Updated: Aug 15
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”. Recruiters are also seek to attract top talents. Thus, one of the solutions is having a strong employer brand.
What is Employer Branding?
Employer Branding Strategy is a 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 that increase the interest of potential job seekers in working in the organization. So, whilst general branding is targeting consumers, Employer Branding particularly targets attracting and retaining top talents.
5 Main Benefits of Company Branding
1. Increases the number of spontaneous applications
A positive and strong company reputation attracting enlarges interest in working in your organization. Even if a company isn’t currently running a recruitment process, there can be receiving spontaneous, additional applications and as a result, potential top talents.
2. Makes recruiting more effective
The recruiting process of a company with an attractive, recognisable image is usually faster, cheaper, and more accurate in the long term.
3. It allows the right talent acquisition
An organization with a strong brand is more able to attract the “needed” potential candidates. In other words, an attractive employer is more able to find talented employees.
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 the current employees of the company, their satisfaction, engagement, motivation, and work environment. Also, a positive company brand builds employee value proposition and increases loyalty. As a result, existing top talents are more likely to reject a competing offer and stay with the company long-term.
5. Increase customer satisfaction
Positive Employer reputation doesn’t only attract potential candidates. In fact, it also attracts clients who are more likely to work with organizations taking good care of their teams.
6. Contribute to financial results
Brands with strong employer value proposition have redused hiring costs. Therefore ensuring that critical roles are staffed promptly. This happens because candidates are more likely to accept job offers more quickly from companies with positive reputation. As a result, the time between posting a job and filling the position is very little. Besides,
such organisations receive a higher volume of organic applications and are less reliant on costly recruitment agencies or job boards and other career sites. Over time, these cost savings can be significant.
How to Build an Employer Branding Strategy
Building a Strong 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 talents and potential candidates think and want, and make adjustments with an 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 a 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 for your company:
Lack of an employer branding strategy
Ignoring social media (Instagram, Facebook, Linkedin etc.)
Not being in touch with current employees
Not maintaining a positive work environment
Avoiding bad reviews
Nowadays, just posting job opportunities on search sites and hoping that top talents 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.