Study after study has been performed trying to crack the code of what job candidates are looking for in a great employer. What makes them tick? What are the deciding factors when choosing which job offer to accept?
The reality is, today’s top talent is seeking much more than just a competitive salary and good benefits. They are looking for a company or organization where they can do their best work and, in doing so, feel as though they’re truly making an impact. As such, attracting these highly qualified candidates requires not just the ability to present your available roles, but also demonstrating that your company is a great place to work. How do you do that? Through your employer brand.
What is Employer Brand?
Inbound marketing leaders HubSpot defines employer branding as “your reputation among the workforce as well as your employees’ perception of you as an employer.” A good employer brand can reduce turnover by 28%, while 75% of active job seekers are likely to apply for a job with a strong employer brand. Aspects of employer brand include what your company stands for, the employee experience, what your employees say about working at your company, and the job candidate experience.
If you'd like to learn more about why employer brand matters, check out our other post, Build Your Employer Brand to Increase Applicant Traffic.
Below, you'll find some tips to help improve your employer brand.
Tips for Improving Your Employer Brand
Establish a Strong Company Culture
You can't begin using your brand to attract the best candidates if you don’t yet have a great, engaging workplace—it's important that the brand you portray accurately reflects how your workplace operates, otherwise, new employees may feel duped. Figure out what you want your brand to represent – whether it’s flexibility, transparency, empowerment, or some combination of values – and start taking the necessary steps to develop and foster that culture throughout your organization.
Create a Compelling Elevator Pitch
Good employer branding requires that everyone is on board – from top management to front-line workers. This ensures that you’ll never miss an opportunity to reach and attract the attention of top talent. Figure out how to communicate your company’s unique value proposition (i.e. why you’re better than the competition) in a way that’s simple, succinct, and powerful. Make sure every single soul who works in your organization knows that pitch by heart. This provides you with an army of advocates who will further spread your brand message. HubSpot has a great guide for creating an elevator pitch.
Celebrate Your Employees
The best way to show talented candidates what makes your company such a great place to work is to give them a glimpse at the human side of your brand. That is – show them the faces and personalities behind your slogan and logo. Share stories that are real and authentic. Showcase and celebrate your existing employees. This creates a strong personal connection and can help prospective employees begin to envision themselves having similar positive experiences with your company.
Utilize Social Media
Social media channels are powerful vehicles for marketing purposes, but they’re also great tools for communicating your internal company culture to the masses. When you invest in creating connections, developing and nurturing relationships, and consistently spreading the word about what sets your brand apart, people will naturally be drawn in and begin to trust you.
Always Be Marketing
The branding process should be something that’s done all the time, not just when you’re looking to fill an open position. Additionally, when you make branding an everyday goal, you’ll have the chance to reach and connect with those individuals that may not be actively seeking a job change. A poll by Jobvite showed that while 63% of all US workers are satisfied with their current jobs, 48% would still consider leaving for the right opportunity. Operate under the concept that even if the timing isn’t perfect today, it could be tomorrow.
Employer Brand Matters
To achieve and sustain continued success, your company must find a way to attract, recruit and retain the most talented employees. By developing, solidifying and effectively communicating the things that make your brand stand out as a great place to work, you’ll be better positioned to catch the attention of those who will make the greatest addition to your team.
About HiringThing
HiringThing is a modern recruiting and employee onboarding platform as a service that creates seamless talent experiences. Our white label solutions and open API enable technology and service providers to offer hiring and onboarding to their clients. Approachable and adaptable, the platform empowers anyone, anywhere to build their dream team. Try HiringThing’s easy-to-use, feature-rich applicant tracking system with a free 14-day trial today!
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