21/06/19
Do you really understand the meaning behind an employer brand? If not, you could be missing out on attracting top talent to your company.
Employer branding is the here and now; well it has been for a long time. No longer can companies rely purely on their job offerings to engage with job seekers. The job market is currently controlled by candidates and will continue to be. With that said, it’s imperative that companies dig deep and stand out to their competition.
So, if you are unsure on the meaning behind an employer brand, and how it can influence your ability and likelihood of hiring, keep reading. Below is your go to employer brand guide, bringing valuable advice to benefit your hiring process.
WHAT IS AN EMPLOYER BRAND?
In short, an employer brand is the way you are perceived by your past, current and future employees. It is your unique identity surrounding your job offers, workplace and culture.
Think to yourself, how do you really want to be perceived by your employees? Afterall, their opinion is highly valuable, from their first-hand experience in your workplace. Not only can having a positive employer brand help you retain your current workforce – it can also help attract new, highly talented candidates. Imagine how beneficial a credible image will be, pushing you ahead as a front runner.
However, by avoiding your employer brand, you could be at risk of a high staff turnover and a negative image in the job market. Placing little value on your employee’s experience won’t go unnoticed. This could send your ideal candidates elsewhere!
Now this may be a new concept to you, however, it isn’t to many companies. You can no longer attempt to promote a positive employer brand image through the likes of company benefits – there’s much more to it now. With this in mind, scroll down for some inspiration on leveraging your brand image in today’s competitive arena.
HOW CAN YOUR EMPLOYER BRAND INFLUENCE YOUR HIRING CAPABILITIES?
Imagine you’re on the job hunt. You come across two companies, offering a similar role. Like any interested job seeker, you will do your research before applying – through the likes of social media and Glassdoor reviews.
The first company post regular updates of their workforce including promotions, themed workdays, a day in the life of snapshots and a true behind the scenes view. They even have a batch of positive employee reviews, sharing the advantages of flexible working, the positive reinforcement from management and the opportunities to develop.
Now the second company lacks any depth at all. A shortage of employee focused content is shared, engagement with their workforce is non-existent, and a true reflection of their offering isn’t revealed.
Which company would you be more likely to engage with? (We know you’re thinking the first). Now imagine being the second company… the sad thing is, is that you could have all of the positive pointers similar to the first company, however, you’re failing to showcase this through your employer brand. Having a strong workplace is all well and good, however, it’s how you share this which can influence your hiring ability.
A lack of focus placed on your employer brand could turn away hundreds of highly qualified, ideal candidates yearly. Your workforce could be struggling down to your absence.
WAYS TO LEVERAGE YOUR EMPLOYER BRAND
If you’re hoping to avoid being titled as company number 2 like in the above scenario, there are some effective ways you can leverage your employer brand…
- Be honest:Before sharing your employer brand, it is important that your company message is honest and true to who you are. Attempting to be another company, following a copycat approach will trip you up in the long run. Take some time to envision your image and how you want this to be distinguished by the inside and outside world.
- Have a genuine interest in your workplace:The best way you can do this is by engaging with your current employees. Find out what is important for them– what makes them tick, what picks them up at the end of a working week, what they value from your current offering, and what changes would they make. They are your best critics. This information can then be used to create a workplace that cares.
- Share content across social media:Once you’ve grasped who you are as a company, its time to share it. Now of course, it needs to be done in an organic way. Sales posts promoting remote working arrangements or ping pong tournaments won’t cut it. A bank of consistent content valuing your employees will go down better long-term. Building a strong employer brand takes time. However, will bring a great return if worked on consistently.
- Promote employee advocacies:As mentioned above, your employees are your number 1 fans… so make the most of it. Promote employee reviews and encourage advocacy in the workplace. If you’re offering a culture which is favoured by your employees, they will naturally do this without question. This will go down well with applicants as the value of opinion is near the top of the decision process nowadays.
- Make a conscious effort to showcase this in interviews:Once you’ve moved candidates through the application process, make a conscious effort to showcase your employer brand. Provide them with snippets as they enter your office for an interview, share content with them before their first day in work. There are many ways you can engage your employer brand – ultimately boosting your hiring success.
If you are struggling to engage with the right candidates, hiring for the sake of it, maybe it’s time to consider your employer brand and overall recruitment process? Here at Smartsearch, we are recruitment specialists, providing solutions to enhance the hiring process.
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