An employer’s brand affects every aspect of the business; from the way it presents it’s visibility on line to the content of its job offers; to the things its employees say, and the types of incentives it offers.
The majority of employers say that making a bad hire is far more costly than leaving a position open.
By developing a magnetic employer brand, a business can focus on promoting the aspirational aspects of its culture, alongside the things that differentiate it from other employers within a similar niche. This often puts a business in the enviable position of having a wide pool of relevant candidates to pick from. It can make a business more competitive by ensuring that it stands out from the competition due to its values.
A strong employer brand can increase the amount of applications received when a job vacancy comes up. It can lead to better engagement from staff members too, as they know what a company stands for, and they know what collective goals they’re all working towards.
Workplace Culture is an important part of employer branding. Workplace culture then is one of the first screening tools, and it’s important to consider how it shapes a candidate’s perception of an employer’s brand.
Modern open plan offices, pool tables, table tennis tables, snazzy coffee machines, free gym membership – this all adds to a sense of culture, further shaping a candidate’s idea of what an employer’s brand stands for. It makes it easier for a candidate to know if they would be a good fit for a job vacancy before they hit apply, saving everyone time and effort in the process.
Current employees are the best advocates and ambassadors of your employer brand. It’s easy for business leaders to pitch the benefits of their workplace, but it takes current (and former) employees to really sell it. Consider asking employees to write blog posts for the company website, build their own social media presence, and develop personal brands that exist harmoniously with the overarching company brand.
People trust people more than brands. When employees share their stories, it brings their experiences to life and makes them relatable. Sharing these experiences resonates with potential candidates who can picture themselves in their position.
A strong employer brand differentiates a company from its competition. It gives a business a human voice leading to increased engagement and a larger, better tailored audience. In an increasingly candidate-centric marketplace, a business needs to offer more than just a job in order to be attractive to excellent and relevant candidates.
Every interaction that a candidate has with a company shapes his or her perception of its brand. Opinions change, markets change, and businesses need to adapt and keep abreast of relevant industry trends. This approach will ensure that an excellent employer brand stays that way, and a company can keep enjoying the benefits that come along with it.
Developing employer branding is a long-term investment that ensures a company will remain competitive into the future, attracting talented employees, and retaining them too.