Employer branding means the reputation of the company as an employer, or in other words, what the company and its jobs are worth. Employer branding is crucial for attracting, retaining and maintaining workforce loyalty, and for creating competitive advantage. Here are some tips for developing a successful employer branding strategy:
1. According to their study, the first step to building a strong employer brand is to define your employer value proposition.
The employer value proposition (EVP) defines how your employer prioritizes the company and makes it unique, becoming an attractive place to work. As a statement of promise, you need to outline and describe the perceived value you provide your employees, this include the physical and non-physical attributes that make your organization a great place to work such as good pay, career progression, diverse working environment, among others Your EVP should reflect the organizational values.
2. Gather Insights from Employees
Ask your existing employees to complete surveys, and/or participate in focus groups to understand their perceptions of the benefits. One needs to ask them questions such as what they like working on for that organization, problems they encounter, and improvements they’d like to make. This will show the facilities operating to optimize key focus and the challenges requiring attention.
3. Craft Distinctive Messaging
Develop focused and credible employer branding stories that are unique to fit the organizational culture and employee environment. Emphasize favorable features of the workplace environment and corporate culture. Share messages over career site, job listings, social media, and all other areas that the candidates/employees are likely to interact with.
4. Share Stories and Spotlights
Use employee quotes, stories, user-generated content, business case videos, etc. on all channels. This allows candidates and the public an opportunity to have an insight of the work culture from the perspective of working staff. Make sure that their interactions as depicted in the movie are as close as can be to the life at your firm.
5. Measure and Revise
Monitor ROI for your employer brand KPIs in the form of brand recall, number of applicants per posted job, Glassdoor ratings, social media engagement, etc. Understand what is effective and what is less effective. Sustain the process of employer branding development with reference to the recent knowledge about the preferences and priorities of candidates.
One of the key things that have been emphasized is that an effective employer branding strategy is not an event, but rather a process of brand building. To ensure top talent is attracted to your organization and retains them, there is the need to highlight on the narrative that your organization provides to and values its employees. It is crucial to pay particular attention to how the messaging of the employer brand corresponds to the actual employee experience when it comes to your employer brand.