What is Employer Branding?
Every company has two brands. The first is its reputation and the second is its employer brand which implies the company’s reputation as an employer. In simple terms, Employer Branding refers to the way you market your organization to the desired job seekers.
This can be done by displaying the unique cultural differentiators of the company and then amplifying them to showcase your company as a prospective place to work. In the highly competitive job market of today, companies need to create a positive employer brand. The best part is that this can be done just by introducing a few changes to the employer branding strategies.
What are the strategies to improve Employer Branding?
Familiarize yourself with the company:
At first, you need to have a clear idea about what your company stands for, its vision, mission, culture, and values. Defining the organization’s unique attributes is the first step towards honing an EVP. The primary objectives of the company are to be understood along with the kind of talent required to attain those.
Research about your employer brand:
To know how the firm is viewed by its present employees and by the market at large, you need to conduct both internal and external research. This will help you to find out what is working for the company and which areas need further improvement. Researches can be conducted through applicant surveys, social media searches, internet or reputation management agencies.
Draft an effective Employer Value Proposition (EVP):
EVP refers to the special set of facilities that a company offers to its entire workforce. Your EVP should reflect all those things that make working at your organization special. It should also clearly transmit the value of the brand that your company aims to create. The EVP must be in tune with the customer brand while communicating directly with the employees.
Develop a strategy for employer marketing:
Your company should have a recruitment strategy focused on reaching the appropriate candidate base. Pay more attention to the recruiting sites, social media, career pages, and other proper sources of external recruitment. Along with this, the EVP should be continuously communicated to the present employees to engage and retain them. You can also use employee testimonials speaking in favor of your brand.
Increase engagement within the workforce:
Your employees are the backbone of the business. They shape the workspace culture and also help you to achieve your business goals. To become a desirable employer, you need to gain the trust of your workforce. Encourage your employees by ensuring participation in workshops. Provide appropriate training and offer different career advancement opportunities.
Align company brand with the employer brand:
The overall brand of your company must fit with the employer brand perfectly. For this, you need to sit with the marketing team and the communications group. Together, draft a few strategies that would ensure an overall branding approach. Make sure that the management and the employee practices put up a positive picture of the brand.