\r\nOur own careers page is here<\/a> - judge for yourself whether you feel it would work for candidates or not.<\/li>\r\n\t
All of these things, combined, directly influence how potential candidates perceive your company.<\/p>\r\n
And with so many companies out there for candidates to choose from, and applications coming in at the click of a button\/tap of a screen, your employer branding could have a big say in whether a candidate chooses you or not.<\/p>\r\n
In short, a strong employer brand will lead you to recruitment success.<\/p>\r\n
It\u2019ll help you to attract top talent, retain employees for longer, result in a positive candidate experience, and it\u2019ll enhance your reputation in the marketplace.<\/p>\r\n
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It will also do one crucial thing, which we mentioned in our post on the importance of recruiting metrics<\/a>, which is reduce the time-to-hire.<\/p>\r\n Read on, as we\u2019re now going to discuss the fundamentals of employer branding (including how it differs from corporate branding), the importance of building an effective employer branding strategy, and how to measure the success of your employer brand.<\/p>\r\n When it comes to the fundamentals of employer branding, and what makes a strong employer brand, we\u2019ve kind of covered them in the intro, but we\u2019ll now look to expand on them.<\/p>\r\n So, the core components of employer branding include:<\/p>\r\n Corporate branding<\/strong> is broader in its scope. It looks to build a positive perception of your company as a whole, creating a good reputation among consumers\/clients, investors, and stakeholders. Employer branding<\/strong>, on the other hand, is specifically focused on creating a positive image of your company as an employer. It involves showcasing the company's culture, values, benefits, and work environment, to attract and retain top talent. It\u2019s about gaining a good reputation among both current and former employees, and candidates who go through the application process. Here are just some of the ways it can help you attract and keep the right candidates:<\/p>\r\n It\u2019s also worth mentioning that having a strong employer brand can result in companies having a larger talent pool of applicants to choose from when they recruit for positions. Without a shadow of a doubt, employer branding plays a crucial role in shaping candidates' perceptions throughout the recruitment process. A strong employer brand can leave a positive and lasting impression, influencing candidates' decisions about whether to apply for a job and ultimately accept an offer.<\/p>\r\n Here are just a few of the ways in which employer branding can affect candidates perceptions of a company throughout the recruitment process:<\/p>\r\n Initial attraction:<\/strong> A strong employer brand can attract top talent to a company even before they apply for a job. Candidates are more likely to be interested in working for a company with a positive reputation, a strong online presence, and good reviews by former employees.<\/p>\r\n Job application:<\/strong> Candidates are more likely to complete and submit job applications to companies with a strong employer brand. This includes the application process itself, how easy or difficult it is, and whether the candidate experience has been taken into account.<\/p>\r\n Interview process:<\/strong> Candidates are more likely to be excited about the interview process and the opportunity to work for a company with a strong employer brand. They\u2019ll naturally be more interested and have more questions to ask. Also consider\u00a0 \u2013 how fair is your interview process in terms of the time commitment required of candidates?<\/p>\r\n Job offer:<\/strong> This one is simple\u2026candidates are more likely to accept job offers from companies with a strong employer brand, even if they have other options.<\/p>\r\n Post-hire experience:<\/strong> A strong employer brand can set expectations for new hires, and if the company delivers on those expectations, it can lead to increased satisfaction and loyalty. This, in turn, leads to a lower turnover rate and reduced recruitment costs in the long run.<\/p>\r\n All of the above is good to know, but it\u2019s of no use if, as part of your employer brand strategy, you don\u2019t maintain brand consistency across all touchpoints in the user journey. Following the above tips should ensure that you have a relevant and consistent employer brand which helps you to attract and retain the right people.<\/p>\r\n As we\u2019ve already established, a strong employer brand is essential for bringing in top talent and creating a positive company culture, but just how do you develop a strong branding strategy?<\/p>\r\n Here are the steps you should look to take in developing your brand strategy:<\/p>\r\n Assess the situation:<\/strong><\/p>\r\n What\u2019s your Employer Value Proposition (EVP)?<\/strong><\/p>\r\n Who\u2019s your target audience?<\/strong><\/p>\r\n Develop your employer brand messaging:<\/strong><\/p>\r\n Create a strong online presence:<\/strong><\/p>\r\n \u00a0Develop a consistent employee experience:<\/strong><\/p>\r\n Measure success:<\/strong><\/p>\r\n By following these steps \u2013 possibly looking to bring in a specific employer branding agency or consultancy along the way \u2013 you can build a strong, healthy, and effective employer brand.<\/p>\r\n When it comes to recommending your company to potential candidates, current employees are often the most credible and effective brand ambassadors. To turn your employees into brand advocates and not just staff, you could start by creating a supportive environment<\/strong>, where they feel valued, respected, and an integral part of the team \u2013 earning regular praise and recognition for their efforts. You could also empower your employees<\/strong>, by giving them a strong voice \u2013 encourage them to share their ideas and feedback on a regular basis. Finally, it also helps if you\u2019re seen to actively listen to employees<\/strong>, act on things, and make positive changes. If you\u2019re going to put the work in to enhance your employer brand, then you need to know that it\u2019s worth the effort, by measuring its effectiveness, using few KPIs.<\/p>\r\n KPIs to consider include:<\/p>\r\nThe fundamentals of employer branding<\/h2>\r\n
1. Company culture<\/h3>\r\n
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2. Employee Value Proposition (EVP)<\/h3>\r\n
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3. Online presence<\/h3>\r\n
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4. Employer branding messaging<\/h3>\r\n
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5. Employee advocacy<\/h3>\r\n
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\r\nWhile considering these, it\u2019s important to make the distinction between employer branding and corporate branding.
\r\nWhile there is a link, they\u2019re two distinctly separate things.<\/p>\r\n
\r\nIt involves building a strong brand identity, developing brand messaging, and managing the way in which the company presents itself publicly. It\u2019s about key messages, tone of voice, logo, colour palette, the way people answer the phones, and so on.<\/p>\r\n
\r\nIt\u2019s something beyond colour palettes and logos, but tone of voice (in job descriptions, on careers pages, in emails during the hiring process) and key messages play a part.
\r\nEmployer branding is solely aimed at potential and current employees, not customers\/clients or investors.<\/p>\r\nHow employer branding influences recruitment<\/h2>\r\n
\r\nThere\u2019s no denying it, having a strong employer brand can help you to attract the very best talent out there, when it comes to recruiting.<\/p>\r\n\r\n\t
\r\nThis is especially the case if their performance is regularly reviewed<\/a> and they receive praise or recognition.<\/li>\r\n\t
\r\nAnd it helps to keep existing staff on board too \u2013 employees who are happy with their employer are less likely to leave the company, reducing turnover and the costs associated with it.<\/p>\r\nThe role of employer branding in the candidate experience<\/h2>\r\n
\r\nTo maintain that consistency, you\u2019ll need to do some, if not all, of the following:<\/p>\r\n\r\n\t
Building an effective employer brand strategy<\/h2>\r\n
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How employee advocacy helps with employer branding<\/h2>\r\n
\r\nThose candidates are far more likely to trust an existing employee of a company, than just a job advert posted online
\r\nThis is important as it can dramatically reduce your cost-to-hire and time-to-hire metrics.<\/p>\r\n
\r\nYou could also promote open communication between employees and management, so that those employees feel heard.
\r\nAnd you could offer career development programmes, mentorship programmes, and other opportunities for career advancement.<\/p>\r\n
\r\nAlongside this, you could give them greater autonomy and decision-making power, without the need to consult management about every little thing.
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\r\nOn top of this, you could actively encourage employee advocacy<\/strong>, by getting them to willingly share their achievements and success stories on company channels \u2013 perhaps on your website careers page or your YouTube channel.
\r\nYou could even offer incentives or rewards for them to do so, although in an ideal world you shouldn\u2019t have to.
\r\nAnd, of course, you could ask that they recommend your company to friends and family, provided they have the skills you\u2019re looking for.<\/p>\r\n
\r\nRegularly gather feedback from them, to understand their needs and concerns, then, if you need to, take action to address any issues that may be affecting employee satisfaction or engagement.<\/p>\r\nMeasuring the success of your employer brand<\/h2>\r\n
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How online careers pages can assist employer branding efforts<\/h2>\r\n
\r\nYour own online careers page can help in terms of your employer branding strategy, showing what your company is like and why a candidate should choose you.
\r\nThen there are the sites on which you choose to post your jobs, which also say something about your employer brand.
\r\nIf you choose to post temp or temp-perm roles with Indeed Flex<\/a>, on our app-based platform, you\u2019re partnering with a brand known to offer candidates instant access to jobs, the freedom to choose when and where they work, and the choice of a wide variety of roles to suit their needs.
\r\nYou\u2019re also partnering with a brand backed by the world\u2019s number one jobs board: Indeed.<\/p>\r\n