Employers know what employer branding is, however, not all of them know how to create effective employer branding strategies. Your employer brand is your reputation among future and current employees. Your employer brand is the reputation and experience that your company creates as an employer. To put it simply, your employer brand is the public’s perception of your organization’s identity, whether accurate or not.
There is no correct way to develop an employer branding strategy, but there are some best practices to keep in mind, which is why we put together this efficient collection of 4 practical and simple tips for creating an effective branding strategy.
Defining your Employee Value Proposition (EVP)
An employee value proposition (EVP) is the unique set of benefits that an employee receives in return for the skills, capabilities, and experience they bring to a company. An EVP is all about establishing your company’s identity – what makes it special and what it stands for.
This is backed up by Liam Wilson, Editor-in-Chief of Lottery n’ Go:
“EVP shows the core values of a company, together with its mission, vision, and company culture. This is an indicator of the things that set you apart from the competitors.”
He also emphasizes the basic requirements of defining EVP and said, “When you define your EVP, it is important to stay realistic to set clear expectations for talents or potential employees. If you want to attract and hire skilled employees, make sure that your company’s environment and culture are a good place to work.”
The best organizations are those that offer their employees a sense of purpose and fulfillment.
Identifying and understanding your candidate profiles
Loran Marmes, the owner of Medicare Supplement Plan an insurance site in the US said:
“Identifying and understanding your candidate profiles to improve the personalization and efficiency of employer branding programs. Consider which generation the applicant belongs to, know the reason why they are applying for the job, and identify if they are active or passive job seekers. These qualities are important to consider to ensure that employer branding is more efficient.”
This is like a visual representation of your ideal job candidates. In order to improve your employer branding, it is important that you focus on the qualities of potential employees.
This is also what Justin Carpenter, the owner of Modern Maids has said:
“One of the steps in developing an effective employer branding strategy is to determine who you want to attract. Start by identifying the type of candidate you are looking for and their qualifications, then research what they’re interested in and prioritize those needs. This will help you create a unique employer brand that resonates with your target audience.”
Prioritizing candidate experience
This involves your entire hiring and selection procedure. With this, it is important that you provide a seamless application experience.
Rohit Bimbrahw, owner of Home Health Care Shoppe shared her recollection of their recruitment process challenges:
“In the past, our recruitment process was disjointed and lacked clear communication and feedback for candidates. This led to frustration and disappointment for candidates who invested time and effort in the process, only to receive little or no follow-up or feedback. As a result, we experienced higher turnover rates and struggled to retain top talent.”
To address this challenge, he said, “We prioritized improving the candidate experience as part of our employer branding strategy. We streamlined the recruitment process, provided regular communication and feedback, and ensured that all candidates had a positive experience, regardless of whether they were offered a position. We also implemented a comprehensive onboarding program to help new hires feel welcome and supported from day one.”
Bimbrahw also shares the results that this strategy gave to their brand:
“The results of our efforts have been remarkable. We have seen a significant improvement in retention rates, with employees staying longer and contributing more to the success of the business. We have also received positive feedback from candidates and employees alike, who appreciate the transparent and candidate-focused approach we take to recruitment and onboarding,” he said.
Prioritizing candidate experience is an important part of an effective employer branding strategy. By focusing on creating a positive experience for candidates throughout the recruitment process, we have been able to improve retention and build a more engaged workforce.
Prioritizing candidate experience as part of an employer branding strategy is a win-win for both the organization and the candidates. By creating a positive experience for candidates, we attract and retain top talent, build a more engaged and productive workforce, and contribute to the overall success of the business.
Encourage Employee Ambassadors
Do you know that job candidates trust more the employees than the employers themselves? It’s clear that your current employees are a big part of your employer brand. In reality, they can play an important role in creating the desired perception and attracting the right people to your company.
Vikas Kaushik CEO at TechAhead said that your current workforce has the potential to be influential brand ambassadors for your company.
“Inspire them to talk about the wonderful things that have happened to them and engage with possible candidates by using social media, attending networking events, or attending business conferences,” he said.
With this strategy, you can develop a program that encourages employees to actively promote your employer brand by providing them with resources, training, and incentives to do so through an employee advocacy program.
Your employees will be your best brand representatives. They can encourage people to take part in corporate branding activities and share their positive experiences. Highlighting employee accomplishments, giving opportunities for promotion, and cultivating a wonderful workplace culture that employees are proud to be a part of are all important.
Your employer brand is one of your company’s assets. Start building it today!
Creating and developing employer branding strategies is one of the great ways to let people know what your company is all about inside and out. Thus, it is important that your employer branding advocacy is trustworthy.