This is Why Employer Branding is Crucial in Recruiting
Employer Branding is much more than a buzzword. It plays a big part in how we tap into our talent pool. We break down what it is, and why it’s important to hiring managers like you.
What is Employer Branding?
Wikipedia defines an employer brand as the "term commonly used to describe reputation as an employer, and its value proposition to its employees, as opposed to its more general corporate brand reputation and value proposition to customers.” The reputation you have with potential workers is more important than ever. With unemployment at record low rates, the fight for workers is extremely competitive. Future employees are also our customers and everyone, from HR to CEOs, must be invested in creating a favorable employer brand that is consistent across the company. According to this Universum report, 60% of the 200 senior executives they surveyed report that CEO’s are responsible for a company’s employer branding.
How important is employer brand?
- 78% percent of potential workers judge how a company values its employees by their experience with that company, according to the 2017 Talent Adore report.
- 75% of job seekers use an employer's brand to help them decide whether to apply for a certain job, as reported in a LinkedIn report.
- A job seeker will read at least six reviews about a company before forming an opinion about them, according to Glassdoor.
The Benefits of a Strong Employer Brand
Having a great reputation with potential job seekers comes with substantial benefits that make it worth taking the time to invest in your brand. If they can recognize, connect, and associate positive experiences with your company, you’ll find the recruiting process much easier despite the competition for talent. Here’s how:
You Can Attract the Right People
Job seekers today want to work with companies that share their values, are committed to giving back to the community, and are able to help them get further along in their career. Job seekers will know exactly what your company is about, what you have to offer, and what you stand for through the employer brand you put out there. If what they’re looking for in an employer aligns with your brand, you’ve attracted the worker you want to fill your open positions. In this report from LinkedIn, employer branding results in 50% of more qualified applicants. Even if the person is a passive candidate, when the time does come they’ll go directly to a company they already know and trust – yours.
Improve Employee Retention
The benefits of a strong employer brand does not stop when a worker is hired. It also shapes the culture of your workplace. It sets the goals and expectations for everyone. The more your employees feel like their work contributes to the overall vision of your company, the more invested they become in their job. In turn, it will make them less likely to leave and look for work elsewhere. As a matter of fact, turnover can be reduced by 28% by having a strong employer brand according to this 2017 report from Job Vibe. Current employees can also become your best brand ambassadors when recruiting new ones.
Improve Employee Engagement
A big part of retaining employees is keeping them engaged with their job, their co-workers, and with the company. How does employer brand contribute to this necessary engagement? Provide the motivation they need to stay productive. Productive workers mean more growth (and more revenue) for your business. It also makes your company more attractive to potential job seekers.
Cut-down on Recruiting Costs
Creating and maintaining a strong employer brand reduces the need to spend time and money on active recruiting. Your stellar reputation in the worker community is already working hard to attract the people you need to fill open positions at your company. Instead of having to find workers, workers are already finding you, keeping your talent pool full.
How to Build an Employer Brand
So now that you’re sold on how an employer brand is a major plus for your recruiting efforts, how do you go about creating one? Here are three things you need to do:
Develop an Employee Value Proposition
To put it simply, you have to be able to answer the question: why should someone work for you? Being clear about what you stand for, what type of company culture you have, the career opportunities and resources you offer, and how your business impacts the community are all a part of this proposition. A good place to start is your company mission statement.
Implement Training Programs
Now that you have your employee value proposition, it’s time to get your employees on board. They can be your greatest cheerleaders so make sure they understand how important it is to support the employee brand in everything they do. Implementing training programs on a regular basis can make sure everyone is on the same page when it comes to the company message and reputation.
Use Social Media to Your Advantage
It’s easier than ever to put your business out in front of the jobseekers. Use your online presence on platforms like LinkedIn, Facebook, Twitter, and Instagram to show off your employee brand. Share your company story. Post pictures of a day in the life of an employee. Highlight employee testimonials. The more content that speaks to your employee value proposition, the better!
Need a hand on vetting potential workers? We can help! Contact one of our recruiters today.