employer branding

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. 

Ex1. STARBUCKS 

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.

employer branding

Ex2. CANVA

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.

employer branding

Ex.3 EVENTRIBE

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.

Ex.4 Shopify

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.

employer branding

Why is a Must in Every Company?

When a job seeker begins his search for a job make sure you are on the top. But how your company will be on the top of any job search? Is it the size or the product it sells? Before we go on here is a fact – 86% of workers would not apply for a job or even continue to work for, a company that has a bad reputation with a former employee or the general public. It makes sense – nowadays, a company’s reputation matters more than ever. 

Companies are spending their budgets and time creating a competitive product with a good brand story. Know to ask yourself a question – how much is a company spending on attracting and retaining top talents? 

There comes employer brand to crate cultivating and powerful strategy, so the company reputation does not base only on income or product/ service.

What is Employer Branding?

Let`s say your company offers the best product and its public reputation as a socially responsible company is at the highest level. 

Will that convince anyone to work over there?  Probably, yes. Will that hold on its employees? We do not know. Therefore you need to implement the same branding strategy when it comes to communicating your company leadership, values, and culture. To ensure a good employer brand, you need to tell a compelling story. 

Employer branding is how you market your company to job seekers and internal employees. The best you are at employer branding, the more likely you are to attract top talents. Additionally, a positive employer brand can also help you retain top talents. 

If you can reduce turnover rates by 28% and cut your costs-per-hire by half. Additionally, 75% of active job seekers are likely to apply for a job if the employer actively manages its employer brand. 

You have an employer brand whether you have put effort behind it or not – so why not put the effort in to ensure it is a brand you can be proud of?

Why Employer Brand is important in 2023?

Employer brand is becoming an important part of the employee’s value proposition and is essentially what the organization communicates as its identity to both potential and current employees. Implementing the right employer brand strategy and putting an effort into it to be realized can affect your recruitment process of new employees, will scale up your retention and engagement of current employees, and the overall perception of the organization in the market. 

Research shows how strong the employer brand has a direct impact on talent acquisition. Companies with better reputations have higher quality and more satisfied employees. Also, candidates’ experience is significantly improved and they then retain employees for a longer period.

Employer Branding vs. Recruitment Marketing

Is there any Difference?

One of the easiest ways to improve your employer’s brand strategy is through recruitment marketing. You can showcase your brand on your career site, create e-mail campaigns for job candidates, and increase your brand awareness. 

But is there any difference between Employer Branding and Recruitment Marketing?

There is a distinct difference between Employer Branding and Recruitment Marketing. As an HR professional, it is essential that you can understand the difference between these two terms so you can effectively utilize them together to attract top talents. 

The main problem is that HR and recruiting professionals often mix them up or use these two terms interchangeably. As an HR professional is important to understand the difference. 

On one side Employer Branding (also known as Employment Branding) is a term used for the process of creating and maintaining your company`s Employer Brand. Based on your values, vision, and mission. The goal is to present your company as a desirable employer in order to attract high-quality candidates. 

On the other hand Recruitment Marketing is a term used to explain to the applicants of marketing methods and tactics to showcase your Employer’s Brand. In other words, Recruitment Marketing is the process of promoting your Employer Brand on different channels such as Social Media, the company`s career site, job boards, the company`s career blog, current employees, job descriptions, talent networking events, and many others.  The goal is to deliver the right message in front of the right candidates and the right time and drive candidates your way.

4 Big Employer Branding Questions

As we said every employer’s branding has to be based on the company`s value, vision, and mission. To drive traffic for new candidates through recruitment marketing and retain current employees as much as longer. At that point, your employer brand will result in a higher company reputation. 

In order to fulfill all of these – we suggest starting by answering these 4 questions:

  • Which positions do you need to fill (now and in the future)
  • Who is your ideal candidate?
  • What makes you an exceptional employer?
  • Why would your ideal candidate want to work for your company?

In short, your Employer Brand is the reflection of your Employee Value Proposition, based on compensation, benefits, career opportunities, work environment, and culture.

How to Set an Employer Brand Strategy in 5 Steps

Planning, developing, and implementing Employer Brand Strategy is not an easy task. Especially when it becomes a key recruitment trend. 

Employer Brand Strategy is the main component of every successful Talent Acquisition strategy. Having a clearly defined Employer Brand can help you find the right job candidates, and attract, engage and hire them. Top companies use advanced employer branding and recruitment marketing tactics to differentiate their employer brand. Today is a world of “War for Talents”, and therefore well-planned Employer Branding strategy can be a huge competitive advantage that sets you apart from your competitors. 

Here are the 5 steps to creating an Employer Brand Strategy:

Step1: Define Your Employer Branding Goals

Think about what you want to achieve with your Employer’s Brand Strategy. Set your goals including:

  • get more job applicants
  • get more high-quality candidates
  • increase online engagement 
  • increase candidate engagement 
  • increase Employer Brand awareness
  • build trust with current candidates
  • get more career site visitors
  • get more applicants from social media
  • increase referral rates 
  • increase offer-acceptance rate

Step 2: Identify your Candidate Persona

Defining your candidate persona is a crucial step in creating an Employer Brand Strategy. Without knowing who your perfect candidate is, you won`t be able to send targeted messages to the candidates you want to attract. 

 

Step 3: Define your Employer’s Value Proposition

Before submitting an Employer Value Proposition make sure you have answered the following questions – Do you know why current candidates have chosen you? Do you know why employees stay? Do you know what they like the most about you as an employer? 

These questions you need to answer in order to set up a successful Employer Branding Strategy. Answer to these questions best explains your Employer’s Value Proposition. Your EVP is the message you will target your candidate persona with. Your EVP is composed of 5 blocks – compensation, benefits, career, work environment, and culture. 

Step 4: Define the channels to promote your Employer’s Brand

There are around there are 6 stages s before candidates get hired. This is called the candidate journey.  It starts with awareness, consideration, interest, application, selection, and hires. Through their candidate journey, candidates will have multiple interactions with your Employer Brand. These interactions happen both online and offline. For example, a candidate can:

  • see your job advertisement on a job board
  • visit your career site and read your career blog
  • check the ratings of your company on company review sites
  • visit your company`s social media profiles
  • join your talent network
  • talk to your company representative at the career fair
  • fill out your online job application
  • come in for an interview and etc.

Here are some channels for promoting your Employer Brand Strategy – social networks, family and friends, local events, educational programs, talent networks, email campaigns, job ads, career sites, team blogs, current employees, applications, and interviews.

Step 5: Measure Your Employer Brand Success

HR Analytics and measuring the most important hiring metrics is becoming one of the main goals in 2023 for HR professionals. Based on the goal that you set up in the first step, you should measure the success of your Employer’s Branding Strategy. 

Data-driven recruiting, however, is impossible without the right recruiting tools. Today, there are many HR tech solutions that help HR professionals excel in their Employer Branding strategies 

 

Looking to Learn More about Employer Branding join our International Academy on the 20th of Feb 2023 so you can build your own strategy suitable for your company.