Building Your Employer Brand

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Employment branding is the process of positioning your business as an ideal place to work for potential candidates. As such, a firm understanding of employment branding is essential in gaining insight into what motivates individuals to work for and continue working for specific companies. (And to increase your own hiring success rate!)

Employment Branding Strategies

The first step in evaluating your employer brand is to analyze your branding strategies. These strategies cover a wide range of topics, including:

  • Creating positive, compelling images of the organization. For maximum impact, these should convey social responsibility and industry impact.
  • Providing clear and consistent messages about what it’s like to work at the company through viral phrases. For example, “commitment to innovation”,” teamwork”, etc.
  • Encouraging the best potential candidates to apply for jobs with advertisements using media.
  • Decreasing your time-to-fill and cost-per-hire ratios.
  • Offering competitive packages and an enjoyable work environment. As a result, you’ll not only hire better candidates, you’ll also reduce your turnover!
  • Linking your employment brand with your company’s product/service brands. In addition to strengthening your employer brand, this will also reinforce the public’s image of your business.
  • Giving employees a sense of pride in their company. Communicate how your business has a competitive edge or positive contribution to society. As a result, your employees will feel more motivated by their work!

Maximizing Your Brand

To help build or improve your employer brand, it is vital to consider the channels where you will be marketing your brand. For example, some popular channels are company websites, media ads (television, radio, print), collateral materials such as brochures, having appearances at job fairs, campuses, or at other types of sponsored or non-sponsored events.

In today’s job market, employment branding is becoming increasingly important as the demand for skilled and talented workers increases. Additionally, with today’s heavy reliance on technology, the job searching and recruiting process has also impacted who is and who is not applying to particular organizations.

As a result, the need for a strong employer brand cannot be overlooked since it implies that hiring and retention rates may be stabilized. The goal is to make sure employees are satisfied, ensuring business goals are met while remaining competitive and staying true to your company’s core values.

What do you think?

Let us know in the comments below your own experiences building an employer brand. And now that you’re an expert on employment branding, it’s time to get hiring!

Want more help building out your employer brand and company culture? Ask about our comprehensive suite of HR Services (including a full library of handy guides, articles, and checklists!) to learn how we can help you grow your team. And be sure to follow us on FacebookTwitter, and LinkedIn for even more HR tips and tricks to make sure you never miss a beat!

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