Continue reading to learn what an employer brand is, why building an employer brand is important, how to develop your employer brand and examples of organizations with strong employer brands.
What Is an Employer Brand?
An employer brand is the perception of your organization within the marketplace. A strong employer branding strategy can help position your company as the employer of choice within your industry and encourage people to want to work for you.
Why Building an Employer Brand Is So Important
Building your employer brand will help increase demand for your company and make recruiting easier. A strong employer brand can also help your company by:
- Increasing retention rate. Your employer brand is centered around a positive work environment that people want to be around and don’t want to leave.
- Reducing recruitment costs. A strong employer brand will have applicants approaching you, reducing the amount of money you need to invest in job postings, recruiting events and other expenses.
- Improving employee engagement. Building a strong employer brand creates a culture and work environment that employees thrive in.
- Competing for the best talent. By creating a compelling employer brand, you are able to compete with other companies in your industry for the best talent.
How To Develop Your Employer Brand
Creating an employer brand may seem like a difficult task. Here are a few steps that you can take to help develop your employer brand.
1. Define Your Employer Value Proposition (EVP)
Your employer value proposition (EVP) is a statement that defines how your company is perceived by its current and prospective employees. Your EVP is the component of your employer branding strategy that separates you from the rest of the competition.
When defining your employer value proposition, think about your organizational culture and work environment. Identify aspects of your culture that are unique to your organization and construct your EVP around those.
2. Provide a Clear Description of What It’s Like to Work at Your Company
Once you’ve defined your employer value proposition, create a clear description of what it’s like to work at your company. Creating a careers page on your website is a great way to portray your organization’s work environment.
Highlight what it’s like to work at your company using different types of content including videos, blogs, images and web copy.
3. Create a Positive and Compelling Image of Your Organization
To spread your employment brand, you need to craft an image of your organization. To shape your employer brand image, actively keep your website and social media updated with any announcements of organizational success, information about the products and highlights about your employees. It’s crucial that your employer brand image remains consistent across all platforms.
Part of your organizational culture should be community based. Your organization can sponsor community events and staff members can volunteer to ensure that the company is supporting the local community.
There are local and national awards for the best workplaces. These awards serve as a stamp of approval for your company and help create a positive employer brand.
4. Develop an Employee Advocacy Program
An employee advocacy program is a formal program that encourages and facilitates positive exposure to your company through current employees.
Ask your employees to share content related to your organization on their personal social media platforms. Any time your company hosts an event, wins an award or receives positive press exposure, your employees can help spread the message by sharing your posts.
You can also have your staff create employee-generated content. By having employees write blog posts about their experiences or create video testimonials about working for your company, they can help strengthen your employer brand.
Employees can also help boost your brand by posting positive reviews on sites like Glassdoor and Indeed.
5. Create a Positive Candidate Experience for All Applicants
Outside of your image, your employer brand is dependent on the candidate experience you create for all applicants. Communicate with applicants every step of the hiring process and make sure that they have a positive experience with every team member they encounter.
If a candidate doesn’t get the job, send them polite rejection letters, thanking them for their time. It’s important that you send rejection letters in a timely fashion so you don’t keep the applicant waiting for a response.
Every candidate has the potential to spread the word about your employment brand and that they could be a potential fit for future roles.
Examples of Organizations with Great Employer Brands
Here are a few examples of organizations that have strong employer brands that you can use as inspiration when creating yours.
IBM leverages videos to create compelling stories about the work being done at their organization. Their careers page covers a wide range of content, from what current employees do in their roles to the reasons that you should want to join IBM.
On their careers page, IBM has Glassdoor ratings and specific information about positions in each stage, from entry-level to managerial roles.
Google’s careers page is essentially a content hub. While their organization is a global brand, they create an engaging experience for prospective applicants. Google covers everything from what it’s like to work for the organization to specific information about how they hire.
Since Netflix is in the video streaming industry, it makes sense that their employer brand leverages video content. Netflix creates videos to discuss the benefits of working for them, their diversity and inclusion practices and more.
Spotify understands their product and the type of employees they want working for them. By promoting their company as a band, they recruit individuals who are passionate about music and seek the community aspect of a band. Spotify’s “Band Manifesto” on their career page discusses the company’s mission, how they achieve the mission, their values and their employees’ roles.