What is Employer Branding and How to Build It
We have all heard of company branding; but most think about it at the level of the customer and rarely at the level of an employee (otherwise called employer branding). Employer branding is how current and potential employees view an organization, and it is key to business success.
Why employer branding is critical for success
1) A good reputation
Every company has a reputation - whether the organization actively works on it or not.
Having a great reputation can be key in setting an organization apart from competitors and attracting top talent. One study found that 80% of talent acquisition managers believe that employer branding has a significant impact on the ability to hire great talent. Moreover, 50% of candidates say they wouldn’t work for a company with a bad reputation, even for a pay increase. Another study by CareerBuilder found that 71% of U.S. workers would not apply to a company experiencing negative press. Simply put, employer branding is vital for capturing the best employees for your organization.
2) Positive corporate culture
Working on your employer brand contributes to the success of a company in more ways than attracting possible employees. If a company is constantly working on growing and adapting their employer brand, they are simultaneously growing their corporate culture as engaging current employees is part of building a strong employer brand. A positive corporate culture is becoming more important to workers - 46% of candidates believe culture is very important in the application process, with a grand total of 88% of job seekers citing it as at least of relative importance.
Despite it's importance, many companies have trouble with employer branding. As outlined in Harvard Business Review, one of the reasons that employer branding is not successful is due to the misalignment of messaging - it is important that employer branding and corporate branding complement one another. Moreover, companies also need to have a clear employee value proposition. Below we outline three ways to help build your employer brand.
How to build a strong employer brand
1) Have a clear understanding of your company
First off, employers must have a clear understanding of the direction they want to take their company - this includes having a clear understanding of the company values, vision, and mission. Organizations also need to be able to clearly communicate company values, vision, and mission to employees. One study found that companies that rated highly on a purposeful mission saw a 49% lower attrition rate, and 73% of employees working for a purposeful mission felt more engaged in the workplace.
2) Have a clear employee value proposition
Employee value proposition refers to the exclusive benefits that employees receive in return for their resources and capabilities that they bring to the organization. The employee value proposition is critical for recruiting efforts within an organization and finding the best employees to fit your culture. Start with your current employees' experience - why do your employees like working at your company & what makes your organization unique?
Employee surveys and feedback conversations are a great way to start understanding your employees. They are also great to help identify what your employees' pain points are. With increasing transparency due to Glassdoor and other third-party websites, organizations should make understanding their employees a critical step in building their employer brand. We also suggest addressing public complaints on Glassdoor or social media to show employees that you care. One study found that 62% of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review. Employees are the most important asset an organization, so it's essential to focus on your people.
3) Incorporate and showcase current employees
Employer branding stems from storytelling, which is built on employee experience. Showcasing your current employees' stories and successes is an awesome way to show your organization's workplace and culture. Emphasizing a positive employee experience will ultimately help attract job seekers, retain your talent, and help leave a significant, lasting impression that people have of your company.
What are you doing to build your employer brand? Let us know!
Also, make sure to check out our WWP Podcast episode #7 with Miki Johnson for more information more on employer branding.