It is a popular misconception that human resources (HR) are only initiatives with no bigger purpose. However, they are an important field of expertise in a strategic context. The power to attract and retain top talent, and a strong employer branding, while keeping a competitive advantage? They reflect the ability of the business.
What Is Employer Branding?
Part of the HR organizational process is employer branding. Its job is to present the company in a way that is appealing and consistent with the workplace culture. Therefore, a positive perception of the company becomes a distinction for high-quality candidates. In other terms, a business strategy that ensures the company is attractive to potential employees while fostering long-term satisfaction and loyalty.
Strong Employer Branding – Benefits
A strong employer brand has benefits that impact recruitment. Starting with:
- the attraction of top talent (a strong and positive reputation will drive people to apply),
- retention of top talent (employees are more likely to work for a company they are proud to be a part of),
- recruitment efficiency (a strong and positive reputation will create a larger selection of applying candidates).
A strong employer brand has benefits that impact engagement. Starting with:
- employee performance boost (satisfied employees are more motivated and productive as they are valued),
- organizational reputation (customers and investors will appreciate the appealing image of the company, which will strengthen your reputation),
- employee testimonials (positive workplace experiences are more likely to influence the appeal of the company).
Given this, a strong employer brand is a long-term cost-savvy business strategy. Reducing cost-per-hire and minimizing turnover (rate of replacement) is an investment for the future.
Step-By-Step Guide To Building An Employer Branding
1. Craft Your Employee Value Proposition (EVP)
Employer branding must be planned through consistent efforts. Start with “the core”. Understanding employee needs and values is the beginning of figuring out what you can offer them. What makes your company unique and differentiates it from other organizations? Employee Value Proposition (EVP) should be a short and compelling synopsis of your company and its mission.
2. Showcase company culture through storytelling
A workplace culture resonates with your reputation. Try to create a safe and inclusive environment, that regularly recognizes employees and their achievements. It is recommended to provide training or mentorships, so your employees have an opportunity to grow. Honing positive and authentic employee experiences makes promotion much more organic.
3. Leverage social media and online platforms
Your employees sharing success and satisfaction stories can help optimize your online presence. Companies are expanding their reach into the digital world, which is why information is more accessible than ever. Strong online impressions can be made through various platforms, like Glassdoor or LinkedIn, in addition to other social media. Glassdoor allows your employees to leave a direct review of the company, which enhances appeal with every positive experience.
Guidelines For Measuring Success Of Employer Branding
To measure the success of employer branding, you will need quantitative metrics like:
- time-to-hire or how long it takes to fill the empty positions (a short time means a stronger employer brand),
- cost-per-hire or tracking recruitment expenses (reduced costs mean a stronger employer brand),
- turnover rate or rate of replacement (reduced rate means a stronger employer brand),
- retention rate or proportion of the employees who stay involved (a higher rate means a stronger employer brand).
Success measurements are also affected by:
- net promoter score or eNPS or asking how likely they are to recommend your company as a workplace (a higher rate means a stronger employer brand).
- quality of hire or the performance and retention of new hires,
- application volume, and source or number of applications in a certain spot (like a website).
To measure the success of employer branding, you will need qualitative metrics like:
- employee surveys (to measure engagement, satisfaction, and alignment with the EVP).
The Long-Term Picture Of Employer Branding
With more business competition, attracting and retaining top talent is harder than ever. As a result, a long-term strategy, like employer branding, is used. At first, it seems like an average recruitment tool, but is an investment in an engaged, motivated, and satisfied workforce. By orientating themselves with guides similar to this article, organizations can create an employer brand from a unique standpoint – earning even more top talent for years to come.
Reference List
- 18 HR Myths And Stereotypes (And How To Debunk Them)
- Employer Branding: What It Is And How To Build It For Your Business
- The 5 Key Benefits Of A Strong Employer Brand
- 8 Important Advantages Of Employer Branding in 2024
- How To Build A Strong Employer Brand – 15 Proven Tips
- How To Build A Strong Employer Brand And Draw In Better Candidates
- eNPS: What Employee Net Promotor Score Is & Why It Matters