The Importance of Employer Branding: How to Stand Out to Job Seekers

Today more than ever before, job seekers are looking for companies to work for that align with their values and that promote a positive work environment. Employees can share their true feelings about their employer on digital platforms and a whole host of social media sites. It’s impossible for businesses to hide who they are, so it’s best for employers to get out in front and lead the discussion about their values and what is important to them. Doing this is one way to attract and retain top talent.

What is Employer Branding?

Put simply, employer branding is a form of constructive and honest self-promotion that aims to be truthful and accurate while creating a distinct identity and image that sets a company apart. Various strategies can be used to showcase a day in the life as an employee, highlight company culture, values, work environment, benefits and more. Employer branding tends to center on employees, telling the story of who a company is through their eyes. 

 Why Is Employer Branding Important?

Just as a strong consumer brand can unite and inspire customers and clients, a strong employer brand can help a company to create an inclusive, productive work environment that helps to attract and retain top-notch employees. Modern job seekers are looking for more than competitive salaries and benefits–they want to be part of a company with values they believe in that offers opportunities for growth and development. It isn’t too much to say that job seekers want to be part of a positive movement, that they want to make a difference in their community and society at large. A company that presents them with an attractive job but also offers a way to better the world around them has a natural one up on competitors. 

Oftentimes modern job seekers will consider a company’s employer brand before they even consider applying for an open position. It’s that relevant and meaningful in the recruitment space. By finding unique ways to allow current employees to share what it’s like to work for your business, you’ll go far to attracting more top talent to your company. Sharing first-hand, employee opinions on your company’s leadership style, diversity initiatives, and work-life balance are far more impactful than anything touted by the C-suite. 

You treat your employees well and provide a great environment for them to work and grow, but if you aren’t using employer branding to let other potential employees know, how will you attract them? If you adopt this way of promoting your company values and culture, you will be able to attract the top-tier employees you’re searching for while also boosting retention rates for the great staff you already have. Costs per hire go down, because folks are naturally attracted, and when they do join your team, morale stays high thanks to real engagement and motivation.

While employer branding is really all about the employees, it does help your company in the end. When your brand radiates the positivity you want to see in your employees, you’ll be building a stronger reputation overall. And that can have a side benefit of giving your business a competitive advantage in certain industries. It’s also far easier to select ideal candidates for open positions when you know that they came to you because they share the same values.

How To Build An Employer Brand

So far we’ve used lots of general terminology, but it’s tricky to get into too many specifics here. More than anything, an employer branding strategy needs to be able to clearly communicate your company’s values and mission. This first step will naturally attract those who align with your vision. Once you’ve shared your values, it’s key to define company culture and the practices and beliefs that contribute to your work environment. Share the tangible and intangible benefits of working at your company, from the employees’ perspective, and highlight your stance on diversity and inclusion, but never in a tokenist manner. 

Transparency is everything here, and should be behind every form of communication meant to attract job seekers–behind-the-scenes and candid content is especially resonant. Personal stories play a big role and can often better communicate your points. In general, centering your employees in how you tell your company’s story is the best approach to establishing a solid employer brand. High levels of engagement on social media platforms and consistency across all online forums is another way to support the claims you’re making. Internally, it’s a good idea to take the temperature of your efforts by using ongoing, regular assessments to gather valuable employee feedback. Take the time to address their concerns and implement their insights.

Technical Search Consultants Is Your Staffing Agency

At Technical Search Consultants we serve both job seekers and employers. Our trained and skilled team of professional recruiters aims to connect high value candidates with just-right positions within your organization. Get in touch with us today to learn more about our services for job seekers and employers. Use our website to conveniently post a position or submit your resume online. We’re ready to help you make meaningful professional connections.