Why your employer brand matters more than ever
December 15, 2023
Do you know what your employees think and say about your company? According to Glassdoor, 86% of employees and job seekers check company reviews before applying. When it comes to employer branding, factors such as the company’s reputation, work culture, employee benefits, career growth, and overall employee satisfaction play a significant role. Employer branding delves into the very essence of a company’s identity as an employer.
Investing strategically in employer branding is of paramount importance for all corporate players in today’s competitive landscape. To create a differentiated and lasting impact, companies must approach employer branding in a consistent and thoughtful manner. Such a campaign hinges on building high levels of trust and can be achieved through three key drivers:
- VALUE: A strong company culture and genuine commitment to employee well-being will attract talent.
- EXPERTISE: Companies should highlight their major differentiators and strengths in their domain along with the prospects for skill development and career growth.
- PURPOSE: Employees seek meaning and a sense of purpose. A company with a compelling purpose and positive impact on society can inspire and retain top talent.
Who should be involved in employer branding?
In small companies, it could be the CEO or HR heads governing the messaging. Recruiters at larger companies may seek assistance from communications and marketing departments. Though words from the leadership have a positive impact, employer branding primarily depends on employee experience. Social media posts, testimonials, direct network conversations, and face-to-face referrals from current employees can impact a company’s reputation.
Establishing employer brand strategy While crafting a compelling employer brand strategy is essential, its effective implementation and execution determine business growth. Some strategies to consider are:
- Define USP: Focus on the company’s mission statement, vision, values, and culture. It identifies the business needs and the type of talent needed to fulfill those objectives.
- Leadership: They should express the company’s core values and demonstrate the desired behaviors. When leaders act as role models, it inspires employees to inculcate those values, thereby reinforcing the brand culture.
- Unified message: Foster honesty and transparency in the messaging. The external message should resonate with the thoughts and concerns of the current employees.
- Offer development opportunities: Providing learning opportunities demonstrates a company’s dedication towards on-the-job learning and professional growth.
- Engagement: Organizations can create an authentic and compelling brand that attracts top talent and builds a positive reputation. This can be done by developing a compelling employee value proposition (EVP), encouraging employee advocacy, conducting surveys and workshops, and leveraging digital media.
- Monitoring mechanism: This helps companies assess their progress, identify areas for improvement, and make data-driven decisions.
- Rewards and recognition: It can reinforce a company’s culture, values, and commitment. Rewards for exceptional performance boost employee motivation and can attract new talent.
- Crisis management: It is essential for establishing and protecting an employer’s brand strategy during challenging times. It outlines communication protocols for internal and external stakeholders. There should be a plan in place to monitor and respond to social media conversations and online reviews. Later, a thorough analysis is needed to identify lessons learned and areas for improvement.
Employer branding undoubtedly presents a plethora of advantages. However, executing an effective employer branding strategy comes with challenges. One of these is maintaining uniformity across all touchpoints and interactions with applicants and employees. Inconsistent and conflicting employer brand and marketing messaging can be confusing. Hence, companies must develop a clear and consistent employer brand identity and voice that matches their culture, beliefs, and aspirations. Standing out among competitors requires identification and showcasing the company’s strengths, values, and benefits that make it distinct and appealing as an employer.