Want to be the apple of your talent’s eye? Check your Employer Brand!
In today’s talent market, even with recent hiring slowdowns, you can’t just “build it” and hope “they will come.” In other words, it’s not enough to just post job listings and wait for qualified candidates to apply. To attract and retain top talent, you’ll need to have a strong employer brand that communicates your values, culture, and mission to potential candidates.
What is Employer Branding?
Employer branding is the game face your company puts on when communicating with internal stakeholders, specifically your employees. It’s also the overall reputation that the company builds over time with that very key audience. And whatever you present to that group better pass the sniff test, or your people will blow up Glassdoor accusing you of being phony. A strong employer brand is critical, and if your marketing team has never teamed up with leadership and HR to think about this, you need to start.
Why is Employer Branding Important in Recruitment Marketing?
Your employer brand is the foundation on which recruitment efforts are built. Candidates aren’t just looking for a job; they’re looking for a company and a community that aligns with their values and offers a positive work environment.
Do these things for a stronger employer brand and better recruitment/retention:
- Differentiate Your Company from Competitors: Those messages you work so hard on when selling to prospects need just a little tweaking to make sure your talent prospects and current team members are hearing and believing the same stuff. Do they understand what it means for them?
- Create Positive Candidate Experiences: A positive candidate experience is essential, even for those who may not ultimately get the job. If every candidate has a good experience with your, it can lead to positive word-of-mouth referrals and help you attract top talent in the future.
- Improve Employee Retention: When employees feel that they are part of a company with a strong mission and culture, they are more likely to stay and contribute to the company’s success. Experiencing a lot of employee churn? Don’t blame the current work culture. Look at the experience you’re providing.
- Increase Employee Engagement: A strong employer brand creates a sense of pride and loyalty among employees, leading to increased engagement and productivity.
Sounds great, but where should we start?
Developing a strong employer brand requires some focus from every department of your organization. Here are some 101 steps you can take:
1. Define Core Values: If you don’t know them, yikes. Your core values are who you are when nobody is looking. Identify those values your company exudes and how they align with your mission and vision.
2. Create a Positive Work Environment: Develop a workplace culture that supports employee growth, collaboration, and work-life balance.
3. Encourage Employee Advocacy: Encourage employees to share their positive experiences on social media and other channels.
4. Highlight Your Company Culture: Use social media, blog posts, and other content to showcase your company’s culture and mission.
5. Continuously Measure and Improve: Continuously gather feedback from employees and candidates and use that feedback to improve your employer brand and recruitment efforts.
In some ways, this is easier for us to preach; we’re tiny. The larger your company, the more intentional you’ll need to be. If you need help, let’s talk. Fifteen4 has helped many clients align their employer brand with the most authentic version of the more public company brand and the offers you’re currently making to clients and buyers.
Can your employees and talent prospects believe the pitches you make to customers and to the public? Or do they whisper something different to each other when they talk about you? Does the value you promise to clients align with the value you provide to your own team? If not, then FIX IT!