In the modern corporate landscape, attracting top talent has become as competitive as attracting new business. The key to winning this talent competition often lies in an area traditionally seen as part of the marketing department’s remit – employer branding.
LinkedIn reports that 72% of recruiting leaders around the world agree that employer branding has a significant impact on hiring. Furthermore, companies with strong employer brands can reduce their cost-per-hire by up to 50% and are twice as likely to attract high-quality candidates.
This comprehensive guide focuses on 19 top tips on how employer branding can help you find better candidates.
1. Understand your current employer brand
Before improving your employer brand, you need to understand its current perception. This requires gathering feedback from existing employees, surveying departed employees, and examining reviews on platforms like Glassdoor.
According to a survey by Corporate Responsibility Magazine, 69% of job seekers would not take a job with a company with a bad reputation, even if they were unemployed.
Thus, understanding your current brand perception is vital to find better candidates.
2. Define your employer value proposition (EVP)
Your EVP is the unique set of benefits and opportunities employees receive in return for the skills and experience they bring to your company. A strong EVP is crucial for attracting and retaining top talent.
LinkedIn data reveals that companies with a clearly articulated EVP see 50% more qualified applicants and a 28% decrease in turnover. Therefore, defining and communicating your EVP is critical in using employer branding to find better candidates.
3. Showcase your company culture
Candidates today are interested in more than just a salary. They want to know about your company culture, values, and work environment.
A Glassdoor survey found that 77% of candidates consider a company’s culture before applying for a job. Showcasing your company culture, therefore, plays a critical role in attracting high-quality candidates.
4. Leverage social media
Social media platforms provide a fantastic opportunity to promote your employer brand to a wide audience. LinkedIn, Facebook, Twitter, and Instagram can all be used to showcase your company culture, celebrate employee achievements, and share behind-the-scenes insights into your company.
According to a study by Aberdeen Group, 73% of 18-34 year-olds found their last job through a social media platform. This underscores the importance of leveraging social media in your employer branding strategy.
5. Foster employee advocacy
Your employees are often your best brand ambassadors. Encouraging them to share their positive experiences on their social networks can significantly boost your employer brand.
LinkedIn reports that the number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organisation. Employee advocacy can help overcome this barrier and attract more high-quality candidates.
6. Highlight career growth opportunities
Career development opportunities can be a significant draw for high-quality candidates. You can enhance your employer brand by highlighting these in your job descriptions, careers page, and recruitment marketing materials.
A LinkedIn survey found that 94% of employees would stay at a company longer if it invested in their career development. Thus, promoting career growth opportunities can help you attract and retain top talent.
7. Respond to reviews
Actively responding to positive and negative reviews on platforms like Glassdoor demonstrates that you value feedback and are committed to improving. It also provides an opportunity to showcase your company’s values and professionalism.
According to Glassdoor, 62% of job seekers say their perception of a company improves after seeing an employer respond to a review. This makes it essential to use employer branding to find better candidates.
8. Develop a strong online presence
A strong online presence extends beyond social media. It includes your company website, careers page, and presence on job boards and industry forums. Regularly publishing content highlighting your company’s expertise, culture, and values can enhance your employer brand significantly.
CareerBuilder reports that 64% of candidates research a company online after finding a job posting, and 37% will move on to another job listing if they can’t find information on the company. Therefore, having a strong online presence is key to attracting high-quality candidates.
9. Showcase your benefits and perks
Benefits and perks can significantly impact a candidate’s decision to apply for a job. Whether it's flexible working hours, health insurance, gym memberships, lifestyle spending accounts, or generous holiday allowances, highlighting these in your job postings and marketing materials can attract high-quality candidates.
According to a survey by Fractl, better health, dental, and vision insurance tops the list of factors that would make candidates consider a job with a lower salary. This shows the importance of benefits in your employer branding strategy.
10. Communicate your mission and vision
Your company’s mission and vision should be a cornerstone of your employer branding strategy. These elements help potential candidates understand your company’s direction and purpose, making it easier for them to see where they might fit within the organisation.
A study by LinkedIn found that 73% of candidates want to know about the company’s future plans when considering a new job. Therefore, communicating your mission and vision can help you find better candidates.
11. Highlight employee success stories
Sharing success stories of employees can offer potential candidates a clear picture of what to expect from your organisation. This can be done through blog posts, videos, or features on your social media channels.
According to a report by LinkedIn, companies that regularly share employee success stories have a 58% higher likelihood of attracting high-quality candidates. These stories can significantly boost your employer brand.
12. Offer competitive salaries
While culture, benefits, and career opportunities are important, salary remains a critical factor for job seekers. Offering competitive salaries can significantly enhance your employer brand and help you attract top talent.
A survey by Glassdoor revealed that 67% of job seekers consider salary to be a key factor when deciding where to work. Therefore, offering competitive salaries is a crucial part of using employer branding to find better candidates.
13. Invest in employee development
Investing in employee development not only helps retain your current staff but also makes your company more attractive to potential candidates. This could be in the form of training programmes, educational benefits, or career coaching.
A LinkedIn report found that 94% of employees would stay at a company longer if it invested in their careers. This shows the role of employee development in enhancing your employer brand.
14. Emphasise corporate social responsibility
Corporate social responsibility (CSR) has become an increasingly crucial aspect of employer branding. CSR initiatives demonstrate a company’s commitment to ethical practices, social issues, and environmental sustainability. A robust CSR strategy can enhance your employer brand by attracting candidates who align with your values.
A Cone Communications study found that 76% of millennials consider a company’s social and environmental commitments when deciding where to work, and 64% will not take a job if a potential employer doesn’t have strong CSR practices. Therefore, emphasising your CSR initiatives can significantly enhance your employer brand and help you find better candidates.
15. Promote work-life balance
The modern workforce values a healthy work-life balance. Promoting flexible working hours, remote work options, and policies encouraging downtime can make your company attractive to high-quality candidates.
A study by FlexJobs found that 84% of Millennials seek greater work-life balance, with 54% wanting to choose when they work. Therefore, promoting work-life balance can significantly enhance your employer brand.
16. Maintain a positive company reputation
Maintaining a positive company reputation is crucial for employer branding. This includes treating current and former employees well, acting ethically in business practices, and contributing to the community.
According to Corporate Responsibility Magazine, 76% of people are likely to research a company’s social reputation before applying for a job. Thus, maintaining a positive company reputation is essential to find better candidates.
17. Engage employees in your branding efforts
Engaging your employees in your branding efforts can bring authenticity to your employer brand. They can share their experiences, participate in content creation, and help shape the employer brand narrative.
LinkedIn reports that employee content receives twice the engagement compared to the content shared by a company’s LinkedIn page. Therefore, employee engagement in branding efforts can significantly enhance your employer brand.
18. Use videos to showcase your brand
Videos can be a powerful tool for showcasing your company culture, employee experiences, and workplace environment. They can provide a more immersive insight into your company for potential candidates.
According to a report by Cisco, video traffic will be 82% of all internet traffic by 2022. Therefore, utilizing a video editing app to create and incorporate videos into your employer's branding strategy can greatly enhance your brand's reach and appeal.
19. Measure and refine your employer branding strategy
Lastly, it’s crucial to regularly measure the success of your employer branding strategy. This could involve tracking metrics like application, acceptance, and employee retention rates. These insights allow you to refine your strategy to attract and retain top talent.
A LinkedIn report shows that companies who measure their employer brand are 167% more likely to feel their hiring strategy is effective. Therefore, consistently measuring and refining your strategy is vital to find better candidates.
With these 19 tips, you can leverage the power of employer branding to attract high-quality candidates, reduce hiring costs, and improve employee retention.
In conclusion, employer branding plays a critical role in attracting high-quality candidates. By understanding and implementing the above tips, you can craft an employer brand that resonates with potential candidates and differentiates you from your competitors.
Remember, your employees are your greatest asset, and by investing in a strong employer brand, you’re investing in the future success of your company.
By Chris Smith
29 May 2023 · 6 min read
Founder of GoHire, dedicated to simplifying hiring for SMBs across the globe. Passionate about tech, SaaS, business, and recruitment innovations. Always up for a chat about the latest in our field. Let's connect!