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How to get employer branding right
A company’s reputation plays a huge role for job seekers. They scrutinise not only the salary offered and the responsibilities but also the company’s reviews. If the company’s image is tarnished, it will be difficult to attract highly skilled staff. Properly organised employer branding can help.
Surveys show that 69% of employees believe having a defined brand is important for their company. The company’s values must be aligned with those of its employees so that they will support the company.
Benefits of quality branding
Creating a positive reputation among employees and potential applicants significantly benefits the organisation. In this case, the strategy will differ from creating a brand focusing on products or services. Here, the focus should be on increasing employee satisfaction with their work. It is about improving leadership, communicating values and implementing culture. Effective employer branding can:
- reduce staff turnover;
- halve the cost of recruiting an employee;
- receive applications from qualified professionals;
- hire people who share the company’s values.
It is necessary to develop an effective strategy to support employee communication to achieve this result. It allows you to manage and enhance the perception of your business. Simply put, branding promotes the company to job seekers and employees. It is necessary to listen carefully and evaluate feedback from the team regarding their professional activities and working conditions.
Stages of strategy development
The first step in branding is to identify a unique value proposition. To do this, it is imperative to focus on the key aspects of the company’s operation and development:
- mission;
- values;
- corporate culture;
- business vision.
There should also be a review of the company’s needs in terms of what kind of people will be in demand in the near future.
The second step is to analyse the current employer brand. You can do this through employee interviews or the organisation’s social media. It is worthwhile to familiarise yourself with online reviews, job sites, forums and other venues. This will help you identify problems and ways to improve the company’s reputation.
A key tool in creating a company’s positive image is its workforce. Job seekers trust employee feedback on working conditions much more than information from an HR specialist or manager.
Next, it is vital to pay attention to how new employees fit into the team. If a person has a negative experience in the first few days of working in a new place, they are twice as likely to look for another company. In this case, a lot depends on the employees and their interest in the adaptation of a new specialist. In addition, they should understand their place in the team and feel they are an important member.
The positive development of the employer brand is influenced by the team’s satisfaction with its activities. It is essential to motivate employees and give them opportunities for professional development. To this end, the company can pay for the training of specialists, for example, professional development courses. It is also possible to organise various master classes.
Remember the marketing channels. You can tell the company’s story through the website and social networks, spread its values and introduce the team.