How to Master Employer Branding From the Outset: Your Go-To Guide

How to Master Employer Branding From the Outset: Your Go-To Guide

How to Master Employer Branding From the Outset: Your Go-To Guide

Employer branding: it’s the word on everyone’s lips…but what exactly does it entail, and how can you ensure it’s achieved?

In the following guide, we take you on a journey through brand mastery from start to finish, so you can nail the fundamentals like a ninja, and work it like a warrior…

Why Is Employer Branding So Important?

In today’s digital savvy age, employer branding is crucial. Just a cursory glance at Google reveals that even if you’re not talking about yourself, it’s a pretty fair bet that others are definitely talking about you!  Without a sufficient employer branding strategy in place, your company’s reputation is at the mercy of public opinion, and if disgruntled employees happen to make up that mix, you’re looking at scathing, online reviews that can make hiring a headache (and have you reaching for the Nurofen in next to no time.)

Work as a means to an end is no longer the mainstream mentality; instead, our roles at work become our overt message to the world in reference to identity-this is who I am, this is what I believe, and this is why I work at this company, because it aligns with my values, rather than against them. Consequently, a corporation whose brand espouses an ethical stance, or contains a compelling story behind its formation is likely to be a sure-fire hit when it comes to enticing future employees-and encouraging existing ones to stay.

What Are The Benefits Of Employer Branding?

How long have you got?! From reduced cost of recruitment, to improved rates of retention, the benefits of employer branding are crystal clear to see. In today’s competitive, corporate marketplace, reputation is everything. With it, you’re looking at positive feedback from present and past staff members; invaluable for generating a top talent pool without having to make persistent pitches to prospects. Without it, you’re looking at far higher rates of turnover among staff which can be frustratingly fruitless to fill.

In addition to this, effective employer branding also ensures that current employees are also kept happy as well. This is especially pertinent for your highest performers; if engaged, motivated, and vehement believers of your brand, that passion will pass through the ranks of recruits. Managed well, such staff members can become an organisation’s most treasured assets, advocating a company’s values not only through their work, but also to new young upstarts who are considering joining the firm. If your employees hold you in high esteem, and believe in the tenets you tout, it’s a pretty safe bet that they’ll seek to stay the course, rather than jump ship to a rival firm.

How Do You Develop An Employer Branding Strategy?

One word: marketing. A prospect’s very first contact with a company should be noteworthy-for all the right reasons. Some company’s make the mistake of luring in candidates at the initial stages with eye-catching adverts, or potential perks-only to fail on the follow-through. Promises are certainly important, yet the delivery is the long-term decider. Consequently, attention needs to be given not only to inspiring initial interest through corporate image, but also to keeping employees engaged enough to retain their enthusiasm over time.

In terms of marketing, word of mouth is definitely the way to go; past and present employee testimonials are highly persuasive to new prospects, enabling them to envisage themselves in the role, and gain a good grasp of what a particular position entails. Every business has a backstory behind it; even if you have to dig deep to find it, the rewards will be more than worth the effort-as well as ensuring that your company is seen on a ‘human level’ rather than as a faceless, corporate brand.  As such, the ‘About Us’ page on your company’s website should be invested in accordingly; first impressions take mere seconds to form, and a lifetime to tweak, so it’s imperative that you get your employer branding strategy right from the outset.

Contrary to popular belief, it’s not necessary to keep your strategy solely corporate in tone; candidates want to work with cohorts with interesting stories to tell, not just awards and achievements to preach. Bear this in mind whilst planning your strategy, and you can’t go far wrong.

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