Employer branding is the process of promoting an organization’s reputation and “employer image” with potential candidates for employment.
It is the process by which you identify potential employees, establish positive employee relations, reward, recognize outstanding employees, and build brand loyalty among current employees. These are the four broad components that are at the heart of any successful employer branding strategy. When you create a HubSpot for your company, you are not just looking for employees to generate a new revenue stream. Instead, you want to select individuals who will be your ideal ambassadors in the community, your ongoing mentors, your best advocates, and your most trusted advocates.
Employer branding refers to an employer’s perceived value proposition rather than the broader corporate image and corporate value proposition to consumers. However, in recent years, the term has been increasingly used, especially in the UK. With growing competition in the labor market, the need for a competitive edge has increased.
Why is employer branding so important?
Employer branding ensures that you have the reputation you want in a job market. For example, if your employer is not well-known in the industry or to an influential audience, it may not be easy to attract top talent and compete in that market.
Brand recognition matters because people often decide how a company presents itself and what they know about it. With solid employer branding, candidates are more likely to be attracted by your benefits, culture, workplace environment, and other essential factors mentioned on Glassdoor or Indeed, for example.
What is the first step in employer branding?
The first step in employer branding is to carefully define a company’s brand values and spark interest for potential jobseekers.
Brand values are never a random, accidental set of qualities. If they don’t all fit together, the result is confusion and frustration on both sides of the recruitment process. These values should be at the heart of how you approach your career site and respond to candidates’ messages- their experience must speak powerfully about who we are as an employer!
What is the second step in the employer branding process?
The second step is deciding who your target audience for potential employees are, as this has a significant impact on how you craft messages and reach out to candidates. Examples are B2C (business-to-consumer) if you are primarily looking for employees with general office skills, or B2B (business-to-business if looking for more specific industries). Once you get a sense of where your company falls on the spectrum between these two general categories, it will be easier to identify which type of candidate recruitment.
Employer branding advantages
- One of the most critical areas of employer branding is the creation of the corporate brand. This is a unique and recognizable image that represents the organization, including the values, services, and reputation of the critical business units of the company. The overall design of the corporate and company logo is often used to help build this reputation. In addition, the person who handles the customer’s inquiry will considerably impact how that business is perceived, and it could also help decide what the company does next.
- Employer branding is not limited to recruitment marketing. It is also used in tandem with employee engagement and recruitment. For example, there are many examples of employers branding where candidates are presented with a range of job opportunities on their initial visit to an employer for a recruitment interview. In this way, they are presented with a range of different positions, which they can apply for and which may lead to opportunities for them.
Studies for employer branding
This concept has grown into one of the most essential and powerful marketing tools available in the last two decades. It can have a significant impact on the success or failure of a company. Studies show that about 90 percent of large corporations use it to gain a positive public perception of the company and its products and services.
The final leg of employer branding is to ensure that you regularly communicate with your candidates. When a candidate decides to join your organization, you want to engage that person periodically. If you haven’t already developed a consistent social media presence, you should begin immediately.