If you’re trying to hire in a competitive job market, you’ve likely come across the term "employer branding." But what does it actually mean, and why should you pay attention? Essentially, your employer brand is how people perceive your company as a place to work. In today’s job market—whether you’re in top in-demand fields like engineering, tech or healthcare—a strong employer brand can make all the difference when it comes to attracting top talent.
Let’s explore why employer branding is so important and how you can use it to your advantage.
What Exactly Is Employer Branding?
Think of employer branding as your company’s reputation within the job market. It’s what your current employees say about working for you, and what potential candidates hear when they’re considering applying. A strong employer brand highlights what makes your company a desirable place to work—whether that’s your fantastic culture, opportunities for career progression, or exceptional benefits. When a prospect comes across a job posting from your company, the goal is for them to feel excited about the idea of joining before they even read the job description.
Why You Need a Strong Employer Brand
Here’s the reality: Where competition for skilled workers is intense, a strong employer brand is a key deciding factor for a prospect considering an application to, or an offer from, your company. Here’s why you need a strong brand:
Attract Better Talent: A strong employer brand attracts more qualified candidates, so you can fill positions more quickly and efficiently.
Retain Employees: Employees who are proud to work for your company are more likely to stay, reducing staff turnover. Learn more about retention on our blog.
Enhance the Candidate Experience: When you clearly communicate what your company stands for, candidates know what to expect, making the hiring process smoother and more intuitive.
Boost Your Reputation: A positive employer brand doesn’t just help with recruitment—it also enhances your company’s overall reputation, making you more attractive to other key stakeholders such as customers and partnered organisations.
How to Build a Strong Employer Brand
So, how do you create an employer brand that’s irresistible? Here are some practical tips:
Define Your Employee Value Proposition (EVP): What makes your company unique? It could be your commitment to work-life balance, opportunities for career growth, or a distinctive company culture based around a value your team holds close. Find out what current employees value most about working for you and use their feedback to shape your EVP. Some companies with amazing EVPs include: LinkedIn, with #LinkedInLife, HubSpot, promising balance between work and life, and Nike, with their "win as a team" EVP.
Showcase Your Company Culture: Share real stories, videos, and testimonials from employees to give potential hires an insight into your work environment. Use your social media platforms, to regularly highlight your internal culture - don't be afraid to have fun with it! Try different mediums and formats to see what results in the best engagement.
Empower Employees as Brand Ambassadors: Feature testimonials from employees in your recruitment promotions, and request your employees to leave reviews of your company on Indeed and Glassdoor. Take it a step further by implementing a referral program where your employees can recommend candidates and share their positive work experiences.
Invest in Your People and Recognise Achievements: Provide training and clear career paths to demonstrate that you’re invested in your employees’ futures. Regularly reward your employees’ hard work and celebrate it privately and publicly. It’s a simple yet effective way to maintain high morale and a strong employer brand.
Monitor and Adapt: Regularly check in with your employees and candidates to understand how your brand is perceived. Keep an eye on what’s being said about you online on social and recruitment platforms, and be sure to respond to feedback. Be prepared to adjust your strategies based on feedback and changes in the job market.
Wrapping It Up
Building a strong employer brand is essential if you want to attract and retain top talent in a competitive job market. By defining a clear EVP, showcasing your company culture, empowering employee advocacy, and investing in your people, you’ll create a brand that not only draws in the best candidates but also keeps them engaged for the long term. And remember, the key to a great employer brand is ensuring your message aligns with what employees actually experience. That’s what builds trust, keeping you ahead in today’s competitive landscape.