How hard is your Employer Branding working for you? Is it showing off your culture to help entice direct applications from people who are likely to embrace your values and stay for the long-term?
If not, then it's time to shake things up!
Let's start with the definition of Employer Branding.
Employer Branding is the image of your organisation as a 'great place to work' (Wikipedia)
Employer branding is not only concerned with attraction, but also engagement and retention initiatives which all go towards enhancing your employer brand further. Just like marketing applies tools to attract and retain customers, employer branding does the same for attract engage and retain talent.
Employer Branding is being adopted more and more by internal talent teams and those looking to stay ahead.
Why you should have Employer Branding
Employer Branding is an essential tool for companies wanting to stand out from the crowd. You may be in a highly competitive market when it comes to recruiting, you may have an aggressive growth plan to realise in the next 12 months or you may already be in the middle of an upturn in business. Whichever it is, you need the best of the best to join your teams and stay with you too.
But what if you don't want to increase headcount but have been losing more employees than normal to your competitors. This could all come down to employer branding. In the recommendation generation, companies are coming under the same level of scrutiny as a high involvement purchase when it comes to candidate attraction. If your employer brand isn't selling you as an Employer of Choice, then you are likely to lose out on the best candidates.
Why does Employer Branding matter?
84% of candidates would consider leaving their current company if another company with an excellent reputation offered them a job (Glassdoor)
A total of 69% of active job seekers are more likely to apply for a job if the employer in question manages its employer branding (Glassdoor)
With the UK workforce set to expand, employing and then retaining outstanding talent is a top priority for the retail sector. With an increasing number of opportunities becoming available, candidates will find themselves in a stronger position and businesses will have to work harder to make themselves stand-out in a competitive job market by ensuring a stringent employer’s brand strategy is firmly in place.
10 reasons to invest in your Employer Branding
How to outperform your competition with Employer Branding
So, we know what it is, what it matters and why you should invest, but what are the most important elements of an employer brand. It's not simply posting a few pictures of people having fun in the office - although fun is good for business - there's much more to it than that. Here are out 5 key ways to stay ahead.
1. Employee Advocacy
Look around your company and you can probably already identify a handful of employees who live and breathe your brand. They are committed 100% and will do everything they can to ensure that the company is a success. You need to harness their enthusiasm and passion and develop them into ambassadors. Imagine their delight to be asked to help promote your employer brand!
2. Careers Page
This is the glue that holds you employer branding efforts together. It should be the place that you direct all potential candidates too, whether that be through a job advert or a social media post. Your careers page can be your jewel in the crown. It's media that's owned by you and you therefore have complete control over its content. Showcase your best bits and get as close to you can to creating a very real feeling of what it's like to work for you, your vision, your values and lots more.
3. Social Media
Unlike your careers page, social media isn't entirely owned by you and reputation and engagement must be earned. It's likely that most of your target audience are spending more than 2 hours a day on social media and where best to get the message out about how fantastic it is to work for you. There's so much you can do with social media and the advertising and targeting options are the perfect solution to get the right message, to the right people, at the right time. You can create videos, blogs, visuals - the only limitation is you. With everything linking back to your careers page, you should also be able to look at the analytics behind it which will help to further hone your employer brand over time.
4. Candidate experience
Don't just focus on the attraction side and forget all about the journey the candidate experiences. If you have put all the hard work and effort into promoting your brand, the you need to have consistency right through to on-boarding. Ensure that you have a straightforward application process and a clear expectation of timescales. Don't leave anything to chance as your reputation can be severely damaged with poor candidate experience.
5. Keep your finger on the pulse
The market is changing rapidly and with millennials set to make up over 75% of the workforce by 2025, you need to keep you finger on the pulse with regards to what they are looking for when considering a new role. For example, more and more companies are offering flexible working, additional training and development and a sense of purpose, or giving something back. All these are influencers for attracting millennials. Make sure that you keep up to date with the changing landscape to continue to stay ahead of the competition.
How to know if it's working
Your offer to acceptance ratio improves
Employee retention increase
Internal survey results improve
Traffic to your careers page improves
You increase your following on social media
You increase the number of employees with an optimized presence on social media.
We're here to help. JobHoller offer a range of employer branding packages to help attract, engage and retain top talent. Get in touch to find a solution that's right for you - 01244 567 967