The term employer branding may seem self-explanatory to some of our readers. However, just so we are on the same page, it is defined as the way that a company projects itself to its current as well as potential employees in terms of things like performance and values. It constitutes the very face of a company to the world, if you will.
Now, if you happen to follow our blogs regularly, you must know by now that marketing yourself to prospective candidates in an overcrowded and highly competitive market like the current one is no walk in the park. In a way, given the sheer amount of effort many employers put in to their recruitment marketing strategies, it’s almost as if their candidates are consumers – gravitating towards the best, or simply even the most convincing, brands out there.
Accordingly, while the write-up we have linked above is a useful rough guide for those looking to effectively market themselves to said candidates, we feel that employer branding is a crucial-enough aspect of the recruitment marketing process to deserve its own article of simple-yet-important tips – namely, this.
Communicating your culture
This may appear obvious, but we wouldn’t be listing it here if it wasn’t (again) important. Here’s a simple enough exercise to get you started: get a piece of paper or even a blank Word document and list down the words that come to your head when you think about your company. If this seems a bit difficult, here’s a handy list of things you can consider with regards to your company:
Follow the above and you will have come up with a rather long list of attributes. The next step is to narrow this list down to the important ones, which should be rather simpler. Done that? Good, you now have the list of points with which to brand your company’s culture.
Behold: the single greatest asset in your employee branding strategy! Your employees, as you may have figured out by now, are effectively the face of your organisation to the world at large – a fact that becomes rather obvious once you consider that competing job seekers often ask candidates to detail their experiences at their previous company. It’s hence of paramount importance for you, as an employer, to ensure that your employees have a positive enough experience at your organisation.
While the necessary transformation will not happen overnight, it will happen once you consider carefully (within reason) the needs of your employees. Here are some of many ways in which you can bring the changes about:
Use all of the above to create a positive work environment for your employees, thus ensuring that they have little to nothing to complain about. However – and we do feel the need to repeat this yet again from our write-up on recruitment strategizing – it is very important that you walk the walk instead of merely talking the talk on your branding promises, because it will otherwise backfire badly. Trust us.
In a way, one could argue that this is most basic form of branding imaginable. Think about it: what catches a consumer’s eye when they’re out shopping in a supermarket or even online? Those are the very same things you need to do in order for your own employer brand to stand out to potential candidates scrolling through hundreds upon hundreds of other brands as well. Some of what you need to keep in mind whilst crafting the visual aspect of your brand – be it on your website or any other form of external communication (especially on career sites) – include:
Content is important
At this point, you’ve most likely created a very specific vibe for your company through your employee branding. Now, it’s time to capitalise on that vibe by creating content: the kind of engaging content that makes your organisation seem more than just yet another organisation. Here are some of the ways in which you can utilise online spaces (aside from the obvious job boards) to your advantage:
In concluding this (hopefully helpful) write-up, we’d like to remind our readers that employer brands are built constantly. Employee and candidate mores may just change sometime in the future; in fact, even your own organisational goals may evolve significantly. So, make sure you have your ear to the ground in order to stay ahead of your competition!