Employer branding is one of the most significant things companies have at their disposal that can work to bring top talent on board. It’s something that is completely within your control and can position you as the best firm to allow the best candidates to really make their mark.
If you get your employer branding right, it can help you bring the best people into your company and - perhaps more importantly - keep them there.
What is employer branding?
The Chartered Institute of Personnel and Development (CIPD) has defined employer branding as “a set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture”.
Employer branding is a hugely important tool for companies to ensure they recruit the right people, with its importance as a marketing tool hard to overstate.
Employer branding encompasses everything that a company chooses to share about itself, often becoming a marketing tool. It can be powerful enough to encourage people to apply to work there and can even dictate what the working environment is like.
This shows how significant it can be in attracting the right people. Strong employer branding keeps people interested in what your company has to say, which then lets you influence people’s opinions about your company. This, in turn, can help you get the attention of top talent.
Employer branding in marketing recruitment
If your company has a strong brand, it will be an invaluable tool in getting the right people to want to work for you. Knowing what working life is like at your company will go a long way towards letting top talent visualise themselves there.
You should think about what you want to share with potential new hires right from the beginning of the process. Ensuring that your website features stories from existing employees allows applicants to find out what their work days might look like, which can start the process of convincing them that your company is the best place for them.
These existing employees can be used to market your company to job seekers. If they’re happy in their roles and achieving tangible successes, it can be the best motivation for top talent to want to explore what they can contribute to your company. Sharing their stories can help candidates imagine themselves enjoying the same kinds of success.
Your employer branding is just one way of publicising the message that your company is a great place to work. Using this to your advantage will see you boosting quality per hire and bringing on board people who share your values and aims.
How employer branding can affect retention
Once you’ve succeeded in bringing the right people on board, your employer branding can also work to retain top talent. Employer branding attracts better candidates - the kind of people who appreciate and align with your company - so they will already be more engaged than a worker who was less of a fit for your organisation. And engagement in your employees is key to retention.
Better branding attracts better people, it's an advantage
When employer branding is all about publicising the benefits of working for an organisation, you can use this to your advantage to convince people to stay with you. You can use the same sort of message intended for an external audience to highlight the reasons your workforce should stay where they are, with minimal tweaking.
Making sure that the positive image you present to the world is a genuine one will help to keep your employees happy and engaged. So consider how you want your company to come across and try to implement that as a retention strategy. After all, the reasons to join your company will also be reasons to remain.
Posted by Jon Aspinell on 4th May 2017
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