When we think of branding, most businesses tend to focus on the marketing side of things like logos, brand messaging, or traditional and social media campaigns. As important as this is, the value of employer branding should not be overlooked.
But wait, what is
employer branding exactly? Simply put, it is a business's reputation as an employer
. It’s about what your
brand brings to the table and what it has to offer employees.
Your employer brand impacts how current and potential employees perceive your brand — but, it also influences the impression you give to shareholders and the public.
Who are the key players in employer branding?
One might think that the responsibility
of a strong employer brand would fall solely on the shoulders of the human resources department, especially considering that they are responsible for working at the forefront of hiring, employee relations and retention
; however, this is not always the case.
There are various other employees and departments that play a role in employer branding.
For example, CEOs, as company leaders, are heavily
involved with implementing company culture and cultivating a solid employer brand.
This being said, they lend a hand when it comes to talent acquisition and hiring processes. They also play a key role in how a brand is perceived as they are at the highest position in the company, and thus, the most visible.
Your organisation’s marketing department also has a vital role to play. Just as marketers help brands gain new customers, they can also assist with talent acquisition.
A marketing team can help your brand build a stronger employer brand by creating awareness via campaigns, building employee interest online and through social media
, essentially driving leads to your business.
The importance of employer branding
Having a strong employer brand can be majorly beneficial to your business. According to talentnow, 55% of job seekers abandon applications after reading negative reviews online
. Nobody wants to work for a company with a bad reputation, so ensuring your employer brand rep is in tip-top shape is key.
Employer branding also has a multitude of other benefits, as explained below: A wider job pool
As previously mentioned, one of the biggest perks of a strong employer culture is the command it gives
your business in talent acquisition. As you build up your rep, the likelihood of your business attracting top talent increases. This is because you are perceived as a brand that has a solid work culture and that values its employees.
Instead of your brand pouring money into promoting job posts, your solid employer brand will encourage job seekers to come to you instead, saving time and funds
. A strong online presence
Employer branding improves public perception. This is because having a good reputation as an employer will boost your public and social media presence, making your business a place where people wish
Job seekers are now taking to the Internet and social media when on the hunt for a new gig, with 25% of all job seekers using social media as their primary tool for job searching and company research
Whether the potential employee is browsing your webpage, Instagram, or Twitter, this is how they get an idea of your brand’s values and culture
They want a clear indication of how you treat your staff and whether your company is a pleasant
place to work.Improved employee retention
Lastly, companies that have a strong employer brand have a more engaged and productive workforce
When employees feel respected and passionate about the work they do, they are more likely to be motivated and stay committed to their job. This is because they will feel a sense of pride working for a brand that has a positive reputation.
Having enthusiastic, hardworking employees will allow your business to grow, proving that sound employer branding benefits employees and
the company as a whole.
Developing and maintaining your employer brand not only ensures a more enjoyable work environment but a more productive
one too. How does your brand cultivate a strong employer brand? Let us know in the comments section below.
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Want to know more about strengthening the relationship between employer and employee? Be sure to check out How to manage and grow a strong remote marketing team.
*Image courtesy of Vecteezy