Developing a Strong Employer Brand: The Magnet for Top Talent

With the level of competition in the talent market these days, a strong employer brand can be the tipping point in your favor. Think of your employer brand as your company's reputation as a workplace. It encompasses everything from your company culture and values to your employee benefits and career development opportunities. A strong employer brand doesn’t just tell but shows potential candidates what it's like to work at your company, and more importantly, why they should want to be a part of it.

A strong and well perceived employer brand is the key to:

• Attracting candidates who resonate with your company's values and mission (which translates to a better fit, leading to increased employee engagement and reduced turnover).
• Standing out amongst your peers as a top workplace. It makes your company unique and positions you as an employer of choice.
• Helping to reduce your recruitment costs and time spent filling open positions. Talented candidates are more likely to apply and go through the interview process when they believe your company offers a desirable work environment.
• Inspiring employee advocacy & brand ambassadors. When you prioritize employee well-being and create a positive work culture, your staff is more likely to recommend your company to others, organically attracting top talent through referrals.

Building a strong employer brand isn’t as simple as flaunting your benefits or showing off your new office or remote work stipend. It’s an ongoing process, and often one that companies should invest more of their time and resources, as it’s a proven investment in the long run.

Here are some aspects of employer branding that we feel companies tend to overlook, but could be a huge difference-maker in your recruitment efforts:

1.?Be transparent, honest & real.

We all know by now that job seekers today aren’t necessarily wowed by ping pong tables and free lunches (though they may be some nice perks). Focus on showcasing the real work environment, the challenges and rewards, and a realistic picture of the day-to-day. And don’t shy away from addressing past issues or areas for improvement. ?Acknowledge them and showcase your efforts to create a better work environment.

2. Highlight the employee experience throughout the candidate journey.

The employer brand experience shouldn’t end at the offer letter. A smooth and positive application process, efficient communication, and a well-structured onboarding program contribute significantly to a candidate’s perception of the company. Encourage current employees to share their positive experiences on platforms like Glassdoor or LinkedIn. Authentic employee voices hold SO much weight with potential candidates.

3. Showcase your commitment to social responsibility.

Today’s workforce, particularly younger generations, value working for a company with a strong social purpose. Highlight your company’s commitment to sustainability, community involvement, or social causes that resonate with your target talent pool. Showcase your dedication to creating a diverse & inclusive workplace. Feature stories of employees from different backgrounds and highlight initiatives promoting equal opportunity.

4. Leverage employee advocacy.

Empower your employees to be brand ambassadors. Encourage them to share their (hopefully) positive experiences on social media platforms. Work with marketing to develop internal content creation programs where employees can share their work and company culture. Recognize and reward employees who actively contribute to – this incentivizes continued engagement and reinforces the importance of your employer branding to the employees themselves.

Investing in your employer brand means you're investing in the future of your company. A strong employer brand attracts top talent, fosters a positive work environment, and ultimately fuels your company's success. By focusing on these often-overlooked aspects, your TA team can build a more comprehensive and authentic employer brand that resonates with top talent in today's competitive market.

Written by Carly Hines , Director, Brand & Marketing