“In talent acquisition, it is not just about what you want; it is about embodying the qualities you seek. Like the saying goes, you attract the talent that reflects who you are.” If you want the cream of the crop, you have got to represent it.
Finding an employee might not be the biggest hurdle for a company, but landing the right talent? This is where the going gets tough.
Top-tier candidates, ones who know their worth, are savvy & experienced. They do not just jump at the first opportunity that comes their way. They often bide their time & wait for the right gig, for a company with an exceptional reputation as an employer. If you are genuinely invested in attracting A-listers, it is time to turn the spotlight onto your employer brand. In the talent game, you are not just picking employees; you are being picked by them too.
What is an Employer Brand?
Let us break it down, there are two key elements: Image & Perception. Your brand’s image is essentially how you represent your company’s mission, values, & culture. It is the heartbeat of your organization, the unique essence that sets you apart. Whereas perception is how consumers view your brand. Your company’s history, leaders, & products come into play, but also the real game-changer – your employees. How you treat & value them becomes a part of the grand puzzle of perception.
72% of global recruiting leaders say that employer branding has a significant impact on hiring. Studies have shown, a stellar employer brand is not just a badge of honor; it slashes turnover by 28%, cuts hiring costs by 50%, & draws in more than 50% of top-notch applicants.
How to build an outstanding Employer Brand?
Building a compelling employer brand doesn’t have to break the bank. Employer Branding on a Budget is achievable by following these steps –
1. Define Your Employer Value Proposition (EVP)
Similar to a product’s value proposition, your employer brand holds a unique appeal. Identify the distinctive factors that make working for your company look like a seamless journey—be it an innovative culture, a commitment to employee growth, or a vibrant work-life balance. In essence, address the question, “Why should someone work for your company?” EVP is generally one of the most significant parts of employer branding strategies in struggling companies as it can be very fruitful.
Take L’Oreal as an example, a globally renowned employer with a robust Employee Value Proposition (EVP) established in 2012. Positioned as “a thrilling experience with an excellent culture,” this EVP promoted across digital platforms has garnered noteworthy engagement, with 70% of LinkedIn users expressing interest in job applications.
2. Highlight Company Culture
Your employer brand is built on the experiences your employees encounter within your organization. Positive workplace culture, growth opportunities, work-life balance, & meaningful tasks contribute to a favorable employee experience. A thriving workforce enhances your employer’s brand. Heineken excelled in this aspect with its renowned “Go Places” campaign in 2016, followed by “Go Places 2.0” in 2019. The campaign conveyed through videos, showcased real-life stories of Heineken employees in diverse roles & locations. It was focused on highlighting a brand that embodies the unique personalities & aspirations of their employees.
3. Optimize Your Careers Page
Make sure your careers website is user-friendly, informative, & reflects your employer brand. Provide detailed information about your company culture, values, & benefits.
PwC leveraged this & reaped profitable outcomes. PwC’s success story involves Sondra Dryer, the former director of recruiting marketing, who innovatively created CareerAdvisor. This unique webpage offered career advice independently of job applications. PwC strategically promoted it on college campuses & through digital & social media, garnering 27,500 users within a short time period.
Heineken, another standout example, employs an interactive digital interview on their website, blending questions about the company with a cultural assessment. Candidates receive a personalized profile, enhancing the application experience. Both PwC & Heineken demonstrate how innovative approaches to career websites can attract & engage top talent effectively.
4. Maintain Social Media Presence
Maintain an active social media presence, sharing content that highlights your company culture, employee achievements, & community involvement. Leveraging social media in employee branding strategy for small businesses can prove to be a gamechanger. Remarkable examples include General Electric, GE reshaped its identity from an industrial entity to a digital industrial company through impactful videos like “What if Millie Dresselhaus, Female Scientist, Was Treated Like a Celebrity”. Starbucks, known for its robust social media strategy created dedicated Instagram & Twitter accounts for job seekers, fostering an online community. This not only puts forth their company culture & benefits but also produces user-generated content, turning employees into trusted brand ambassadors. Social media engagement is vital in the evolving landscape of talent acquisition & employer branding.
5. Monitor Your Progress
It is crucial to assess the effectiveness of your initiatives when building an employer brand. To comprehend your influence & enhance your strategy, you can use brand reputation management tools like, Hootsuite, SEMrush, & Google Alerts to help you track conversations, mentions & even keywords. Employer branding strategies in struggling companies often prioritize this step, as it proves to be particularly fruitful in fostering positive outcomes.
For talent acquisition needs there are various essential metrics, like cost per hire, quality of hire, offer acceptance rate, retention rate, source of hire, & application rate. These can be employed to evaluate the success of employer brand initiatives.
Crafting an effective employer brand is an investment in the future of your company. It is not just about attracting & retaining talent; but also, about creating a workplace where employees thrive. As you embark on this journey, remember that authenticity is the cornerstone of a powerful employer brand. Showcase what makes your company unique, celebrate your employees, & watch your employer brand become a magnet for top-tier talent.
Looking to curate an exceptional employer brand? Connect with our experts today!
