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.

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