Employer branding refers to your company’s reputation among workers and the general public. It’s also how you sell your organisation to potential hires and current employees.
According to studies, employees believe it is extremely/very essential that their employer has a brand they are pleased to promote, the better your employer branding, the more likely you are to keep and recruit top talent.
Assume you’ve done an outstanding job of developing a solid brand with your products or services. Unfortunately, this alone will not persuade someone to work for or stay with your organisation. When promoting your company’s leadership, beliefs, and culture, you must use the same branding strategy.
When a job seeker asks an employee at your company, “How’s it like to work there?” the person will not respond, “We’ve produced some fantastic goods.” Instead, he’ll focus on people management, corporate values, and workplace culture on a daily basis. You must present an engaging tale to ensure a solid employer brand.
Employer branding entails more than just sharing stories; you must also walk the walk.
Let’s be honest telling your employees and the general public that you have a ping-pong table and bean bag chairs in your workplace isn’t enough or authentic…
How can you implement an employer brand strategy?
An employer branding plan 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 advertise your organisation to job searchers and what workers say about your company as a workplace.
Let’s explore the steps you can take below.
1. Perform a brand audit
You may be unaware of your company’s reputation among job searchers or even among your own workers.
Perform a brand assessment and internal surveys, conduct social media searches, watch career sites for reviews, or employ a reputation management service. Your study should assist you to identify your employees’ favourite components of your business culture to promote, as well as any areas for development to create a great employer brand.
2. Understand your company’s distinct value offer.
A strong employer brand starts with your company’s mission statement, values, vision, and culture. It might be beneficial to define your company’s demands and then work backwards to determine the sort of talent required to achieve those goals.
They’ve connected their beliefs and employer brand with their business aim in this way.
3. Create a strong diversity and inclusion initiative
A consistent commitment to fostering diverse and inclusive teams is a component of a good employer brand.
There are several advantages to this, the most important of which is that every one of your employees will feel like they belong and are secure at work. People who feel noticed, recognised, and valued by their coworkers are more likely to bring their best selves to work and dedicate themselves to their daily activities.
A dedication to DI&B guarantees that your brand’s reach is extended to everyone, especially because three out of four candidates feel a diverse workforce is an important consideration when evaluating firms and job offers. Someone may be more likely to apply if they can see themselves in the people who already work at your organisation.
4. Use your existing employees!
Job searchers who want to learn more about your company’s employer brand want to hear from and see genuine workers. When it comes to your company’s working conditions, your employees are three times more believable than the CEO. As a result, your employees are some of your finest advocates when it comes to developing your employer brand.
Use their positive feelings about your company in any way you can, such as publishing reviews and testimonials on your hiring website or generating short interview videos for your social media channels.
5. Use a multi-channel approach
Use several channels while adopting a plan to improve the market’s image of your brand. Share movies, photographs, slideshows, blogs, and other types of messages to reach a huge number of people on platforms they currently use.
Similarly, it is vital that you employ high-quality films, photographs, and text to communicate the story of your organisation. Consider including staff interviews on your employment website, as well as an CEO on your About Us page.
Above all of the above steps, honesty, openness, and genuineness are critical components in building an employer brand.
Don’t solicit employee feedback because you want to hear only the good things to post on your career pages. Negative feedback may also help you identify areas for growth, and implementing adjustments can help you satisfy the demands of more of your employees. As a result, happy workers have greater retention rates and are more willing to promote your company and brag about the culture they’re proud to be a part of.
The same is true for job searchers and members of the general public. Making misleading assertions and promises about your beliefs, culture, and events will come back to haunt you if your circumstances are too good to be true, such as when prospects accept employment offers based on promises you don’t keep.
Be sincere and honest in your efforts, and commit to creating a culture that is precisely how it seems – doing otherwise can bring more harm than good.