Hey Young World,
As a marketing and employer branding agency, we often see oversimplified definitions of employer branding from both companies seeking to improve their brand and other agencies whose solutions may only involve creating flashy TikTok videos. So let us set the record straight.
Employer branding has become a hot topic in the world of HR and recruitment, and for good reason. The way a company presents itself to potential employees can have a significant impact on its ability to attract and retain top talent. But employer branding is about much more than just advertising or promoting your company as an attractive place to work. In this article, we’ll explore why employer branding is a comprehensive approach that encompasses every aspect of the employee experience.
First, it’s important to understand that employer branding is not something that can be fabricated or artificially created through advertising alone. Instead, it’s a reflection of your company’s culture, values, and reputation. It’s how your employees feel about working for your company and how they talk about it to others. In other words, your employer brand is the sum total of all the interactions and experiences that current and potential employees have with your company.
One way to think about employer branding is as a “talent magnet.” If your employer brand is strong, it can help you attract the best talent in your industry, even if you’re not the biggest, hippest or most well-known company. This is because employees, especially Millennials and members of Gen Z, are looking for more than just a paycheck. They want to work for a company that aligns with their values, offers opportunities for growth and development, and has a positive, inclusive work environment.
You keep it real with me, I keep it real with you
So how do you build a strong employer brand? It starts with understanding what makes your company unique and communicating that in a compelling way to potential employees. This can be done through a variety of channels, including job postings, social media, and company events. But it’s not just about promoting the perks and benefits of working for your company. It’s about being transparent about your company culture, values, and expectations. Furthermore, if your company is not true to its alleged values and culture, it will show in the way employees talk about it and the reputation it has among potential candidates. Authenticity is therefore key to building a strong employer brand. It should be noted that your company cultures and values can be outdated. If that is the case, soul-searching is required.
Another important aspect of employer branding is the employee experience. This includes everything from the onboarding process to the day-to-day work environment. If your company is known for treating employees well, offering opportunities for growth and development, and providing a positive work-life balance, word will get around. This can help you attract top talent and retain your best employees.
On the contrary, if your company has a poor reputation among employees, it can be difficult to attract and retain top talent. This is why it’s important to regularly survey employees to understand their experience working for your company. This feedback can help you identify areas for improvement and make changes that will improve the employee experience and strengthen your employer brand. However, it should be pointed out that your current employees don’t necessarily want or appreciate the same things that potential future employees are looking for (generational differences can cause this, for example). If there is a big gap there, companies need to strive to find a way to accommodate both groups.
Oh, it's never enough
Finally, it’s important to recognize that employer branding is an ongoing process. It’s not something that can be done once and forgotten about. Instead, it requires constant attention and effort to maintain a positive reputation and attract the best talent. This means regularly reviewing and updating your messaging, monitoring your (online) reputation, and continually working to improve the employee experience. The right employer branding consultants (hint hint) can help you with all of that.
In conclusion, employer branding is about much more than just advertising or promoting your company as an attractive place to work. It’s a comprehensive approach that encompasses every aspect of the employee experience, from company culture and values to the day-to-day work environment. By building a strong employer brand, you can attract and retain top talent and position your company as a leader in your industry. But it requires ongoing effort and a commitment to transparency, authenticity, and continuous improvement.
One Love,
Marius | 1520