Building Your Employer Brand
Investing in employer branding isn’t just about aesthetics; it’s about retaining and developing exiting talents, it’s about creating an attraction that draws in top talent, and it’s about fostering a culture of excellence.
Employer branding encompasses the company’s values, work culture, and reputation in the job market. It’s about broadcasting what your employer value proposition is – what the compelling reasons are that defines how you are different to other employers – why new talents will choose to work for your company, and why existing talents will stay.
What information do you offer potential employees to engage with? What values do they connect to your brand? What’s their experience like when they interact with your brand? And do your current employees advocate for you as an employer of choice?
If you want to attract the best people to join your company, you need to make sure that your company is a place they’re excited to be a part of.
Moments That Matter
There are three significant types of moments to look out for:
Active Job Seekers
are likely to apply to a job if the employer actively manages its employer brand.
Glassdoor users
agree their perception of a company improves after seeing an employer respond a review.
Employees & Job Seekers
are likely to research company reviews and ratings when deciding where to apply for a job.
Where Does Employer Branding Sit?
Employer branding needs to be thought about less as talent acquisition, and more as a marketing exercise. It should sit in or close to corporate branding and communication. HR should deal with the engagement and retention activities, while talent acquisition should be tasked with recruitment marketing, based on a strict employer brand framework.
The employer brand and the product brand are distinct but interconnected, influencing each other and impacting the organization’s overall brand and reputation.
Our Employer Branding Framework
The Employer Brand journey is built on 5 phases:
- Phases 1-3 are focused on understanding, clarifying and articulation.
- Phase 4 is focused on action.
- Phase 5 is concerned with brand management and metrics.
Our Employer Branding Framework
Audit Analysis and Insights
Review of organisational purpose & strategic intent and establish how the vision cascades across the organisation. Ensure clarity around meaning, importance, and impact of each dimension of the EVP & EB. Establish communication & brand perception gaps & misalignment with EB expectations. Identify insights for persona development and Employer Brand articulation.
Employer Brand Strategy
Providing comprehensive guidance & expertise in crafting a compelling employer brand identity and messaging that attracts top talent in your industry, complements your commercial brand, and contributes to your organization’s overall strategic direction.
Employer Brand Communication
Strategic development of targeted communication, employer brand promotion, employer brand marketing, and public relations, delivered as a subscription or on-demand basis – all to make sure your unique employer narrative is being shared powerfully in all the right ways.
Employee Activations
EVP Alignment
What Are The Benefits Of Employer Branding?
1. Attracting qualified talent
By fostering motivation to work for the brand, employer branding helps attract qualified talent.
2. Increasing employee satisfaction and retention
Employer branding contributes to a positive work environment, reducing turnover and increasing employee satisfaction and retention.
3. Boosting employee motivation and productivity
Employer branding initiatives boost employee motivation and productivity, leading to higher levels of performance, innovation, and overall organizational success.
4. Gaining a competitive advantage
Employer branding gives companies a competitive edge when seeking employees with similar skills and experience.
5. Safeguarding the brand’s image
Employer branding protects the brand’s image in the minds of current and potential employees.
6. Reducing costs
Investing in employer branding reduces costs associated with attracting new applicants as well as costs associated with unfilled positions and staff training.
7. Improved brand image and customer loyalty
The way a company treats its employees and the experience candidates have when applying for jobs can significantly affect the image these people have about the overall brand and its products. When candidates have a bad experience during the hiring process, they will likely stop buying from that company.
8. Enhanced organizational performance
Attracting and retaining the right talent is essential for enhancing organisational performance. Investing in human resources is a key factor in achieving success, and employer branding can play a significant role in supporting this objective.
Employer branding is about retaining and developing exiting talent, it’s about creating an attraction that draws in top talent, and it’s about fostering a culture of excellence.