Have you ever stumbled upon a company’s social media post, a blog or a video that made you want to pack your bags and join their team immediately? What you came across isn’t just a random piece of content casually posted or published; it’s a deliberate showcase of employer branding in action.
What is Employer Branding?
Employer branding is a strategic and multifaceted approach organisations employ to shape and communicate their reputation and image as an employer. This process involves defining and showcasing the unique attributes, values, and cultures that set the company apart as a desirable place to work.
Employer branding involves defining your Employee Value Proposition (EVP) and crafting consistent messaging of the workplace and its culture. EVP includes your company’s mission, compensation, career development, flexible work arrangements, diversity and inclusion commitments, job security, work-life balance, benefits, recognition, and social responsibility.
Your EVP is your commitment to employees, which shapes your organisation’s core and creates a thriving workplace. It also includes providing a positive candidate experience and aligning the company’s external image with its internal reality.
Why Invest in Employer Branding?
The primary objective of employer branding is to attract and retain top talent, strengthen employee engagement, and ultimately enhance the organisation’s competitiveness in the labour market. It plays a pivotal role in influencing the company’s perception among job seekers, current employees, and other stakeholders, contributing to its ability to secure the best talent and foster a thriving workplace culture.
Employer branding helps to reduce turnover rates and hiring costs, leading to significant cost savings. Furthermore, job seekers who are actively searching for job opportunities are more likely to apply for a position if they see that an employer is actively investing in their brand.
Who Needs Employer Branding?
Well, it turns out, pretty much everyone! Regardless of your organisation’s size, you can and should leverage employer branding to remain attractive to top talents. Even non-profits and government agencies rely on employer branding to attract people who share their passion.
Whether you’re a major corporation or a modest non-profit, employer branding helps you attract the right individuals and fosters a vibrant workplace.
Now that your branding and messaging are refined, the next step is to get the word out by promoting it through various channels. There are countless creative avenues to explore when crafting material for your employer branding including social media platforms, hiring platforms and even your website.
Here are some ideas for you:
- Team photos or video highlights of your organisation’s celebrations, events etc.
- Employee testimonials and interviews
- Vacancy posts and relevant job information
- Essential information about your values and company culture
- Workplace tours
Alongside these ideas, leverage each platform’s unique strength – for example, on hiring platforms, use engaging copy since it’s a word-based platform, on social media, use engaging key visuals or videos. Convey your brand identity vividly, offer insights into your workplace culture, and narrate your brand story!
As you embark on the creative journey of crafting your employer branding content, remember that it is an ongoing process. To keep your brand aligned with your evolving company goals and to attract and retain top talent, it’s crucial to track and assess your efforts. Track your key metrics – like cost per hire, time to fill, quality of hire, offer acceptance rate, retention rate, and source of hires. These metrics should guide your continuous refinement of employer branding content to ensure it remains a powerful asset in your quest for excellence.
Beyond First Impressions
As employers, first impressions of employees matter to you; it should reflect vice versa.
As we wrap up this article about employer branding, take a moment to think – What does your company’s online presence say about you as an employer? It’s not just about what you offer; it’s also about how you showcase it. Will it attract suitable candidates for your vacancies? Maybe it’s time to consider how engaging videos, compelling stories, and a vibrant social media presence can transform your employer brand to the next level.
At Superminted, we’re equipped with all the skills to help support your employer branding efforts. From video creation to campaigns and social media management, we’ve got it covered.
Contact us today to get the ball rolling!
Yu Hui is a Marketing Intern at Superminted driven by her passion for the communications industry. She aspires to master the art of modern marketing strategies and making a meaningful impact.