Nowadays employer branding is pretty much a popular topic in every company. But why are so many companies focusing on creating a brand, or even forming a better one?
In the era of social media, exposure in front of your customer has to be towards showing your public everything you do. This includes processes, products or services, social responsibility, etc. The same goes when it comes to attracting and retaining employees.
Studies show that 75% of job seekers consider an employer`s brand before even applying for a job. Therefore if your employer brand is not good enough to compete with others, your company could end up losing high-quality talents. Before giving you an example of big companies and their employer brand, here are some benefits you get from implementing an employer brand.
First – Improved Candidates
Research has found that organizations with manageable employer brands are able to source from more the 60% of the labor market as compared to only 40% for those show do not manage their employer brand. This means you get more access to great talents, which is a great opportunity to reach a wider pool and find great candidates that may not have been possible otherwise.
This includes also passive candidates who are not actively looking for a job. But most affects job seekers because now are able to see inside your culture and prove if it appeals to them. They can tell if there is a fit, that they agree and support your company`s mission and that they will be proud working with you.
Second – Reduce Costs
When you are hiring high-quality you end up spending much on salaries. On the other hand, you have great talents with high salaries that are compatible with your culture and a low risk of resigning. This, in turn, means less recruitment and less turnover. Lowering the cost per hire will reduce sector costs and make you more efficient in point of budget spending. Gives you room to invest more in improving employer1s brand.
A brand that is easily shown and communicated is the best way to counteract these costs. And, if candidates can see what you are like as a company, you can save time sourcing and scout for the right hire – they will come right to you! Because candidates will already know if they like your company or not.
Third – Engage Employees
When candidates apply for a posting that they know is the perfect fit, it means they will be happier and more engages with their work. This is a big deal considering companies with engaged employees outperform others by up to 202%.
Meaning quality and the bottom line of your business are sure to reap the benefits. Even more so, when employees love where they work they become an advocate and spokespersons for said business. Employees can be your greatest asset not only in driving your business but also in increasing the talent pool. They know how to talk to their peers about the company and can vouch for your culture, brand, and more.
Employer branding is something that can easily make or break your company – whether you choose to believe it or not. But, making the investment and pushing forward with showing your audience what you`re all about can not only save your business but make it even more profitable.
Still not sold on the idea that employer brand is important? Let us show you how the biggest companies take care of their employer’s brand.
Starbucks is ensuring the cultivation of a strong community among its employees. They refer to current employees as partners, instilling a sense of price in each employee. Additionally, Starbucks created Instagram and Twitter accounts specifically for @SturbucsJobs, which they use to promote their employer brand and interact with job seekers.
By creating a social media account with the sole purpose of demonstrating appreciation for current employees and evoking passion in potential candidates, Starbucks shows its commitment to being more than just a product.
Rather than posting about their drinks, Starbucks uses its social media accounts to share its company mission, congratulate employees on college graduation, and share personal employee stories. The company also uses platforms to demonstrate its commitment to diversity ad inclusion.
According to LinkedIn`s Global Talent Trends report, 23% of Millennials and Generation X and 32% of Baby Boomers consider company mission as a top factor when considering a new job. That means that across the workforce, more and more job candidates want to be inspired and have a purpose in their jobs.
This is what makes Canva`s employer brand so great. On their Careers page, they highlight their values for job seekers and pair each value and visual design, under-sourcing the idea that design can be forced for good.
Canva also doubles down on this idea on social media channels, which are full of inspirational content and ideas furthered by design.
To demonstrate its commitment to recruiting high-quality talent, Eventbrite created a web page to introduce job seekers to its recruitment team. The bios are funny and relatable with fun facts about each recruiter.
Additionally, the Eventbrite recruitment team page states, “Interviewing shouldn’t be nerve-wracking —– it should be exciting. It should spark great conversation. We believe in respect, transparency, and timely responses (we don’t leave anyone in the dreaded recruiting black hole).”
Their language reflects their values, likely inspiring job seekers to apply.
If there’s one thing that’s clear in tech recruiting, it’s that there’s a gap between tech jobs and qualified applicants, and it’s taking longer and longer to fill positions. For many companies, their leverage is having an incredible employer brand and great perks to attract top talent. Many tech companies can take a cue from Shopify, where they recognize this and tell the job seeker that it’s their turn to “apply to you.”
This acknowledgment is one step toward earning rapport with a potential candidate, and they continue to empathize with the reader by stating, “Finding the right job is hard work.” The rest of their Careers page is dedicated to providing the information that someone would need to take a chance and apply to Shopify.
Each one of the examples on this list has in some way shown their empathy, a human element, and a slice of their culture to begin attracting great employees. Human capital is your biggest investment and asset, but remember that your candidates are also investing in you.
Now for sure presented the idea that employer brand is a trend. If you want to know how to create one and insure you bring and keep high-performing talents, apply for our Academy starting on 20th February 2023.