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What Is Employer Branding And How Can It Help You?

What is Employer Branding?

Employer branding is a company’s reputation as a workplace. How potential and current employees view your company. This includes pay, work/life balance, benefits, leadership style, among many other aspects.

How are you going to brand your company to attract the right talent?

Why is Employer Branding Important?

Just as branding is important to attract and retain customers, employer branding helps you stand out in a crowded market. Getting the right people on your team is important for your success. If the employer branding is off, the company may miss out on a large number of talented individuals. These people may not view the company highly, and in turn decide to work somewhere else.

As of the time of this writing, all potential an employee needs to do to find out what it’s like to work for a company is jump on Glassdoor and see what others are saying about the experience. Just like potential customers check out your reviews to see what others are saying, potential employees do the same. If others didn’t have a good experience, it can scare off potential employees. On the flip side of this, if everyone is glowing about working with the company, it can attract some of the best people to the company - perhaps the right people.

How to Build Your Employer Brand:

So how do you go about building your employer brand so the best individuals want to work with you? Let’s take a look at a few things you can do to get started.

1.) Define: What kind of culture do you want your company to have? What are the core values? Who would be the ideal employee? What do they do? What do they like? What can you do to attract them to the company? Do you need to develop a certain work environment, compensation package, benefits, work balance, etc.

2.) Build: Create a careers section on your website (or even a dedicated website). This section should be more than just an application on a page. You are convincing someone why they should want to work for the company. Highlight why they would want to work there, provide credibility such as employee stories and testimonials in written as well as video form, and make ensure the job descriptions are clear so they know what exactly is entailed.

3.) Content: It takes more than one touchpoint to build trust and establish your brand. Make content that answers questions potential employees may have, show them why it’s great to work at the company, and potentially even make a day in the life type content.

4.) Social Media: The company’s social media contributes significantly to how potential employees will find the company as well as how they view the company. Make sure everything is in check, and on brand.

5.) Application Experience: Just like a customer trying to buy a product online, if it takes too long or is difficult to navigate, you will lose some of them along the way before they even submit. Think about how long it would realistically take for someone to complete the process. If it is unreasonably long, consider streamlining it in some way. There can be a time and place for making something difficult as a filter to get rid of those who aren’t really interested, however for the most part this is just frustrating - try to make the process as simple as possible.

6.) Interview & Follow-Up: Employer Branding goes beyond the application. Follow-up with potential candidates as soon as possible to schedule an interview. When it comes to the interview, be different. Your company doesn’t need to have the same boring interview process, mix it up. Have them demonstrate their skills instead of just having an awkward conversation that doesn’t necessarily show how good of an employee they will be.

Thank those who aren’t the right fit for their interest in the position sooner rather than later. It is a curtesy many companies forget, a simple email template can go a long way. Candidates prefer hearing a yes or no over no response; it just shows professionalism and reflects on the business as a whole.

Moving Forward

There are aspects not directly in your control. With awareness of these aspects, a company can do its best to promote a positive brand image. These areas include word of mouth, what friends and family of employees think, customer experience, and media coverage of the company. If your company is doing the right thing and always trying to do its best, these aspects will reflect it positively.

Working on your employer branding will help you attract the right type of individuals to the company. It is an important facet that should not be overlooked as good employees are essential the success of a company.

Chandler Hagglund