The Power of Effective Employer Branding

Almost every organisation has a marketing department nowadays, it has become a vital business function. Ultimately, it’s an essential tool that businesses use to promote their product or service to their target market.

Much like marketing is used to attract customers to a brand, employer branding is used to attract potential employees to a company. Albeit not every organisation recognises the need, or importance, of implementing an employer branding strategy.

The benefits of successful employer branding are endless. Not only does it improve your organisation as a whole. Truly effective employer branding involves creating a positive employee experience and being a great company to work for – which, in turn, enables you to attract top talent.


Benefits of employer branding:

  • Decreases your cost and time per hire

    Strong employer branding can result in decreased cost and time per hire in three different ways:

    – You will build a positive reputation in the market and will therefore attract potential employees easier than your competitors, as people already want to work for your organisation
    – Employees are also more likely to refer their peers for vacancies at your organisation
    – And if you have the right employees working for you, who are being developed and trained, the number of positions filled internally should also increase – which in turn reduces the time and cost per hire.

A company with a stronger employer brand than its competitors, on average see a 43% decrease in the cost per hire.

business2community.com
  • Engaged employees

    Not only will your new hires be engaged, your long-standing employees will too. Creating an environment where your employees feel valued, challenged and satisfied, is key to sustaining strong employer branding. As a result of this type of environment, your employees will be happier, more engaged and stay with you longer.

  • Positive business outcomes

    Happy employees, means happy customers. If your employees are satisfied and therefore giving 110%, your service will improve, and so should your sales.

Employer branding doesn’t have to be an extremely expensive activity. There are a variety of factors that can determine how effective and widespread you market your brand (organisation size, budget, etc), however there are methods that are well suited to all types of organisations, regardless of budgetary restraints.

The Power of Social Media

The Power of Social Media

In today’s day and age, technology has become embedded in nearly everything we do. Therefore unsurprisingly, technology and in particular social media, plays an integral role in candidate attraction and employer branding.

LinkedIn is a great example of a branding opportunity that can be easily accessed by all organisations, no matter the size. Organisations can display content featuring their employees, what the company has to offer, and what it’s like to work there. This is the perfect channel to showcase your Employee Value Proposition and communicate what day-to-day life is like at your business.

In regards to posting about employees, not only does it give potential new employees an insight into the culture, but it also creates a sense of inclusion and recognition amongst current employees which contributes towards employee retention.

Employees are your biggest and best advocates, according to LinkedIn, candidates trust the company’s employees 3x more than the company, to provide credible information on what it’s like to work there.

Engagement Videos

Engagement Videos

Another effective method of communicating organisational culture and employer branding is through using video. Video is widely regarded as the most engaging marketing method used today. Although written content is valuable and can provide detailed information about an organisation, a video can really portray a ‘real-life’ vision of what occurs in the day-to-day life of a company. By doing this, potential employees are able to decifer whether they could see themselves working in the environment displayed, and get an understanding of the organisations culture and values.

Here at Williams Kent, we have increasingly used video techniques and campaigns to engage with clients and candidates through the use of our online video software. For candidates, it enables us to send out personalised messages for roles we are currently working on, in an attempt to connect with a specific market. We’ve found that being able to see the person behind the screen and using the candidate’s first name to address them, really adds a personal touch to our communications.

This works just as effectively when contacting existing and potential new clients, as we try our best to provide a detailed description of our services whilst engaging with the client directly, so that they have a better understanding of the type of organisation and individuals they would be working with.

50% of candidates say they wouldn’t work for a company with a bad reputation – even for a pay increase.

talentnow.com
Candidate Experience

Candidate Experience

Whether you have budget for employer branding or not, candidate experience is an extremely valuable, inexpensive tool that can be utilised to improve your employer branding.

It’s said that 78% of candidates say the overall candidate experience they receive is an indicator of how a company values its people (Everyonesocial.com, 2019). Therefore, even if you aren’t proceeding a candidate to the next stage of the recruitment process, it is imperative to ensure they are treated respectfully and are kept up to date throughout the process.

At the end of the day, all candidates deserve to be told whether or not their application has been successful. When candidates are ignored, never hear back from a company or are handled disrespectfully, it leaves a sour taste in their mouth and they’ll remember that whenever they next interact with your brand.

Summary

There will always be large corporate organisations that are able to pay millions of pounds each year to produce extravagant, largely effective, marketing campaigns, and in doing so, create brands that are recognised globally. However, there are many tools and techniques out there, that can be used by all organisations to start building a strong employer brand today.


References

10 Employer Branding Statistics HR Professionals Need To Know
The Ultimate List of Employer Brand Statistics
Recruitment Statistics 2018: Trends & Insights in Hiring Talented Candidates
The 28 Employer Branding Statistics Your Company Must Know

Author: Max Pheysey


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Tags: , Categories: Employer, HR

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