Last month, we discussed some of the basics of employer branding and why it’s key to your recruiting efforts. To recap, we discussed the benefits of uncovering your company’s employer brand, how your brand as an employer looks different from your company’s marketing-focused image and much more. But what are some tactical ways to implement an employer branding strategy that captures the attention of your ideal candidates?
In this article, we’re going to look more closely at how to make your employer branding strategy work for you.
Why Companies Need an Employer Branding Strategy
Imagine that you’re a job seeker. You’re ready to explore what’s out there after filling your current role for just over three years. Two postings catch your eye. One offers their generous pay range, sizeable 401K offerings, and more – but their Indeed and Glassdoor reviews leave much to be desired. All the reviews practically scream, “We just work here.”
The second company has raving fans all over LinkedIn who seem proud to be a part of the culture. They frequently discuss internal promotion opportunities. This company’s Glassdoor looks very promising on all fronts. However, the pay range falls a few thousand short of the other company’s starting salary.
Who are they going to pick?
According to a Recent Glassdoor Survey:
- 75% of active job seekers are likely to apply for a job if the employer actively manages its employer brand.
- 92% of people would consider changing jobs if offered a role with a company with an excellent corporate reputation.
- 50% of candidates say they wouldn’t work for a company with a bad reputation, even for a pay increase.
In fact, not only will a strong employer brand secure you the best candidates you can get, but it might save you money over time. On the one hand, you’re less likely to have a revolving door of people, so you’ll spare yourself from costly turnover. Though you want your offer to be fair and competitive, studies show that most job seekers would choose a positive brand over a mediocre company brand and a great salary – so your brand can also net you those high-quality employees for less.
How to Implement the Most Successful Employer Branding Strategy
1) Understand Your Business’s Value Proposition to Employees
Take a step back and get to know your business. What does your company sell? How does it sell it? What value do you provide?
Similarly, what does your company offer candidates that a similar company would not. Do you have a Summer Friday policy? A robust parental leave package? An amazing culture that inspires retention? When it comes to branding, remember: It’s not bragging if it’s true. Let your culture, benefits, and people really shine.
2) Establish Your Target Candidate and Take Action
In a perfect world, who are you trying to reach? What do they look for? Why would they want to work for a company like yours; conversely, what kind of company would they avoid?
Take some time to establish what you want and don’t want in a candidate for your open roles. Do you have any non-negotiables that would sway you both toward and away from a candidate? Then, list those and share them with peers or leaders to gain buy-in so everyone is on board with the ideal candidate. In addition, try listing some core values and mission statements so you can attract applicants that share your vision.
3) Audit Your Current Hiring Process
Your ideal candidate is likely to hear about many job postings since they’re hotly pursued by recruiters. Just like you want to stand out to them, make sure they demonstrate enough interest to remember what’s important to you: Go beyond the “Why are you interested in this job?” question. We recommend adding some thought leadership pieces that aren’t included in your descriptions or job postings and asking what they found interesting in assessments or interviews.
The topgrading interview is another powerful tool. It gives the applicant the chance to tell their career story, how they ended up where they are today and where they plan to go.
By digging way back into an applicant’s history (“Tell me what you were like in high school”), you can absorb more information that will help you make a hiring decision – from personality to work style to even who on your team they might experience friction with. Topgrading interviews help you learn more than what they might look like on paper.
4) Make Sure Your Employer Brand Is Also Your Employee’s Brand
How many times have you heard someone say that they were searching for a job with your company because their current workplace didn’t live up to how it was advertised in the interview? Part of employer branding is an ongoing commitment to avoid that happening with someone you hired just months ago. Keep up your end of the deal by embodying the brand you presented early on – and your employer branding strategy will drive not only your hiring efforts but your retention efforts, as well.
Looking to Attract More Candidates?
ITAC Solutions can help you enrich your employer branding strategy and bring in top candidates for your open roles. With a variety of services to choose from, we can ensure your company is getting the best talent for your needs. Contact our team today to get started.