The critical role of Employer Branding in the modern workforce

By: Celeste Sirin Employer Branding Specialist and CEO of Employer Branding Africa

Historically, people have often gauged what a company is like as a place to work based on its recognisable and most loved product or service brands. Many people don’t realise there's a difference between how companies market and sell their products versus how they promote themselves as a workplace. In today's job market, job seekers and employees have become increasingly consumer-centric.

The old ways of recruitment are dead – adopt employer brand marketing if you want to attract and retain the best people.

They're not just seeking products or services to purchase, but also information about a company's culture, values, and employee experience. When this information is hard to find, candidates struggle to understand the EVP (Employer Value Proposition), the workplace culture, the type of people that work there, and what they can expect if they join the company. If employers are unrecognisable or haven't effectively informed, communicated, and shaped their employer brand in the talent marketplace, they will lose top talent to their competitors.

What is Employer Branding

Employer branding is the process of positioning a company as a reputable employer of choice. It’s about creating a recognizable, engaging, and authentic image that appeals to current and potential employees. In essence, it involves communicating the company’s purpose, values, culture, and EVP (Employer Value Proposition) to the workforce and the wider market.

Why is Employer Branding Important

A strong employer brand offers many advantages:

• Talent Attraction: Just as consumers look for familiar brands before making a purchase, job seekers are becoming increasingly selective when choosing their future employer. (75% of job seekers research a company's reputation and employer brand before applying for a job)
• Talent Retention: Employees are more likely to stay with a company if they feel aligned with its values and culture. A strong employer brand reinforces this alignment, leading to higher employee satisfaction and retention rates. (Companies actively investing in employer branding can reduce turnover by up to 28%).
• Competitive Advantage: In a competitive job market, a compelling, and relevant employer brand provides a unique edge over other organisations competing for the same high demand talent pool.(82% of enterprises believe employer branding significantly enhances their ability to hire great talent.)
• Enhanced Employee Engagement: When employees are proud of where they work, have a sense of purpose and belonging and resonate with the company's culture, it leads to higher engagement, productivity, and loyalty. (92% of executives agree that high employee engagement leads to happier customers, resulting in increased customer loyalty and positive word-of-mouth)
• Authenticity and Consistency: An authentic employer brand means delivering on promises. When the candidate experience matches the EVP, it fosters trust and loyalty among new hires and existing employees. ( 88% of millennials choose employers based on strong EVPs that align with their values. Companies with well-communicated EVPs experience a 26% boost in the quality of hires, and 76% of employees are more likely to stay with their employer because of a strong EVP)

Bringing Employer Branding to Life

Delivering a compelling employer brand and EVP involves weaving people, processes, and systems together through:

• Clear Communication: Ensure consistent messaging across all channels, from the careers page to social media and job advertisements.
• Employee Advocacy: Leverage the trusted voice of genuine employee stories that reflect your company's culture and values.
• Effective Engagement: Foster meaningful interactions and provide a memorable candidate and employee experience.

While South Africa and Africa are less mature markets in recognising and adopting these progressive, value-added recruitment best practices, future-fit companies and leaders who embrace innovative employer brand marketing strategies are successfully future-proofing themselves in securing, engaging, and retaining the best talent.

INNOVATE TO ELEVATE

The old ways of recruitment are dead – adopt employer brand marketing if you want to attract and retain the best people.

Join me in Umhlanga on May 21st as I will be unpacking this topic. Visit IPM Events for more information and to secure your seat.