Let’s be honest, the job search can feel like a blind date. You show up hopeful, a little nervous, and with a stack of questions.  Wouldn’t it be nice to know a bit about the company beforehand? 

In today’s digitally-driven world, where perusing reviews before dining out or clicking “buy now” is as routine as brushing your teeth, a similar diligence emerges in the job market. Just as consumers meticulously research potential purchases, job seekers scrutinise potential employers. That’s where employer branding comes in – it’s your company’s chance to put its best foot forward and show potential hires (and current employees!) why you’re a great place to work. 

Misconception About Employer Branding

There’s a prevalent misconception that employer branding is merely a recruitment marketing ploy. Some might think it’s all about impressing job seekers with the flashy perks or that fully stocked pantry.

In reality, employer branding is about creating a genuine image that reflects your company’s unique culture and values. Think of it as your company’s personality – what makes you tick, what kind of people you work with, and why someone would be excited to be part of your team.

FACT:
Here’s the kicker: a strong employer brand isn’t just good for attracting new talent, it’s crucial for keeping your existing team happy and engaged.  Imagine this: you’ve found the perfect employee, someone who’s talented, a great fit, and makes killer presentations. But then, poof! They decide to move on. A strong employer brand can help prevent this by fostering a sense of belonging and appreciation among your employees.

So, Why Should You Care About Employer Branding?

• Attract Awesome People: A positive employer brand acts like a magnet, drawing in talented individuals who share your values and get pumped about working with you. This is especially advantageous if your company is in a niche market.
• Keep Your A-Team Around: When employees feel valued and like they’re part of something special, they’re more likely to stick around. Think of all the time and money you’ll save on recruitment and onboarding new hires.
• Happy Employees = Happy Customers: A positive work environment translates to engaged and productive employees who provide stellar customer service. Happy customers mean a thriving business – it’s a win-win!
• Save Those Recruitment Dollars: A strong employer brand can attract a larger pool of qualified candidates, potentially reducing your reliance on expensive recruitment agencies or spending lots of money on job postings. And who better to spread the word about your amazing company culture than your happy and enthusiastic employees? More money for, well, maybe some comfy chairs for those post-lunch brainstorming sessions or even more stuff to fill the pantry.
• Stronger Employer-Employee Relationship: A positive employer brand fosters trust and loyalty between the company and its workforce. When employees feel like they’re valued contributors and the company genuinely cares about their well-being, it creates a stronger bond that benefits everyone.

Building Your Employer Branding Superpower

So, how do you craft this employer branding magic? Here are some tips, with a special focus on the HR role:

1. Know Your “Why” (and Get Everyone Onboard): HR plays a central role in defining your company’s Employer Value Proposition (EVP). What makes your company unique? Work with your leadership team to identify core values and translate them into a clear message that resonates with both potential hires and current employees.
2. Be Real, Not Reel (HR Leads the Way): Authenticity is key, and HR sets the tone. Showcase your company’s genuine culture through internal communication channels and employee engagement initiatives. Highlight employee stories, celebrate achievements, and encourage open communication to ensure your company’s true personality shines through.
3. Invest in Your People (HR Makes it Happen): A strong employer brand starts from within. HR is at the forefront of creating a positive work environment. Develop programs that prioritise employee well-being, offer clear career development opportunities, and foster a culture of open communication. Regular employee surveys and feedback sessions can help HR identify areas for improvement and ensure employees feel heard and valued. Train managers and supervisors on the right way to give feedback.
4. Join the Conversation (HR Connects the Dots): HR can be the bridge between employees and the external world. Actively participate in social media conversations, respond to reviews (positive and negative), and showcase your company culture through engaging content. HR can also partner with marketing to ensure your employer brand message is consistent across all platforms. Job seekers have a more positive perception of the company when they see the company responding to both positive and negative reviews in a professional and transparent manner. Taking the time to acknowledge feedback, both good and bad, demonstrates that your company cares about its employees and is committed to continuous improvement. (Isn’t that how you feel too when you read those reviews online?)
5. Walk the Walk, Don’t Just Talk the Talk (HR Leads by Example): Actions speak louder than words. HR plays a critical role in ensuring the company practices what it preaches. From implementing fair and transparent policies to fostering a culture of respect and recognition, HR’s genuine commitment to employee well-being becomes a cornerstone of a strong employer brand. Don’t expect others to do it if you as HR , won’t do it yourself!

By taking a proactive and genuine approach to these strategies, HR can become a champion for employer branding, fostering a work environment where employees feel valued, engaged, and proud to be part of the team. Ultimately, a strong employer brand attracts top talent without straining your budget on expensive recruitment fees. (Remember: there are more costs incurred in every hiring than just the recruitment fees) This win-win situation allows you to invest in your people and build a thriving company culture.

The post Beyond Recruitment – Strategies For Building An Employer Brand That Attracts And Retains Top Talent appeared first on BrioHR.