Employer BrandingWorkplace

How Can Employer Branding Grow Your Business?

Any job seeker's top search queries in their browser's search box may be: "Top companies to work for in 2022" or "Top companies in X industry." This demonstrates the significance of employer branding or a company's reputation among job seekers. This emphasises the importance of companies investing in their employer brand if they want to attract top talent naturally.

 

Employer branding establishes the organisation as the preferred employer among a particular set of potential applicants. Employer branding impacts potential workers' impressions in the same way corporate branding shapes customer perceptions. It is well-known that organisations that recruit top people have a strong employer brand. Without a strong employer brand, businesses may miss out on excellent prospects, perhaps lose income, and negatively influence other aspects of the organisation. On the other hand, the advantages of a great employer brand include recruiting new workers who are critical to the company's success and growth. In this blog, learn about how your company can benefit from the advantages of employer branding to grow the business.

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According to a recent Glassdoor study, 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand. Today, a company's reputation is more important than ever. Nearly 86% of individuals would not begin or continue to work for a company with a negative impression on former employees or the public. Employer brand has become crucial to most recruiting teams' long-term strategy. Positive employer branding benefits in attracting and retaining quality professionals, who are fundamental to the company's success and growth.

  Related topic: Importance of Employer Branding in Hiring. 

Significance of Employer Branding

 

Everything from the salary and benefits packages to advancement opportunities or weekly happy hours, the culture of an organization and the treatment of its employees all can make up a part of the employer branding, which impacts the impression a company is trying to make on potential candidates.

 

An organisation's reputation as a place to work is referred to as its employer brand. In other words, employer brand refers to how employees and customers view the company's values and work environment. Employer branding is simply a company's reputation as an employer and the value it provides to its employees. Employer brand influences new employee recruitment, retention and engagement of the existing workforce, and the company's overall market impression.

 

An employer brand or talent brand that appeals is about establishing your company's core, how it's distinctive and what it stands for. Then develop and match those ambitions with the individuals you want to recruit. It indicates that your company is a good employer and a fantastic place to work, which helps with recruiting and engagement and retention of current workers.

 

Why use Employer Branding to Grow Your Business?

 

An organisation's reputation has been essential in acquiring consumers and boosting revenue. However, employers across businesses are emphasizing their employer brand to comprehend how they are perceived online and how that impression influences recruiting, hiring, and retention, among other company affairs. Companies all around the globe are continually improving their employer brands to gain a competitive advantage and attract the finest people. A respected employer brand is essential for an organisation's strategy as it benefits them in recruiting better people, reducing hiring and marketing expenses, and improving productivity. Here are some ways in which employer branding helps a business grow.

 
  • The recruitment cost can be highly reduced when top candidates get attracted to the company because of a fantastic employer brand. According to LinkedIn, a company with a stronger employer brand than its competitors saves 43% on the cost of each applicant hired. Potential applicants automatically find an organisation with a solid employer brand in recruitment and apply for the opportunities. Instead, companies may use this money to improve their branding or product development to stay ahead of the competition. Furthermore, overall recruitment efforts are reduced since recruiters are not spending as much time looking for prospects; instead, candidates discover them.
  • A strong employer brand makes the current employees glad to be a part of the company. Being a part of a company with a terrific work culture is vital for today's job seekers, and companies must be conscious of how they present that culture. When your existing workers talk about the company, the brand grows stronger without spending much money on marketing since awareness grows through word of mouth. Current employees become brand ambassadors for the company, increasing the number of hires through recommendations. The more favourable the staff are about the company, the more qualified prospects will attract. According to a Glassdoor survey, when it comes to analysing working conditions at that company, the employee voice is three times more credible than the CEO's.
  • Most job searchers check out the company's social accounts before applying. It is imperative to utilise them to reflect an employee-centric culture and make the most of LinkedIn, Facebook, and Twitter. According to a Glassdoor survey, 68% of Millennials, 54% of Gen-X, and 48% of Boomers said they check an employer's social media accounts to evaluate the employer's brand. Through these platforms, they can get a sense of the employer's expectations and assess whether they would fit within the business culture.
  • While employer branding directly influences recruiting and talent acquisition, it may also indirectly impact other parts of the organisation. Customers today want to collaborate with brands where people like their jobs and are treated decently. If customers see a lot of negative feedback online, they may reconsider doing business with the company or renewing a contract. It has adverse impacts on the company's revenue and lead growth.
  Trending topic: Employer Branding- Why is it becoming popular? 

How Can Employer Branding Grow Your Business?

 

An employer brand communicates the organization’s identity to potential and current employees apart from being an essential element of the employee value proposition. Companies should develop employer branding strategies to succeed in recruitment and attract the best candidates to the brand. Here are a few employer branding strategies to consider while creating an employer brand in recruitment.

  Know Company Attributes  

Understand the company's business, vision, goal, values, and culture. Assess the company's business goals and the talent required to achieve those goals. Define the company's distinct features. It's simpler to refine an EVP once the company's unique characteristics are defined.

  Conduct Brand Audit  

Undertake regular research to learn how the organisation is seen by its present workers and its target candidate group and what these employees or future employees desire from the company. Identify elite talent and inquire what they enjoy most about working for the organisation. Determine the characteristics of these stellar professionals that the business would like to employ. Conduct external research to discover how the organisation compares to its competitors. Finally, the study should reveal your employees' favourite components of the business culture, which should be promoted and any areas for development to ensure a great employer brand.

  Define an Employer Value Proposition  

Create an employee value proposition that effectively conveys the brand's value the company is building. An employer value proposition is a marketing statement that should reflect what makes the company unique, and it must be connected with the customer brand. EVP is intended to pique potential applicants' interest by describing the company's good influence on the world or its more profound mission. Furthermore, it might be used on the website, recruitment materials, or company profile.

  Develop Employee Marketing Strategy  

the recruiting strategy should concentrate on accessing the desired candidate pool. Pay close attention to the career page, recruiting sites, social media, and other external recruitment sources. Create content for candidate personas such as Blog posts, Social media posts, and Video testimonials from employees that talk about company culture and the benefits of working there. Secondly, focus on presenting the employee value proposition to existing workers to retain and engage them.

  Make Current Employees Brand Ambassadors  

Make your employees brand ambassadors by inviting them to share their experiences, from onboarding through corporate announcements to events and rewards. The brand power will instantly entice and persuade potential applicants when they pin, post, tweet, and publish their personal and professional triumphs. This involves LinkedIn training to help employees use it and other social networking sites by spreading awareness about the company.

  Smooth Onboarding Process  

Onboarding is the first encounter a new recruit has, and a wrong first impression may have serious ramifications. Complete the onboarding process flawlessly. The first 90 days of work are essential in developing a new team member into a valuable team member. The organisation can establish a deep and enduring first impression by providing a simple onboarding process. It is vital to engage and excite individuals about their tasks and teams from the beginning. Provide new recruits with the resources, introductions, and orientations they need to get started and thrive in their new jobs.

  Leverage Social Media  

Recruiters and human resources may discover the most acceptable applicants for a certain post using social media. LinkedIn, for example, is a wonderful platform for identifying qualified individuals and making it simple to determine if someone is a good fit. Social media provides a route for prospects to communicate directly with the brand and personnel and a glimpse inside the business. It is critical to have an active presence on social media networks. Active maintenance implies that a person in the team is in charge of participating in meaningful conversations, responding to reviews and messages, and providing prospects with an appealing preview of the work environment, culture, and potential opportunities. To demonstrate a healthy work atmosphere, post photos of the workplace and group meetings on the company's social media.

  Encourage Learning and Training  

Allowing workers to explore learning opportunities and gain proficiency in new abilities demonstrates your company's commitment to ongoing learning and progress. Nothing saves more money on recruitment than promoting from within, therefore providing chances for personal and professional development to your employees. To spark job applicant interest and dedication, supply management and leadership training, specific certifications, and numerous opportunities for professional progression. Furthermore, pushing the employees ensures that they will not become bored in their employment, which may contribute to improved retention rates. Similarly, when they learn new talents, they become more valuable employees to the company.

 

Should you Enhance Employer Branding to Grow Your Business?

 

There has been a massive change in power; job seekers increasingly choose where they want to work. Due to a lack of premium resources and top skills in the market, candidates now have the option of picking from a variety of organisations.

  Starbucks on its Employer Branding and Lessons to Learn  

Starbucks does an excellent job of cultivating a strong sense of community among its employees. Starbucks demonstrates its commitment to being more than a product by creating social media accounts to show appreciation for current employees and evoking passion in potential candidates. Starbucks uses its social media accounts to share their company mission, congratulate employees on college graduation, and share personal employee stories, rather than posting about their drinks. The company also uses the platforms to demonstrate its commitment to diversity.

  Lessons to Learn from Starbucks  
  1. Our brand has evolved as we strive to meet the beautifully diverse needs of our customers worldwide. "Whether your brand is large or small, all customers are the same—they're always evolving and changing."
  2. A new look for the logo is possible while still maintaining the brand's core elements. This ensures that your old customers still recognize who you are and what you offer.
  3. When developing your brand guidelines, plan for all seasons, especially the busiest seasons. Staying relevant allows you to increase social media impressions and engagement while also ensuring that your customers are drawn to your online and offline advertisements.
  4. Your product and marketing imagery, like your design, must evolve. Invest in brand photoshoots, which can be built into your marketing calendar to stay on top of trends. Budget for the cost at the start of the year or quarter to stay ahead of your competitors.
 

This shows how employer branding in recruitment allows you to stand out from the competitors. Employer branding is a never-ending effort. To keep making progress, the progress must be continuously monitored.

 

Must read: Importance of Employer Branding in Hiring

    Conclusion  

As every brand is different, there is no one-size-fits-all recipe for a successful employer branding plan. It all relies on the company's objectives and overall brand strategy. The technology or tools utilised on the career site, the speed at which selection procedures are completed, efficient communication, or anything else that companies do or invest in to make recruitment straightforward and quick for applicants will eventually impact the company's employer brand. This necessitates the identification of appropriate technologies to improve the hiring process. Developing a favourable employer brand takes a collaborative effort and is best accomplished from the top down, beginning with the boardroom.

 

FAQs

  What is the difference between employer brand and company brand?  

These two terms should not be used interchangeably: the former refers to the reputation as an employer for job seekers. In contrast, the latter refers to a company's reputation as a corporation in general. Despite their differences, one might affect the other. A company with a good brand is typically a desirable place to work. An organisation with a poor employer brand, on the other hand, may dissuade people (or other companies) from becoming consumers.

  Who should be involved in employer branding?  

Four main stakeholders need to be included to have a successful employer brand. Human Resources is essential since it is strongly connected to discovering applicants, hiring, employee engagement, and retention. The CEO is also critical to the success of the corporate culture and employer brand. The marketing staff may assist with employer branding. They will help supply assets to HR and recruitment and spread the word about corporate culture. Employees who are recognised as those who distribute corporate material and already talk favourably about the organisation are considered brand ambassadors. These four stakeholders are central pillars of building an employer brand to grow the business.

  How to measure employer branding?  

Data from employee surveys and exit interviews should be analysed. Collect employee feedback using internal data sources like surveys and exit interviews. To uncover patterns, ask them what they think about your benefits programme, a new shift in leadership, or anything else going on at the organisation. Examine the cost per hire to discover if your employer branding initiatives are bearing fruit. More and more applicants should be recruited naturally over time, either through social media or word of mouth. Monitor mentions and interactions on company social media accounts to see how people perceive you as an employer. All these practices help you enhance your employer branding in recruitment and help you reduce the cost per hire.

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