In addition, all managers and supervisors must be trained to understand and continually strengthen the employer’s brand. Believe it or not, employer branding is also about showing off your people, their experiences and their feelings for the organization. When companies are able to show how people are empowered, encouraged and recognized, they end up sending messages to potential candidates about how even they can build a stable future with the company.
Successful employer brands are not so much about companies, but about the people within those companies, including leaders who are on a mission to find, develop, engage and empower great people. An employer brand is an important part of the employee’s value proposition and is essentially what the organization communicates as an identity to both potential and current employees. Similarly, if not more importantly, employer branding is also what employees communicate about their experience working for your organization. A positive employer brand communicates that the organization is a good employer and a great place to work. EVP is a series of offers that you as an employer offer to your employees and use as a magnet to attract new employees.
If that reputation is strong enough, top talent might be willing to overlook an unpleasant experience. But if your employer brand is bad, even the best employee experience won’t put you on the radar of most in-demand job seekers. Employers can demand hard work, long hours, innovation, and the best performance if that’s what it takes to make progress toward the organization’s goals. But they must adequately reward employees who meet those requirements in a way that aligns with employees’ personal and professional goals. When that happens, both your organization and your staff can grow together. When considering your company’s reputation, evaluate each of these areas independently.
If you have a strong employer brand, your candidates will flock to you, meaning you can spend less on recruitment marketing costs. Why pay for a post on a job board when people are already flocking to your career site? Working for a well-known and reputable company is important to many people, and if you position your company as such, you will attract more candidates for open positions. Employees who work on strong brands are generally more enthusiastic and motivated. Having motivated employees is great for an employer because they are more productive and more productivity means more growth for a company.
They will help you better communicate with candidates and modernize your hiring process. According to our Candidate Survey 2020, 82.4% of candidates are satisfied with video interviews as a recruitment method. Organizations with a strong reputation are also much better at retaining talent. With a strategic and strong partnership between HR and Marketing, your employer brand has the power to positively influence your entire team at all levels.
Profitability: A positive employer brand/reputation can attract and hire the best job seekers, those who are enthusiastic and passionate in their role. This also helps to reduce wear and tear, the savings you can reinvest in your employees. According to LinkedIn research, companies with a weak employer brand spend almost twice as much on costs per hire as companies with a strong employer brand. In addition, some companies spend even more on employee salaries to compensate for their bad reputation. But most job seekers would still completely exclude companies with a negative employer brand. For example, HBR reports that a 10% pay rise would only entice 28% of job seekers.
In the same way, we also want these strategies to be available to everyone. So to fully harness the power of your brand, you need to understand its fundamentals. First, how to Employer Branding combine internal and external perspectives to create your Employer Value Proposition, how to target talent, and last but not least, how to use data to make these decisions.