What is employer branding and why it’s essential to business success
May 15, 2023
What is employer branding?
Employer branding is the process of managing and influencing a company's reputation among job seekers, employees, and key stakeholders. It encompasses various strategies and efforts that organisations undertake to position themselves as an employer of choice and attract top talent.
This involves defining the company's essence, showcasing its uniqueness and values, and generating positive dialogue surrounding the workplace environment. By providing an authentic, engaging, and cohesive message about the company, employer branding enables businesses to improve talent acquisition and retention rates, contributing to growth and success.
Employer branding first originated in the mid-1990s when companies started applying product branding principles to their recruitment and employee engagement strategies. Today, employer branding is an integral part of human resources management -allowing companies to stand out in a competitive talent market.
Additionally, employer branding can bring in new customers and business partners, therefore creating growth opportunities. A positive brand image also reduces liability risks by fostering better employee experiences and mitigating negativity.
Key components of employer branding
Employee value proposition (EVP)
An EVP is the unique offering provided to employees by an organisation. It covers the benefits, compensation package career growth pathways, and work -life balance arrangements provided by a company. A strong EVP attracts and retains top talent by showcasing a company's competitive advantages.
Company culture plays a critical role in shaping an employer's brand. It reflects the values, beliefs, and behaviors within an organisation. Creating a positive and inclusive culture enhances an employer's reputation and helps attract the right talent.
Career development opportunities
Highligting career development opportunities is a key component in employer branding. Employees seek organisations that support their growth and provide avenues for skill development. Employers with strong branding provide these opportunities, thus improving talent acquisition and retention.
How to develop an effective employer branding strategy
Do your research
To create a successful employer branding strategy, start by understanding how employees and candidates currently perceive your organisation. Analse feedback from employee reviews, conduct surveys, and gather data to identify strengths and areas for improvement. This research will provide a solid foundation for your strategy(AIHR).
Keep your messaging consistent
Develop a clear and consistent message that reflects your company's unique attributes and values. Craft an Employee Value Proposition (EVP) tailored to your target demographic, highlighting the benefits and opportunities your organisation offers. Ensure this message is communicated consistently across all channels, including job postings and internal communications.
Leverage your social media presence
Utilise your social media channels to amplify your employer branding message. Showcase, employee testimonials, workplace achievements, company events and more to shape a positive image and also give your audience more insight into your company culture.
Employee testimonials are a powerful way to showcase your organisation's culture and values. By sharing their personal stories, employees become brand ambassadors and contribute to building a strong employer brand.
To further reinforce your brand, consistently engage with your online audience by regularly sharing relevant content and responding to comments and queries.
Measure your employee branding success
Measuring the success of your employer branding strategy is essential to determining its success and identifying areas of improvement. The right combination of employer branding metrics is vital to tracking and accomplishing your goals.
Some examples of common metrics include:
Employee engagement levels. This can help you determine the extent to which employees are committed and connected to your organisation.
Recruitment metrics. Metrics such as time-to-hire, cost-per-hire, candidate quality and cost-per-qualified candidate can help to measure the effectiveness of your strategy in attracting and retaining talent.
Social media metrics. Regularly tracking your follower count, engagement rate, and reach can help you evaluate how well your social media strategy resonates with your audience.
Employee engagement and retention. Measuring employee satisfaction, turnover rates, and retention rates can provide insights into the impact of the employer branding strategy.
Examples of strong employer brands
Several companies stand out for their exceptional employer branding efforts.
Airbnb, for example, effectively communicates its culture of celebrating employee empowerment and offers a supportive and inclusive work environment. They focus on work-life balance, offering generous parental and family leave, flexible work-from-anywhere arrangements, and wellness programs.
Google is world-renowned for its fun and innovative work environment, offering a variety of employee perks and benefits such as free gourmet meals, on-site gyms, and health and wellness programs. They also prioritise diversity and inclusion, with programs like unconscious bias training and employee resource groups.
Starbucks is another excellent example, as they nurture a strong community amongst their employees. Their commitment to employee growth and development helps build a sense of belonging within the company.
Employer branding is a vital strategy that involves shaping a company's identity and reputation among its workforce and potential hires. It focuses on emphasising the mission, values, and culture of an organisation, ultimately helping attract top talent, reduce hiring costs, and minimise employee turnover. By investing in employer branding, businesses can strengthen their position in the market and enhance overall organisational success.
This post was written by: Leanna Seah, Content Manager