There’s a hidden fight for good talent. And, good talent is limited. This makes it extremely important for companies to attract good talent fast. And this is possible with employer branding strategies.
So if you want to attract good talent, you need to understand employer branding. According to a LinkedIn study, 72% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring.
This ebook covers the importance of building a powerful employer brand and how to frame an employer branding strategy, challenges, and examples of good employer brands.
What is employer branding?
Employer branding is marketing and branding to attract good talent to your organization. It is about creating desire, excitement, and eagerness in prospective candidates to join your company.
Employer branding is also about managing the workforce’s retention at your company. Your existing employees should feel satisfied working for you and stay loyal to your organization.
It is not just marketing your brand in a way that appears desirable. And it is also about conducting all the activities and overdelivering everything we promise as an employer.
Why is employer branding important?
According to research by Randstad US, it was found that 86% of employees would not apply or continue working for a company that has a bad reputation with their employees.
Here are some reasons why employer branding is essential:
1. Attracts good talent to your organization
The best employees are hardly out there looking for the job availabilities and applying casually on the job portals. They pick the company to work with.
Searching and reaching out to employees with the desired skillset requires tremendous effort. And, even after all the steps, you might not find the right fit. Implementing employer branding is the best way to attract good employees to your company.
2. Retains the top talent in your organization
A considerable part of employer branding is ensuring your existing employees are satisfied to a level that they don’t feel the urge to search for other job opportunities.
According to a study by Kronos, 87% of HR managers prioritize the retention of employees over other HR activities. When you get the employer branding done right, the employees stay loyal to your organization.
3. Saves hiring time
Hiring has to be done fast. Else it costs you problems in operations and vacant positions. Yet, it could take several weeks and months to find good talent.
This delay in time is because of a shortage of suitable candidates for your applicants. Employer branding attracts talent to your company, and this drastically reduces the time in hiring.
How does employer branding impact other aspects of business?
Apart from attracting talent and retaining existing employees, here are other ways it impacts your organization.
1. Improves your reputation
Employer branding improves your brand image. You don’t have to over-emphasize that you have an excellent team to help you, and it is very transparent that you’ve top talent and good work culture.
2. Builds trust with customers
When your employees are treated right, your employees treat your customers and clients right. A frustrated employee will share negative energy with your customers.
Employer branding helps you build trust with your customers.
3. Helps you save the cost of hiring
If a brand with a low reputation wants to hire talent with a high skill set, they must go above and beyond the budget. Because prospective candidates are unwilling to work for them, employees will gladly join at standard salaries if you’ve built a strong employer brand.
4. Builds your authority in the industry
When you have the best talent in the industry working at your organization, what do you think this communicates about you to the industry? It builds your authority and helps you set standards and benchmarks.
How to establish and implement an employer brand?
Here is how to implement an employer branding strategy for successful results.
1. Have a clear employer value proposition (EVP)
An employer value proposition is knowing what differentiates you as an employer from your competition. What are you bringing to the table that others aren’t?
Here are some of the questions that will help you define your employer value proposition:
- What makes you unique as an employer?
- What makes you stand out from your competition?
- What are some values that you start for? What are those?
- What makes your existing employees stay at your company? Why?
- What makes you a desirable employer for your ideal candidates?
- What is something that you’d never tolerate as a part of the company’s culture?
2. Define the ideal candidate persona
Having the top talent recruited at your company is vague. Be specific and conclude the qualities and skills you want in an employee. The hard skills required might differ, but the soft skills and personality trials, and particular characteristics would be almost the same for different roles.
Here are some questions that will help you define the ideal candidate persona:
- Are they actively seeking jobs or passive with their approach?
- What personality traits do they have?
- Are they more creative or logical?
- Which social channels are they active on?
- What are their interests and hobbies?
- What are they scared about at the workplace?
- What are their hard skills and soft skills?
3. Create a communication plan
Once your EVP (Employer Value Proposition) and candidate persona are ready, it is time to get your work out there. There is where the marketing team takes over and helps you talk to the target audience.
Your communication plan includes the following channels:
- Social Media
- Career Page
- Events Page
- Press Releases
- Brand ambassadors
- Existing Employees
4. Talk to your existing employees
Your existing employees work as a testimonial for your employer brand. They will say good things about your company if they are satisfied and happy. Else they will repel good talent from entering.
First, get feedback about how they feel working with your company. Ask them if they have any problems or concerns. Ask if they are frustrated with anything.
If you find them unhappy about something, resolve it. Once you have them on the same page, urge them to share their stories about how they like working for you and share these stories on social media.
5. Have a smooth onboarding process
The first thing your new hire sees in your company is your onboarding process. If they have a negative experience during onboarding, it is likely they will carry a negative image of your organization with them.
According to a report by Digitate, candidates with negative onboarding experience are twice as likely to seek different opportunities in the immediate future. And, Organizations with a strong onboarding process improve employee retention by 82% and productivity by over 70%.
Having a good onboarding process delivers a positive message about your company, which makes it easier for you to retain the employees for the long term.
Employer branding is not a do it once and relax forever strategy. It requires constant effort.
To sum it up in a few sentences. Employer branding is treating your employees well, appreciating them, including diverse people, helping them grow, and sharing what you’re doing on social media, website, newsletters, and other channels.
Employee assessment is essential for smoother onboarding of your candidates, and it saves you time and helps you make solid decisions quickly. Specifically, with Testlify, you can manage assessments and send them feedback emails and appointment letters in simple steps.
Learn how Testlify can improve your recruitment experience by signing up for free!