Branding is like a family tree with branches spreading all over the business world. The employees are the water that provides the strength to the trees. That’s why employer branding is crucial.
Employer branding represents a company as an employer image. It helps companies attract and retain talent by resonating with values, work, culture, and reputation.
Let’s review the employer branding strategies and the general definition of employer branding.
What Is Employer Branding: Definition Of Employer Branding
Employer branding is a practice of managing the brand’s reputation as an employer among job seekers and internal employees.
It helps you position your brand as an organization that attracts people to work and retains current, high-performing employees.
It is a great way to make a distinction between the unintentional and intentional perception of the brand. Most clients promote their workplace with a positive employee reputation.
Their reputation is easily affected by the tangible details that you can’t control. For example, if a client doesn’t get an immediate response or interview from the company.
They will end up writing a bad review or a negative remark online that could stain your reputation.
If employees are treated poorly in the workplace, this can lead to low work progress, nonserious, lazy attitude, and, worst of all, bad reviews for the company.
Every organization that approaches a company for a business tries to ensure its reputation before allying with it, and they do this by questioning employees about the company.
If your employees give potential companies a poor overview of your company, they may withdraw from the idea of working with you.
However, if company employees forward a positive remark about the company, the other company will approach you positively, even if you are a small-scale business.
That’s how much employer branding matters. Let’s discuss the importance of employer branding in detail.
Importance Of Employer Branding
As discussed earlier, employer branding is vital for the brand but has many other benefits.
It helps boost the brand’s reputation, position, and visibility. It also makes the recruitment procedure efficient for you, as it sets suitable criteria for the brand to hire an employee.
It also increases employee engagement, retention, and even profitability. While HR is commonly responsible for employer branding, it is also deeply rooted in the employees.
For example, you own a creative branding agency like us, and a skincare brand wants to work with you. Typically, a brand directly contacts the agency, but they are confused about your company’s efficiency due to increased competition.
To ensure that your team is committed, effective, and up to caliber, they will head to LinkedIn and search for your team. Based on their profiles, they will measure your company’s efficiency.
So, in short, your employer brand is what you are and identify as a company.
Benefits Of Employer Branding
The highlighted benefit of a strong employer branding is a strong brand identity. By having powerful employer branding, your brand becomes more solid and valuable.
It establishes the brand’s criteria and helps establish guidelines for the hiring process, performance calculations, and attracting highly qualified talent to your company.
Because you already have the criteria guideline for hiring employees, it will significantly reduce your hiring time as it removes unwanted and unqualified candidates.
Guideline To Build Employer Branding Strategies
Employer branding is not something a company can handle; it depends entirely on the employees. As an employee, you can build your identity in a way that also helps your company.
Firstly, you have to prove yourself as a good employee; you have to embody your brand’s values and showcase them to promote the brand’s value.
Secondly, you must promote your brand and tell people how it works in your company and the possible benefits of working there.
Thirdly, share your achievements, as this sets the criteria for newcomers. Talk about an effective workplace environment.
Lastly, when a variety of people work at a workplace that hires employees from different races, casts, and backgrounds, it promotes a healthy workplace with no discrimination.
You can also write posts about the company, how to get in, your experience, your working routines, and the healthy challenges you face to boost your development and growth.
Employer Branding Resources
As a brand, you can also take specific measures to ensure your employees promote effective employer branding.
- As a brand, you need to respect your candidates and their time. You can’t throw extra workload at them at the end of their shifts, possibly leading to additional work time.
- You need to help them manage their work-life balance. Also, when hiring for your company, ensure everyone gets the opportunity to apply and be selected.
- Remove bias to ensure a positive hiring procedure. Compose fair policies that safeguard every employee, make them comfortable, and make them feel valued.
- Announce or initiate healthy competition to motivate your client. Compensate their extra efforts and provide them with career growth opportunities. Boost their skill set by boosting their confidence.
- Share pictures of the workplace and your employees working, their fun activities, and their official dinners to portray an admirable image of your brand.
- Keep engaging on the career pages so your potential candidate can learn more and more about you.
- Use your employees as your brand’s voice, as people are more prone to listen to them as they are to you.
- Host career gays to give potential employees an idea of what it will be like to work in your company.
Branding targets the clients’ perception, while employee branding focuses on employee perception of the company.
Employer Branding Overlook
Employer brand is a way to invest in touch points that signal job seekers and employees and show them what your brand looks like.
- Touchpoints of your brand include
- Career pages on the website.
- Your website blogs and social media.
- Reviews of your company.
- Your interview and hiring process.
- Your employee experience.
The Strong Branding: Employer Branding Solutions
Winning highly trained and professional employees for your brand is the most extensive solution for employee branding.
Another result of successful employee branding is that it helps to retain the current professional team.
It helps to promote a positive perception that influences your employees’ workspace and makes it easier for them to refer to the company for open roles.
It also attracts top talent from other companies, allowing you to hire your competitors’ best assets.
Employer Branding Strategy
As you might have understood, employer branding significantly impacts your brand presence. However, a few employer branding strategies will help you further.
1. Analyze Existing Employer Brand
You can conduct an employer audit. This will help you examine the employees’ performance, duties, pay, and challenges.
Examine everything to get to know your brand through the employer’s perception. Understand your job description, and write their experience on social media.
You can ask if your employees want to share their experiences, their hiring process, what sources they used, and what their experience was.
The material you want to get on board and performance reviews. Get feedback from your clients and employees.
2. Define EVP
The employee value proposition is the guidelight for your employer branding efforts. It might remain under shadow but significantly helps you shape communication ground.
It is basically a statement of the culture, values, support, reward, and recognition that employers give other employees so they can give their best to the company and achieve their best potential.
3. Memorable Career Page
It is basically an anchor of your employee branding as it is the most crucial touchpoint with potential candidates.
You can add photographs and videos of employee testimonials to depict core values and help you convince candidates that your company is for them.
You can also engage candidates with compelling job descriptions. Another thing you can do to make sure that candidates find it easy to apply to your company.
You can go through the hiring procedure yourself to ensure that it is easy for the candidate to apply on your website.
You can make a profile and apply for the job as a random anonymous person to see if it is easy to use.
4. Great Candidate Experience
You can empower your brand by empowering your employees so they can speak aloud for your brand.
They can promote word-of-mouth marketing for the company and set up an employee advocacy program.
You can also shape the brand’s narrative, as there are many candidates for telling a brand story. You can use blogs, social media, and podcasts.
Recommendations To Improve Employee Brand
If you are a reputed brand looking to improve your employee brand, these tips will help you.
Revisit Compensation Philosophy
Maintain equitable compensation practices and offer competitive pay. It is also the quickest way to bolster the employee brand.
Review The Recruitment Process
As discussed earlier, ensure the process is easy and smooth from the start till the hiring. Make sure it’s brief, exciting, simple and straightforward.
Offer Career Growth And Professional Development
Invest in your current employees, polish their skills, and give them opportunities to boost their careers. Arrange conferences and invite their field experts to provide them with helpful tips.
- Prioritize Healthy Work-Life Balance.
- Ensure that there are no discriminations in the workplace, as this could lead to biases that could impact the workplace environment for the employees.
How To Practice Employer Branding.
Now, you might ponder how to effectively practice employer branding. Don’t worry; we will help you with that, too.
- Arrange workshops with the senior management to identify the areas for improvement.
- Run internal and external focus groups and employee surveys.
- Consider senior leaders’ buy-in.
- Audit candidate journey.
- Interpret and analyze the requirements of brands.
Employer Branding Attributes
Lastly, let’s discuss the attributes of employer branding.
- Develop an overall creative identity.
- Write down the behavior and map out attributes.
- Communicate and implement necessary changes.
- Apply brand introduction, application information, briefing for a recruiter, interview, and assessment procedure.
- Apply brands to organization websites and elevate social media visibility.
- Measure, maintain, and optimize the progress of the brand.
- Note the brand’s internal and external responses, perceptions, and values.
- Perform CIPD research.
- Shape your employee branding.
- Focus on career sites.
Conclusion
Employer branding is a way to voice your brand through your employees. It helps the client trust you, believe in you, and choose you over others.
It is a way to boost your employees’ and brand identities. It effectively positions your brand and prevents it from losing time.
If you are still confused about employer branding, don’t worry! We will be happy to help. Get a free consultation from Vince logo design and smoothen your branding journey.
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