40% of workers globally say that they might leave their jobs in the near future and the majority of people who already quit their jobs in the past two years are not returning to the industry they left, says consulting firm McKinsey. This trend is predicted to continue.
Today's employees care more about who they work for, and they want their employers to be aligned with them on matters such as climate and DEI (Diversity, Equity and Inclusion). As companies need to tell their story and express their values to attract candidates, employer branding is therefore more important than ever.
In this blog post, we will take a closer look at what employer branding is and how it can help your business thrive.
What is employer branding?
Employer branding is all about how your organisation is perceived by others and how you communicate your culture, values, and mission in a way that makes you attractive to current and potential employees. In today's competitive job market, employer branding is more important than ever, not only for attracting, but also retaining, top talent.
One of the main elements of employer branding is creating a clear and compelling message about your company culture and values. This message should align with the needs and goals of potential employees and communicate why your company is a great place to work – today and in the future.
Research from professional services network Deloitte shows that the majority of executives (94%) and employees (88%) consider a unique company culture to be crucial for the success of a business. The research also reveals a strong correlation between employees who feel happy and valued in the workplace and those who perceive their company to have a strong culture. So, step one is obviously to focus on building a great culture, step two to communicate it to the world.
Benefits of employer branding
An important aspect of employer branding is creating a positive employee experience that reinforces the company culture. This includes providing a supportive and inclusive work environment, offering opportunities for growth, development, and gathering feedback from employees through pulse surveys or other means. By understanding how employees are feeling and identifying areas for improvement, companies can create a better employee experience and increase retention rates.
In addition to the benefits for employees, a "people first" approach is closely linked to increased success for the company. A study from Gallup shows that companies that prioritize employee well-being tend to have higher revenues, as well as improved customer satisfaction and employee engagement. In fact, engaged and happy employees are not only more productive but also more likely to stay with their employers. This in turn will make the employees want to get behind your company’s employer branding strategy and act as advocates for your brand.
Having a strong employer brand is of course also beneficial for the company in terms of recruitment. Candidates are more likely to be attracted to a company with a positive reputation as an employer, and a strong employer brand can help reduce recruitment costs. It can also help in attracting passive candidates who may not be actively looking for a new job, but could potentially be open to new opportunities if approached by a company with an attractive employer brand.
How to incorporate employer branding in your talent acquisition strategies
One of the key components of building a strong employer brand is incorporating it into your recruitment strategies. We have determined three crucial elements for incorporating employer branding into recruitment.
- Define your employer brand:
The first step in incorporating employer branding in your recruiting strategies is to define your brand. This includes determining your company culture, values, and mission. You should also consider what sets your company apart from others in the same industry. This information will help you create a consistent message and image for your company, which you can use to attract top talent.
- Create employee-centred content
Another way to incorporate employer branding in your recruiting strategies is to create employee-centred content. This can include employee testimonials, company culture videos, and photos of employee events. This type of content allows candidates to get a glimpse of what it's like to work for your company and helps them understand the values and culture of your organisation.
- Use social media
Social media platforms are a great way to reach out to potential candidates and showcase your employer brand. Use platforms like LinkedIn, Twitter, and Instagram to share information about your company culture, values, and mission. You can also share photos and videos of your office, employees, and events to give candidates a sense of what it's like to work for your company.
Employer branding tips
Here are a few tips to help you get started in leveraging employer branding to gain a competitive edge in the job market.
- Be honest and authentic. Potential employees will be able to tell if you’re not being truthful and will be turned off by it. It’s also important to make sure your messaging is consistent, as this will help to create a strong and recognisable brand identity.
- Be aware of, and stay updated on, the latest trends and technologies. By keeping up with the latest developments, you’ll be able to ensure your employer branding strategy is as effective as possible. You should also make sure you’re using the right channels to communicate with potential employees, as this will help to maximise the reach of your message.
- Make sure you’re creating a positive and welcoming environment for potential employees. This can be done through providing a great onboarding experience and ensuring employees have access to the resources they need to be successful.
- Make sure you’re taking feedback from employees seriously and consider implementing changes they suggest.
For more on employer branding watch our on-demand webinar Freyr Battery: recruiting and onboarding for the green transition. The session is part of our webinar series “Tackling the talent crisis: 3 sessions to inspire your recruiting and retention strategies for 2023”.