What Is Employer Branding And Why Is It Important?
When your organization commits to an employee-focused company brand, intentionally engaging employees becomes an intrinsic part of your company’s culture. And the result of intentional employee engagement is increased productivity and profit. The resulting low revenue provides a solid foundation on which your company can attract more potential candidates for new positions (rather than being stuck in a loop of job openings they’re constantly filling). What many companies often fail to do, or perhaps don’t even think about doing, is to put the same time and effort into establishing their employer brand. The essence of employer branding involves determining what sets a company apart as an employer and why someone would want to work with that company rather than elsewhere.
Career centers are also a good way to show how you invest in your people. Recruitment, marketing and branding teams must work together to build a strong employer brand that enhances the company’s overall reputation. In short, having a strong employer brand has an extremely positive impact on appeal and retention, which ultimately affects your bottom line. Follow the tips on this blog to ensure your brand reflects your company’s values and mission, is relatable and engaging, and you’ll quickly win the talent attraction and retention race.
In addition to attracting candidates, your EVP can help you engage and retain employees. The employer mark is defined as “the package of functional, economic and psychological benefits provided by an employer and identified with the employer”. The employer’s brand is intended to convey the identity of the organization, the work culture, and why it is valid for a potential employee to choose them. Employer branding helps to get the right talent and helps existing employees create a deep sense of loyalty to the organization. The name or logo of an organization ultimately has little to do with its brand.
The most successful companies have learned to strategically integrate employer branding into their talent management strategy. Ultimately, employer branding helps to attract top talent by giving candidates a glimpse into what your company is all about. A strong employer brand allows candidates to “evaluate” themselves to fit your company, which can increase employee retention and engagement over time. A successful employer brand starts with a strong mission, vision and core values and is solidified by the voice of every employee, regardless of their rank or role in the company. The precision with which the employer brand is portrayed is crucial for success. There must be coherence between the employer brand and the work experience, company culture and values.
To build that reputation, it is necessary to establish the company’s values, a work culture, and a personality that aligns with the aspirations of these talented candidates. You need to define what unique set of benefits you offer employees in exchange for their skills, abilities, and experience. Spread the word far and wide: Create blogs, vlogs, social media posts, and more about your people, your story, and your success. Testimonials, case studies, and behind-the-scenes ideas that are peer-to-peer will spark interest and resonate.
When your business grows, so does your income and this ensures the financial stability of your business. A financially stable company is always more attractive to potential candidates. Having a reputable employer brand is a must for an organization’s strategy, as it helps companies recruit better candidates, reduce recruitment and marketing costs, and improve productivity. Therefore, for organizations that are still hesitant about investing in employer branding, this is why it is so important. Monitoring employer brands doesn’t have to be a manual task where labor is spent reading employee reviews and comments.
A strong employer brand increases employee productivity and makes them proud and happy. They become brand ambassadors who tell their talented friends how much they enjoy working for their company, and they will refer you to these candidates. Or they can leave positive comments online and inspire other talented Job Marketing candidates to apply. As mentioned in the first point, a company’s online presence is very important, and this also affects the hiring process. Job seekers will often research your company online before applying for a job. The online presence of your company will create the first impression for the job seeker.
If you were to ask the son of a NASA engineer what he wants to be when he grows up, the child would probably want to emulate his father or become an astronaut. The child may not even know what NASA is, but they will capture the job satisfaction their parents feel if the work is valuable, exciting, and important. Promoting these characteristics is a way to project an organization’s brand and attract people who share the same values. A strong employer brand makes your employees proud to be part of the organization. Being part of the right company culture is very important for most employees. Most employees look at employers’ social media channels before applying for a job to get a sense of the brand image.
Most websites describe what a company does with little emphasis on why someone would want to work there. There may be photos or examples of the company’s work and testimonials from satisfied customers or customers. However, there is often very little about the company’s culture or work environment.