Author: Bronislava Segečová
Date of Publication: 08/03/2023
Nowadays, it is difficult for recruiters to find and place “the right person” in the “right position”. Recruiters are also seeking to attract top talents. Thus, one of the solutions is to have a strong employer brand.What Is Employer Branding?
Employer branding strategy is a process of building a positive image of an organization as an employer. In particular, employer branding includes all activities aimed at increasing employee satisfaction. Apart from that, it includes activities that increase the interest of potential job seekers in working in the organization. So, whilst general branding is targeting consumers, employer branding particularly targets attracting and retaining top talents.
6 Benefits of Company Branding
1. Increases the number of spontaneous applications
A positive and strong company reputation increases interest in working in the organization and attracts new employees. Even if a company isn’t running a recruitment process, if its reputation is good, it can receive spontaneous applications. As a result, the chances of recruiting potential top talents increase.
2. Makes recruiting more effective
The recruitment process of a company with an attractive, recognisable image is usually faster, cheaper, and more accurate in the long term. On the one hand, this is due to the higher number of spontaneous applications. On the other hand, it is also due to the fact that an attractive company usually receives candidates who are determined. These candidates will be more likely to accept job offers faster and not look for job positions in other companies.
3. Allows the right talent acquisition
An organization with a strong employer brand is more able to find talented employees and candidates who are “needed”. Talented employees will be more willing to join organizations that encourage growth, and where they can develop new skills and be challenged. What’s more, if a company’s culture matches their own, employees will be more attracted to and form stronger identities with the company. This will make them feel their best while working in the company.
4. Provides increased commitment and reduced rotation
Nevertheless, employer branding isn’t only about attracting potential employees. In fact, one of the main goals is to care about the current employees of the company. This includes caring about employee satisfaction, engagement and motivation. Also, a positive brand company builds employee value proposition and increases loyalty. As a result, existing top talents are more likely to reject a competing offer and stay with the company long-term.
5. Increases customer satisfaction
A positive employer reputation usually attracts clients who are more likely to work with organizations that take good care of their teams. In addition, because of the higher employee satisfaction that usually results in a positive employer reputation, employees’ commitment to the company increases. The higher commitment then translates into employees’ identification with the brand. This identification means that employees will care more about delivering excellent customer service.
6. Contributes to financial results
Brands with a strong employer value proposition have reduced hiring costs. This is because candidates tend to accept job offers from companies with a positive reputation more quickly. As a result, the time between posting a job and filling the position is very little. Besides, such organizations receive a higher volume of organic applications and are less reliant on costly recruitment agencies. Over time, these cost savings can be significant.
How to Build an Employer Branding Strategy
Building a strong employer brand is a long process. In order to have an attractive employer brand you can follow these steps:
Set clear boundaries while you are developing unique value proposition and company statement
Understand what current talents and potential candidates think and want, and make adjustments with an audit of employer brand
Develop an employee value proposition, and make clear what candidates can expect from you and what you expect from them in return
Develop an employer branding strategy that includes advertising jobs, monitoring social channels, and delivering a high quality candidate experience
From time to time, some organizations make employer branding mistakes, and they don’t know how damaging that can be to their image. Here are some common employer branding mistakes you should avoid while building your employer brand:
Lack of an employer branding strategy
Ignoring social media (Instagram, Facebook, LinkedIn etc.)
Not being in touch with current employees
Not maintaining a positive work environment
Avoiding bad reviews
Overusing content
Nowadays, just posting job opportunities on search sites and hoping that top talents will apply isn’t enough. In fact, you have to be proactive while searching for potential candidates and build a strong employer brand. If you follow our steps and avoid common employer branding mistakes, you will succeed!
Reference List:
What Is Employer Branding? Definition, Benefits and Strategies
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