BY Avan Tan Culture
Employer branding is the process of evaluating your reputation in the job market combined with crafting and communicating value propositions that would make your company the employer of choice in order to attract top talents in your industry.
Every company has a brand. This is a combination of how you are perceived by talents from outside your company, and from employees who experienced life inside your organization.
Your ability to hire the most competitive talents rely on your brand as an employer. Top talents won’t work for a company they know nothing about. The thing is, compensation and benefits are not enough to hire the best talents. You may be able to hire some, but retaining them is another challenge. The most talented professionals will only work for the best employers whom can provide them a combination of work-life balance, learning & development, compensation & benefits, excellent work environment, and etc.
So if sourcing, recruitment, and retention are still giving you headaches, its high time for you to start implementing an employer branding strategy.
For you to fight in the war for talent, you need to know what you have first. Start your employer branding strategy by understanding how talents from both inside and outside your company perceive you as an employer. What you need here is qualitative data that tells you the top employer branding attributes of your company.
A simple methodology you can use is to create a survey that asks your employees about what attributes they like most in your organization. Just refrain from asking leading questions as this may skew your data. Once this is done, you already have data (your employee value proposition/s) that can help you position your company as an employer of choice. In this part, you may also need to do a competitor analysis to see how your company is different.
Last thing you need in evaluating your employee value propositions is an objective. Identify what part of your recruitment funnel needs working on, then align your strategy, and your metrics to measure success. Are you currently getting a lot of candidates but your company has a low job offer acceptance rate? Then maybe the objective you need is to promote your workplace environment or company culture with the intention of convincing candidates to be a part of your organization. Keep in mind that it is best to promote your employer value propositions – the attributes that makes you different from your competitors.
After understanding what attributes make you different from your competitors, the next step is to tell the story of who you are as an employer, and how life is like inside your company. This includes understanding who your target talents are, where they are, and how to communicate your employee value proposition to them. You will need promotional materials such as videos and pictures that you can distribute across social media channels and job boards. Put into mind what aspect of your employer brand you’ll highlight in every post example: workplace environment, company culture, learning & development, etc.
This is the part where you communicate and promote your employee value propositions. One recommended practice here is to get everyone in the company to be on board your employer branding strategy in order to amplify your reach.
Employer branding starts from pre-hire and ends with recruitment. To implement it successfully, it should be an integral part of your human resource management strategy. This article shows you how to start, but you keep in mind that employer branding is not a one time project. It will be an ongoing project once you begin. Want to know the A-Z of employer branding? Talk to the experts.