Everything You Need to Know About Employer
At its most basic, an employer brand is your reputation among the workforce as well as your employees’ perception of you as an employer.
In other words, employer branding is how you market your company to job seekers and internal employees. The better you are at employer branding, the more likely you are to attract top talent. Additionally, a positive employer brand can also help you retain top talent.
Let’s say you’ve done a phenomenal job building up a strong brand in relation to your products or services. Unfortunately, that alone won’t convince someone to work at, or stay at, your company. You need to implement the same branding strategy when it comes to communicating your company’s leadership, values, and culture.
If a job seeker asks an employee at your company, “What’s it like to work there?” the employee isn’t going to say, “We’ve built some awesome merchandise.” Instead, he’s going to lay into the day-to-day of people management, company values, and workplace culture. To ensure a good employer brand, you need to tell a compelling story.
However, it goes deeper than storytelling — you also need to walk the walk. Telling your employees, and the general public, that your company is a great place to work because you have ping-pong tables isn’t going to cut it.
Why Is Employer Branding Important?
At this point, you might be wondering, Does this really matter to me and my company?
Actually, employer branding is critical to your bottom-line. A good employer brand can reduce turnover rates by 28%, and cut your costs-per-hire by half. Additionally, 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand.
You have an employer brand whether you’ve put effort behind it or not — so why not put effort in to ensure it’s a brand you can be proud of?
A good employer branding strategy can help you attract better talent, cut down on hiring costs, and reduce employee turnover.
1. Know your company’s unique value proposition.
To create a powerful employer brand, it’s critical you start by focusing on your company’s mission statement, values, vision, and culture. It could be helpful to identify what your business needs are and then work backwards to understand what type of talent you need to acquire to fulfill those objectives.
For instance, consider Teach for America’s mission statement — “One day, all children in this nation will have the opportunity to attain an excellent education.”
Using this statement as a guideline, Teach for America is then able to tell a compelling brand employer story on their Values page. Among other things, they promise employees the chance for continuous learning, stating, “We operate with curiosity and embrace new ideas to innovate and constantly improve. We take informed risks and learn from successes, setbacks, and each other.”
In this way, they’ve aligned their values, and their employer brand, with their business goal.
2. Conduct an employer brand audit.
You might not be fully aware of the reputation your company has among job seekers or even your own employees. Send out internal surveys, conduct social media searches, check out sites like Glassdoor to read reviews, or hire a firm that administers reputation monitoring.
Ultimately, your research should uncover your employees’ favorite aspects of your company culture that you can focus on highlighting as well as any areas for improvement to ensure a strong employer brand.
3. Write an employer value proposition.
Once you’ve done your research and cultivated a list of values and benefits your company offers, you’ll want to create an employer value proposition. An employer value proposition is a marketing message and a promise, so you shouldn’t say anything that isn’t true or that your employees wouldn’t agree with. You might use your employer value proposition on your website, recruitment materials, or LinkedIn company page.
Additionally, your employer value proposition is something your recruiters and HR team can discuss with potential candidates.
Your employer value proposition should have nothing to do with compensation. Instead, you want to evoke passion in potential candidates by expressing your company’s positive impact on the world or its deeper purpose. People want to feel their work is meaningful, often even at the expense of a bigger paycheck.
For instance, Accenture, a global management consulting and professional services firm, created this employer value proposition, which they’ve displayed prominently on their Careers page: “Help build the future. Be yourself, make a difference. Work where you’re inspired to explore your passions, where your talents are nurtured and cultivated. Innovate with leading-edge technologies on some of the coolest projects you can imagine. And get the tools you need to keep learning and growing so you stay continually ahead of the game while making a difference in the world.”
4. Leverage current employees.
When job seekers want to learn more about your employer brand, they’re going to want to hear from and see real employees at your company. Leverage your employees by conducting employee interviews or testimonials to share on your website.
You also might leverage employees by asking them to post on their social media accounts when your company does a fun giveaway or company outing. For instance, perhaps you create a Women in Tech event and hold a panel discussion. Afterwards, you might simply ask your employees to post a picture on Instagram or Facebook with a hashtag you’ve created. This is a fun yet powerful way for your own employees to share your company’s culture with their own networks.
5. Cultivate a strong onboarding process.
Onboarding is the first experience a new hire goes through, and a negative impression can have big consequences. In fact, people who have a negative on boarding experience are twice as likely to seek a different opportunity.
Ultimately, instilling a positive company brand image starts with a good onboarding process. It’s critical you get employees engaged and excited about their roles, and their teams, from the start. By arming your new employees with the instructions and tools necessary to excel in their roles, you’re ensuring a smooth transition, lower turnover rates, and more productive teams.
6. Offer learning and development opportunities.
In 2018, the number one reason people left their jobs was because they were bored, and needed a new challenge. Ultimately, this should be a relatively easy fix.
If you allow employees to pursue learning opportunities and become proficient in new skills, you’re demonstrating your company’s emphasis on continuous learning and improvement. And by challenging your employees, you’re ensuring they won’t get bored in their roles — which could lead to higher retention rates.
Plus, as they develop new skills, they become more valuable employees for your company. A win, win.
7. Use video, blog posts, photos, and slideshows to tell your company story.
When you’re implementing a strategy to improve the market’s perception of your product or service, you don’t just communicate your message through one channel. Instead, you provide videos, photos, slideshows, blogs, and other forms of messaging to ensure you’re reaching the largest audience on whichever platform they want to be found.
Similarly, it’s critical you use high-quality videos, photos, and text to tell your company story. You might consider putting employee interviews on your job page, or a slideshare created by your CEO on your About Us page.
8. Create a strong diversity and inclusion initiative.
If you want to create a strong employer brand, it’s critical you show your commitment to building diverse teams. There are plenty of company benefits to investing in D&I initiatives, including more innovative ideas, a stronger workplace culture, and better customer service. However, it’s also necessary for cultivating a positive employer brand by ensuring you’re extending your brand’s reach to new groups of people.Tags: company brand, employee interviews, innovative ideas