Jan 30, 2023

How employer branding can impact your ability to recruit

What is employer branding?

Employer branding refers to the process of creating a specific identity as a business so that current and future employees perceive you as the company of choice in favour over other businesses. Your company branding should represent your values, work culture and work ethic, this should correlate to your employees’ values and aspirations as workers.

What is the difference between employer branding and recruitment marketing?

Employer branding and recruitment marketing are often used interchangeably as they both cover your company’s reputation as an employer.

The main differences are:

• Employer branding concentrates on defining and positioning your company
• Recruitment marketing is about communicating who you’re as an employer.

Why is employer branding so important in recruitment?

Having a positive and strong company brand is what will attract potential talent to your business. What people hear or see of your company will determine if they would want to associate with or work for your company. So, how can you encourage potential employees to choose your business?

Create a competitive edge

Recruiters must take a proactive approach to attract new talent. Although it can seemingly be impossible to compete against leading companies with well-known brands, creating your own impactful employer branding can be your point of difference to attract employees.

Potential employees will look at your social media presence, your website, read your company values and your stance on environmental, social and corporate governance to get a better idea if you are the right fit for them. Make sure that you are communicating this effectively with your target audience.

Helps with employee retention

Having strong employer branding has proven to make employees more dedicated and loyal to their employer. In turn helping to lower the employee turnover rate for your company. Employees who are happy and feel appreciated in the workplace can become your best ambassadors, helping to spread the good name of your company within their network.

Reduces cost per hire

It has been suggested that companies that have weaker employer branding are shown to be spending up to double the amount on cost per hire over those with a strong employer brand. Companies with a negative reputation are sometimes forced to pay more in staff wages to attract talent. Job seekers are likely to not apply to jobs advertised by companies with a poor reputation.

Having a strong employer brand will naturally reduce your cost per hire as job seekers will seek out your company as a desirable employer of choice.

How to improve your employer branding?

Tell a story

Show off your work culture and values through telling a story. Celebrating your current employees; through success stories and testimonials create a more personal connection with your brand to your future employees.

Communicate with your candidates

Clear communication with candidates gives them a positive candidate experience, which can be the difference between what makes them choose you over a different company. Ensuring that you provide a great candidate experience, and maintain a stream of communication throughout the recruitment process will be something that candidates will remember when they are either a jobseeker or if know of someone who is looking for work.

Show your values by doing something to benefit a cause

Proving you are a company that cares will separate you from other companies. For example, if you have the facilities to do so, collaborating with other businesses or local charities to give back is a great way to showcase your values as a business.

Be present and active on social media

Social media is one of the best ways to promote your employer brand. Being on trend and relevant is vital when starting or improving your employer brand online. You must figure out who your target audience is, what is important to them and what values they have, then create content that drives interest to your company.

Highlight your ESG policies

Environmental
Showcase how you are being environmentally friendly. For example, commit to being carbon neutral by 2030 through implementing policies such as going paper free, using energy saving lighting and low energy appliances etc.

Social Media
Ensure that your social media platforms reflect how you want to be seen as a business and match with your mission and values as a company. Things like testimonials and interactive posts to create a space where potential employees can go to and see the success of your business.

Governmental
Invest in training for your employees, this can be in environmental and social policies so your employees are kept up to date with current events, highlight this through your messaging on social media and on your website

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