Employer branding: A journey from what to how and everything in between
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Employer brand
“A word is a word, and a picture is worth a thousand… but a brand is worth a million.” Tony Hsieh, Zappos
When candidates assess potential employers, they have a multitude of questions in mind. How good the company’s financial performance is, is not one of them, at this point. Instead, they want to know what it's like to work for the company, whether the policies are employee-friendly, and if there are ample growth opportunities. In short, they are more interested in the “employer” quotient of the company.
The perceived reputation of the company as an employer — known as the employer brand — plays a crucial role in attracting and retaining talent. It is different from corporate brand, which focuses on the value proposition offered to customers.
Since attracting and retaining top talent is crucial for success, employer branding takes centre stage.
Significance of employer branding
The statistics speak for themselves: 91% of candidates research a company's employer brand before applying for a job and 84% of employees consider leaving their current job for a better-reputed company. A compelling employer brand is essential for several reasons:
- Establish company image and reputation: A strong employer brand communicates values, culture, and commitment to employee satisfaction. It creates a positive company image, which enhances trust and credibility among potential candidates, employees, and the general public.
- Attracting top talent: A strong employer brand showcases a supportive work environment, growth opportunities, and attractive compensation among others. This makes the company appealing to top quality candidates.
- Employee engagement and retention: Apart from attracting top talent, a compelling employer brand engages employees, fostering motivation and loyalty. Productivity, innovation, and unwavering commitment to company success are hallmarks of engaged employees.
- Gaining a market advantage: A positive employer brand sets companies apart from competitors. Its influence on talent acquisition has a ripple effect on business development, client relationships, stakeholder partnerships, and business growth.
Strategies for building a strong brand
Creating a successful employer branding strategy requires a thoughtful and comprehensive approach. Here are some key steps to consider:
- Research and understand target audience and preferences: Understanding the target audience's preferences, motivations, and expectations is crucial in the era of personalisation. This information, which includes demographics, career aspirations, and preferred communication channels, allows companies to customise their employer branding efforts.
Google, for example, collects data on what potential candidates value, such as a stimulating work environment, innovation, and career development. This helps them align their employer branding strategies with their target audience's preferences.
- Craft compelling brand messages: A compelling brand message must resonate with candidates and employees, and communicate company values and offerings clearly and effectively.
Cisco is reputed for its workplace culture. Its career-page message, “Don't follow the herd. Be you, with us.” It revolves around being unique and reflects a diverse, and inclusive work environment. The message appeals to people who stand out.
- Promote your brand: Brand promotion is just as crucial as brand creation. Social media, company websites, employee advocacy, and content marketing serve as channels to showcase culture, values, employee testimonials, and job opportunities.
Marriott International, Inc., a global lodging company delivers captivating employee testimonials and immersive experiences on its Instagram page, Marriott Careers. Its ingenious approach unlocks the potential of social media to capture hearts and talents worldwide.
- Create a positive candidate experience: An exceptional candidate experience is crucial for employer branding.
Zappos transformed its recruiting approach after facing high bounce rates on its career site. Their talent attraction strategy involves understanding candidates better and engaging in meaningful conversations. This has helped them attract high-quality candidates, genuinely interested in the company.
Candidate interactions during interviews and assessments generate positive word-of-mouth publicity.
- Define employee value proposition (EVP): EVP encompasses the overall value employees receive from a company. This includes reputation, values, work culture, policies, compensation, benefits, career development, management style, and recognition.
Different companies have different EVPs. For instance, L'Oréal focuses on thrilling experiences, inspiring environments, and excellence as its EVP pillars. PwC prioritises employee well-being with various benefits covering physical, mental, emotional and spiritual health.
Voice your success
People are the backbone of any successful company. Top-performing organisations understand the importance of employer branding in enhancing company reputation, and attracting, engaging and retaining quality talent. By following their lead and devising a strong employer branding strategy, you can set yourself as the dream destination for career aspirants.
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