Employer branding is defining how workers choose their next job.
Companies are holding their HR and marketing teams accountable for building unique brands to attract and maintain talent. So much so that, the HR Trends Report 2021 found that 39% of top employers measure how new hires’ employer-brand impressions align with their experience after joining.
Continue reading for more insights to help your organization’s employer branding.
What is Employer Branding?
Employer branding is the process of creating and promoting a company’s image and reputation as an employer to attract and retain talented employees. It involves developing and communicating a company’s unique values, culture, and mission, as well as highlighting the benefits and opportunities it offers to employees.
A strong employer brand can help a company stand out in a competitive job market, attract top talent, and reduce turnover. It can also improve employee engagement and loyalty because employees are more likely to feel a sense of pride and connection to their employer.
Employer branding strategies may include showcasing employee testimonials and success stories, highlighting company perks and benefits, promoting a positive company culture, and using social media and other marketing channels to reach potential candidates. Effective employer branding requires a commitment to creating a positive work environment and treating employees with respect and fairness.
Tips to Improve Your Employer Brand Strategy
1. Mentor Junior Staff
Developing a strong employer brand requires the implementation of creative solutions. For instance, providing mentorships for junior staff members is an insightful way to allow more leadership opportunities and create a sense of purpose.
Not only does this demonstrate commitment to staff development, but it also gives potential employees an insight into the dynamic and supportive team-based culture that exists within the business.
– Michael Alexis, CEO, swag.org
2. Send Thank You Notes to Job Candidates
No one likes to be passed over for a job. It hurts our pride and can be emotionally devastating if you really wanted the position.
So, make the letdown a little easier on candidates by sending them a thank-you note. And don’t just send them an auto-generated email, send a handwritten note. To the extent your HR team has the capacity, make sure every candidate who applied for the position, or at least interviewed, is sent a handwritten note thanking them for taking the time to apply and interview.
Encourage them to stay in touch, look for future open positions, and reapply down the road. This type of personalized touch can go a long way toward generating respect and warmth after losing out on a desirable job.
– John Ross, Chief Executive Officer, Test Prep Insight
3. Focus On Employees’ Satisfaction and Support Them
A strong employer brand is built upon the experiences and perceptions of current employees, so it’s important to prioritize their satisfaction and well-being in the workplace. This can involve offering competitive benefits and compensation packages, providing opportunities for growth and development, and fostering a positive and supportive work culture.
By prioritizing employee satisfaction and well-being, businesses can attract and retain top talent and build a positive reputation as an employer, which can help to attract even more top talent in the future. Happy and fulfilled employees are more likely to be productive and engaged, which can positively impact business results and contribute to overall success.
– Zach Goldstein, CEO and Founder, Public Rec
4. Story Building With Affiliate Marketing
Affiliate marketing can improve an employer brand by allowing companies to tell their story through strategic media publishers online. You can reach a wider audience through media publishers that have established followings. Then, target specific audiences, such as those interested in careers in a certain industry or geographic location. This targeted approach can help companies better reach and engage the audience they want to attract as employees.
By partnering with established media publishers, companies can improve their credibility and gain credibility by association. This can help build trust in the employer brand and make it more appealing to potential employees.
– Brian Hawkins, Marketing Manager, GhostBed.com
Let’s take a brief break to learn more about employer branding.
5. Emphasize Glassdoor Reviews
Glassdoor allows current and former employees to publicly share their feelings about your company. This is why building a good reputation on Glassdoor is essential for improving your employer brand.
Not many potential employees will care if you say something nice about your business in your job ad. But if your Glassdoor page has plenty of five-star reviews, you’ll stand out. So when you’re having staff meetings, encourage employees to post reviews on Glassdoor. If you already have a positive company culture, you’ll build a good employer brand.
– Scott Lieberman, Owner, Touchdown Money
6. Share Decisions that Affect Employers Or Job Seekers
Remember that you are hiring people, not resumes. Transparency about a typical day at the position you’re hiring for will allow candidates to see if you’re a good match.
Share whether you hire early-career professionals, how you reward extra-mile contributions, your remote work policy, and your commitment to professional development in advance. Spark candid conversations on your careers page, job postings, and onboarding process about how you empower your people to flourish.
– Jon Torres, CEO, Jon Torres
7. Get Progressive With Benefits
It’s not hard to find out what job seekers are looking for in company benefits nowadays. If you want to improve your branding, then you can start by aligning your compensation and benefits policies to be more in line with mainstream demands.
You can both survey existing employees and do external research to find out what workers are looking for and adjust to meet those goals. Not only will this help improve your company branding, but it will increase the retention rate of employees you already have. Every worker wants to be in a place that provides good pay and job satisfaction. Become that place and your image will take a big leap forward.
– Max Ade, CEO, Pickleheads
8. Focus on DEI Initiatives
A crucial tip for improving an inclusive employer brand is to ensure that company values are not just a slogan but are reflected in everyday workplace policies. This involves clearly articulating the organization’s commitment to building an inclusive environment and establishing a culture of equity and inclusion.
Companies should also consider issuing updates on their DEI initiatives, highlighting success stories and any improvement areas that need more focus or attention. Finally, organizations can increase accessibility by providing equal opportunities for career growth, such as allowing employees to attend professional development workshops or access resources for career advancement.
– Vivian Acquah, Inclusive Workplace Wellness Advocate, Amplify DEI
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