Your company can gain a competitive edge in the market and attract skilled job applicants by effectively utilising the power of employer branding. Furthermore, employer branding can assist in reducing recruitment expenses by making sure that your company is targeting the appropriate job seekers for the available positions.
For quite some time now, employer branding has been regarded as a crucial aspect of a company’s comprehensive business strategy. Developing a unique identity for a business by combining its character, culture, mission, vision, and personality can aid in enticing and retaining potential and current workforce.
Therefore, comprehending the basics of employer branding is essential.
The purpose of this article is to equip readers with the means of developing an efficient employer branding strategy. The plan should be grounded in the principles of genuineness, believability, uniqueness, and ambition to ensure effective transmission and enticement of required workforce. It is also vital to define a robust employer value proposition and pinpoint the targeted talent pool. By the conclusion of the post, readers should possess sufficient knowledge and tools to construct and execute an accomplished employer branding plan.
What is meant by the term employer branding?
Employer branding involves regulating and shaping your employer brand image among potential job seekers, existing employees, and significant stakeholders.
Everything you undertake to transform your organisation into a sought-after workplace is incorporated into the process.
Your company’s employer brand is the impression that prospective employees and employers have about it as a workplace. It is the image that is projected in your absence and is conveyed through discussions amongst potential and existing employees, friends, family, and acquaintances. Your employer brand essentially denotes your company’s status as an employer, and it is vital for employers to ensure that it is a favourable one.
Eight stages for implementing a successful employer branding strategy
Comprehend your company’s value proposition.Concentrate on your company’s culture, mission statement, values, and vision to construct a robust employer brand.
Commence by identifying your company’s requirements and decipher the type of talent you will need to fulfil them.
A mission statement like Teach for America’s “One day, all children in our country will have the opportunity to receive an exceptional education,” can be linked with the company’s vision and employer brand to intensify its impact.
Undertake an employer branding assessmentYou may not be aware of your company’s reputation among job seekers or your own employees.
To gain deeper insights, it is recommended to initiate internal surveys, study social media channels, examine feedback on websites like Glassdoor, or enlist a specialist reputation management agency.
It is crucial to conduct research that highlights the aspects of the company culture that are most appreciated by employees, as well as those that need enhancement. The output of this research should be utilised to emphasise the positives of the company culture, while also pinpointing areas that require attention.
Develop an employer value propositionOnce you have conducted your research, formulate an employer value proposition that serves as both a marketing message and a commitment.
Ensure that the statement is comprehensive, as it will serve as a point of reference during any internal disagreements.
It is crucial to convey the employer value proposition through multiple platforms, such as the company website, recruitment materials, and LinkedIn company page. Additionally, the Human Resources department should be directed to communicate the organisation’s value proposition to potential candidates throughout the recruitment process. This will help ensure that candidates understand the unique advantages that the company provides.
Your value proposition should not be linked to compensation.
Instead of solely emphasising salary or compensation, strive to foster enthusiasm in potential employees by describing the company’s impact on the world or its core purpose. Many people are driven by the desire to make a difference, even if it means earning a lower salary.
Utilise existing employees to enhance your employer brandingProspective job seekers who are seeking more information about your company would appreciate the chance to interact with current employees. Therefore, it is prudent to leverage your staff by conducting interviews or testimonials, which can be published on your company website. This is an excellent means of highlighting the talent within your organisation and providing a more personal connection for potential applicants.
Furthermore, when your company hosts a fun event or goes on an outing, you can encourage current employees to share on their social media channels.
Simply request that your employees post an Instagram or Facebook photo with the hashtag you’ve created.
This is an enjoyable yet effective method for your employees to relay your company’s culture to their networks.
Fashion a robust onboarding process.The initial experience of a new hire is their onboarding, and a poor first impression can have disastrous consequences for a company.
Employees who encounter a negative onboarding experience are twice as likely to seek alternative employment.
Thus, a successful onboarding process is crucial for promoting a positive corporate brand image.
Additionally, a good onboarding process promptly inspires employees about their roles and teams.
By providing new hires with the necessary guidance and resources to excel in their position, organisations can establish a smooth transition period, lower rates of attrition, and enhance productivity.
Wish to establish a strong employer brand? Make learning and development a priorityEmployees leave for a variety of reasons, with boredom and a desire for fresh challenges being the most prevalent.
By motivating staff to seek out learning opportunities and hone new skills, employers demonstrate their commitment to their organisation’s continuous advancement and growth. This dedication to continuous improvement and learning is indicative of a company that values employee development and understands the importance of keeping pace with the ever-changing market.
Moreover, by encouraging employees to tackle challenging assignments, you can help ward off disinterest in their roles, which can lead to better retention rates among employees.
Communicate your company’s story with immersive contentWhile embarking on a campaign to enhance your brand’s image, avoid relying exclusively on one communication channel.
Instead, incorporate a variety of mediums such as videos, images, presentations, blogs, and other forms of communication, to ensure your message reaches a larger audience.
Showcase your company’s narrative through high-quality videos, photos, and text.
You might want to share brief employee interviews (in both video and text formats) on your Career and About Us webpages.
Evaluate the success of your employer branding efforts.HR professionals are now primarily responsible for HR analytics and measuring critical recruitment indicators.
Without access to the proper tools, it can be difficult for HR professionals to successfully implement a data-driven recruitment strategy. Luckily, there is a vast array of Human Resources technology solutions available that can be utilised to improve employer branding outcomes.
By evaluating the accomplishment of your employer branding objectives, based on the goals set in the initial phase, determine the effectiveness of your employer branding strategy.
Concluding Remarks: Employer branding can attract top executives.
Companies must prioritise employer branding if they wish to avoid losing out on the talent and innovation they desire.
Make sure to allocate a substantial budget item for your employer branding strategy in 2022.
When assembling your software development team, acquiring and recruiting competent software developers is of utmost importance.