Employer brands are something that smart organizations consider all of the time, not just when the labor market is terrible.
In any market, whether booming or receding, an authentic, well-defined employer brand is critical to attracting and retaining top personnel.
When considering where to apply for a job, 86% of applicants are likely to look up company evaluations and ratings.
Organizations that invest in employer branding are ahead of the competition when hiring people, but they are also ahead in other critical business areas.
What is Employer Branding?
Your company most likely already has a well-established corporate brand that it uses to market its products and services to clients.
It requires a similarly well-developed employer brand to market itself to present and potential employees. There are four primary components to an employer’s brand:
1. Culture
The values, vision, mission statement, working language, systems, beliefs, and habits of an organization contribute to its culture.
The culture also includes the pattern of collective actions and assumptions taught to new workers as a way of feeling about the firm.
Company culture influences how people and groups interact with one another, clients, and stakeholders.
2. Employee feedback
Employees’ perspectives on your organization extend well beyond its walls, especially when they post their thoughts and images of their work on public forums.
The opinions of your employees are important since they can help you recruit the individuals you’re looking for and enhance your company.
3. Unbiased viewpoints of candidates
First impressions are crucial.
In reality, during a first job interview, your employer brand begins to take shape.
If a job seeker does not have a good experience, or if your onboarding process is flawed, your reputation may suffer. Interviewees will generate bad opinions of your organization if your human resources team appears chaotic, arrogant, or unresponsive.
They may pass on those bad sentiments, discouraging other candidates from applying for jobs with you. This is why positive candidate experience is super important.
4. Corporate brand
The employer brand of a corporation is intimately linked to its business strategy.
Consumers like to know that they’re buying goods and services from businesses that care about their workers. Several corporations have recently tarnished their reputations by failing to pay their employees fair wages or refusing them health insurance coverage.
How to Measure Employer Brand?
Previously, corporations measured employer brand using outdated indicators such as:
- A gleaming professional page
- Name
- Brand
- Status
However, better measurements are currently used to assess an employer’s brand:
- Positive feedback
- Exciting innovation
- Contented staff
- Honest blogging
- Real career routes
- Healthy diversity
What is the Purpose of Strong Employer Branding?
According to research, recruiters that place a high priority on employer branding profit in a variety of ways, including the following five:
1. Employer Brands that are Strong Stand Out from the Crowd
Defining your employer brand allows you to highlight what sets your organization apart from others that job seekers might be considering.
For good reason, strengthening your employer brand is a top focus for the most effective hiring firms. Include compelling films and photographs that show why talent should select you over your competitors.
2. Employer Branding Attracts Top-Tier, Well-Informed Candidates
You’re not alone if applicant quality is a major concern for you.
Attracting high-quality, knowledgeable candidates is the number one difficulty for three out of four hiring decision-makers.
The good news is that apart from using a recruitment software, increasing your employer branding initiatives can result in an instant increase in qualified candidates.
3. Strong Employer Brand Reduces Costs
Your organization benefits from higher-quality applicants and lower recruiting expenses when candidates browse openings with branded content that helps them qualify themselves.
According to a survey, a 50% cost-per-hire savings is associated with a strong employer brand.
The more your brand defines your company as a place where people want to work, the less money you spend on recruiting new employees.
4. Employer Branding Promotes Trust
High-quality, well-informed candidates read evaluations to gain an inside glimpse at what it’s like to work at your organization and to discover a position that matches their schedule. Their opinion of your firm is influenced by the reviews they read.
Consumers who trust a brand display loyalty through their actions. Your employer brand influences whether potential investors, customers, and job seekers want to work for you, invest with you, or do business with you.
Financially, companies with high employee satisfaction beat their competitors.
5. Strong Employer Brand Enhances Employee Retention
Listening to your employees and understanding their issues is a crucial aspect of developing your employer brand. If you treat your employees respectfully, they’ll stay and help you recruit new “A” players.
There are no drawbacks to building a positive employer brand. A well-crafted employer brand attracts top talent, instills pride in current employees, and improves your company’s reputation in the community.
Your employer brand can assist you in attracting people who will contribute to your company’s long-term success.
Candidates will be better equipped to choose the perfect job if your employer branding initiatives are more tailored and transparent.
How to Create a Good Employer Brand?
To attract more candidates, here are six ways to build a good employer brand:
1. Ensure High Value to Employees
To build a strong employer, you need to make your company attractive to potential employees. You offer value for money (EVP) – a complete set of reasons why job seekers work for your company.
In order to attract the best candidates, you are supposed to define how your company differs from its competitors clearly. Many factors influence job seekers to relocate to a specific company and encourage current employees to stay at work.
The following tips will help you create your company’s EVP:-
- Define a compelling answer to the question “Why do I need to work for you?”
- Receive feedback from employees.
- Know the key elements of your employer’s brand.
- Connect EVP to your company’s mission and goals to target the right audience.
- Make sure your EVP matches the needs, desires, and desires of your target candidates and your valued employees.
- Get approval from senior management.
- Strengthen EVP with recruitment and internal communication channels.
2. Shape the Conversation
Your organization logo is out there, whether or not you want it or not, and in case you don`t outline it as a business enterprise, a person else will outline it for you.
First impressions are everything, and organizational responses to an evaluation can be the primary factor a candidate sees earlier than the recruitment method even starts.
86% of employees/activity seekers are possible to investigate business enterprise evaluations and rankings if selecting wherein to use for an activity.
3. Don’t Be Afraid of Feedback
Even bad reviews help your business because they help improve your culture, focus on the best candidates, and connect with your employees.
Remember that 80% of job seekers who read the review say they have improved their awareness of the company after seeing their employer respond to the review.
4. Enhance Your Visual Identity
It’s important to show your brand’s personality.
The brand persona must be imprinted on all of the brand’s visuals, including logo designs, brand color palettes, and brand type kits, etc.
5. Maximize Your Mobile Presence
You need to fit there where your target audience is and where job seekers are looking for you. That’s why it’s important to be mobile with your employer’s branding.
Currently, there is a big contrast between the number of candidates planning to use mobile to find a job and the number of carrier sites that support mobile application solutions. Over 50 million unique users visit mobile applications and websites each month. To filter out these applications, ensure to use an Applicant Tracking System that will practically reduce your workload in half.
6. Showcase Transparency
Powerful branding is to provide the viewer with genuine information.
People don’t want acting, stage models, or false ads. They want real stories and real information.
The same applies to employer branding! People want to know what an organization looks like before applying for, investing in, or doing business with your company.
In Final Words
Ultimately, strong employer branding is about developing a strong corporate culture and communicating genuinely and consistently with the experience of your organization’s employees in the market.
Those who do this will find it easier to hire employees, show more engagement, increase their commitment to employees, and retain them better.
