How To Develop an Employer Branding Strategy

Developing an employer branding strategy is important to attract potential employees and retain current ones. It takes time and commitment to develop an effective strategy, but there are some steps you can take that will help ease the process and eventually lead your business to success.

As the labor market continues to shift, employers are looking for ways to make their company more attractive to potential employees. One way to do that is by developing a strong employer branding strategy.?

But what is an employer branding strategy? And how do companies begin to develop them?

Simply put, an employer branding strategy is a way to communicate what the company stands for, what makes it a great place to work, and what sets it apart from other companies. It is about showcasing the company's unique employment brand and making it attractive to potential employees.

This article will discuss everything companies need to know about employer branding and how to implement it into their business.?

What is Employer Branding?

Employer branding is the process by which employers market themselves to potential employees. It encompasses all the activities and communication that an employer uses to promote itself as a desirable workplace.

Employer branding aims to attract top talent to the company and retain current employees. An effective employer brand will differentiate the company from its competitors and make it more attractive to potential employees.

Steps to Developing an Employer Brand Strategy

Whether you're a startup or an established company, crafting a solid employer brand can significantly impact your ability to attract and retain top talent.

Know Your Employer Value Proposition

When developing an employer branding strategy, starting with a strong employer value proposition (EVP) is essential. The EVP is the unique combination of employee benefits , perks and culture your company offers .

Some examples of an EVP might include:

• A competitive salary and benefits package
• Flexible work hours and remote working options
• A collaborative and supportive team environment
• Opportunities for professional development and growth

Conduct an Employer Brand Audit

Before developing the employer brand strategy, taking a step back and assessing the current employer brand is essential. This will help identify areas that need improvement and ensure that the strategy aligns with the company's culture and values.

Internal Research

Internal research resources like surveys and focus groups can provide a better understanding of the current employer's brand. This data can benchmark the progress and inform the employer branding strategy.

External Research

Using external research resources like Google Analytics and social media listening tools can also give insight into how those outside of the organization perceive the employer's brand. With an outside-looking inward perspective, companies can identify potential areas of improvement that previously escaped their notice.

Revise Employer Value Proposition Based on New Research

Based on the feedback received from employees , it may be necessary to revise the EVP. This is especially true if the company has recently undergone a rebranding effort or changed its company culture.

If a company finds that its EVP no longer accurately reflects what the company has to offer, take some time to update it. Remember to keep the target audience in mind when revising the EVP, as the design should appeal to the type of talent the company wants to attract.

Determine Talent and Acquisition Challenges, Needs and Goals

Figuring out the biggest roadblocks hindering the talent and acquisition process is essential for developing an employer branding strategy. This will help identify the areas where the employer brand needs to improve and set measurable goals for the company’s strategy.

Develop Candidate Persona

When it comes to employment, branding and strategies, it is crucial to understand the target audience clearly. By clearly defining the ideal candidate, companies can more effectively target their recruiting efforts and improve the chances of making the right hire.

Tell Your Company Story on Employer Branding Channels

When it comes to employment branding, one of the most important things a company can do is tell its story . The best way to tell a company story is through employer branding channels such as the website, social media and job postings.

Company Website

A company’s website is the first place potential candidates will learn about the company, so make sure it tells an engaging and informative story. Use strong visuals and compelling copy to show visitors why this company is a great place to work.

Professional Networking Sites

Don't forget to use job postings to tell the company story via professional networking sites like LinkedIn . This is a great way to attract candidates who align with the company culture.

Social Media

Social media is another excellent way to tell the company story and connect with potential candidates . This will help reach a wider audience and give potential candidates a personal look at the company.

Develop a Strong Onboarding Process for New Hires

One of the most important things for new hires is developing a strong onboarding process. This will help them acclimate to their new role and feel like a valuable member of the team from day one.?

There are a few critical components to an effective onboarding process :

• Provide new hires with a detailed overview of the company's history, mission and values. This will help them understand the company culture and what you're striving to achieve.
• Give new hires a tour of the office and introduce them to their fellow employees. This will help them feel more comfortable in their new surroundings and begin to build relationships with their co-workers.
• Provide new hires with a detailed overview of their job duties and responsibilities. This will ensure they understand their expectations and help them hit the ground running.

Offer Top Notch Training Programs and Career Growth Opportunities

To attract and retain employees, offer top-notch training programs and career growth opportunities. This will show you're invested in their development and want them to stick around for the long haul.

Invest in Quality Diversity, Equity and Inclusion Initiatives and Leaders

Investing in quality diversity, equity and inclusion (DEI) initiatives is a great way to attract and retain a diverse workforce. This includes developing inclusive workplace culture, training on unconscious bias and investing in diverse leaders.

Create Internal Support Structures to Sustain Employer Brand Strategy

It is one thing to develop an employer brand strategy, but it is another thing entirely to sustain it. It is important to create internal support structures to sustain your employer's brand strategy, including creating an employer brand council, developing employee ambassadors or offering training on employer branding.?

Develop and Use Metrics to Measure Success

It is essential to develop and use metrics to measure success. By doing this, you'll be able to track real-time data insights into the company's employer brand and help a company make informed decisions that will drive success.

Top Takeaways

How to Develop an Employer Branding Strategy

• Understand Your Company's Employment Brand: What does the company stand for? What makes it a great place to work? What sets the company apart from other companies? Once a company understands its employment brand, it can develop a strategy to attract and retain the best talent.
• Create Quality Diversity Initiatives: By creating initiatives like employment branding, inclusion training programs and social media engagement, a company can show potential employees that they’re committed to diversity and that they would bring value to the team.
• Create a Social Media Strategy: Social media should engage potential employees, not just recruit them. Focus on creating potential content employees find exciting and informative, like employment brand stories, company culture videos and employee testimonials.
• Develop an Effective Recruitment Strategy: A company’s recruitment strategy should align with the overall employer branding strategy. It can attract the best talent to the company by developing a targeted recruitment strategy.?

(Reporting by NPD)