What is an employer brand? An employer’s brand is the way you share your entire employee experience internally and externally. This includes your reputation as a whole and relates to your employment value proposition (EVP). If you want to learn more about EVP, check out Lisa Leath’s article “Effort is Attractive: Get the Talent”.
What is the purpose of employer branding? Recruitment and retention. Employer branding allows potential employees to get a close-up view of your company.
In this “War on Talent” market, having a good reputation and a presence of some kind online is crucial. Think about it this way, you are looking for a restaurant for dinner. While doing a little research to find the best restaurant in Carolina Beach, you end up reading the reviews that turn into watching their Instagram to see what the dishes look like. Then after scrolling through hundreds of delicious-looking tiles, you feel confident you will be satisfied with that pick! Or is that just me?
I can assure you that potential new hires are doing that same research with your company. Not to mention, the growing numbers of Millennials and Gen Z in the workplace that grew up researching on digital platforms. They want to know from others: “Am I going to be happy here?” “What are the values of this company?” “Are they a stable company?” “Do they pay well?” From a survey performed this year, 86% of job seekers on Glassdoor read employer reviews and ratings before applying.
Boost your employer’s brand with these five tips:
- Get to know your people at every level as a leader. Have regular conversations to learn more about your teams than just the department they work in. This will create a deeper connection and a better culture for your organization.
- Focus and define your EVP. What is your universal messaging? Educate your teams, and include this during your onboarding process.
- Nail your onboarding process. Studies show the first 90 days are the most crucial for employee retention. You want your new employees to feel welcomed and educated.
- Do your employees love where they work? Encourage them to share with the world. On Linkedin, Facebook, and your company’s social platforms. Did you know that word of mouth is the most influential marketing tool available?
- Get creative with your job postings. Stand out from other employers. Use your EVP language. Show your brand, show your culture.
Attracting and recruiting talent will come much easier with a present and defined employer brand. Employees tend to stay with companies that have this figured out. These same employees are the ones who are referring great people to fill positions and become your company’s next #1 fan. Reduce the stress and time of finding the perfect candidate, and let them find you with strong employment branding. For help on employment branding strategies, reach out to Leath HR Group!