Building a strong employer brand: what to do and avoid.
“Before you can build your brand, you need to understand what it is. Your employer brand is the perception of your company as an employer in the minds of current and potential employees.”
Landing and keeping awesome employees is harder than ever these days. That’s where a killer employer brand comes in. It’s not just about sounding good; it’s about showing people what it’s really like to work at your company. Let's dive into how to build one that wows.
Understanding Your Employer Brand
Before you can build your brand, you need to understand what it is. Your employer brand is the perception of your company as an employer in the minds of current and potential employees. It’s about how people feel about working for you, not just what you say about yourself.
Building Your Employer Brand
1. Define Your Employer Value Proposition (EVP)
Your EVP is the unique value you offer employees. What sets you apart? Is it your company culture, career growth opportunities, work-life balance, or something else? Clearly articulating your EVP is the foundation of your employer brand.
2. Live Your Values
Your company values should be more than just words on a wall. They should be lived and breathed by everyone in the organisation. Employees can spot inauthenticity from a mile away.
3. Foster a Positive Workplace Culture
A strong employer brand is built on a positive workplace culture. This includes factors like employee engagement, recognition, and development opportunities.
4. Leverage Employee Advocacy
Your employees are your biggest brand ambassadors. Encourage them to share their experiences on social media. Employee referral programs can also be a powerful tool.
5. Tell Your Story
Your company has a story. Share it with the world. Use storytelling to connect with potential employees on an emotional level.
6. Invest in Employee Experience
Every interaction an employee has with your company contributes to their overall experience. From the hiring process to employee development, focus on creating positive experiences.
7. Utilise Social Media
Social media is a powerful tool for employer branding. Share company culture, employee stories, and job openings on platforms like LinkedIn, Instagram, and Twitter.
8. Monitor Your Employer Brand
Regularly monitor your employer brand reputation through platforms like Glassdoor. Address negative feedback promptly and transparently.
Avoiding Common Employer Branding Mistakes
1. Don’t Be Inconsistent
Ensure your employer brand is consistent across all touchpoints, from your website to social media to employee communications.
2. Don’t Make False Promises
Your employer brand should be authentic. Don’t overpromise and underdeliver.
3. Don’t Neglect Your Current Employees
Focusing solely on attracting new talent can alienate your current employees.
4. Don’t Ignore Negative Feedback
Negative feedback is an opportunity for improvement. Address it openly and honestly.
5. Don’t Forget About Your Employer Brand
Employer branding is an ongoing process. It requires continuous effort and attention.
Measuring Your Employer Brand Success
To measure the effectiveness of your employer brand, consider metrics like:
Time to fill
Quality of hire
Employee turnover rate
Employee satisfaction
Social media engagement
Employer review ratings
So there you have it! By following these tips, you’ll be well on your way to building an employer brand that people actually want to be a part of.
Remember, your company culture is the heart of your brand, so make sure it’s beating strong.
For more information on how to craft a compelling and progressive employer brand get in touch today.