How to create a strong employer brand

Branding is important and we all know that. A strong brand can make a company, and a weak brand can break it. Employer branding is even more important and I’ve mentioned why several times – a good employer branding takes an organization’s company culture, values, and story and makes it part of the overall brand. Moreover, employer branding is meant to directly impact an organization’s ability to recruit.

There are a few basic dont’s when it comes to employer branding and I’ve talked about ways to ruin it here. There are also some important do’s that are going to improve the way that your organisation is perceived by existing and potential employees.

So before any negative comments about your company and its employer brand go viral you should have a look at these tips:

  • Listen and learn from the feedback received. Employees usually know what they want, so employers should listen closely to staff and, why not, candidate feedback. But many employers don’t really know what is going on around them…Any feedback, good or bad, will provide the opportunity to change things for the better. Employee satisfaction directly impacts revenue, builds brand ambassadors, increases morale and loyalty, boosts productivity, and brings quality referral schemes. Remember that the most successful companies are those that make strong efforts to make their employees happy at the workplace. So what do your employees really think about working for you? Are they happy in their job? What more could you do to support your employees? How is the overall candidate experience?
  • Build a great candidate experience. In recruitment creating a good impression is just as crucial to the employer as it is to the candidate. Creating a positive candidate experience has become an essential part of attracting top performers and creating talent pools. Nothing can tear down an employer brand faster than a poor candidate experience so, the better the experience, the more likely an organization can attract the best talent on the market. Candidate experience doesn’t stop after the hiring process is over, so it’s important to never forget to communicate, offer feedback, be reachable and give importance to training and development. You might also consider implementing recruitment software that will help you attract and manage your candidate database whilst simplifying the entire hiring process.
  • Retain current employees and keep them happy. Employers have the obligation to give employees more than just a pay check. Private healthcare, childcare vouchers, cycle-to-work schemes and subsidised gym membership are all great benefits. But employers should also focus on respecting and listening to the employees, motivating them and creating an employee development strategy to make sure they grow and become more confident in their abilities and more valuable to the company. Engaged employees want companies to succeed because they feel connected emotionally, socially, and even spiritually to their mission, vision, and purpose. Disengaged and dissatisfied employees can lay waste to all the other efforts a company makes.

Candidates have bigger expectations from potential employers than ever before and the companies with the strongest employer brands have the power to make their business a successful one by connecting with, attracting and retaining the best candidates. The war for talent is there to be won and the best place to start is with your employer brand.

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Comment by Keith D. Halperin on November 21, 2013 at 6:26pm

Branding is to recruiting what marketing is to sales. It's useful, and we recruiters don't have time to do it.



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