Employer branding is all about shaping how current and potential employees see your company. It’s about making your workplace the place to be. Surprisingly, 72% of recruiting leaders say it’s crucial for hiring, but only 55% have a solid strategy (LinkedIn Talent Solutions, 2022). In this blog, I will share the context to consider and the core principles that will empower any employer to build a strong brand from the inside-out.
Addressing Key Concerns
Today’s job market is all about trust and stability. Candidates are digging deep, looking for signs of stability and growth opportunities. Did you know 86% of job seekers check out company reviews before applying (Glassdoor, 2022)? It’s clear that a good employer brand can help ease these concerns.
The Influence of Word-of-Mouth
Word-of-mouth matters more than you think. Family, friends, and peers have a big say in career choices. Especially in places like India, where parents play a huge role. Companies with bad reputations have to shell out an extra USD 4,723 per hire to attract talent (Harvard Business Review, 2016).
Stand Out from the Competition
In a sea of sameness, being different is key. People want to work for companies that take a stand on issues like climate change, equity, and ethical business practices. In fact, 29% of hiring professionals say their biggest competition comes from companies with strong brand presence (LinkedIn Talent Solutions, 2022).
Leverage Data
Data is your best friend when it comes to employer branding. Beyond just hiring numbers, you need to understand candidate experiences and how your brand is perceived locally. About 88% of companies in Western and Middle Eastern Asia use data to guide their decisions (LinkedIn Talent Solutions, 2022).
Be Proactive
Don’t wait for problems to arise before you act. A proactive, long-term strategy is what you need. It takes maturity and a bit of risk, but it’s worth it. Notably, 61% of companies have an Employee Value Proposition (EVP) to guide their branding efforts (LinkedIn Talent Solutions, 2022).
Myth-Busting
Myth: Employer branding will happen organically. The truth? A strong internal employer brand, driven by genuine employee engagement and clear communication, is what really works. Investing in employer branding can reduce turnover by 28% (LinkedIn Talent Solutions, 2022).
Consistency Is Key
Living up to your brand promise consistently is crucial. Authenticity and credibility are non-negotiable. Job seekers notice inconsistencies, and 75% of them are more likely to apply to companies that manage their employer brand actively (Glassdoor, 2022).
Engage Effectively
Engagement is at the heart of a strong employer brand. How you interact with candidates, employees, and the public matters. Transparent communication and a quick response to feedback are essential. In Poland, 48% of employers saw an improved brand reputation through DEI strategies (HR Review, 2022).
That leads us to the fundamentals that employer brands must hinge their reputation and credibility on.
Core Principles of Employer Branding
· Purpose-Led: Avoid focusing on short-term goals or crisis management. Your employer brand should reflect your company’s core purpose. This approach ensures long-term alignment and consistency.
· Inside-Out: Get your internal act together first. If your internal environment doesn’t reflect your external promises, it will come off as inauthentic.
· Solid Infrastructure: Before launching any employer branding initiatives, ensure you have the basics in place – a career page, social media handles, clear processes, and templates. Determine whether you’ll use a global page with local content or a local page with autonomy, or a hybrid model with shared ownership.
· Authenticity: Internal buy-in is crucial. Ensure that your narratives are agreed upon and that your team can convey them authentically to your audience.
· Consistency: Consistent messaging and experiences are essential. Don’t start and stop midway to recheck your approach. Consistency builds trust and respect.
· Inclusive: Employer branding isn’t just a leadership project. It should be inclusive, involving employees at all levels. People can see through half-hearted efforts.
· Commitment to Engage: Be willing to accept and share mistakes and flaws openly. Transparency is key. Share updates with employees first before going public.
· Employee-Centric: Prioritize the well-being and growth of your employees. When employees feel valued, they naturally become your best brand advocates.
· Differentiation: Stand out by taking clear stances on important issues. This attracts like-minded individuals and sets your brand apart from the competition.
· Humane Approach: Regularly update and refine your strategies based on feedback and changing conditions. Treat everyone with empathy and respect. This approach creates a positive work environment and enhances your brand.
Building a strong employer brand is an ongoing effort that starts from within. Companies and leader who focus on authenticity, consistency, employee-centric practices, differentiation, continuous improvement, and a humane approach, will create a brand that not only attracts top talent but also keeps them engaged and loyal. This approach ensures your brand’s long-term success and relevance in a fast paced job market.
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