What is “employer branding”?

Simply put, employer branding is how a company shapes its reputation as a great place to work.

Typically, it covers everything from company culture and work environment to employee benefits and career development opportunities. A strong employer brand should communicate the values of your company, including what you stand for and what you offer beyond the paycheck.

Why is employer branding important? (…and how does it help you attract top talent?)

As employees now have more say than ever in choosing who they work for, their demands have also extended beyond the traditional lure of a healthy salary.

The continual intertwining of work and personal life means that job seekers are increasingly looking for employers whose values reflect their own, and this shift in priorities requires companies to adapt by focusing on building a strong employer brand. Remember, this is a good thing for businesses too – Gallup found that employees who connect with their company’s mission and values are nearly 70% more engaged in work!

For companies, it’s not about using employer branding to cast a wide net into the sea of candidates, it’s about attracting the right talent who’s both a culture fit and a high performer. There’s a strong business case for employer branding, including lower cost-per-hire rates and better employee retention:

• Studies have shown that businesses with weak employer brands often have hiring costs nearly double that of competitors who have strong brands.

• Research by LinkedIn found that companies with strong employer brands had a 28% lower turnover rate than companies that didn’t.

Building a solid employer brand

Start with finding your “why”

You might be shocked to hear that half of recruiters feel like they don’t understand their own employee brand. Clearly, before you can effectively communicate your company’s strengths and culture to prospective hires, you need to have a clear understanding of what those are.

Whether this is down to outdated employer brand documents, or that their company has never actually sat down and mapped it out – it might be time for your employer brand to get a refresh.

Start by asking some fundamental questions: What are your company’s core values? Do your day-to-day operations actually reflect these values?

Once you’ve revisited the ‘why,’ try taking a proactive approach to measuring how well these values are perceived within the team. You can run anonymous surveys, such as those provided by platforms like Officevibe, which can provide honest feedback that might be otherwise hard to gather. This feedback can give you a clear picture of your current employer brand health and highlight areas that you may need to work on.

You should also think about the other elements that contribute to a positive employer brand, like growth opportunities and benefits. They can further demonstrate your commitment to employee development and wellbeing, which are increasingly important to today’s workforce (read our blog “Understanding the 2024 jobseeker’s priorities” for more on this!).

Build a strong digital presence

According to Corporate Responsibility Magazine, a massive 79% of job seekers consider employer reputation before applying for a job. And, unless they’re lucky enough to have friends that work for that business, they’re probably going to turn to the internet to get their questions answered.

However, a survey by CareerArc revealed that one of the #1 obstacles candidates faced when considering a role was not knowing what it might be like to work at that organisation. So, your company (and your team) need to be visible online.

LinkedIn, for example, should reflect not only your company’s achievements but also employee testimonials and posts that showcase your company culture and employee satisfaction. Likewise, platforms like Glassdoor should be monitored and managed carefully, as they provide a platform for employees to share their real experiences. Glassdoor tip: Responding thoughtfully to reviews, both positive and negative, demonstrates your commitment to transparency, as well as continuous improvement.

Create positive experiences for candidates

Every experience a candidate has with your business shapes their perception of your brand. And if they’ve had a negative experience, surveys have shown that nearly ¾ of candidates will share it online or with someone they know.

Unfortunately, many candidates feel that clear and respectful communication from recruiters is rare. One study by Talentgy indicated that over 63% of candidates were dissatisfied with the communication they received from potential employers, which highlights a significant opportunity for companies to differentiate themselves from competitors by improving how they communicate during the hiring process.

To help foster positive interactions, companies should ensure that the recruitment process is not only efficient but also respectful and communicative:

• Provide clear timelines:

Clearly communicating the stages of the recruitment process, expected timelines for feedback, and next steps can alleviate anxiety and build trust.

• Maintain open lines of communication:

Ensure that candidates can easily reach out with questions and receive timely responses. This open dialogue can help candidates feel valued and respected throughout the process.

Prioritising candidate experience also has tangible benefits beyond enhancing your employer brand. According to Glassdoor, 70% of companies reported an improvement in the quality of their hires when they prioritised candidate experience. This further indicates that investing in a positive recruitment process not only helps build a good reputation but also contributes to much better hiring outcomes.

The ending note

By living your core values and creating good candidate experiences - any business can develop a powerful employer brand that attracts the right talent. Get in touch with Osavus today to find out how we’re building a platform that makes recruitment better for everyone!