How to create a successful employer brand

​There is no greater tool than a compelling employer brand to attract top talent. Companies use employer branding to market themselves as potential places of employment, typically through company websites and social media. Employers look for ways to differentiate their brand from others to stand out and attract potential job seekers.

What is an Employer Brand?

Employer branding is the process of managing and influencing your reputation as an employer among job seekers, employees, and key stakeholders. It encompasses everything you do to position your organisation as an employer of choice.

Your employer brand is your organisation’s reputation as an employer. In simple terms, it’s what job seekers and employees think of you. It’s what they tell their friends and family when you aren’t around. Though it may not be tangible, your employer brand is an asset that requires constant cultivation.

Your employer brand (or “reputation”) should reflect upon all aspects, from policies and procedures, management style, and work environment and ensure people feel valued every step along their career journey.

Why is Employer Branding important?

Having a strong employer brand that can attract potential employees in today’s job market is crucial. Employer branding is about knowing what your company stands for and how you differ from other companies in the same industry. Another reason employer branding is essential is that your Current employees become your brand ambassadors and as a result, hires through referrals increase. The more your employees talk positively about you, the more you get good candidates. Also, when your current employees talk about the business, this helps the brand becomes stronger without spending much on marketing because awareness increases by word of mouth. This creates a domino effect. When brand awareness increases, your sales increase in parallel.

How to create an effective Employer Brand

It can be hard to create a unique brand, but it’s important to remember the fundamental branding principles. When creating your employer brand, there are many questions you should ask yourself:

  • What type of organisation are we? (Who am I)
  • What do I want my organisation to look like?
  • What do I want my employees to feel about my organisation?
  • How does this translate into our organisation’s mission and values statements?

These are just some questions that need answers before you start investing time in an employer branding strategy, ensuring that these strategies align with your organisational needs.

Here are a few examples of how you can get started:

Evaluate your company culture

A successful branding strategy begins with excellent employee experience. This starts with speaking to all your current employees and assessing their thoughts about the company culture. Conducting anonymous surveys or one-on-one meetings can help you accomplish this. This is a great starting point that will allow you to discover what your current employee like in your organisation.

When trying to evaluate your company culture with current employees, ensure to ask questions like:

Are you happy with your workplace culture? Please explain why for your answer.

What aspects of the organisation can be improved to make it a better workplace?

Are you happy with your employee benefits?

You can use these insights to identify which strengths you should highlight in the employer brand and opportunities for company improvement. This will help improve company culture and attract great talent.

Promote your Employer Brand

Employers need to develop a long-term content strategy that engages their ideal candidates and covers multiple channels – but how do you determine whom you want to target and how you will deliver this message?

Social Media

Creating a digital presence through social media platforms such as Facebook, Twitter, and Instagram, rather than just LinkedIn. As social media plays a crucial role in representing any brand, employers must incorporate it into their marketing strategies to build a more accessible presence and increase employer branding.

Here are a few examples of how you can create social media content that will improve employer branding:

Post videos & photos of your work culture and events

Get your employees involved in active social sharing

Showcase positive reviews from internal employees, clients & candidates

Promote your career growth & development opportunities within the organisation

Job Descriptions that tell a story

Many companies find job descriptions a great way to attract new candidates. In many cases, the first impression comes from reading through your open positions – this is worth more than any other marketing campaign you can put on display for them!

When writing a job description, include all the requirements needed to apply and paint an attractive picture of what working at your organisation would be like – giving off vibes of professionalism without sounding too stuffy or dull. Your company story is a unique selling point that can help you stand out from the competition. In addition, you should use rich media such as images, videos, or other visually appealing content to encourage potential employees to apply while they imagine themselves on the job.

Measure the success of your strategies

It is essential to constantly analyse your employer’s brand strategies as different strategies can have different results depending on the company, making it crucial to implement them slowly. This will allow you to determine how effective the strategy is and focus on the ones that work best for your company. A few tracking metrics that employers can use to measure the success of their employer branding are through:

Ratings & reviews

Many candidates rely on reviews when applying for a job. Companies like Glassdoor have reviews from present and past employees. Reviews of this type give candidates insight into what it is like to work at your organisation, allowing potential new hires to make more informed decisions about their future employer’s business culture. As an employer, reviews are a great way to determine what employees think about the company culture. You can use this information when selecting new talent, improving your current employee satisfaction levels, and identifying growth opportunities in your company.

In addition to postings on review sites, don’t forget to monitor and engage with reviews regularly—even if they’re negative. It allows you to address issues and amplify positive reviews. Not only that—showing that you seek feedback and take employee recommendations seriously can do wonders for morale and your rating. According to Glassdoor, 80% of users agree that their perception of a company improves after seeing an employer respond to a review.

Retention rate

Retention rates help you understand your company’s employee turnover, often a strong indication of the employer brand. Analysing your company’s retention rates can be used for recruiting purposes or determining benefits packages that prevent employees from resigning and finding new jobs with competitors who offer better incentives.

Employee satisfaction

Allowing your employees to give feedback about the company culture is crucial as it will enable you to identify any problems or concerns before they become too widespread. This way, when something does arise that needs attention (a lack of happiness among some groups), addressing their feelings allows you to determine what needs improvement on both sides.

If you’re looking for a competitive edge in today’s job market, it may be time to start thinking about your employer brand. Employer branding is about knowing what makes your company unique and how you stand out from competitors. It also allows current employees to see if they align with the company’s mission and values.