In today's dog-eat-dog world of branding and marketing, small to mid-sized businesses need to be as attractive as a fresh bone to a hungry puppy. Building a reputation as a credible employer and a fantastic workplace is no longer just an option, it's a mandatory factor for survival.
To attract top talent, you can't afford to overlook the importance of employer branding. According to Glassdoor's Job & Hiring Trends for 2020 report, 77% of job seekers take a company's culture into account before even applying for a job. So, if you want to stand out from the competition and attract the cream of the crop, you need to make sure your employer branding strategy is on point.
What is employer branding?
Employer branding refers to the process of creating and promoting a company's image as a desirable place to work. It involves developing and communicating the company's values, mission, culture, and benefits to potential employees in a way that sets the company apart from competitors and attracts top talent.
Why is employer branding important?
Effective employer branding can help a company's recruitment efforts and retain talented employees, reduce hiring costs, increase employee engagement and productivity, and enhance the overall employer brand messaging. It can also help a company to stand out in a crowded marketplace and improve its ability to open positions for future employees and qualified candidates in the industry.
A LinkedIn report titled "Employer Branding Playbook: How to Attract, Engage, and Retain Talent" found that companies with strong employer brands see a 50% reduction in cost per hire and a 28% reduction in turnover rates.
A bad reputation can harm a company's employer branding, making it harder to attract and retain top talent. Now that's some serious dough.
How to improve Employer Branding Strategy?
Are you tired of posting job openings only to hear the sound of crickets chirping? Is your employee turnover rate higher than the number of times you've checked your phone today? It's time to take your employer branding strategy up a notch. In this guide, we'll explore some practical tips and tricks to help you improve your employer branding strategy and attract top talent to your organization. So sit back, grab a cup of coffee, and get ready to revamp your employer branding strategy like a pro.
1. Write a Clear Employer Value Proposition
Clearly articulate what your company stands for, the company values that make it unique, and why future employees would want to work for you.
Looking for an in-house tip?
At Altorise, we've found that our core value of "We exist to build a better world. Through our work, the brands we empower, and the people that make us — our values inspire us to RISE," has had a significant impact on our employer branding efforts. By clearly articulating our employee value proposition, we attract like-minded employees who share our vision for creating positive change. This value also helps us to build a strong company culture that fosters a sense of belonging, purpose, and positivity among our team.
Shine a spotlight on what sets your company apart and why someone would want to be a part of your business.
2. The Authenticity of Your Brand Voice
Let's cut the corporate jargon and get real for a second. If you want to connect with your employees (and let's face it, you do), you need to communicate in a way that's genuine and down-to-earth. None of that "synergy" and "disruptive innovation" cry. Just be yourself, be honest, and your employees will appreciate it.
It's important to show off your true colors when it comes to your employer brand. Let your company culture and values shine through, and don't try to be something you're not. Whether it's crafting clever social media posts or job descriptions that make candidates giddy with excitement, always stay true to your brand voice and messaging.
By doing so, you'll attract like-minded candidates and make your brand stand out from the crowd. Let's be honest, there are a lot of companies out there that are as authentic as a knockoff Rolex from a street vendor. So don't be a chameleon - be yourself, and watch your employer brand thrive.
3. Positive Employee Experience
Are your employees looking glummer than the Grinch on Christmas? It's time to turn that frown upside down and start focusing on creating a positive employee experience. Give your team the royal treatment they deserve by creating a supportive work environment where they feel valued and empowered. Because a happy employee is a productive employee, and who doesn't love a little productivity boost?
Provide meaningful work that inspires them to do their best every day. Offer career development opportunities so they can grow and advance within the company. And of course, make sure your compensation and benefits package is competitive and attractive.
Remember, a happy and engaged workforce is key to the success of your business. So take the time to invest in your employees and create a workplace culture that your satisfied employees proudly brag about at happy hour!
4. Build Employee Advocacy
According to a study by Edelman Trust Barometer, only 19% of employees trust their employers' public relations and marketing materials, while 72% trust what their peers say about the company.
Additionally, a Glassdoor survey found that job seekers are more likely to trust current and former employees when researching a company, with 83% of respondents saying employer reviews influenced their decision to apply for a job.
These statistics highlight the importance of employee advocacy and the power of word-of-mouth in shaping a company's reputation and attracting top talent.
So let your employees be your hype squad by featuring employees on social media and watch your company take over the world (or at least your industry for now).
5. Swift Hiring Experience
Your hiring process can make or break your chances of landing the best candidates out there. So don't be the company that ghosts candidates or keeps them waiting for weeks on end. Keep the process smooth and transparent, and for the love of all that's holy, give them timely feedback!
Trust us, a little kindness goes a long way in the job market.
At Altorise, we know the importance of a positive candidate experience, which is why we make it a priority to provide a seamless and transparent hiring process, and always give candidates timely feedback. This not only helps us attract top talent but also strengthens our employer brand and helps us stand out from the competition.
A strong commitment to work-life balance can be a key aspect of a company's employee branding, as it signals to job candidates that the company values the well-being and happiness of its employees and prioritizes a healthy work-life balance.
6. Diversity, Equity, and Inclusion (DEI)
Let's make your workplace the place to be for everyone! Take a step towards diversity, equity, and inclusion by implementing DEI initiatives that address bias and promote equity. This means creating an environment where everyone feels valued and included, regardless of their race, gender, religion, or background.
At Altorise, we know that diversity is not just about hiring people with different backgrounds - it's about creating an environment where everyone feels safe to be their true selves. That's why we've got a zero-tolerance policy for discrimination, and we actively work to promote inclusivity in everything we do.
Diverse teams bring new perspectives, challenge the status quo, and ultimately drive better business outcomes. So if you want to make your workplace a hot spot for top talent and innovation, it's time to get serious about DEI.
Why not make DEI a priority in your workplace? You'll be creating a more positive and successful company culture, and making the world a better place with diverse employees.
7. Continuous Improvement
Get ready to level up your employer branding game! Don't settle for good enough, strive for greatness by constantly improving your employer's branding strategy. How? By gathering feedback from the people who matter most - your employees, candidates, and stakeholders. Listen to their thoughts and ideas, take them to heart, and use them to refine your approach.
When looking to improve the market's perception of your brand, it's important to use a multi-channel approach. By leveraging multiple channels to communicate your message, you can increase your brand's visibility and create a more cohesive brand image. A multi-channel approach also allows you to reach customers at different stages of the buyer's journey, from awareness to consideration and conversion.
Remember, the world of work is always evolving, and your employer branding strategy should too. So keep tweaking, refining, and pushing the boundaries to ensure you stay ahead of the game.
8. Professional Development
Offering opportunities for professional development can be a key aspect of a company's employer branding strategy, as it signals to job candidates that the company is invested in their growth and committed to helping them reach their career goals.
For example, a company might offer tuition reimbursement or sponsor employees to attend industry conferences or pursue additional certifications. Another example could be offering job-shadowing opportunities, mentorship programs, or leadership development programs that can help employees grow within their roles or prepare for advancement to higher positions.
Additionally, a company could establish a culture of continuous learning by providing access to online training resources, hosting regular workshops or webinars, or offering company-wide book clubs or knowledge-sharing sessions. These types of initiatives demonstrate a commitment to investing in the development of employees and can help attract and retain top talent who are seeking opportunities for growth and advancement.
Ideas for Employee Content that can help boost your Employer Branding
Having a strong employer brand is crucial for attracting and retaining top talent. Creating employee content that showcases your company culture and values is a great way to boost your employer brand. From employee spotlights to behind-the-scenes looks at company events, there are countless ways to use employee content to elevate your brand. Read on for some great ideas that can help attract the best talent to your organization.
Employee Profiles
Day-in-the-life Stories
Company Culture Videos
Q&A Sessions
Employee Testimonials
Highlighting individual employees across multiple channels can be a great way to show potential candidates what it's like to work for your company. These profiles could include photos, quotes from the employee, employee feedback, and information about their role and accomplishments.
Similar to employee profiles, you could create content that takes potential candidates through a typical day in the life of an employee. This could include photos in Instagram stories, video content, or blog posts that show what a typical workday looks like, and how your company's culture supports employees. It would be a great idea to demonstrate appreciation.
Creating short videos and social media content that showcase your brand's story, company culture and company's mission can be a powerful tool to attract talent and improve brand health leading to a powerful employer brand. These videos could feature interviews with employees, footage of company events, or behind-the-scenes glimpses of the office.
Hosting Q&A sessions with employees on social media or your company's website can help candidates get a sense of what it's like to work for your company and bring employee stories. You could invite employees to answer questions about their roles, the company culture, or anything else related to working at your company in these informal employee interviews.
Collecting testimonials or employee interviews from current employees and featuring them on your company's website or social media can be a powerful tool for attracting new talent. These testimonials could include quotes, photos, or videos of employees sharing what they love about working at your company.
Conclusion
Employer branding is a shared responsibility across all teams and employees, and it requires a collective effort to create a positive and consistent image of the company's values, culture, and benefits. A strong employer brand can be a competitive advantage that differentiates your company in a crowded job market.
Social media is a powerful tool for shaping and promoting your employer branding. Altorise can help you create a consistent and authentic presence across all platforms, engage with job candidates, and share relevant and engaging content about your company culture and employee experiences.
We can also help you curate content that showcases your company's culture, values, and achievements, and share videos that provide a glimpse into your team's work and highlight employee experiences. With our help, you can build a strong employer brand that attracts and retains talented employees who can contribute to your company's success. Contact us today to learn how we can help you with your employer branding needs.
