5 Best Practices for Building a Strong Employer Brand

Imagine walking into a workplace that feels like a second home, where the company's values resonate deeply with your own and your contributions are genuinely recognised and rewarded. This isn't a utopian dream—it's the power of a strong employer brand. Building an employer brand isn't just about looking good on the surface; it's about creating an authentic, engaging culture that speaks volumes inside and outside the organisation. Let's dive into the five best practices for building a strong employer brand that will help you attract and retain top talent.

What Your Candidates Are Actually Doing.

Before we start, it’s important to understand that candidates are researching you and your company and that this could have a big impact on your hiring efforts.

• Application Likelihood: A significant 94% of candidates are more likely to apply for a job if a company actively manages its employer brand. This highlights the critical role of proactive employer branding in attracting potential candidates (SeasonalRecruit ).
• Candidate Consideration: In 2023, 82% of candidates considered employer brand and reputation before applying for a job. This marks a 7% increase from 2018, indicating a growing importance placed on employer branding by job seekers(SeasonalRecruit ).
• Research and Ratings: About 86% of employees and job seekers are likely to research company reviews and ratings when deciding where to apply for a job. This trend underscores the importance of maintaining a positive online reputation through platforms like Glassdoor and LinkedIn (SeasonalRecruit ).
• Diversity and Inclusion: Approximately 70% of job seekers consider diversity a significant factor when evaluating potential employers. This statistic emphasizes the necessity for companies to incorporate strong DEIB (Diversity, Equity, Inclusion, and Belonging) initiatives into their employer branding strategies to attract diverse talent (SeasonalRecruit ).
• Impact on Hiring Costs: Companies that actively invest in their employer brand see a 28% reduction in employee turnover and a 50% decrease in cost-per-hire. This financial benefit illustrates the tangible returns on investing in a robust employer brand strategy (Ongig Blog ) (teamecho ).

How to Build a Strong Employer Brand

1. Understand Why Employer Branding Matters

An employer brand is not just a marketing tool; it's the essence of what an organisation stands for, both internally and externally. It's the public persona projected to the market and the internal culture experienced by employees. A robust employer brand seamlessly links these two aspects, demonstrating authenticity and consistency.

The cornerstone of this strategy is the "employee value proposition" (EVP), which encapsulates everything an organisation offers its employees—current and potential. This proposition impacts how employees perceive their work environment and the value they derive from their investment of time and effort. A robust and interconnected culture and brand can bring significant benefits such as higher revenue and reduced turnover. Studies consistently show that organisations with a well-defined and authentic employer brand outperform their competitors in these areas.

2. Build Your Employer Brand on Authenticity and Purpose

Authenticity is the foundation of a compelling employer brand. It's about breaking down barriers between the corporate image and employees' lived experiences. This means showcasing the unique aspects of your organisation and fostering genuine connections with employees and customers.

People crave authenticity and transparency. They want to know that the organisation's public persona aligns with the actual employee experience. With the abundance of online information, potential employees can easily find reviews and anecdotes from current or past employees. Ensuring these stories reflect a positive and authentic culture is crucial for building trust and credibility.

3. Activate Your Employer Brand

Activating your employer brand involves creating a clear mission, vision, and set of values that guide all organisational activities. Engaging employees in this process is essential. Ask them what they value most, what they love about their work, and what improvements they'd like to see. This feedback helps shape a brand that truly represents the workforce's desires and needs.

For instance, at UKG, a twice-annual employee survey provides invaluable insights into the employee experience. Every comment is reviewed, and subsequent changes are implemented based on this feedback. This commitment to listening and adapting underscores the organisation's dedication to being a people-first brand.

4. Bring Your Employer Brand to Life Throughout the Employee Journey

The employee value proposition should be evident at every stage of an employee's journey, from recruitment to onboarding and exit. Every interaction is an opportunity to reinforce the brand's values and culture.

The saying "people don't leave companies, they leave managers" highlights the importance of effective leadership in maintaining a strong employer brand. Good managers exemplify the organisation's mission and values, supporting employees through professional and personal challenges. At UKG, managers are trained to prioritise employee needs, fostering a supportive and empathetic work environment that aligns with the company's people-first ethos.

5. Collaborate with Your Business Partners: HR and Marketing

A strong employer brand requires the collaboration of HR and marketing. HR focuses on the internal culture and employee experience while marketing crafts the external narrative. They create a cohesive and compelling employer brand consistent across all touchpoints.

Aligning HR and marketing efforts ensures that the brand is visible and attractive to current and potential employees. This synergy is crucial as the lines between employer and organisational brands blur. Viewing talent strategy through the lens of both HR and marketing helps create a unified and appealing brand that resonates with all stakeholders.

What Should You Do Next?

Building a strong employer brand is an ongoing process that requires continuous effort and adaptation. Follow these 10 steps to ensure that you are on the right path.

1. Assess Current Employer Brand

Conduct an internal audit to understand the current perception of your employer brand. Gather feedback from employees through surveys, interviews, and focus groups to identify strengths and areas for improvement.

2. Develop a Clear Employee Value Proposition (EVP)

Define your EVP to encapsulate the unique benefits and value your organization offers employees. Ensure it reflects your company's culture, values, and mission.

3. Engage Leadership and Stakeholders

Involve senior leadership in employer branding initiatives. Leaders should be visible and active in promoting the company’s values and culture through various channels, including social media, public appearances, and internal communications.

4. Create Authentic and Consistent Messaging

Develop clear, authentic messaging that aligns with your EVP and resonates with both current employees and potential candidates. Ensure consistency across all platforms and communications.

5. Enhance Online Presence and Reputation

Improve your company’s presence on social media and employer review sites like Glassdoor and LinkedIn. Respond to reviews, share employee stories, and actively engage with followers to build a positive online reputation.

6. Foster Employee Advocacy

Encourage employees to share their experiences and advocate for the company on social media. Provide them with the tools and support they need to become effective brand ambassadors.

7. Integrate Employer Brand Throughout the Employee Lifecycle

Ensure that your employer brand is reflected in every stage of the employee journey, from recruitment and onboarding to career development and exit interviews. Consistency is key to reinforcing your brand values and culture.

8. Invest in Employee Well-being and Development

Prioritize initiatives that support employee well-being, mental health, and professional growth. Offer flexible working arrangements, continuous learning opportunities, and comprehensive benefits to demonstrate your commitment to employee satisfaction.

9. Leverage Technology and Data Analytics

Use AI and data analytics to enhance your employer branding efforts. Analyse feedback, track key metrics, and optimize your strategies based on data-driven insights.

10. Monitor and Adapt Your Employer Brand Strategy

Continuously monitor the effectiveness of your employer brand initiatives. Collect feedback, measure outcomes, and make necessary adjustments to ensure your strategy remains relevant and effective in attracting and retaining top talent.

Encourage Engagement

Please share this article with your colleagues and network if you found it helpful. Your insights and experiences are valuable—leave a comment below to join the conversation. Connect with others passionate about employer branding and share your journey towards building a robust and authentic brand.

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