Employer branding is the process of cultivating and maintaining a company’s reputation among its employees and candidates. This asset, one that needs to be consistently sustained, highlights a company as an ideal place to work.
Building Your Employer Brand
Crafting an employer branding strategy requires planning and effort. Let’s take a look at what your company can do to build its employer brand.
You should want candidates to be eager to apply to your company. Having a grueling application process might discourage them from wanting to work for you, so make the experience straightforward and simple. Employers are often mistaken in thinking that creating an intricate and tedious application will ‘weed out’ applicants; in reality, it is counterproductive. This will deter applicants and lend them toward choosing a job from one of their other compelling offers. An easy way to determine how fair your application process is is to complete it yourself; this way, you can put yourself in the shoes of a candidate.
Social Media Content
It should be no surprise that social media plays a large role in employer branding, as it does for most aspects of society today. According to a study conducted by LinkedIn, 52% of candidates first look at a company’s social media platforms to learn about employers. With more than half of applicants using social media as their primary search engine, it is important to be deliberate about what content you post to enhance your employer brand.
Social media posts allow people to feel as though they have direct insight into an experience, so capitalize on this when building your employer brand – make candidates feel welcomed and eager to be a part of that culture. Platforms such as LinkedIn, Instagram, TikTok, Facebook, and Twitter can widen and diversify your audience. These spaces are an easy and ideal way to give applicants a look into the company culture by posting workspaces, group events, blog posts, etc.
When employees themselves portray the company they work for in a positive light, they are enhancing the employer brand. 92% of consumers trust earned media, including recommendations from peers, over any other form of advertising. Because employee advocacy puts faces and real-life personalities behind a company, this insight helps to prove that people trust people.
So, in order to boost your employer brand, encourage employees to share their own experiences working for the company. Social media platforms are a great way to do this by creating campaigns that people feel passionately about contributing to. For instance, the “LifeatGoogle” hashtag has reached an audience of over 9.2 million viewers just on TikTok itself.
Upon arriving at a company’s website, candidates almost always immediately go to the ‘Careers Page.’ This is where job opportunities are often presented and where the employer brand is advertised and put on display. You want your page to have something that distinguishes itself and promotes your company as an ideal place to work.
The ‘Careers Page’ includes the Employee Value Proposition, which presents the unique benefits that are offered to employees. The EVP explains both what a candidate can expect of the company, and what the company can expect from the candidate. So, it should be mutually beneficial for both the employee and the employer. Creating an EVP that is exclusive to your company will attract candidates to its rarity, boosting your employer branding efforts.
An employee’s experience encapsulates all of their time with a company, from the recruitment period to the job itself and even post-employment. As previously mentioned, people trust people, so when an employee recounts their experience, it is important for it to be positive. Employees with positive experiences are 52% less likely to leave their companies, as more than half of the time, they have reason to want to work and stay there.
Platforms where employees can speak about their working experiences, such as Glassdoor, are given lots of weight when it comes time for candidates to make decisions. Glassdoor has 67 million individual monthly visitors to its website and mobile application, displaying the power of employee experience on employer branding.
There are steps that companies can take in their employer branding efforts to not get bad reviews. DreamTeam, for example, has a candidate experience survey feature that enables companies to improve their recruiting strategies in order to learn from their mistakes and boost their employer brand.
The Results of Your Investment
Hopefully, you now understand how to craft the employer branding strategies that will be pivotal to the success of your organization. Now, let’s take a look at the concrete implications of having a positive employer brand.
When your company has a strong employer brand, more candidates will have a desire to work for you; so, there is an increase in the supply of qualified applicants. As a result, your company is presented with the ability to choose an employee from a pool of top talent.
Strong employer branding will result in 50% more qualified applicants, so why not invest your efforts in an area that is only going to benefit you? Furthermore, 75% of active job seekers are more likely to apply for a job at a company where the employer continuously manages its employer brand. Thus, a greater number of applicants increases the plausibility of obtaining top talent.
Cultivating a positive employer brand will encourage employees to want to continue working with you – it is important that you give them no reason to leave. The aforementioned LinkedIn study presents that 83% of employees would leave their companies if they received a job offer from one with a better reputation; so, employer branding is the key to retaining valued employees.
There are also monetary benefits to having a positive employer brand. If your company is known to have a great reputation, there is less money to be spent on promoting open job positions on career sites. It also saves on salaries and cost per hire, as companies with weak employer branding strategies often have to offer a minimum of a 10% pay increase to lure such talent. An easy solution to avoiding pay increases is cultivating a strong employer brand, easy!
Time is precious and limited, and having a strong employer brand can only help to preserve it. A positive employer brand will automatically incentivize candidates to desire to work for your company, so the time-to-hire will be reduced. Also, as a result of employer branding efforts, applicants will want to accept their offer as soon as possible, cutting out the time between giving out the offer and receiving an acceptance.
At this point, why not devote efforts toward employer branding? It is a process that takes resources and attention, but its results are considerable.