How to Create a Strong Employer Brand and Hire Top Talent
In the competitive talent market, job seekers’ priorities have changed. They search for opportunities for professional development, companies whose values align with their own, and companies where they feel supported.
An employer brand communicates an organization’s values to the job seeker. The HR department of an organization is responsible for developing and presenting the employer brand, beginning in the recruiting process. Creating a strong and positive brand is essential since most applicants form opinions about the organization before applying.
This blog will discuss why an employer brand is crucial and what it can reveal about the organization. We will also present some strategies for developing a strong employer brand.
Employer Brand
Employer branding is the strategic process by which an organization establishes and cultivates its reputation as an employer of choice. It involves shaping and promoting a positive image of the company as an ideal workplace. It aims to attract, engage, and retain top talent. A strong employer brand will enhance recruitment efforts, foster employee loyalty, and ultimately contribute to the business’s long-term success.
An employer brand is the organization’s reputation – how people outside the company see it. The employer brand includes what an organization does and how it operates, including its culture, values, and mission. It helps potential candidates evaluate what a company can offer and whether they would be satisfied working there.
Attracting Top Talent with Employer Brand
Employer branding plays a vital role in a successful talent acquisition process, affecting the number of applicants you receive and the rate of job offer acceptance. Candidates are more likely to join companies with a clearly defined employer brand. It conveys authenticity, credibility, and a sense of purpose. It is not just a tactic; it’s a strategy that lays the foundation for organizational success and growth.
A well-defined employer brand develops a sense of connection between employees and the organization’s mission and values. This connection increases the chance of employees remaining committed and motivated, resulting in a thriving and productive workforce.
A few strategies for developing a strong employer brand:
Create an Employee Value Proposition (EVP)
An employee value proposition (EVP) is a set of unique offerings and benefits that an organization provides its employees in exchange for their skills, capabilities, and commitments. An organization’s EVP represents the value that employees can expect to receive from their employment with the company. The EVP is typically a combination of tangible and intangible elements that differentiate the organization as an employer of choice. It appeals to the types of people an organization wants to attract, helping to engage with qualified applicants who are more likely to thrive within the company culture and work environment.
Businesses should communicate their missions and tell potential applicants what they value most and how an applicant can benefit. Job descriptions should communicate to applicants the best aspects of being an employee at the company, highlighting compensation and benefits, career development, and a culture of growth.
Also, asking current employees what their favorite things about working at the company are and what attracted them to apply for and accept a job is one way to gauge what employees view as crucial in the EVP.
Improve Your Company Brand
Employees want a sense of connection with their workplaces. One of the best ways to communicate an employee-centric culture and foster connection is by highlighting employees on the organization’s career page and social media platforms, using pictures, quotes, and video testimonials.
Focus on personal stories and employee experiences to humanize the employer brand. Share insights into team dynamics or highlight initiatives that support employees. Tell stories that will resonate with target candidates, attracting applicants who are the best fit for the organization.
Prioritize Organization Culture
Most candidates say they prioritize organizational culture when considering job opportunities. A company’s culture reflects the workplace’s core values and priorities, resonating with like-minded applicants whose values align. This approach ensures that candidates likely to thrive within the organization are targeted.
Be transparent about the company’s culture, or risk losing new hires after they find it is unexpected.
Invest on Employees
Any organization can say it cares about its employees’ professional growth and well-being, but to make this a trademark of the employer brand, it is essential to invest in these initiatives.
Use job posts, social media, and career sites to share information about how the organization enables employee growth and well-being. The job post should contain information about the rate of internal promotions compared to average rates. The EVP should detail ways employee well-being is supported, including the paid time off (PTO) policy, work environment, benefits, and Diversity, Equity & Inclusion (DEI).
Define a Clear Purpose
Having a sense of purpose at work fosters higher engagement and retention. It strengthens connections between employees and contributes to better employee well-being and innovation.
A well-defined business purpose eliminates confusion about the company’s goals and attracts motivated candidates.
Employer Branding with SutiHR
A strong employer brand sets an organization apart and attracts candidates who will likely succeed. It streamlines the hiring process by attracting candidates who resonate with the employer brand.
A comprehensive applicant tracking system (ATS) can support the above strategies and other employer branding techniques.
SutiHR’s ATS is a modern recruiting system that can be customized to fit your employer’s branding needs. The online solution helps you showcase your employer brand and attract and retain top talent.
