In today’s dynamic business landscape, every company’s reputation influences perception across multiple dimensions, including products, services, leadership, and team members. This reputation is famously known as your consumer brand.

However, there exists another brand closely intertwined with your success: your employer brand. Your employer brand is the essence of how you are perceived in the talent market, residing in the hearts and minds of your candidates and employees.

In an increasingly competitive job market, cultivating a positive employer brand is paramount. Without it, attracting and retaining top talent becomes an uphill battle, both in terms of effort and costs. Your organization’s journey towards success hinges on recruiting and retaining skilled team members, and the most effective way to do that is by establishing your reputation as an exceptional place to work.

What exactly is employer branding?

Employer branding is the proactive management of your employer brand to attract desired job seekers. It involves showcasing your organization’s unique cultural differentiators and amplifying them to position your company as an attractive place to work. A compelling employer brand is rooted in defining what makes your company unique and what it stands for, aligning these qualities with the candidates you wish to attract. It communicates that your organization is a desirable employer, boosting recruitment efforts, employee engagement, and retention.

Done correctly, employer branding sets your company apart, attracting motivated job seekers and fostering a cadre of content employees who become enthusiastic brand advocates. These brand advocates often spread their positive experiences, extending the reach and impact of your employer brand.

Understanding the Employer Value Proposition (EVP)

At the core of employer branding lies the Employer Value Proposition (EVP). This encompasses your organization’s mission, values, and culture, and it provides employees with a compelling reason to work for you. The EVP outlines what your company offers in exchange for the skills, experience, talents, and network of your employees.

A well-crafted EVP benefits your organization by attracting and retaining top talent, aligning company objectives, re-engaging dispassionate employees, and reducing hiring costs. Most importantly, it contributes to building a favorable and robust employer brand.

The value of a strong employer brand

The current job market, marked by a global labor shortage, underscores the urgency of standing out to attract and convert skilled candidates. An appealing employer brand can make a significant difference.

Statistics show that three out of four job seekers consider an employer’s brand before even applying for a job. Moreover, almost 60% of employees choose a workplace based on shared values, and 40% would quit their jobs if they disagreed with their employer on key issues.

According to the LinkedIn Talent blog, an attractive employer brand can lead to improvements in crucial metrics and key performance indicators (KPIs) such as time to fill, cost per hire, and employee retention, ultimately saving your organization approximately $5,000 per employee.

Ownership of employer branding

Determining who is responsible for employer branding can be a complex issue. In smaller organizations, the CEO may have control over messaging, while larger companies might assign the task to talent, HR, communications, or marketing departments. Some even have dedicated recruitment marketing teams.

However, it’s vital to remember that employer branding is not solely owned by your company. It starts and ends with your candidates and employees. Their social media posts, reviews, testimonials, conversations, and referrals can significantly impact your company’s reputation, both positively and negatively. Therefore, it’s crucial to ensure that your company culture aligns with your employer brand.

How to improve your employer brand

Improving your employer brand is an ongoing effort that requires listening to candidates and employees and making necessary adjustments. Here are some strategies to enhance your employer brand:

• Review your compensation practices: Compensation is a top priority for candidates. Ensure pay equity and transparency, as these factors can be as important as the actual pay rate. Build competitive pay ranges and explain how pay is determined for team members.
• Ensure work-life balance: Work-life balance is a crucial consideration for candidates. Offer flexible working arrangements, such as flexible hours and remote work options, to help employees balance their personal and professional lives.
• Offer career growth: Candidates value opportunities for career growth. Provide leadership training, certifications, and clear paths for career progression to attract and retain top talent.
• Prioritize employee wellbeing: Prioritizing employee wellbeing by offering robust benefits packages, paid time off, and realistic goals can enhance your employer brand. A company known for caring about its employees can attract top talent.
• Build a diverse, equitable, and inclusive work environment: Demonstrating a commitment to diversity, equity, and inclusion (DEI) initiatives sends a positive message and positions your company as an employer of choice. Inclusive environments create enthusiastic brand advocates who are likely to share positive experiences.
• Revisit your recruitment process: The candidate experience during the hiring process significantly affects your organization’s perception. Treat candidates with respect, maintain open communication, and provide timely feedback. Ensure that even unsuccessful candidates leave with a positive view of your organization.

Amplifying your employer brand

Amplifying your employer brand is an ongoing process that requires a multifaceted approach. By consistently showcasing your company’s culture, EVP, and opportunities, you can strengthen your employer brand and attract the best talent.

Here are some strategies to amplify your employer brand:

• Write compelling job descriptions: Job posts are an opportunity to stand out by highlighting what sets your company apart. Describe a day in the life of an employee, discuss unique projects, and emphasize your company’s values and culture.
• Build a robust careers site: Your careers site should go beyond job listings and engage candidates by sharing what makes your company unique. Include information about your mission, values, culture, benefits, DEI commitment, and flexible work options. Use multimedia content like videos, photos, and employee interviews to provide an authentic view of your company.
• Use social media: Leverage social media platforms, especially LinkedIn, to share information that appeals to your ideal candidates. Share company values, employee benefits, and testimonials. Encourage employees to update their profiles to reflect the company’s culture and achievements.
• Start a company blog: Launching a company blog can be a powerful content strategy. Share company news, culture updates, and articles written by employees or company leaders. Highlight unique people policies, processes, and programs that showcase your commitment to employee happiness.
• Engage current employees: Encourage your employees to share their experiences on social media, through employer reviews, and while networking (e.g., at student- or industry-relevant events). Employees are trusted sources of information for potential candidates and can help shape your company’s work culture.

Final thoughts: unlocking success with employer branding

In a job market marked by a global labor shortage and changing skill requirements, employer branding has become a critical factor in attracting and retaining top talent. Building a strong employer brand can set your organization apart and save significant costs.

The choice is yours: will you put in the work to create an employer brand that attracts and retains talent, or will you face the challenges of competing with every other company?

If you’re looking for assistance at any stage of your employer branding journey, INSPO is here to help. We can guide you in developing and executing effective employer branding strategies. Ready to get started? Contact INSPO today!