In an increasingly competitive job market, attracting and retaining top talent can be a significant challenge. A powerful weapon in a company’s recruitment arsenal is its employer brand.
This article explores nine strategies and best practices for creating a winning employer brand that will draw in top talent and ensure their commitment to your organisation.
1. Define your employer value proposition
Your Employer Value Proposition (EVP) is the backbone of your employer brand. It’s the unique set of benefits and opportunities that employees gain from working in your organisation.
According to a study by Gartner, companies with a strong EVP can reduce turnover by 69% and increase new hire commitment by nearly 30%.
To define your EVP, you need to understand what your employees value. Conduct surveys and focus groups to gather insights about what makes your company a great workplace. Then, consolidate these insights into a compelling and authentic EVP that resonates with current and prospective employees.
2. Align your employer brand with your corporate brand
Your employer and corporate brands should not exist in silos; they should align and reinforce each other. Research by LinkedIn indicates that 52% of job candidates seek out a company’s products and services, and 47% look at its online presence before applying.
Ensure that your company’s values, mission, and culture consistently reflect your corporate and employer brand. This alignment strengthens your employer brand image and makes your organisation more appealing to job seekers.
3. Leverage social media
In today’s digital age, social media is a powerful tool for building and promoting your employer brand. A survey by Glassdoor found that 79% of job applicants use social media in their job search.
Use social media platforms to showcase your company culture, share employee success stories, and highlight workplace events. This increases your brand visibility and gives candidates a glimpse into what it’s like to work at your company.
4. Encourage employee advocacy
Your employees are your best brand ambassadors. Their testimonials and experiences can lend authenticity to your employer brand. According to a study by Nielsen, 83% of people trust recommendations from people they know.
Implement a robust employee advocacy program. Encourage your employees to share their positive experiences and achievements on social media platforms. This boosts your employer brand and expands your reach to potential candidates in their networks.
5. Prioritise employee well-being
A company that cares for its employees’ well-being is more likely to attract and retain talent. A survey by Employee Benefits News reported that the turnover rate is 25% lower in companies that support employee well-being.
Invest in comprehensive health benefits, flexible work arrangements, and wellness programs. Showcasing your commitment to employee well-being can significantly enhance your employer brand.
6. Invest in learning and development
Opportunities for growth and development are key factors that candidates consider when choosing an employer. A LinkedIn survey found that 94% of employees would stay at a company longer if it invested in their learning and development.
Offer various learning and development opportunities, such as training programs, mentorship, and tuition reimbursement. Highlight these opportunities in your job descriptions and employer branding materials to attract candidates who are eager to grow and learn.
7. Showcase diversity and inclusion
Diversity and inclusion are no longer optional; they’re business imperatives. A Boston Consulting Group study found that companies with more diverse management teams have 19% higher revenues due to innovation. This illustrates the substantial impact diversity can have on your bottom line.
A commitment to diversity and inclusion should be part of your company’s DNA and reflected in your employer brand. Highlight your company’s policies and initiatives that promote a diverse and inclusive work environment. Share success stories demonstrating your commitment to diversity, and use authentic images representing a diverse workforce in your employer branding materials.
Taking steps to foster diversity and inclusion enhances your employer brand and broadens your talent pool. A Glassdoor study revealed that 67% of job seekers consider diversity an important factor when considering job offers. By showcasing your commitment to diversity and inclusion, you make your company more attractive to a wider range of candidates.
8. Consistently communicate your employer brand
Having a strong employer brand is one thing, but effectively communicating it is another. Consistency is key. Your employer brand should be clearly and consistently communicated across all platforms and touchpoints, from job postings to social media, from your company website to employee interactions.
A CareerArc study showed that 64% of job seekers consider a consistent company message an important factor when choosing an employer.
Develop a cohesive communication strategy to ensure your employer brand message is consistent, clear, and engaging. Regularly review and update your messaging to ensure it stays relevant and continues to resonate with your target audience.
9. Measure and improve your employer brand
Like any other aspect of business, your employer brand needs to be measured and continually improved. This can be achieved through employee surveys, candidate feedback, and monitoring your reputation on platforms like Glassdoor.
According to LinkedIn, companies that use data-driven decision-making in their employer branding efforts are 7 times more likely to hire faster. Regularly measuring your employer brand will help you identify areas for improvement and gauge the effectiveness of your strategies.
In conclusion, creating a winning employer brand is a strategic process that requires thoughtful planning, execution, and constant evaluation. It’s an investment that can yield significant dividends in attracting and retaining top talent, boosting employee morale and engagement, and ultimately driving business success. Whether you’re just building your employer brand or looking to enhance it, these nine strategies and best practices can guide you.
By James Yorke
22 May 2023 · 3 min read
As the Digital Marketing Manager at GoHire, I steer the company's online presence, constantly trying to push the company forward and exploring the latest trends in digital marketing. When I'm not working on GoHire's marketing campaigns, I embrace the challenge of running in the rain, take my loyal Doberman dog out for walks, and passionately support Tottenham Hotspur F.C. through the many highs and lows!