Employer branding

How to attract job candidates with excellent employer branding

The availability of skilled workers was named as a significant concern by 73 percent of CEOs, according to a recent PWC survey. In today’s competitive hiring ecosystem, high-quality “employer branding” is key to attracting top talent. Because millennial workers don’t build lifetime careers at a single company the way their parents did, they are always checking to see if the grass is greener over at the next corporate campus. To attract and hold the best of this skilled group, you must make sure that your employer branding is competitive. Here’s some context for you to work from:

What exactly is employer branding?

Your employer brand is your reputation as an employer. This is separate from the reputation of your products, although the two can overlap. If you’re known as a stellar employer, some customers will feel motivated to buy your products just for the sake of supporting your good policies. Harvard Business Review points out that employer branding in the age of social media has become far more transparent and far more potent, because employees will share impressions with their entire social networks.

How does your employer brand affect recruiting?

Today’s top workers can pick and choose among opportunities, and company marketing departments find themselves pressed into service to make the company appeal to prospective job applicants as well as to customers. Long-term recruitment needs are the primary drivers behind employer branding, according to CEOs and HR directors surveyed about hiring strategies. 61 percent of these executives have created an “employee value proposition,” listing all the benefits that their company offers to employees. The fact is that if you’re competing for limited talent resources, good employer branding is a necessity. Furthermore, once you’ve snagged a few excellent hires, they’re likely to sing your company’s praises and attract other high-level workers to apply in the future.

Conversely, there is no way to simply skip the task of employer branding. In today’s connected world, every company has a reputation that is abundantly shared and discussed. If you don’t pay attention to creating a positive employer brand, your omission may result in your having a negative one.

Tips for enhancing your employer brand

Here are a few guidelines for establishing an enticing reputation that will generate more high-quality job applicants:

  • Identify external and internal perceptions of your company: The first step to improving your employer branding is to discover the problem areas. Make an effort to learn how your company is viewed by reading ratings on Glassdoor and other hiring forums, and also ask for anonymous employee input.
  • Tell your company’s story: People naturally gravitate toward stories, and potential employees are looking for roles in an appealing narrative.
  • Engage the CEO and senior managers: Top talent is attracted to organizations that have a clear mission statement and philosophy. A round table discussion with company leaders is helpful for setting the tone of the company culture.
  • Draft brand ambassadors: Your current employees are your best channel for attracting good job applicants. Their advocacy (via social media or in person) will be trusted by potential hires far more than any official company communications.
  • Hire a branding expert: Even if you have an in-house marketing department, you can benefit from the expertise of an independent employer branding consultant. This person is well aware of how to give you a competitive edge.

Building a stellar employer brand is more reliant on focused attention than on major investment. Each business has a unique story and some one-of-a-kind characteristics; you simply need to clarify these unique qualities and broadcast them effectively.

4 replies
  1. Rachel
    Rachel says:

    It’s so important for companies to pay attention to their employer brand (just as much as they pay attention to their “customer/consumer brand”)…how companies treat potential employees (both those they hire AND don’t hire) matters.

    And a company’s employer brand is about so much more than just making a pretty video to convey that brand…it’s about designing the right processes, communications, etc. at every single touch-point, where the company and a potential employee interacts, so that all parties are having a positive experience.

    Potential employees may become customers (or worse, competitors!), so creating a strong employer brand matters to the bottom line.

    Hopefully, more and more companies are realizing this and doing what’s necessary to create a positive brand experience for employees and customers alike.

    Reply

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