Every company seeks a recruiting advantage in today’s highly competitive talent market. Many now employ a new strategy to attract and retain the best the market offers, promoting a strong employer brand.
However, meaningful employer branding is not a simple matter. It’s more than a catchy slogan or offering unique employee perks. While those elements can be components of effective branding, you can’t stop at surface-level marketing. A genuinely effective employer brand projects a comprehensive image encompassing your company culture, values, and the employee experience.
In short, employer branding should answer the question, “Why should I work at this organization?” without requiring a candidate to ask. That’s a tricky proposition, but with a strategic and authentic approach, you, too, can add employer branding to your recruiting arsenal.
Defining Your Employer Value Proposition (EVP)
At the core of your employer brand is the Employer Value Proposition (EVP). This is the unique set of benefits and experiences your company offers. It also sets your company apart from other companies recruiting for top talent.
To craft your EVP, describe your company mission, values, and workplace culture. Brainstorm on what makes your organization different. Maybe you offer employees a good work-life balance or better growth opportunities than your competition. If your business is a startup or about to hit a growth phase, you might emphasize the chance to get in on the ground floor.
After working through the details of what makes your company unique, draft a clear and concise EVP. Make sure it speaks to the type of talent you’re currently recruiting. Your EVP could be short and snappy or a more detailed statement. The most important thing is being authentic and transparent about your offer.
Showcasing Company Culture Through Storytelling
Perhaps the most challenging part of employer branding is sharing your company culture. It can be hard to define, as company culture is often more of a feeling than something tangible. To express it effectively, round up the best writers in your organization because storytelling is an excellent way to showcase company culture.
You can tell the story in various ways. For instance, you can feature employee profiles on your career page. This is often an excellent way to relate the diverse voices and perspectives in your workforce. Video testimonials about work experiences and what employees value most about your company can go a long way toward building a strong brand.
The key is to be authentic because the goal is to connect with recruits on a human level. When the right candidate realizes your company’s values align with theirs, you know your brand was effectively communicated.
Leveraging Social Media for Employer Branding
Although it’s no simple task, crafting employee branding is easier today for one simple reason: social media is ubiquitous today.
Social media is a goldmine for marketing and branding efforts. Each popular platform offers a unique way to connect with an audience. In the case of recruiting, that audience is potential candidates looking for the next great job opportunity. Sharing company news, employee achievements, and positive news can showcase your brand in real time.
Engaging Employees as Brand Ambassadors
Think of your employees as social media brand ambassadors. When they share their positive experiences on social media, it feels authentic. It also holds more weight with potential recruits who follow your social media.
The trick here is to enable employees to act as ambassadors for your company. You can set up a small office as a makeshift recording studio where employees can drop in and tell their stories. Guide them through the process by offering suggestions for branded content, such as sharing testimonials or their best work experiences.
Monitoring and Managing Online Reputation
The key to making social media a central aspect of employer branding is diligently monitoring your online presence. Remember that online discussions—on social media and beyond—shape your company’s reputation. Monitoring and managing your online reputation is an essential activity for employer branding.
Keep an eye on platforms like Glassdoor, where candidates gauge what it’s like to work at your company. Negative reviews or bickering on social media are an unfortunate part of life. The best way to handle them is to respond promptly and professionally.
The Benefits of Employer Branding
Employer branding takes effort, and you might not get it right the first time. That’s OK, as long as you keep trying. A compelling employer brand attracts top talent, which helps reduce recruiting costs and improves overall employee satisfaction and retention rates.
