Create a game-changing employer brand to attract and retain top talent.
by Cesca Abbott
19th Mar, 2024
Attracting and retaining top talent in today's competitive job market is more crucial than ever. Businesses are recognising the importance of a strong employer brand as a key distinguishing factor – something that can set them apart from the competition.
When we’re speaking with prospective candidates about new opportunities, the importance of employer brand and EVP (employee value proposition) has increased exponentially over the last few years.
In this blog post, we'll take you through the essentials of employer branding (from a recruitment marketing perspective) and provide actionable tips to help your company build a compelling brand that will help you attract those game-changing candidates we’re all aspiring to attract and retain.
What is employer branding?
Employer branding is the process of shaping a company's reputation as an employer to attract and retain top talent. It involves showcasing the company's values, culture, and employee experience to create a positive image that appeals to potential candidates.
Getting this right is crucial in championing your company’s distinct qualities and what sets your business apart from your competitors.
Key areas to look at:
Company culture: What defines your business? What are your values, mission, and work environment? Employees need to feel a sense of purpose and connection to your company's culture.
Employee recognition and benefits: Clearly communicate the benefits and advantages of working for your company. This includes career development opportunities, work-life balance, and any unique perks or programs. If your company provides any benefits, make sure to highlight them in job descriptions, your company website, and during interviews. This way, prospective candidates will understand the added value your company offers.
Employee testimonials and success stories: When prospective candidates discover a workplace, they tend to trust feedback from current employees. Encourage your employees to share their experiences and insights about working at your company (ideally via video and through their social media channels – especially LinkedIn). This authentic approach can help showcase your company culture and attract like-minded professionals who align with your values and goals.
The role of content: By crafting compelling content, you invite top talent to envision themselves as part of your team, creating a powerful narrative that resonates with those who can make a real impact on your company's success. This can be done through, social media, your website, careers page or blogs.
Build trust: It is vital that the content you put out, or your employees put out resonates.
Strategies for building a strong employer brand:
Below are seven key actions you can take to help improve your employer brand.
- Offer opportunities for professional growth and development.
- Cultivate a diverse and inclusive workplace environment and make ED&I a priority in your people strategy.
- Maintain ongoing communication with staff regarding company objectives, perspectives, and developments.
- Encourage employee engagement with regular group discussions on what’s happening in your business.
- Ask for regular feedback from them on what it’s like to work in your business.
- Support work-life balance initiatives to promote employee well-being.
- Engage in community outreach, and corporate social responsibility activities.
Empower your employees to be the storytellers of your brand.
Provide your employees with the tools and support to share their achievements, embody your mission, and showcase what makes your company special.
By putting your people at the centre of your employer brand, you not only attract talent but also strengthen your company culture and reputation.
Your employees are your brand ambassadors - let them shine.
