Talent acquisition is a very competitive world so building a strong employer brand is vital for success and attracting top talent. Some people use the term “Employer Branding” like a buzzword in marketing, and throw it around, however, it plays a significant role that needs to be the starting point of all your marketing. In most markets skilled professionals have the upper hand and job seekers can be selective about who they work with. A compelling employer brand could be the reason the right candidate comes to you and not a competitor.
What is employer branding?
Let’s return to the basics, what is employer branding? It is more than a logo and talking about who you are, it’s about outlining your culture, values and missions in a clear concise way. You need to highlight all that is good about your business and how you invest in your employees to ensure they are always able to reach their full potential. A strong employer brand will influence a candidate’s decision to work for you and stay at the business for a long period that provides real benefits to all parties. The main objective of employer branding is to ensure your company is a desirable place to work and attract talent that is aligned with your values, culture and goals.
While traditional recruitment methods, such as job postings are important for your marketing, specific recruitment marketing builds on this and strategically markets your company as an employer of choice. A strong employer brand is the foundation of this and will lead to effective recruitment marketing.
Attracting the right candidates
The main benefit of a strong employer brand is it will help you attract the right candidates. Top talent wants more than just a good wage, they want a company that fulfils them, makes them feel valued and ensures they can reach many goals, both professional and personal. Being clear and defining the company’s culture in marketing materials will ensure that the right candidate is attracted to the business, is aligned with your beliefs and helps the company excel.
Candidate Experience
All companies have room for improvement when it comes to the candidate experience, you rarely come across a perfect one. When a potential candidate engages with your company, they should know they are valued and respected during the application process. You are more likely to have completed applications when your core values, benefits, beliefs and career growth are clearly outlined in the process. This will make them excited to apply and help their experience.
Employer Retention
When recruiting you need to not only think about the new talent but also your existing employees. If your employer branding makes your employees feel fulfilled, you’re going to have low turnover rates and high employee satisfaction. These combined, means when you are hiring, you have strong advocates for your business. They will be able to advocate for you and engage in the hiring process, employee testimonials are a brilliant way to draw talent in. This builds authenticity and trust between you and the candidates, with a positive experience for everyone involved, even if they don’t get the job.
Important steps to build your employer brand
Building your employer brand doesn’t have to be rocket science, it all comes down to some basic steps.
Define your company values – Think about clear and concise ways these can be conveyed in your marketing and why these will make someone want to work for you.
Employee testimonials – As mentioned, these are a powerful tool in recruitment, make these as authentic as possible, and have them speak on your behalf.
Engaging content – Use a variety of media to showcase who you are, writing a few lines on your about us page isn’t going to make the cut, blog posts, social media, and videos will be needed to show off your company in the best light.
Optimise your careers page – This page shouldn’t just show your available careers, it should be an insight into the company culture and engage the audience. Make sure it’s easy to use and is better than just fit for purpose.
Employer branding is no longer an option in today’s market, it’s a must-have. It will help you attract top talent and have strong recruitment marketing campaigns all while reducing cost and improving employer retention. By actively promoting your company’s missions and values you will be aligned with the right people and have a company built for success.
Looking to enhance your employer brand? It’s time to Contact us or fill in this form for a FREE recruitment marketing audit.
