Recruitment can be challenging, but in today’s competitive market, it can be incredibly difficult to attract the right talent. Candidates are looking for more than ever before. Flexible and hybrid working are probably top of the list, but coming in a close second is company ethos and culture.
One way to stand out is to ensure your company branding is on point. Candidates should know enough about you, before they even attend the interview, to know if you could be a great fit. Here we’ll be discussing exactly what employer branding is, and how it helps attract the best candidates.
What is Employer Branding?
As an intangible concept, this can be hard to pin down.
Effectively, employer branding is your reputation as an employer and how that is communicated to job hunters and the wider community.
The Chartered Institute of Personnel and Development describe it as:
“a set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture.”
Several elements come together to create your employer branding:
· Your company culture
· Your values and ethical standards
· Company policies
· Corporate Social Responsibility efforts
· Your approach to people management
All the above come together to produce an image of the company that is perceived by employees, stakeholders, customers and job seekers alike. The key is to make sure that the image you’re portraying is accurate and truthful.
Why is Employer Branding Important?
A strong employer brand can make your company more appealing. It can help you attract, engage, and retain the best talent:
· Attract Quality Candidates: Job seekers often research companies before applying. A positive employer brand can attract highly skilled candidates who feel they will be well-matched to your company’s ethos and ways of working.
· Reduce Hiring Costs: With a strong employer brand, more high-quality candidates are likely to apply. This reduces the need for multiple or lengthy recruitment rounds.
· Improve Employee Retention: Employees who are proud of and feel morally and ethically aligned with their company are more likely to stay. This reduces turnover and saves on recruitment and training costs.
According to research by Hosseini et al (2022) “a positive employer brand results in better performance against competitors by retaining talent and increasing levels of employee engagement.”
How to Improve Your Employer Branding
Look at your current employer branding. Is it saying the right things? Is it attracting the talent you want? If not, now is the time to make some changes.
Improving your employer branding starts with authenticity. Your insides need to match your outsides here. Shouting about all the right things may well bring talent to your door, but living by those values will keep them there.
With that in mind, you can improve your branding by making sure you’re using every opportunity to talk about what you do, how you do it, and why. By utilising social media, testimonials, blog posts and word of mouth, you can really spread the message:
· Showcase Your Company Culture: Share stories and testimonials from your employees. Highlight what makes your company a great place to work- what makes you different?
· Promote Your Values: Make sure your company values are clear. Demonstrate how you live by them in your day to day.
· Offer Career Development: Show potential employees that you invest in growth. Highlight training programmes and career advancement opportunities.
· Engage with Employees: Listen to your current employees. Use their feedback to improve the workplace- happy employees are your best brand ambassadors.
Improving your employer branding is a team effort. You’ll need communication and buy-in from all teams: HR to marketing, PR to corporate social responsibility. They’ll need to share information and expertise to get the job done well.
Conclusion
Employer branding is more than just a buzzword. It’s a powerful tool that can help you attract and retain top talent. By showcasing your company culture, promoting your values, offering career development, and engaging with employees, you can build a strong employer brand.
If your branding is accurate, you’ll attract like-minded talent and retain their skills for years to come.