Employer branding and its benefits

Author: Bronislava Segečová

Date of Publication: 08/03/2023

Nowadays, it is difficult for recruiters to find and place “the right person” in the “right position” or basically to find talented employees. Recruiters are also struggling with a shortage of candidates. Thus, one of the solutions is Employer Branding.

What is Employer Branding ?

Employer Branding is a long process of building a positive image of an organization as an employer. In particular, employer branding includes all activities aimed at increasing employee satisfaction. Apart from that, it includes activities which increase interest of potential candidates in working in the organization. So, whilst general branding is targeting consumers, Employer Branding particularly targets a workforce of company and prospective hires.

5 Main benefits of Employer Branding

1. Increases the number of spontaneous applications

A positive and strong employer brand enlarges interest in working in your organization. Even if a company isn’t currently running a recruitment process, thanks to the employer branding, the company can be receiving spontaneous, additional applications.

2. Makes recruiting more effective

The recruiting process of a company with an attractive brand is usually faster, cheaper and more accurate.

3. It allows you to attract the right talents

An organization with a strong brand is more able to attract the “needed” employees. In other words, an attractive employer is more able to find the right person in the right position.

4. Provides increased commitment and reduced rotation

Employer branding isn’t only about attracting potential employees. One of the main goals is to care about current employees of the company, their satisfaction, engagement, motivation and working conditions. Also, a positive brand builds employee loyalty and they are more likely to reject a competing offer and stay with the company longer.

5. Affects financial results and customer satisfaction

A strong Employer Brand doesn’t only attract job candidates. In fact, it also attracts clients who are more likely to work with organizations taking good care of their teams.

How to build an Employer Brand

To build an Employer Brand is a long process and it takes some time to build a strong and positive brand. Therefore, in order to have an attractive Employer Brand you should follow these steps:

Set clear boundaries while you are developing unique value proposition and company statement
Understand what current and potential employees think and want, and make adjustments with and audit of employer brand
Develop an employee value proposition. In addition to that, make clear what candidates can expect from you and what you expect from them
Develop employer branding strategy that includes advertising jobs, monitoring social channels and delivering quality candidate experience

From time to time, some organizations make employer branding mistakes, and they don’t know how damaging that can be to their Employer Brand. Here is the list of common employer branding mistakes, which you should avoid while building an employer brand of your company:

Lack of an employer branding strategy
Ignoring social media (Instagram, Facebook, Linkedin etc.)
Not being in touch with current employees
Avoiding bad reviews
Overusing content

Nowadays, just posting job opportunities on search sites and hoping that talented candidates will apply isn’t enough. So, today, you have to be proactive while searching for potential candidates and build a strong Employer brand. As a result, you are to avoid common employer branding mistakes.

References List:

Builtin. Employer branding. [online].

Available at: https://builtin.com/employer-branding

Next Technology. Employer Branding – 5 benefits of taking care of Employer Image. [online].

Available at: https://nexttechnology.io/employer-branding-5-benefits-of-taking-care-of-the employers-image/

Factorial. What is employer branding? Definition, benefits and strategies. [online].

Available at: Available at: https://factorialhr.com/blog/employer-branding/

Recruitee. Employer branding mistakes. [online].

Available at: https://recruitee.com/articles/employer-branding-mistakes