Published 13 February 2019 Category: Human Resources, Company Culture, Branding, Employer Branding, Corporate Image

Employer Branding: What It Is, Why It’s Important, and How to Do It


The term branding refers to the techniques companies use to build a positive reputation and impact the way customers see their products, services, staff, or corporate history. Branding has long been the tool of choice for marketers looking to attract new customers, but its effects reach far beyond that.

In recent years, many marketers have noted that the quality of a company’s branding also has a direct effect on its ability to recruit top talent. This new realisation gave rise to the term employer branding.
 

What Is Employer Branding?

Employer branding (also known as corporate branding) is the technique used to promote your business or organisation to a defined group of people that you wish to hire. A company’s corporate branding efforts are aimed at attracting, recruiting, and retaining high-quality employees that can help fulfil its business plan. The product of employer branding is your company’s employer brand or corporate image.

Your employer brand represents the reputation and popularity your business enjoys among prospective employees. Simply put, it is the face your company shows to potential recruits. It describes the value you provide to both your current and future employees, as well as everything that makes your company stand out from your competitors and would thus make potential recruits choose you over them.
 

What Is Employer Value Proposition?

Many marketers use the terms employer brand and employer value proposition interchangeably. However, even though they are closely connected to one another, they are separate entities.

An employer value proposition (EVP for short) defines the values that employees can expect from a company and the values that said company expects from the employees. It is a statement that highlights what employees can and should expect in return for their contributions to the organisation.

For example, when Yelp says that their employees “work hard, throw Nerf darts even harder, and have a whole lot of fun”, it explains that, as long as they put in a lot of hard work, prospective recruits can expect to have a lot of fun with fellow employees.

Similarly, Honeywell’s employees are told that they can “make a difference by helping to build a smarter, safer, and more sustainable world”. This EVP underlines the reward the employees get from contributing to the company’s goal – i.e. they get to make a difference and do something good for the planet.

Your EVP is internal – it is the face you show to your current employees and is usually research-driven. On the other hand, your employer brand is external and represents the face you show to the rest of the world. The latter is usually the reflection of the former. It depicts the positive workplace culture that you’ve established and uses it to show potential employees what they could have if they join your team.
 

Why Is Employer Branding Important for Your Company?

In today’s market, businesses aren’t only competing to put out the best and/or most popular product in their niche. They are also competing to attract, recruit, and retain top talent that will drive their future growth. This shouldn’t come as a surprise, seeing as almost 75% of CEOs are increasingly worried about a potential shortage of key skills that are essential to the survival of their organisations.

Employer branding allows you to attract the top candidates in your field and introduce your company not only as a great place to work but also as a place that will stimulate their professional and personal growth. As a rule, the better and more positive your employer brand, the higher the quality of your staff.

With all this in mind, it’s no wonder that almost 60% of employers have already made employer branding a vital part of their HR strategies, while many more plan to do so by 2020.
 

4 Tips to Create a Strong Employer Brand

Whether you’re looking to build a new employer brand or improve an existing one, here are four things that you should do.

1. Understand Your Company

Consider your company’s mission, values, office culture, and long-term objectives to understand exactly what kind of talent your employer brand should target. Conduct research – both internal and external – to determine how your company is currently perceived among prospective recruits. Identify your company’s strong sides as well as any eventual pain points you may need to address.

2. Come Up with Your EVP

Now that you understand exactly where you stand, it is time to create your employer value proposition. Try to sum up everything that’s great about your company, while also communicating your key values and objectives. Although aimed at your employees, your EVP should be in line with your customer brand.

3. Create an Attention-Grabbing Job Post

Once you have your EVP, you can use it as the basis for your job listing. Chances are that many candidates will find you through online job posts, so you need to promote your employer brand with the use of storytelling and creative phrases. In addition, make sure to optimise your job post for search engines by adding a handful of search terms you know are relevant to your ideal candidates.

4. Promote Your Employer Brand on Social Media

Social media provides a fast and affordable way to target your ideal candidates, so it’s essential that you use it to promote your employer brand. Create a unique employer brand voice and use it to communicate with your fans and followers on social media – both by sharing high-quality content that will boost your reputation and by replying directly to your followers’ comments and direct messages.
 

The Final Word

The competition for top talent has never been as tough as it is nowadays. To win the trust of prospective employees and secure the future of your company, you need to build an employer brand that will resonate with your ideal candidates and communicate everything that makes your company great. Use online job posts and social media to promote your employer brand and grab the attention of potential recruits.