run social media searches, read reviews on sites like Glassdoor, or hire a service that manages reputation monitoring.

Finally, your study should reveal your employees’ favorite components of your company culture, which you should emphasize, as well as any areas for improvement to ensure a great employer brand.

#3. Create an employee value proposition 

After you’ve done your research and compiled a list of the values and benefits your company provides, you should develop an employer value proposition. Because an employee value proposition is both a marketing message and a promise, you should avoid saying anything false or that your employees would disagree with. Your employer value proposition could be used on your website, recruitment materials, or LinkedIn company page.

Furthermore, your recruiters and HR team can share your employee value proposition with potential recruits.

Your company’s value proposition should have nothing to do with pay. Instead, you want to pique potential applicants’ interest by describing your company’s good impact on the world or its deeper mission. People want to feel that their work is significant, even if it means foregoing a higher salary.

#4. Leverage current employees

When job seekers want to learn more about your company’s employer brand, they’ll want to hear from and see real employees. Make the most of your staff by doing employee interviews or testimonials for your website.

You might also invite staff to post on their social media accounts when your company holds a fun giveaway or outing. For example, you could organize a Women in Tech event and host a panel discussion. Following that, you might simply ask your employees to share a photo on Instagram or Facebook using a hashtag you’ve generated. This is a fun and effective approach for your employees to communicate the culture of your firm with their own networks.

#5. Develop a strong onboarding procedure.

Onboarding is the first encounter a new hire has, and a bad first impression can have serious ramifications. In fact, workers who have a bad onboarding experience are twice as likely to look for another job.

Finally, establishing a great company brand image begins with an effective onboarding process. It is vital to engage and excite individuals about their responsibilities and teams from the start. You can ensure a smooth transition, lower attrition rates, and more productive teams by providing your new employees with the instructions and resources they need to flourish in their roles.

#6. Provide opportunities for learning and development.

The most common reason people quit their employment in 2018 was boredom and a desire for a new challenge. Ultimately, this should be a simple repair.

You demonstrate your company’s attention to continual learning and progress by allowing employees to pursue learning opportunities and become skilled in new skills. Furthermore, by pushing your staff, you ensure that they will not become bored in their employment, which may contribute to improved retention rates.

Furthermore, when they learn new talents, they become more valuable employees to your firm. 

#7. Tell your company’s story with video, blog entries, images, and slideshows.

You don’t only express your message through one channel when you’re implementing a strategy to improve the market’s opinion of your product or service. Instead, you supply movies, images, slideshows, blogs, and other types of messaging to ensure you reach the widest possible audience on whatever platform they prefer.

Similarly, it is vital that you employ high-quality films, photographs, and text to communicate the story of your organization. Consider including employee interviews on your employment website, as well as a Slideshare made by your CEO on your About Us page.

#8. Launch a robust diversity and inclusion effort.

This is another strategy that works well in employer branding. If you want to build a successful employer brand, you must demonstrate your commitment to building diverse teams. Investing in D&I efforts has numerous business benefits, including more inventive ideas, a stronger workplace culture, and better customer service. However, it is also vital to establish a positive employer brand by ensuring that your brand’s reach is extended to new categories of people.

Examples of Employer Branding

Now, we’ll look at some of the most effective employer branding examples, as well as the strategy that was used in each case.

#1. Oktopost

Employees should not have to choose between their personal objectives and your company’s aims. The purpose of employee advocacy is to demonstrate to potential employees that they can grow as workers and individuals as members of your firm.

In this case, an Oktopost team member discussed how she was able to work as a social media manager while still traveling abroad and pursuing personal projects. She’s responding to another Oktopost post touting the company’s remote work culture and current employment vacancies.

As an employer, you can encourage your team members to participate in employee advocacy by providing ideas and incentives for branding material. Oktopost’s original post discusses some of the perks of working for their business, while Olivia’s follow-up demonstrates what the job experience looks like in practice.

#2. Hulu

Hulu is a significant streaming service and one of Netflix’s main competitors. Like many other Internet companies, Hulu has worked hard to build its reputation as an employer.

#3. PayPal

Providing a safe, supportive, and equal workplace for women is a critical problem for all businesses. However, it is especially crucial for computer companies seeking to break free from their typical male-dominated image. PayPal used Equal Pay Day to publicize its efforts to provide fair wages to female employees on LinkedIn.

While this message does not single out any specific employees, it does demonstrate PayPal’s efforts to foster an inclusive atmosphere. This could help them break out of the conventional tech brand image and attract more female candidates who are hesitant to apply to a company of this size.

Equal Pay Day is held on March 15th since that is how long women normally have to labor to make up for the excess money earned by males the previous year. It would be wonderful to see PayPal acknowledge that inequity (even if it does not exist within PayPal) and promote women who are making a difference.

#4. Chewy

Chewy is a digital pet store that sells things for dogs and cats, as well as fish, birds, rabbits, turtles, horses, and farm animals. It is well-known for its personalized customer service and dedication to animal care, making the brand appealing to both consumers and staff.

This employer branding blog post focuses on a charity event that raised approximately $9,000 for at-risk animals. Highlighting team events that occur outside of the workplace is a wonderful approach to demonstrate that working for you entails more than just turning up to work.

All charity activity is fantastic, but it’s even better from the standpoint of employer branding when you can link the effort to your core brand objective. At the same time, Chewy’s collaborative culture displays its real devotion to animal care.

#5. Wayfair 

While PayPal claimed to provide 100% pay equity inside their organization, Wayfair went over and beyond by highlighting a respected platform award. Remember that it’s always better to back up assertions about your employment with third-party verification—otherwise, your posts will come out as self-promotion.

Wayfair was rated one of the finest employers in the United States for 2022. When you win a workplace-related award, such as this one, you should use that recognition to attract greater interest from candidates. Most people are unlikely to hunt up the best places to work on their own, so you must inform them that you have gained that distinction.

Wayfair includes a link to the list as well as a link to their careers page at the end of the piece. This is an excellent blueprint for other companies that are unclear about how to handle their employer branding posts.

#6. FedEx

Some employer branding posts focus on the overall company culture, while others highlight the accomplishments of specific employees. Even if anecdotes about employees do not directly speak to the experience of working for a specific organization, they do demonstrate that the employer cares about its employees as persons and their successes.

FedEx celebrates the accomplishments of two of its pilots, who became the first African American flight crew on a FedEx plane. FedEx illustrates that they care about more than just compensating employees for a specific service by displaying their work in the context of personal achievement.

How Can The HR Help With Employer Branding?

HR can train employees on brand messaging and assist them in positively engaging with the company. As a result, the company will have a positive image. Employees are enthusiastic about the brand because they understand what the company stands for.

In Conclusion,

The recruitment process has changed substantially over time, and without a good employer brand, you’ll fall behind in terms of attrition, hiring expenses, and overall productivity. The examples in this guide will gear you towards better employer branding.

Frequently Asked Questions

What is the goal of employer branding?

The goal of employer branding is to build a reputation as an employer.

Who is responsible for employer branding?

As opposed to HR, the CEO is usually responsible for employer branding.

Why should you care about employer branding?

Employer branding is crucial in the hiring process since it has a significant impact on your organization’s ability to compete for top talent. Candidates want to work for a firm that has a strong reputation for being a decent place to work as well as a brand mission that they believe they can support.

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