How Employer Branding Helps Companies Hire Better

What does Employer Branding mean?

Employer branding is the strategic process that involves creating a unique place of work that attracts the talent whose knowledge and skills are needed to meet the organisation's goals and objectives, and then to promote that uniqueness as a way to differentiate from competing employers.

Employer branding is about making sure that employees feel good about the place they work. Employees can then be ambassadors for the organisation and that "feel-good factor" can spread out to others, especially customers and clients.

 

What's the purpose of Employer Branding? 

The objective is simple: Employer Branding is a strategy employed by an organisation to create an Employer Value Proposition (EVP) that conveys to the desired current and prospective employees why the organisation is unique, appealing, and a fantastic place to work.

Employer Branding gains tremendous importance in times when the talent pool is shrinking, and it is becoming challenging to attract and retain talent. It then becomes critical to position the organisation in the minds of the target audience to give it every possible advantage in attracting employees with superior skills and knowledge.

Key factors that influence employer branding

• Employee salary.

• Employee benefits.

• Job security. 

• Great working atmosphere. 

• Work-life balance.

• Career progression opportunities.

There are five levels of developing a strong employer brand:

1. You must understand your organisation first.

2. You need to create a 'compelling brand promise' for employees that reflects the brand promise for customers. A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company.

3. Then, you can start to develop standards to measure the fulfilment of the brand promise

4. Align all people practices to support and reinforce the brand promise.

5. Execute and measure your employer brand to see if it's up to standard.

There are many reasons why employer branding is essential, just like the concept of branding.

How Employer Branding Helps You Hire

1) You will attract high-quality candidates

When your organisation has a reliable reputation in the market, you will have no problem in bringing the best people for the job. Furthermore, you spend less time reaching out to qualified people as the applications roll in.

2. Decrease cost per hire

When your organisation has a reputation for being a top employer in the market, candidates will approach you directly, and they are a better fit since they already know what your company stands for and what is expected from them.

Now that there's an increased inflow of qualified candidates, you will spend less time and money on choosing the right candidate for your open roles. You can reinvest the money you saved in further enhancing the employer brand or in product development to stay ahead of the competition.

3. Employees are more satisfied 

Employees who work for top employers take pride in their work. They are more motivated and enthusiastic. Highly motivated employees are vital assets to the employer. They are more productive, and that turns into better business growth, ensuring higher profits and increased financial stability of your company. While a financially stable company makes employees feel secure in their jobs, it also becomes attractive to potential applicants.

4. Your employees will become your brand ambassadors

If your current employees are happy working with you, they will turn into your brand ambassadors. They spread positive reviews, opinions, and statements about you, making you an ideal employer. The more your employees talk positively about you, the more referrals they generate.

5. Everyone will love you on social media

Your company brand is what other people say about you when you're with them. So, when these people talk positively about you on social media platforms, others who read about you will form a good opinion about you. So, when the time comes, they won't think twice about approaching you for a job directly.

It's crucial to understand why employer branding matters and how it can benefit the overall business performance in the long term. Employer branding is not something you take for granted. Take time to plan and document a strong employer branding strategy and ensure everybody is working towards the same purpose.

Source: What Is Human Resources

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