In our era, apples are usually associated with phones, and Windows with computers. That’s how strong those companies’ brands are. But companies have a second brand too, their employer brand. If someone asks an employee what it’s like to work for your company, the sum of all the things they think consist of your employer brand. This includes employee testimonials, perks and benefits offered, company culture, events and employee awards. It’s the face your company shows the outside world as a potential employer.
A company’s brand in the market depends on the overall value and experience delivered of their product offering and services. However, a company’s employer brand depends on the perception of the company by current, former and future employees.
Why should you pay attention to employer branding?
In today’s highly competitive job market, a positive employer brand is absolutely critical. In fact, a strong employer brand that sends a message to the job market could be the factor that causes top talent to choose smaller companies and startups over corporate giants. On the other hand, a negative perception of a company can drive away applicants. This can make it harder for you to find qualified talent.
Let’s take a dive into some of the other reasons why employer branding is absolutely critical.
1. Save on costs associated with recruitment & churn
When your company builds a strong employer brand, you would have earned a strong reputation in the market, making it easier to hire employees.
When you already have a large number of potential candidates applying through your careers page, it reduces the need to market your job websites.
2. Attract and retain top talent
The first thing a candidate does after they’re approached by a recruiter is to look the company up. If a company has a 1 star rating on job websites, they’re going to find it very hard to attract potential employees. 46% of Glassdoor members read reviews before they speak with a company recruiter or hiring manager.
By investing in your employer brand, you’re increasing the likelihood of talent accepting your offer in a shorter time period – reducing drop out. And by using your strong employer brand to build a relationship with employees before and during employment can really help retain key talent.
Providing candidate starter kits and welcome packs, well-structured orientation, and maybe even including a buddy system can go a long way in helping new-starters feel welcome, strengthening their ties with your company.
3. Your employees are your brand ambassadors
Candidates look at employee reviews of a company left on job sites to ascertain the company culture and management. Every time an employee appreciates your company policies and shares their positive work experiences online, your employer brand will automatically attract and influence potential candidates.
Content and happy employees are the best indicators of a strong employer brand.
4. Help improve company performance
People who have a positive perception of your company are maybe more likely to buy your products and services. Positive perception in the market also makes the company more appealing to potential investors. Investing in employer branding translates well to social media and other platforms where your customers interact; bridging talent acquisition and driving revenue.
5. Build positive corporate culture
The benefits of a strong employer brand go beyond attracting employees and driving revenue. A company that is constantly building and enhancing their employer brand is also cultivating their corporate culture, as engaging current employees is one of the cornerstones of a strong employer brand.
Fortunately, enhancing your company’s employer brand is not a complex process. Working on your company’s social media presence, creating a culture of open communication, and most importantly, keeping employees first if you want a strong and authentic employer brand. Creating a positive candidate experience while onboarding and offboarding can also go a long way in creating a strong employer brand.
When your people are happy, they are more invested in your organisation’s success.