6 tips to elevate your employer brand

Your employer brand shapes how your current and future employees, clients and competitors perceive your company as an employer of choice. 

It is your value proposition in lights, and your value proposition starts from the inside and shines out. 

Given the current economic landscape, attracting and retaining talent is a top priority for many businesses.  

This is highlighted in our global Worldcom Confidence Index, which saw a sharp rise in the C-Suite’s focus on attracting talent; while retaining talent remained an important area, third to diversity, equity and inclusion (DEI) and the economy.  

It is also confirmed by LinkedIn’s employer brand statistics that highlight 59% of recruitment professionals are increasing their employer brand spend because they’re finding it’s attributing to reduced turnover rates (by 28%) and costs-per-hire (by 50%).  

In today’s competitive job market, top candidates have many options when it comes to potential employers. A strong employer brand can help to differentiate a company from its competitors and make it a more attractive option for top candidates.  

By promoting the company’s culture, values, and employee experience, a company can attract the best and brightest candidates. 

In addition to attracting top talent, employer branding can also help to retain current employees – because there is a direct correlation between retention and attraction. Unfortunately, poor talent retention reflects badly on your brand as an employer of choice.  

A survey conducted by Randstad indicated that 86% of people said they wouldn’t apply to work for a company that had a bad reputation with former employees and not even a pay rise would convince 50% employees to work for a company with a bad reputation. 

A strong employer brand can improve employee engagement and satisfaction, leading to increased productivity and overall business success. When employees are proud to work for a company and feel valued and supported, they are more likely to stay for the long term. 

Effective employer branding can also improve the overall reputation of a company. By consistently promoting a positive and compelling employer brand, a company can build trust and credibility with both current and potential employees. This can lead to increased loyalty and advocacy from employees, as well as a more positive perception of the company in the wider community. 

Here are six tips to elevate your employer brand: 

1. Clearly define and communicate the company’s mission and values: Having a clear and compelling mission and values statement can help to attract top talent and improve employee engagement. Consistently communicate these through all recruitment and employee communication channels. 
2. Foster a positive and inclusive company culture: A positive and inclusive company culture is key to attracting and retaining top talent. Consider implementing practices such as flexible work arrangements, professional development opportunities, and employee recognition programs to create a positive work environment. 
3. Highlight the employee experience: Showcase the work environment, opportunities for professional development, and benefits offered to employees to attract top candidates. Consider creating employee testimonials or videos to give potential candidates a glimpse into the employee experience at your company. 
4. Use social media to promote the employer brand: Social media can be a powerful tool for employer branding. And encourage employees to showcase the company culture and values online with their networks. The most powerful form of employer branding is authentic, driven – unprompted – by your employees.  
5. Reflect the company’s values and culture in the recruitment process: The recruitment process is an opportunity to showcase the company’s values and culture to potential candidates. Make sure that the job postings, language used, and interview process all reflect the company’s values and culture. 
6. Monitor and measure the effectiveness of employer branding efforts: Regularly gather feedback from current and potential employees to understand the effectiveness of your employer branding efforts. Use this information to make adjustments and improve your strategy. 

By consistently promoting a positive and compelling employer brand, a company can differentiate itself from its competitors and build trust and credibility with all stakeholders. 

If you would like support with your employee branding strategy, please contact Group Executive Director, Corporate, Andrew Buckley.