FRESHP E R S P E C T I V E

W H Y E M P L O Y E R B R A N D I N G I S I M P O R T A N T

The term Employer Branding is one that is used a heck of a lot in recruitment. It’s thrown around left right and centre and I’m not sure if everyone really understands what it means or how important it actually is.

So what is Employer Branding? It’s really quite simple….

Companies are well versed in raising the profile of their brand as an organisation and selling to their customers but many often forget they need to do the same with their brand as an employer and sell the benefits of their company to their target candidates.

A quick stat for you… circa 72% of recruiting leaders around the world agree that employer brand has a significant impact on hiring and business success.

But the million-dollar question is WHY is employer branding so important?

We have put together a lovely list of the most important reasons why you should develop an enigmatic employer brand...

W H Y E M P L O Y E R B R A N D I N G I S I M P O R T A N T

It’s Not Just About Money...

Be Human

Looking Through The Keyhole

Don’t Let Them Fly The Nest

Work It Baby

Don’t Break Your Heart

Good News Travels Fast...

Conclusion

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C O N T E N T S

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If you sometimes find that you lose out on talent to companies offering higher salaries then creating an amazing employer brand could be your saving grace. These days candidates aren’t only interested in money, in fact it comes pretty far down their list after culture, flexibility and feeling valued.

When seeking a new position a positive reputation as an employer is extremely important to candidates and therefore will help give you the edge in a competitive market.

Sharing your values, personality, company culture, benefits and perks such as flexibility and the social side to your business are extremely important and must be communicated within your job adverts, on your careers site and social media.

1 ) I T ’ S N O T J U S T A B O U T T H E M O N E Y

There will be a beating heart to your company. It’s so much more than buildings and corporate websites. It’s important to talk to your target candidates in language they understand and in the tone of your company’s voice.

Don’t just bamboozle them with jargon, statistics and achievements as that’s not necessarily what their interested in. Instead share employee testimonials and experience, your culture and the things that will resonate with them and make them really want to work with you.

Use your careers page and social media accounts to showcase photos and videos of your team as this will allow potential employees to visualise themselves within your walls.

2 ) B E H U M A N

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Heard of Tripadvisor? Well there’s a version for your business and it’s called Glassdoor, which means that past, current and potential employees can review your company anonymously….That’s the scary part over, breathe and count to ten.

Aside from that it’s also a very useful tool for employers as you can take control of your page (if there is one), or create one. On your page you can post your jobs, details of your benefits packages, any awards you’ve won, company events and photos.

It’s a really good way for candidates to pretend they’re Lloyd Grossman and look through the keyhole of your company to see if they can picture themselves working for you.

3 ) L O O K I N G T H R O U G H T H E K E Y H O L E

A fabulous employer brand that is evident early on meaning that candidates are exposed to it at the beginning of the recruitment process means that your new hires know exactly what to expect from your company even before they start.

If this isn’t communicated properly or your employer brand isn’t a true reflection of your company then your new hires will quickly become disillusioned or confused and may even feel as though they have been lied to.

Please be open and honest at all times as it will only come back to bite you on the bum!

4 ) D O N ’ T L E T T H E M F LY T H E N E S T

A particularly positive and radiant reputation as an employer will mean that you may not have to spend as much on recruitment as and when you have individual vacancies to fill as your employer brand will act as a consistent advertising machine.

If you have a remarkable reputation, then candidates will always be on high alert for an opportunity with you.

5 ) W O R K I T B A B Y

It’s so much easier to fill vacancies if you have a well-known and positive reputation as an employer.

It’s no mean feat to track down candidates who have the right skills and experience to fill your vacancies in the first place and it’s heart-breaking to finally find them only to have them turn you down due to an undesirable employer brand.

Do not put them off wanting to work for you!

Statistics from Glassdoor suggest that 69% of candidates would not take a job with a company that had a bad reputation, even if they were unemployed. Eek.

6 ) D O N ’ T B R E A K Y O U R H E A R T

7 ) G O O D N E W S T R A V E L S F A S T . . . B A D N E W S T R A V E L S F A S T E R

We’ve all heard this saying multiple times but it’s so true.

Candidates talk. That is all you need to know. They will share their experience as candidates; their impression and opinion of your website, social media, location, offices, benefits, opportunities, the interview process and your communication with them.

An enigmatic employer brand will lead to an increase in candidate referrals; the more employees you have who speak positively about your company, the more referrals you’re likely to receive.

BUT, this also works the other way. If you have a bad reputation as an employer, word will spread quickly and candidates will most likely be put off from applying for an opportunity with you.

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C O N C L U S I O N

Employer Branding is not simply a passing trend or the new hip buzz word to hit the recruitment scene; it can directly impact your companies culture, environment and talent acquisition plan.

A strong employer brand leads to 50% more qualified applicants.

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FRESHP E R S P E C T I V E hello@fp-resourcing.co.uk | www.fp-resourcing.co.uk