When it comes to recruiting, your ‘employer brand’ or reputation is the stand-out differentiator between you and your competitors, and it is fair to say, it has never been more important. Resources such as LinkedIn and Glassdoor are a deep well of information for job seekers. These platforms have put powerful tools in the hands of candidates and have flipped the script on the recruitment process by turning it into a review by all parties.
Maintaining a positive online presence makes your business more attractive while providing candidates the information they need to decide whether they’re the right fit for your company culture.
When a lot of us think about branding, our thoughts go straight to the marketing team. But beyond our marketers – today, building and nurturing a brand needs to involve the entire company. The more people buy into the brand, the easier it will be to maintain consistency across the entire organisation.
To create a standout brand, you must invest and empower your entire team. It does not have to be a huge financial investment, and in some cases can be done very effectively with lean resources. An investment in employer branding can significantly cut down on various other expenses such as marketing, advertising, and recruitment costs.
A strong employer brand communicates to potential candidates the reasons why they should choose to work for your company. It also reinforces to current employees the reasons why they should stay and grow with the organisation. It is about creating a compelling and authentic narrative that showcases what it’s truly like to work for your company while encompassing the company’s culture, work environment and values.
So how can you build a strong employer brand? Firstly;
Define Your Brand: The first step for any organisation to build a great employer brand is defining what its brand is, and the strategy that will go alongside this. You must clearly articulate your organisation’s mission, values, and culture. For example: What makes your company unique? What do you offer that other employers do not?
Employer value proposition (EVP): Your EVP is the unique set of benefits and opportunities employees receive in return for the skills and experience they bring to your company. A strong EVP is crucial for attracting and retaining top talent. Benefits and rewards can significantly impact a candidate’s decision to apply for a job. Whether it’s flexible working hours, health insurance, gym memberships or generous holiday allowances, highlighting these in your job postings and marketing materials can attract high-quality candidates.
Employee Advocacy: It is important to encourage current employees to share their positive experiences. Employee testimonials and word-of-mouth recommendations are powerful tools in building your employer brand. Your employees become the company’s “influencers”.
Consistent Messaging: Ensure that your employer brand message is consistent across all platforms, including your website, social media, and job postings. Consistency builds trust and brand credibility.
Engage with Candidates: Create a positive candidate experience from the first point of contact. Be transparent about the hiring process and provide timely feedback. In a competitive talent market, a fast, streamlined hiring process will make your organisation stand out. Create a warm, welcoming onboarding experience for new hires that captures your organisation’s brand.
Invest in Employee Development: Boost retention and keep employees engaged with data-driven insights for compensation, engagement and inclusivity, succession planning and more. More organisations are beginning to realise that a great culture within their company structure is one of the main factors for accelerated growth; developing their people ultimately develops the business. Great attrition could become the great attraction.
Be flexible: Continuously monitor your employer brand and be open to feedback. Adapt your strategies as needed to stay relevant in an ever-changing environment.
By defining and promoting a strong employer brand, you can position your organisation as an exceptional place to work. This not only enhances your recruitment efforts but also strengthens your overall reputation in the market, helping you navigate the challenges of a dynamic job market and build a loyal, engaged workforce that drives long-term success.
Great employer branding is a necessity, not just wishful thinking!
Gillian comes from a large multinational telecoms environment, where she worked in Finance/HR and Project Administration for over 9 years. She also has many years editorial/desktop publishing experience.
Since joining CareerWise Recruitment, Gillian has been focusing on developing and utilising all relevant aspects of social and professional media. Gillian has a strong creative acumen and develops, implements and executes a clear, engaging content marketing strategy. Her creative content generation is compelling and increases awareness and brand visibility.
She is CIPD (University of Limerick) qualified and also holds a diploma in Business Studies.
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LinkedIn Profile Versus CV: Which is More Important?CareerWise Recruitment. EastGate Village, EastGate, Little Island, Cork.
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