How to build a strong employer brand
August 6, 2024
In today’s competitive job market, having a strong employer brand is important for attracting and retaining top talent. Your employer brand is your identity and reputation as an employer and how you are viewed by current employees, potential candidates and the public. Let’s look at key strategies to build a compelling employer brand that connects with top talent.
First, consider some of these statistics:
95% of job seekers say an employer’s reputation impacts their job search decision-making process.
75% of job seekers are more likely to apply to a company that cares about its brand.
84% of job seekers say the company’s reputation factors into where they apply.
77% of job seekers say they consider a company culture before applying.
Source: Flexjobs; ZLTech; Business News Daily
Defining your Employer Value Proposition
At the core of your employer brand is your Employer Value Proposition (EVP). Your EVP is the unique set of benefits and rewards you offer to employees in exchange for their skills and expertise. To define a compelling EVP, think about what sets your company apart from others and how you can communicate these values to potential candidates. Talk with your employees and customers about what they value about your company to address issues and incorporate positive feedback into your recruitment materials.
Show company culture and values
Company culture plays a valuable role in establishing your employer brand. Your employer brand connects employees to your company’s mission and values. Of course, your company’s values and culture must be accurate so you attract candidates who are a good fit for you and them. By featuring your company culture and values through various mediums such as ad campaigns, video content and social media posts, you give potential employees a glimpse into what it’s like to work at your organization. You risk losing employees if they don’t find what they expect at work.
Providing a positive candidate experience
A solid candidate experience is core to your employer brand. From the initial job application to the onboarding process, every interaction with candidates should be seamless and positive. Providing timely feedback, transparent communication and a true-to-life experience can make a significant impact on how candidates feel about your employer brand. Also, make sure your employer brand is represented factually in all job postings, hiring materials and brand videos.
Encourage employee advocacy
Your employees can be powerful brand advocates for your organization. Encourage your employees to share their positive experiences as they provide an honest representation of your business. Employee testimonials, referrals and social media posts strengthen your employer brand and attract top talent. And if there is a negative post, be sure to address the situation quickly and fairly as your reputation is at stake.
Utilizing advertising
Advertising campaigns, social media and digital platforms are great tools for showing your employer brand. Use these platforms to promote employee accomplishments and company achievements and to engage with potential employees. Create campaigns, share videos/photos and highlight achievements to show the upbeat side of your company. When you are consistently active on social media, you boost your employer brand and attract a larger pool of talent.
Measuring and monitoring your employer brand
It’s essential to track and measure the effectiveness of your employer branding efforts. To see the impact of your employer branding, monitor key metrics such as employee satisfaction, candidate feedback and social media engagement. You can make data-driven decisions to strengthen your brand over time by consistently measuring and reviewing
Building a strong employer brand is a continuous effort that requires a strategic approach and consistent communication. By defining your EVP, showcasing your company culture, providing a positive candidate experience, encouraging employee advocacy and using effective omnichannel advertising strategies, you can attract and retain top talent in today’s competitive job market.
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