The Importance of Employer Branding
Finding qualified candidates can be difficult, but what about finding candidates who truly align and identify with your organization’s values, and who are excited to work within your organization? That’s even tougher! Not to worry, this is where employer branding comes in, like a superhero who saves the day and gives everyone the warm fuzzies at the end of the story! Ta-da!
Employer branding is serious business!
You might be thinking, “doesn’t marketing take care of branding for our organization” – yep, they do! But this is different – this is employer branding! You, as the employer, are being asked to make a case for why your organization is the one that a candidate should choose. HR doesn’t have to function alone in creating a strong employer brand, though – and they shouldn’t! Stakeholders such as the Marketing team, the Leadership team, the CEO, and even employees all play an important role when it comes to employer branding.
So, what is employer branding, anyway?
To put it simply, your employer brand is the reputation that your organization has as an employer. This reputation can encompass the value that you bring to current and prospective employees through things like compensation and perks, the work environment, opportunities for growth, and culture. Often though, your brand is more intangible – it’s the way that interacting with your organization, whether in person at a career fair, or simply pursuing your careers site, makes a prospective candidate feel. It’s also the intangible aspect of your reputation within the industry or community, as well as on community building sites for employers like Indeed. Word of mouth counts here! Don’t know where you stand in terms of your reputation? The best place to start is by asking your current employees if they would recommend your organization as a place to work.
How do I build my employer brand?
You don’t need to go all out to start building an employer brand. The best brands are built slowly, over time, with a continued focus on what matters to the organization. Think about what sets you apart from other companies in your industry – is it your unlimited time off policy, the ability to work fully remote, or is it your amazing culture and strong values? Capitalize on your strengths and don’t be afraid to brag a little bit on social forums and on your careers site. And when all else fails – okay I mean, when technology fails – be present. Never underestimate the importance of showing up in tangible ways to promote your organization and its strengths. Things like career fairs, building relationships with post secondary institutions, and creating a talent network through passive sourcing can all be simple, cost-effective ways to build your employer brand over time.
At this stage you might be asking, why should I work to create an employer brand? Glad you asked! A strong employer brand can help to reduce costs associated with recruitment, attract new employees, retain current ones, and enhance employee engagement in the long term.
If you’re thinking “This all sounds great, but who has the time?”, we get it! We have put together an employer branding package that will have you attracting exceptional talent in no time! Take a look and let’s talk!
