These days, in order for a company to grow, attracting and retaining great employees is imperative to a company’s growth. Changes within the economy and labor market have lead to an exchange of power between employers and future employees, increasing the importance of employer branding.
Why is a strong employer brand important?
It can be a powerful business tool that can connect an organization’s
"Emphasize that your employer brand is not simply a company logo or career page. Instead, it is “the emotional reaction people have to the idea of working for your company.”" -Neil Costa, founder and CEO of HireClix, a boutique digital recruiting firm
How can a strong employer brand benefit my organization?
Have an employee value proposition (EVP)
This helps communicate a company’s values in order to attract prospective employees that have similar values in a way that highlights what makes that workplace unique
Use factors such as company image, identity, and how you want the company to be perceived
What motivates people to join a particular organization, why they stay and why they leave
Tools such as employee engagement and culture surveys, focus groups, employee forums, new hire surveys or exit interviews can be useful to gather internal feedback
Up to 39% of businesses are expected to increase investment in employment branding strategy this year alone
Importance of a brand’s social media presence
Platforms such as Facebook and LinkedIn can show a brand’s personality
Platforms such as Glassdoor.com can show how current and past employees feel about the company through leaving reviews. This tool gives a realistic, people-to-people view of the company
“Employment branding influences employees’ willingness to refer the organization and their sense of pride, both of which have huge benefits.” -Don MacPherson, president of human capital consulting firm Modern Survey