A great employer brand is crucial to attracting, hiring, and retaining your organization’s
most talented people.
Survey results from Randstad US have shown that 86% of people would not apply to, or
continue working for, a company with a bad reputation.
So how can you create a successful employer branding strategy that will give your organization
a competitive edge?
Let’s find out.
*MUSIC*
Hi, I’m Neelie and welcome to this episode of Learning Bites.
In today’s episode, we’ll discuss what employer branding is and the first 5 steps
of a 12-step process to build a successful employer branding strategy.
We’ll cover the other 7 steps in part two.
A great employer brand is just part of a successful talent acquisition strategy.
Find out how to use data to ensure your hiring is efficient and effective in the Data-Driven
Talent Acquisition Guide, which you can download in the description below.
And don’t forget to subscribe to our channel, hit the notification button, and like this
video!
First, what is an employer brand?
Your employer brand is the reputation of your organization as an employer.
It is built on multiple factors, including the policies, programs, rewards, and benefits
you offer candidates and existing employees.
Today, your organization’s reputation is more critical than ever, especially considering
we’re seeing historically high voluntary turnover.
Consider this: data from LinkedIn and Microsoft indicates that 41% of employees were considering
leaving their employer in 2021.
Creating an employer branding strategy or improving your employer brand will
Boost your recruitment impact Help you attract the right candidates to your
organization, and Ensure that your employees can thrive.
Ready to get started?
Here's how you can build a successful employer brand in12 steps
Audit your existing employer brand
First on your to-do list is understanding what your organization is communicating to
employees and the general public.
Here are a few things that you can do:
Send out surveys or conduct informal interviews with your employees
Look at what people are saying about you on social media channels
Read reviews of your company on employer review sites like Glassdoor
Hire an external company that monitors your brand reputation
Your goal here is to find out what your organization currently does well, such as what your employees
love about working for you, and what needs to be improved.
Once you have a good idea of where you stand, you’ll be able to identify what you need
to change.
Review your recruitment and selection process
This includes your initial job postings, the application process, interview stages, the
final offer, and onboarding new hires.
Together, they can have a huge impact on your employer brand.
Here are some questions that can help you review your process.
Is your brand clear to candidates throughout this process?
Does it accurately show them what it’s like to work in your organization, and explain
why they would want to?
Is the admin process smooth, timely, and functioning properly?
Are you attracting the right talent for your organization and ensuring their values align
with yours?
Do candidates receive everything they need before their first day?
Are your employees excited about starting their job from the beginning?
Start building your employer brand based on your Employee Value Proposition
Your employee value proposition (or EVP) is at the heart of your employer brand.
Your EVP should convey what is unique about your organization and what you offer.
While an EVP might sound similar to an employer brand, there is a difference: your employee
value proposition is internal, while your employer brand is external.
Every organization’s EVP will be different.
The key here is to play to your strengths but be honest.
If you’re not happy with your EVP, look at what you can do to make your offering more
attractive to prospective hires.
Then you can effectively leverage it to build your employer brand.
Want to find out everything you need to know about the employee value proposition?
Follow the link in the description to check out our Learning Bites on this topic.
Set goals
The next step to building a successful employer branding strategy is to set clear goals.
Ask yourself: What do you want your employer brand to look
like and say?
What do you want candidates to read, see, and feel when they come into contact with
your organization?
Do you know your key objectives, and how would you rank them in terms of priority?
By answering these questions, you’ll be able to set specific goals tailored to your
organization and the brand you want to create.
Divide responsibilities
Be clear about responsibilities from the start in order to minimize complications later on.
How you divide responsibilities will depend on the size of your company.
In smaller companies, it’s most common to use internal employees to form part of your
employer branding team.
This is usually the most affordable option, and it can be just as effective as using an
external consultant or agency.
In larger companies, you may have the budget to hire a dedicated agency to build and manage
your employer branding strategy.
This is the best option for an organization with no internal experience or any employees
who can handle the additional workload.
That’s it for this Learning Bite!
We’ve discussed what employer branding is and the first 5 steps to build a successful
employer branding strategy.
Stay tuned for our next episode, where we’ll cover the next 7 steps to create an irresistible
employer branding strategy.
In the meantime, don’t forget to like our video, hit the notification button, and subscribe
to our channel.
See you soon!