How to Build an Employer Brand
So you’re ready to get serious about your employer brand.
But how do you get started?
You may not be able to hire dedicated experts to handle this function, but there’s no reason you can’t build a compelling employer brand. Breaking things down to the most important tasks will make the process much more manageable, so let’s cover the basics.
Employer Branding Strategy
- Set clear boundaries when developing your unique value proposition and company statement.
- Understand what employees and candidates think about you and make adjustments with an employer brand audit.
- Develop an employee value proposition, so candidates know what to expect from you and what you expect from them.
- Manage your employer brand with a strategy that involves advertising jobs, monitoring social channels and delivering a quality candidate experience.
1. Define Your Unique Value Proposition and Company Statement
People need to know what your company’s all about before they can apply to an open role and commit to working for your organization. That’s why it’s essential to establish a clear-cut unique value proposition and company statement.
A unique value proposition (UVP) explains how your products or services improve the lives of the people who invest in them. You need to demonstrate how your company meets specific needs or pain points that consumers have encountered and why your company specifically stands out from the competition in your target market.
For this reason, you should clarify your company statement. A company statement covers aspects of your organization, such as your overall mission, values and culture. If you can articulate these parts of your strategy, candidates can better determine if your goals align with theirs and decide whether they’re a good fit for your company.
Through a well-defined UVP and company statement, you can connect with skilled candidates who share your vision and are eager to be a part of your one-of-a-kind culture.
2. Conduct an Employer Brand Audit
You can’t hope to influence or manage your employer brand if you don’t know what people think about you, so an employer brand audit is the first step.
This is a two-pronged fact finding mission designed to uncover how the company is currently presenting itself to candidates and employees and what those people actually think about the company.
First, examine everything, and we do mean everything, you’re saying to candidates and employees that could impact their perception of the company. Your job descriptions, career page, social media profiles, acceptance and rejection letters, onboarding materials, internal communications,performance reviews — if it exists, analyze it.
Next, it’s time to get somefeedback from candidates and employees. Remember, the idea here is to understand how they really think and feel about the company, so be sure to ask questions that will provide meaningful information.
How would they describe the company to a friend? Why did they choose to apply? Why did they choose to accept/reject their offer? Why do they stay with the company year after year? Why are they leaving the company? Do they feel the company walks the walk?
You want to speak with enough people to feel confident you’ve gathered meaningful data, but don’t overdo it. Collecting too much information will make data analysis nearly impossible.
Once complete, the employer brand audit will help you identify and correct the gaps that exist between how the company is presenting itself and how it is perceived by candidates and employees.
3. Craft Your Employee Value Proposition
Armed with the information collected during the employer brand audit, you’re ready to craft youremployee value proposition (EVP).
What Is an Employee Value Proposition?
An employee value proposition encompasses all the benefits and rewards that employees receive when they join a company in return for the skills and experience they bring. While ‘employer value proposition’ is used in place of ‘employee value proposition,’ the latter is more common when referring to the offerings candidates and employees can expect from a company.
The EVP is the “people deal” that exists between an organization, its employees and the talent it’s looking to recruit. It answers two important questions:
- What the individual employee or candidate can expect of the company.
- What the company expects of the individual employee or candidate.
Think of your EVP as the guiding light of your employer branding efforts. While you may never share it publicly, your EVP will shape your communications moving forward.
Developing your EVP is no small feat, but fortunately we’ve covered the topic in depth and can help get you started.
4. Implement Your Employer Branding Strategy
At this point, you should be ready to take your message to the masses. But what channels are most important? There are countless avenues you can utilize to promote your employer brand, but when getting started we recommend starting with the lowest hanging fruit.
Job descriptions may not sound like the place to let your personality shine, but they’re often the first interaction job seekers will have with your company so make sure they reflect your desired employer brand.
Yourcareer page is the anchor of your employer branding materials, making it one of the most important touchpoints with potential candidates. Compelling photography or video, employee testimonials, your core values and more can all help convince candidates that you’re the place to be, so spend some time dialing it in.
These days, almost every job seeker reads employer reviews before applying to a job, and coming across a negative review can stop them in their tracks. While you can’t control anonymous reviews, you can respond to them, and that can have a serious impact on perceptions. According to a Glassdoor survey, 7 out of 10 people changed their opinion of a company after seeing it respond to a negative review, so pay attention to what people are saying about you and don’t be afraid to respond.
If you’re lucky enough to convince a great candidate to apply, at some point you’ll interact with them offline. Whether it’s an initial phone screen or in-office interview, the experience that candidate has must align with your employer brand or you’re almost guaranteed to lose them.
Remember to walk before you run. Employer branding isn’t easy, and there’s no sense rushing the process. Once you’ve tackled these items, you’ll be able to dive into more advanced employer branding projects.
Employer Branding Ideas
There’s no one-size-fits-all approach for employer branding, so you need to determine the ideal ways for your team to show off its personality.
If you want to provide a general overview of your hiring and work practices, a crisp career page is a solid choice. This method allows you to quickly review general information such as recruiting FAQs, what types of positions you’re hiring for and a few perks your company offers to employees.
On the other hand, employee spotlights offer more personalized insights into your company culture. In a question and answer format, an employee can share what they enjoy about working at your organization and develop a more intimate connection with job seekers as a result.
Some companies even go beyond writing to diversify their media content, conducting interviews with leadership roles and posting videos on their site or on social channels like YouTube.
Whatever direction you decide to take, be sure that your strategy emphasizes the aspects of your company that set it apart while presenting information in an accessible and engaging format. See this article for more ideas of how to put employer branding principles into practice and convey a company culture that attracts top talent.
Employer branding is a strategy that seeks to influence how current employees and the rest of the larger workforce perceive a company's brand. While branding in general may target consumers, employer branding specifically targets a company's workforce and prospective hires.
Employer Branding is a long-standing concept that has found momentum in the interconnected world. It is the process of promoting a company, or an organisation, as the employer of choice to a desired target group. One which a company needs and wants to attract, recruit and retain.
Employer branding will help you hire new employees, create a strong company culture and even reduce marketing costs. Having a reputable employer brand is a must for an organization's strategy because it helps companies recruit better candidates, reduce hiring and marketing costs, and improve productivity.
- Attract the best talent. People want to work for a company that has a great brand reputation and is known for treating employees well. ...
- Improve employee morale and engagement. ...
- Reduce recruitment costs. ...
- Build up your credibility with customers. ...
- Gain a competitive edge.
Cisco is often named as an exquisite example of employer branding done right. Their career page on their website does a marvelous job when it comes to providing and organizing resources for employees-to-be. They make it easy to share the materials across various social platforms.
To sum up - Employer branding is defined as the sum of a company's efforts. to communicate to existing and prospective employees what. makes it a desirable place to work and the active management.
One of our main findings was that many leaders now place primary responsibility for the employer brand with the CEO or marketing, rather than with recruiters and HR.
- Salary of the employee paid by the employer.
- Employee benefits given by employer.
- Job security.
- Pleasant working atmosphere.
- Work-life balance. ( Definite or fixed working hours in the job , but not irregular working hours)
- Career progression opportunities. (
By definition, for a company to be an employer of choice, is the ability to attract and retain the best talent with a desirable company culture, leadership style and employee engagement.
The first step in employer branding includes a. developing the employee value proposition.
Entice a culture of transparency
Transparency is the key component of a good working environment and successful employer brand management.
A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.
An employer branding strategy allows you to control and positively change the dialogue surrounding your company to ensure higher talent acquisition and retention. At its most basic, employer branding is how you market your company to job seekers and what employees say about your company as a workplace.
Employer branding focuses on recruitment and building a solid brand reputation, among other things, while employee branding helps your current employees embody your core values and messaging. That way, you have all your brand bases covered.
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send out surveys or conduct informal interviews with your employees, look at what people are saying about you on social media channels, read reviews on employer review sites like Glassdoor, or even hire an external company that monitors your brand reputation.
- Think Beyond Your Logo Or Slogan. Your brand isn't a logo or slogan. ...
- Lead With Your Values. ...
- Team Up With Marketing. ...
- Share Your Story. ...
- Personalize Your Storytelling. ...
- Stand Out From The Crowd. ...
- Understand The Expectations Of Each Generation. ...
- Ask Employees To Be Brand Ambassadors.