Employer Branding – Why? How?
The importance of employer branding and how to create a compelling employer brand that attracts quality talent.
Employer branding is a strategy that seeks to influence how current employees and the rest of the larger workforce perceive a company’s brand. While branding in general may target consumers, employer branding specifically targets a company’s workforce and prospective hires. Employer branding is not something you choose – it is what you are. And your identity as a company is shaped by various stakeholders: the founders, the executives, the managers, the HR team and the marketing team.
Employer branding is important because it can affect your ability to attract and retain top talent. A strong employer brand can help you:
– Stand out from your competitors in a crowded market
– Reduce your hiring costs by attracting more qualified candidates
– Increase your employee engagement and loyalty by aligning your values and culture
– Enhance your reputation as a company among customers and partners
But how do you create a compelling employer brand that reflects who you are and what you offer? Here are some steps to follow:
- Define your employee value proposition (EVP). Your EVP is the unique set of benefits and opportunities that you provide to your employees in exchange for their skills and commitment. It should answer the question: why should someone work for you? Your EVP should be based on your company’s vision, mission, values and culture, as well as on feedback from your current employees.
- Communicate your EVP internally and externally. Once you have defined your EVP, you need to make sure that everyone knows about it. Internally, you can use various channels such as newsletters, intranet, meetings and events to communicate your EVP to your employees. Externally, you can use platforms such as social media, career sites, job boards and employee referrals to showcase your EVP to potential candidates.
- Measure and improve your employer brand. To know if your employer branding strategy is working, you need to track some key metrics such as application rate, offer acceptance rate, employee satisfaction rate and retention rate. You also need to collect feedback from candidates and employees on their perception of your employer brand. Based on these data, you can identify areas for improvement and adjust your strategy accordingly.
Creating a compelling employer brand is not a one-time project but an ongoing process that requires constant attention and effort. By following these steps, you can build an employer brand that attracts quality talent who share your vision and values.
About the Author.
Ratnesh Jain is an entrepreneur, mentor & author.
IIM Ahmedabad alumni with 30+ years of professional and entrepreneurship experience. Past 17 years in Executive search & Growth consulting.
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