By leveraging the power of employer branding, your company can gain a competitive edge in the marketplace by standing out from other employers and attracting qualified applicants. Additionally, employer branding can help to reduce recruitment costs by ensuring that your company is targeting the right job seekers for the positions you have available.
Employer branding has been acknowledged as a critical element of an organisation’s overall business plan for some time. Crafting a distinct identity for a company, combining its mission, vision, character, culture, and personality, can help to both attract and retain potential and current employees.
As a result, understanding the fundamentals of employer branding is critical.
This post is designed to provide readers with the knowledge and understanding of how to formulate an effective employer branding plan. Such a plan should be based on principles of authenticity, credibility, distinctiveness, and aspirationalism in order to effectively communicate and attract desired talent. Additionally, it is imperative to establish a strong employer value proposition and identify the target talent demographic. By the end of the post, readers should have the necessary insight and resources to create and implement a successful employer branding plan.
What exactly is employer branding?
Employer branding is the process of managing and influencing your employer brand among job seekers, employees, and key stakeholders.
Everything you do to make your company a desirable place to work is included.
Your employer brand is the perception that prospective employees and employers have of your company as a place to work. It is the image that is portrayed when you are not present and is reflected in the conversations that are shared between current and potential employees and their peers, family, and colleagues. Your employer brand is essentially your company’s reputation as an employer, and it is critical for employers to ensure that it is a positive one.
Eight steps to successful employer branding implementation
Understand your company’s value proposition.Focus on your company’s mission statement, values, vision, and culture if you want to build a strong employer brand.
Determine your company’s needs first, and then work backward to determine the type of talent you’ll require to meet those needs.
Consider Teach for America’s mission statement: “One day, all children in our country will have the opportunity to receive an exceptional education.”
Similarly, you can link beliefs and the employer brand to your business goal to improve its effectiveness.
Conduct an employer branding auditYou may be unaware of your company’s image among job seekers or even among your employees.
In order to gain more knowledge, it is recommended to implement internal surveys, research social media platforms, analyse reviews on websites such as Glassdoor, or engage the services of a specialised reputation management firm.
It is important to conduct research that will highlight the aspects of the company culture that employees enjoy the most, as well as those that need improvement. This research should be used to emphasise the positive aspects of the company culture, while also identifying areas that should be targeted for improvement.
Create a value proposition for your employerAfter you’ve done your research, create an employer value proposition, which is both a marketing message and a promise.
Make the statement as detailed as possible because it will help you stand your ground during company disputes.
It is essential to communicate the employer value proposition to potential candidates through various mediums, such as the company website, recruitment materials, and the LinkedIn company page. Moreover, the Human Resources department should be instructed to share the organisation’s value proposition with prospects during the recruitment process. Doing so will help to ensure that applicants understand the unique benefits that the company offers.
Your value proposition should be independent of compensation.
Rather than merely highlighting salary or compensation, try to inspire passion in prospective employees by illustrating the impact that your company has on the world, or its fundamental purpose. People are often driven by the desire to make a difference, even if it entails foregoing a greater salary.
Use current employees to boost your employer brandingJob seekers who are curious to know more about your business would certainly appreciate the chance to interact with actual employees. Therefore, it is advisable to leverage your staff by conducting interviews or testimonials which you can then post on your company website. This is an effective way of showcasing the talent within your organisation and providing a more personal connection for potential applicants.
When your company hosts a fun giveaway or goes on an outing, you can also encourage existing employees to post on their social media channels.
All you have to do is ask your employees to post a photo to Instagram or Facebook with the hashtag you’ve created.
This exercise is a fun but effective way for your employees to tell their networks about your company’s culture.
Create a strong onboarding procedure.Onboarding is a new hire’s first experience, and a bad first impression can be disastrous for a company.
Employees who had a negative onboarding experience are twice as likely to look for a new job.
A successful onboarding process is critical for establishing a positive corporate brand image.
Furthermore, a good onboarding process immediately motivates people about their jobs and teams.
By equipping new employees with the necessary instructions and resources to become successful in their roles, organisations can create an efficient transition period, reduce turnover rates, and boost productivity.
Do you want a strong employer brand? Provide opportunities for learning and developmentPeople leave their jobs for a variety of reasons, the most common of which is boredom and a desire for new challenges.
By encouraging employees to seek out learning opportunities and acquire new skills, employers demonstrate their dedication to the ongoing advancement and growth of their organisation. This commitment to continuous improvement and learning is indicative of an organisation that values the development of its employees and recognises the importance of staying ahead of the curve.
Additionally, by encouraging your employees to tackle difficult tasks, you can help to prevent them from becoming disinterested in their roles, leading to improved employee retention.
Tell your company’s story with rich contentWhen implementing a strategy to improve your brand’s image, don’t send your message through just one channel.
Instead, use videos, images, presentations, blogs, and other forms of communication to ensure that your message reaches as many people as possible.
Tell your company’s story with high-quality videos, photos, and text.
Consider posting short employee interviews (both video and text) on your website’s Career and About Us pages.
Determine the success of your employer branding.HR analytics and measuring key hiring indicators have become the primary responsibilities of HR professionals.
Without the appropriate tools, it can be challenging for HR professionals to successfully execute a data-driven recruitment strategy. Fortunately, there is a wide selection of Human Resources technology solutions available that can be used to enhance their employer branding efforts.
Based on the goals you set in the first phase, assess the success of your employer branding strategy.
Employer branding can help you attract top executives: In conclusion
Employer branding must be taken seriously by businesses or risk losing out on the talent and creativity they seek.
Include a significant line item in your 2022 budget for the employer branding plan.
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