Employer branding is the process of creating and promoting a positive image of your organisation as an employer of choice. It involves communicating your mission, vision, values, culture, and employee value proposition to potential and existing employees.
A strong employer brand can help you attract and retain talent, as well as reduce hiring costs and increase employee engagement and productivity. As a recruiter, you need to leverage various channels and platforms to showcase your employer brand.
In this blog post, we will explore some of the benefits of employer branding and how it can help you gain a competitive edge in the talent market.
Builds a process to shape and communicate the reputation and attractiveness of the organisation
Employer branding is not just about creating a catchy slogan or a logo. It is a strategic process that requires planning, research, analysis, implementation, and evaluation. You need to understand your target audience, your current perception, your desired perception, your unique selling points, your competitors, and your goals. You also need to align your employer brand with your corporate brand and your business strategy. By doing so, you can create a consistent and authentic message that resonates with your ideal candidates and employees.
In employer branding, multi-channel communication is essential for maximizing impact. But visibility is just the first step—engagement with multiple stakeholders is key. By actively encouraging and collating feedback, reviews, referrals, testimonials, stories, ratings, and endorsements, you cultivate trust, credibility, and loyalty. This multifaceted engagement strategy amplifies advocacy and word-of-mouth, fortifying your employer brand as a trusted and sought-after name in the industry.
Reduces hiring cost, retains diverse talent and increases employee engagement
Employer branding can have a positive impact on your recruitment metrics and outcomes. According to various studies, employer branding can help you:
- Reduce the cost per hire by as much as 50%
- Reduce the time to hire by as much as 50%
- Reduce the turnover rate by as much as 28%
- Increase the quality of hire by as much as 50%
- Increase the diversity of hire by as much as 67%
- Increase the offer acceptance rate by as much as 10%
- Increase the referral rate by as much as 41%
Employer branding can also have a positive impact on your employee metrics and outcomes. According to various studies, employer branding can help you:
- Increase the employee engagement by as much as 40%
- Increase the employee satisfaction by as much as 37%
- Increase the employee productivity by as much as 21%
- Increase the employee performance by as much as 20%
- Increase the employee innovation by as much as 59%
- Increase the employee advocacy by as much as 39%
Helps organisations to differentiate from competitors in scarce talent market
Employer branding can help you stand out from the crowd in a competitive and scarce talent market. According to a report by Manpower Group, 77% of employers globally are facing talent shortages in 2023. This means that there are more jobs than qualified candidates available in many sectors and regions. To attract and retain top talent in this scenario, you need to differentiate yourself from other employers who are offering similar roles and benefits.
“Differentiation is Key”
Showcasing your unique attributes as an employer—be it your mission, culture, or approach to diversity and work-life balance—can make you more appealing to diverse talent pools. This not only helps to create an emotional connection with candidates but also shows how aligning with your organization can fulfill their personal and professional aspirations.
Promotes brand communication through various channels and platforms
Employer branding is not a one-time project or a static message. It is a dynamic and ongoing process that requires constant communication and promotion. You need to create and share relevant, valuable, and engaging content that showcases your employer brand. You need to use different formats and media, such as text, images, videos, audio, infographics, animations, etc. You need to use different tones and styles, such as formal, informal, humorous, inspirational, educational, etc. You need to use different strategies and tactics, such as storytelling, gamification, personalisation, segmentation, etc.
You also need to monitor and measure the effectiveness of your employer branding efforts. You need to track and analyse various metrics and indicators, such as reach, impressions, views, clicks, likes, shares, comments, ratings, reviews, referrals, testimonials, stories, endorsements, applications, hires, retention, engagement, satisfaction, productivity, performance, innovation, advocacy, etc. You need to use different tools and technologies, such as analytics software (Google Analytics), social media management software (Hootsuite), employer review platforms (Glassdoor), employee engagement platforms (Peakon), etc. By doing so, you can optimise your employer branding campaigns and improve your results.
Conclusion
Employer branding is a key factor for attracting and retaining top talent in a competitive market. It can help you build and communicate your reputation and attractiveness as an employer of choice. It can help you reduce your hiring cost and retain diverse talent. It can help you increase your employee engagement and productivity. It can help you differentiate yourself from your competitors in a scarce talent market. It can help you promote your brand communication through various channels and platforms.
If you are looking for more tips and insights contact us at Optimize Recruitment for expert advice and support on your recruitment needs. We are a professional recruitment consultancy that offers a personal service, specialising in the recruitment of quality personnel across a range of industry sectors. We have a track record of sourcing the best opportunities for our candidates and the most suitable candidates for our clients. We can help you optimise your recruitment process and achieve your business goals.
