Understanding Employer Branding: Strategies and Best Practices

Your organisation’s employer brand is more than just a logo or a tagline. It’s the intangible perception that potential candidates and current employees have about your company. 

Just like a ship captain cannot control the direction of the wind, but can adjust the sails, you too have the power to steer the conversation about your brand. With 52% of candidates actively checking out your company online, the question is, are you intentionally shaping that perception, or leaving it to chance?

Here, we’ll explore what employer branding means, the impact of a strong employer brand on your bottom line and share tips to help you create a compelling employer brand that resonates with your target audience.

What is Employer Branding?

Employer branding is the beating heart of your organisation’s identity. It’s creating a reputation as an employer that attracts and retains the best talent out there. Your employer brand is the sum total of what people think and say about you as an employer. It’s the buzz that surrounds you when you’re not in the room.

Employer branding is not just about targeting consumers. It’s a strategy designed to influence how employees and the wider workforce perceive your organisation. It’s about crafting a positive image that helps you retain high-performing employees and attract the best talent in the market. And let’s be real, who doesn’t want that?

You can’t just dictate your employer brand — you have to manage and influence it. Your reputation as an employer exists solely in the minds of candidates and employees, and it’s shaped by their thoughts and impressions. That’s why it’s crucial to work towards influencing those thoughts and impressions positively.

Every interaction a candidate or employee has with your organisation shapes your employer brand. It’s essential to manage these touchpoints carefully, as each one has the potential to make or break a potential employee’s decision to work with you. By properly managing and shaping your employer brand, you can attract and retain top talent and become known as an employer of choice.

Overall, employer branding is the secret sauce that makes your organisation stand out from the crowd. It’s the difference between being just another employer and being an employer that people want to work for. 

The Two Sides of Employer Branding (Recruitment and HR)

Employer branding is like a two-sided coin, with recruitment and human resources being the two sides. On one side, there’s recruitment — finding, attracting and hiring the best talent. And on the other side, there’s HR — managing, developing and retaining that talent.

• Employer branding and recruitment

Employer branding plays a key role in recruitment, as it helps you stand out from the competition and position yourself as an employer of choice. A strong employer brand can attract passive job seekers who are not actively looking for a new job but are interested in working for your organisation.

Your employer brand should convey your organisation’s culture, values, and mission. You can communicate this through your job postings, career page, social media platforms, and other brand touchpoints. 

A positive employer brand can also lead to more referrals from current employees, who can help spread the word about job openings and encourage their network to apply.

• Employer branding and HR

Human resources are responsible for managing and developing your organisation’s employees. They ensure that the employees are satisfied with their work, motivated to achieve the organisation’s goals, and have the resources to succeed.

Employer branding and human resources are interconnected, as they both contribute to creating a positive work environment. Your employer brand can guide your human resources policies, procedures, and benefits. When you fulfil your brand promises, employees will feel valued and motivated to work for your organisation. 

This, in turn, creates a virtuous cycle where happy employees lead to better employer branding, which attracts more talent and retains current employees.

Benefits of Strong Employer Branding

An effective employer branding strategy can provide many benefits that go beyond just attracting top talent. Here are some benefits of a strong employer brand:

1. Strong company reputation: Win over undecided candidates.

In today’s job market, a company’s reputation is a critical factor for job seekers. As much as 75% of candidates consider a company’s reputation before applying for job opportunities. Whether they are actively looking, passively considering new roles, or somewhere in between, candidates are sure to evaluate your company’s reputation before submitting an application.

2. Positive company culture: Boost employee retention rates.

A company’s culture and values are essential to jobseekers, with 77% of them expressing a desire to learn more about these aspects before applying for a job. By focusing on your employer branding initiatives, you can showcase your company culture and values, which can help attract candidates who are a good fit for your organisation.

3. Favourable brand perception: Attract top talent and avoid negative brand perception.

In today’s job market, a poor employer brand can turn away as much as 69% of job seekers, even those who are unemployed. The fear of a negative perception associated with a company’s employer brand can deter top talent from joining your organisation.

4. Cost-saving employer brand: Cut down on expenses by building a strong employer brand.

Companies that have a poor employer brand often need to offer a 10% pay increase to attract top talent. This premium can be costly and may affect your company’s overall budget. By building a strong employer brand, you can avoid these additional expenses and attract high-quality talent without the need to pay a premium.

5. Talent acquisition via employer brand: Attract top talent without increasing salary packages.

For 41% of passive candidates, a strong employer brand is more critical than a higher salary. By building a positive employer brand, you can overcome the perceived stigma associated with lateral career moves, and draw candidates who are interested in your organisation’s culture and values.

6. Magnet for young talent: Attract candidates aged 18 to 34.

23% of the younger workforce aged 18 to 34 will take a pay cut for a chance to work with an organisation with a strong employer brand. While underbidding competitors is not advisable, this statistic underscores the power of reputation and demonstrates that building a positive employer brand can help attract young talent.

7. Employee referral programme: Encourage employees to refer connections to open roles.

A vast majority of employees, approximately 86%, recommend certified great workplaces, while only 56% recommend average U.S. workplaces. Employee referrals are often the best source of quality applicants, making it essential to ensure that your employees are happy and willing to recommend your organisation to their networks.

8. Diverse work environment: Attract candidates from diverse backgrounds.

A company’s commitment to DEI initiatives is a crucial factor for as much as 86% of candidates when considering potential job opportunities. A biased employer brand and recruitment practices can deter candidates from diverse backgrounds and limit access to top talent. An inclusive workspace is essential to attract high-performing professionals from different walks of life.

9. Career development journey: Improve retention rates for top talent.

76% of candidates are more likely to apply for a job at a company with robust skills training and career development programmes. Building a strong career development programme can help you attract and retain top talent who see a future with your organisation and are willing to invest in their growth and development.

How Employer Branding Impacts Your Bottom Line

As a business leader, you understand the importance of maximizing your bottom line. But have you considered how your employer branding efforts can impact your organisation’s success? 

According to LinkedIn’s employer branding study, a strong employer brand can deliver significant benefits, including:

• 28% reduction in turnover rates, which can save your organisation thousands of dollars in recruitment and training costs.
• 50% reduction in cost-per-hire, allowing you to allocate your recruitment budget more effectively.
• 50% more qualified applicants, giving you a larger pool of talent to choose from.
• 1-2x faster time to hire, which can help you fill crucial positions more quickly and keep your business running smoothly.

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What Does Employer Branding Look Like in Action?

Employer branding has become a crucial component of a company’s talent acquisition strategy. It’s how you present your organisation to potential candidates and communicate what sets you apart from your competitors. 

While employer branding can take many forms, some of the most effective tactics include:

• Craft an attractive careers page on your website. Your career page is often the first point of contact for job seekers. Ensure it’s well-designed and reflects your company culture and values.
• Share employee success stories on social media and your company blog. Social media and blogs are great platforms to share employees’ success stories. Highlighting the achievements of your team members can help to build brand recognition and attract potential candidates.
• Manage and benefit from employee/candidate review sites. Review sites like Glassdoor offer jobseekers valuable insights into your company. Monitor your company’s profile on these sites and respond to any reviews or comments professionally.
• Invest in candidate experience. A positive candidate experience can go a long way in building your employer brand. Ensure your recruitment process is transparent and efficient. Offer feedback and provide timely updates throughout the hiring process.
• Maintain a presence at career fairs and other relevant events. Attending career fairs and other industry events can help you connect with potential candidates and showcase your company culture. Consider sponsoring events or setting up a booth to showcase your organisation.
• Leveraging employee advocacy. Encourage your employees to become advocates for your brand. Provide them with opportunities to share their experiences on social media or through your company blog. Consider implementing an employee referral program to incentivise your team to refer potential candidates.
• Emphasising your commitment to diversity, equity, and inclusion. Share information about your DEI initiatives, highlight the diversity of your team and showcase your efforts to create an inclusive work environment.

How to Build an Employer Brand 

Building an employer brand is a critical aspect of attracting and retaining top talent. Companies with strong employer brands have better chances of hiring and retaining high-quality employees. 

However, building an employer brand can be a daunting task, especially if you lack the resources to hire dedicated experts. But don’t worry; by breaking down the process into manageable tasks, you can create a compelling employer brand.

Here are some steps to building a compelling employer brand:

1. Identify your unique value proposition

Start by focusing on your company’s values, vision, and culture. It’s helpful to identify what your business needs are and work backwards to understand the type of talent you need to fulfil those objectives. Your company’s mission statement should align with your employer brand to showcase how you are making a difference in the world.

2. Conduct an employer brand audit

Conduct a brand audit to discover your company’s reputation among jobseekers and your employees. Use surveys, and social media searches, monitor career sites for reviews, or hire a firm to monitor reputations. Your research should help you uncover your employee’s favourite aspects of your company culture to highlight any areas for improvement to ensure a strong employer brand.

3. Write an employer value proposition (EVP)

Create an employer value proposition (EVP) that accurately represents your company culture, values, and mission. It’s important to note that your value proposition should have nothing to do with compensation. Instead, you want it to evoke passion among employees and potential candidates by expressing your company’s deeper purpose and positive impact on the world.

4. Leverage current employees

Your employees are some of your best advocates for building your employer brand. Share reviews and testimonials on your hiring page, or create short interview videos for your social media channels. Encourage your employees to be vocal about their experience at your company.

5. Cultivate a strong onboarding process

Ensure a smooth transition, lower turnover rates, and more productive teams by arming your new employees with the instructions and tools to excel in their roles. An effective onboarding process instils a positive company brand image and gets employees engaged and excited about their roles and their teams from the start.

6. Offer learning and development opportunities

Employees often leave their jobs when they’re bored and need a new challenge. Giving employees the opportunity to pursue learning opportunities and become proficient in new skills shows your commitment to on-the-job learning and professional development.

7. Use videos, blog posts, photos, and slideshows to tell your company story

When implementing a strategy to improve the market’s perception of your brand, use multiple channels. Share videos, photos, slideshows, blogs, and other forms of messaging to ensure you reach a large group of audiences on the platforms they already use.

8. Create strong diversity and inclusion initiatives

Diversity and inclusion are pillars of a strong employer brand. Companies that create diverse and inclusive workplaces typically have better employer brands. Create an initiative that fosters diversity and inclusion in your workplace and make sure it aligns with your company’s values.

Book a Free HR Consulting Session 

Employer branding is crucial for companies looking to attract top talent and retain their current employees. In fact, 80% of talent acquisition managers agree that employer branding is key to hiring exceptional talent. A strong employer brand can increase the quality of hires, reduce hiring times and costs, and boost internal satisfaction with current employees, leading to higher retention rates.

But creating a strong employer brand requires more than just a catchy tagline or a cool logo. It requires a clear HR management plan that addresses everything from recruitment and onboarding to employee engagement and retention. That’s where MacTay comes in.

Our team of experienced HR consultants can help you develop a comprehensive HR strategy that aligns with your business goals and values. We’ll work with you to modernize your HR processes, streamline your hiring process, and create an engaging workplace culture that attracts and retains top talent.

With our help, you can transform your employer branding strategy for a new era of talent attraction and retention. And the best part? We’re offering a free HR consulting session to help you get started.

Simply complete the form below to schedule your free session, and a member of our team will be in touch shortly. Let’s work together to build a stronger, more competitive organisation.

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