How to develop an employer brand
Developing a consistent employer brand is a vital and powerful way for organisations to gain the competitive edge when it comes to recruiting and retaining good quality employees. Good employer branding is demonstrated where employees come first and by being proactive, companies are more likely to attract top talent, build employee loyalty and to encourage consumers to engage with the brand.
A strong and consistent employer brand will help your business stand out among your competitors in attracting new candidates. Your brand’s purpose should be fully integrated through all channels making it harder for other competitors to challenge your position.
What makes a good employer brand?
Consumers tend to seek out companies whose brand has stand-out, is well-regarded within their industry, and attracts positive reviews. Staff surveys and staff rewards reflect good employer branding; building your brand and managing your reputation has never been more important.
But building a strong employer brand doesn’t happen overnight and takes effort and commitment. Managing a brand is an ever-evolving, ongoing process. However, there are a few steps you can take to make your business prosper…
Set out your employer brand with your website
Your customers want to know about you. Every business should have a website that includes the company’s brand values, outlines the company culture and reflects the employer branding. This will reinforce credibility and help potential employees to understand better how they may, or may not, fit in to your business.
Your website is a cost-effective way to market your products and services; it will increase your reach to customers and should ideally include a dedicated career and recruitment section consisting of regularly updated, engaging content.
Mention numerous reasons why people should consider working with you, what makes you stand out and how you reward employees.
Develop your brand with your employer values
Identifying critical information required to develop your employer brand strategy is vital for any business. Your core values are what supports your vision and shapes your culture. There are three core things that identify your key values: principles, beliefs and philosophies. A lot of companies will focus primarily on the technical competencies but often forget the underlying competencies. Values help companies in the decision-making processes. A popular technique used in employer branding is establishing the brand value proposition which identifies key benefits for the customers. Your core values will educate clients and customers about what the company is and what you hope to accomplish.
Reinforce your brand with employee and candidate reviews
Essentially, there is no one better to say how good your company is to work for other than the people who work for you. There has been a significant increase for companies that are using employee reviews as a way of recruiting talent to the organisation. Having few reviews, or indeed negative reviews, can damage your reputation as an employer, result in fewer customers and deter top candidates.
The perception of an employer brand can be influenced by real-life experiences and positive reviews; these are some of the strongest assets to use when promoting your brand. Case studies and testimonials will highlight the progression and positive aspects about your business giving an insight as to what it is like to work for, and with, your organisation.
Champion your brand by celebrating your successes
A company’s success is made up of the achievements of hard-working teams, the people behind the employer brand. Recognising and rewarding your employees with team building activities, fun perks and bonuses can raise morale and happiness and help shape the future for ongoing success. Communicating internally to employees makes them feel valued and good about themselves, making them perform better so it’s vital you celebrate success whatever the size or impact.
It’s good practice to ask employees for ongoing feedback. Doing things like regular employment surveys will help ensure your brand stays agile and remains attractive for new talent.
In conclusion, creating an employer branding strategy is based on brand values which is the foundation of your business. Brand values are essential to building your employer brand identity which essentially comes from your internal values. How you treat people, the quality of your service and the ethical choices you make all impact and reflect your business.
If you would like support in translating your business plan into organisational goals and an aligned employer brand, contact the GR team today to arrange a consultation.