Whether you’ve made an effort to create strong employer brand or not, your company projects it to potential employees, and it plays a critical role in attracting and retaining talent. Most companies spend a large amount of time and effort creating and promoting their consumer brand, but here’s the thing: building an employer brand helps you gain great talent, which can ultimately improve the bottom line. Even just from the hiring cost perspective – employee turnover can be reduced by 28% by investing in employer brand.1
So what is an employer brand? Essentially, your employer brand answers the question “why should potential employees want to work for you?”. A strong employer brand demonstrates your company’s culture, mission and values. Job seekers today spend a lot of time doing online research before applying to a job or accepting a job offer. In fact, it is recommended that a reasonable target for job searching would be 15-25 hours a week.2 By making employer branding a part of your company’s marketing strategy, you will build a positive image of your company and will create a pipeline of informed and excited prospects.
Building an employer brand is definitely a long-term game, and you need to continuously provide recent, relevant, and accessible information on your website and social. Conveying the right message is important, and we’ve established seven steps to get you started:
1. Know Your Audience
Do you know who your ideal employee is? It shouldn’t be just about their skills, abilities, and experience. To find the right employees and to retain them, you need to make sure you’re hiring people that fit into your company’s culture and that will succeed in your environment. Think about what you value most in your current employees, what interests them, and what challenges they face. Write these things down and create personas of ideal employees for your company. Build your brand around these ideals and traits, and target people that fit them.
2. Make it Relevant
Once you’ve established your ideal employee, begin to build content that will engage them and capture their attention. Concentrate on the values that you find most important and that relate to your brand and culture. By doing so, you will target potential employees that fit these same ideals. And of course, don’t forget to practice what you preach! Misleading employees will lead to quick and high turnover and will tarnish the reputation of your brand.
3. Say it with Pictures
Using imagery is absolutely essential in this day and age. Just like consumer content marketing, using images in employer brand marketing is a must – simply adding an image to a post on Facebook can boost engagement rates by almost 40 percent.3 In fact, only 20% of people will read the text on a page, while 80% of people will watch a video.4 A study found that articles with relevant images get 94% more views, on average, compared to articles without images.5 Social media is a great forum to tell your company’s story in a visually-driven way.
4. Tap Your Current Employees
Your current employees should be your biggest advocates – why not use them to promote your business? Collect first-person accounts of your company’s work environment and what it’s like to be part of the business. Use those stories to create videos, blogs, or social posts, and encourage sharing that content through social and professional networks.
5. Keep Your Careers Page Current
Create a well-informed careers page on your website that includes up-to-date job openings and static information about any benefits and perks your company provides to employees. You can also use this page to highlight any cultural aspects working for your company includes. The more information, the better – employees are looking at that site, giving them good information will help them make the best decision in the long run.
6. Narrow Your Focus
If you are looking to hire specialized talent, it may be beneficial to look at and post on specific job boards and online groups where your job posting won’t get lost in the mix. Targeting specific employees on Facebook and LinkedIn can also help you focus your search.
7. Engage Directly
Capitalize on any and every opportunity to engage in conversations with your ideal potential hires. Social media is a great platform to communicate – you can speak about topics or issues in your industry, share stories about your company and colleagues, or comment and engage on industry-related posts.
Building your employer brand will take time and effort, but in the end you will find employees that fit your needs and culture ultimately leading to a better functioning workforce with lower turnover.
Start building and improving your employer brand. Contact our team today and let’s talk about how we can help.