Employer Branding Complete Guide
Employer branding isn't just about making sure your logo looks great. It's about crafting a narrative around your company that resonates with potential hires.
You know those commercials where a company says, "We are the best because..."? Those ads aren't just trying to sell a product; they tell a story. They're sharing information that helps us understand why our lives could be better if we worked there.
And it turns out employers are doing the same thing.
A recent study by CareerBuilder found that 86% of respondents consider a company's reputation among current and former employees when deciding whether to pursue a career opportunity.
So, to attract the most qualified candidates, you'll need to develop a strong employer brand. And while some people think of employer branding as designing a slick corporate image, it's much deeper than that.
Employer branding is about developing a narrative around your company. It's about telling a story explaining why your company is worth joining and your culture is unique.
As such, employer branding requires a significant amount of thought, planning, and execution.
What Is Employer Branding?
Employer branding is about much more than just creating a good image.
At its most basic, it's about your reputation among the workforce and your employees' perception of your company as an employer. In other words, it's how you market your company internally to current employees and externally to potential hires.
The better you're doing at employer branding, the likelier you are to attract top people. And, a positive employer brand could help you keep those top people around longer.
Let's say you've done a fantastic job building up a strong employer brand in terms of your product or service offerings. But that alone isn't enough to persuade someone to work at, stay at, or recommend your company.
Why Is Employer Branding Important?
Employer branding is essential because companies with strong brands outperform those without. A recent study found that employers with stronger employer brands had lower employee turnover rates, lowered recruitment costs, increased retention rates, and improved overall performance.
But what exactly does "employer branding" mean? And how do you go about doing it? Let's dig into the definition and see where it leads us.
Employer branding helps companies stand out from their competitors.
Employees today conduct plenty of online searches about companies before they apply for jobs with them. They may even be researching your employer's branding strategy!
- When deciding which companies to submit applications to, 84 percent of job seekers say the reputation of a company as an employer is essential.
- Only one out of every two job seekers would consider working for a company with an unimpressive reputation when offered a raise.
- Employers who have positive employee brand perceptions receive twice as many job applications as employers with negative perceptions. They also pay their employees less.
It's essential to keep track of these and other valuable statistics when proposing an employer branding plan to key decision-makers. A significant part of any company's marketing strategy is to attract and maintain its customer base.
With solid numbers to back up the need for an employer branding plan, you can easily convince stakeholders that creating and maintaining an employee-facing online reputation can pay dividends for healthy company growth.
What Does Employer Reputation Management Mean for Employer Branding?
Employer brand optimization doesn't just involve attracting new talent; it's also about having the right retention plan. One of the best things you can do to ensure that the retention plan works is to get honest employee reviews from current staff members. These reviews provide insights into how you can improve new hires' hiring and onboarding processes.
Another benefit of effective employer reputation management is free branding opportunities for employees. When employees see the company actively engaging in positive conversations with them and trying to improve their experience, they can be natural endorsers of the company. This kind of social proof is information that potential applicants need to know before applying for jobs at the company.
What Does Strong Employer Branding Look Like?
There are many factors involved in creating an effective employer branding strategy. Having a job board where you can list open positions doesn't suffice.
It would help if you proactively addressed any feedback from prospective and current clients.
This means more than simply posting your job opening on Glassdoor. You'll need to continually monitor the information presented on the website to ensure accurate expectations are communicated. Additionally, you'll need to actively participate on other sites such as Facebook, Twitter, and Linkedin to help build awareness around your hiring needs. Finally, setting up employer brand monitoring can go a long way toward ensuring that ongoing branding initiatives are effective.
If you want to be successful at building relationships across multiple channels, you need to send a message saying you're different from most companies.
Conducting an Employer Branding Audit
An employer branding review is also essential when developing an employer's branding strategy. It involves taking internal stock of current status across various marketing platforms, including:
- Current value proposition
- Social media presence
- Employee reviews
You can also ask for more detailed answers from employees when conducting surveys. Please give them enough room to give you better insight into their opinions.
These questions may lead to longer answers, but they should help you gain more context and insights into your company's brand than a multiple-choice answer would.
Glassdoor for Employers: A Powerful Employer Branding Tool
To start building your employer branding strategy, create a Glassdoor profile by providing just these three pieces of information:
- First and last name
- Company name
- Official title
- Number of open job listings
- Work email address
You can add valuable details about your business on its Glassdoor profile. For example, you could mention any awards you've won, special offers you're currently running, etc.
- Basic information (such as where they're located, their total employee count, revenue, and so forth)
- Salary and compensation details
- Explanation of benefits
- A summary of reasons why people would be interested in working for your company
- Mission statements, visions, and values
Remember that the Glassdoor listing isn't a "set it and forget it" type of profile. Taking charge of employer branding means you'll need to constantly maintain the listing with new information, such as new job listings, updated location data, and even the reviews left by current or former employees (more on later).
How Asking Employees for Feedback Helps Employer Branding
Positive employee evaluations and testimonials are constructive for companies like customer ratings and comments.
If you're looking for a job, reviews from current and former employees can be helpful to help you decide whether to apply. They can even be helpful if you aren't actively seeking a position.
To ask for employee reviews, provide a short message explaining why they're essential, followed by a direct Glassdoor URL.
Employer branding power tip: Use feedback to improve company culture.
Internal employee feedback can be used to assess the current state of the internal company culture, which can then help direct future improvements and optimizations.
When looking at your online reviews, you need to look for specific topics and keywords that can point to potentially rising issues or positive trends.
You can also use reputation management tools with new technologies, such as customer experience analytics, to quickly find essential keywords and trending topics.
If you show the pattern in specific keyword and phrase searches, then it's enough evidence to suggest specific strategies that can help employers brand themselves better.
Manage feedback: an important employer branding skill
After reading every single comment, don't just move on to the next one. Interact with each comment by responding to it.
You could delegate this part of the project if you're working with a team, but it's essential to have some best practice guidelines in place to ensure a consistent "online" presence.
Depending on the intended branding, the voice can sound formal or casual, but it'll need to be consistent across all platforms.
Thanking them for taking the time to leave a comment is a good idea because it shows that you're listening and engaged with their feedback. You can add more details by mentioning specific points they made in their comment.
To improve employer branding, respond to negative reviews on Glassdoor.
It's not always easy to get good feedback from people who don't seem to care about your company. However, there are ways to improve your customer service skills, even if they're negative. You should know how to utilize Glassdoor effectively and handle negative reviews on the site.
You don't need to say "Thank you" for everything you get from Amazon. However, if you receive an issue that needs to be resolved, please get in touch with us directly so we can help you. We're happy to assist you.
Negative feedback shouldn't be ignored for longer than 24 hours. If you ignore negative comments, you're showing that you don't care enough about your business to address them.
An employer retention strategy helps employers brand themselves better by making their employees feel valued.
Employees are essential to any employer branding campaign, especially if employees adapt to new ways of doing business due to the coronavirus pandemic.
When crafting an employee retention strategy, you'll want to ensure that your brand is flexible regarding its physical office space. Brands open to allowing their workers to be remote are increasing yearly. You'll need to ensure that flexibility is part of any conversations with current employees.
Your employer brand strategy will shift slightly as soon as your employees become fully remote. Still, collecting employee feedback and engaging with prospective employers across multiple digital channels should remain unchanged.
It would help if you created an employer branding strategy for your company.
As previously mentioned, adapting to changes in the workplace is a component of an effective employer branding campaign, but it always begins by assessing the current employer branding situation.
A good benchmark helps you understand how much work needs to be done to achieve specific goals.
You'll need to establish the company on well-known employer sites like Glassdoor and display updated information.
At the same time, you're collecting data for your employee survey, and you should be starting to gather data about the current company culture and the onboarding and hiring experience.
Feedback from employees helps employers improve their company brand.
Employer branding is not something that one particular business has mastered. It is an ongoing effort that companies must continually engage in. However, by listening to current, past, and potential future workers and engaging online, employers can better their chances of acquiring and retaining top talent.
November 16, 2022