How to Get Employer Branding Right

In an era we are today marked by rapid technological advancement and shifting workforce dynamics, the cornerstone of organisational success remains unchanged: people. As the business landscape evolves, so must our talent management approach. More is needed to attract and retain employees; we must cultivate a workforce that is engaged, inspired, and aligned with the company's vision. This requires a strategic focus on employer branding.

What is Employer Branding?

Employer branding promotes a company as the employer of choice to a desired target group that a company needs and wants to attract, recruit, and retain. It encompasses the company's values, culture, and work environment, shaping the perceptions of current and potential employees.

Employer branding is about creating a buzz for your company that makes people go, "Wow, I want to be part of that!"

Why Should You Care About 'Employer Branding'?

The talent market is fiercely competitive, and attracting and retaining top talent is no longer just a preference; it's imperative for the business. A staggering 75% of job seekers (Glassdoor, 2023) research a company’s culture before applying, underscoring the critical role of employer branding. A strong employer brand is like an irresistible magnet that pulls in the right people and keeps them around.

Employer branding is not about vanity or self-promotion. It is a strategic investment in your company's future. By crafting a compelling employer brand, you build a strong reputation and drive business growth, innovation, and customer satisfaction. A strong employer brand can reduce turnover costs by up to 28% (LinkedIn, 2022).

This means employer branding is not about vanity or self-promotion. It is a strategic investment in your company's future. By crafting a compelling employer brand, you build a strong reputation and drive business growth, innovation, and customer satisfaction.

How can you get your Employer Branding Right?

Here are some secret sauces to make your company the next employer of choice:

Know Your Worth: Define Your Employee Value Proposition (EVP)

The underlying questions you will need to ask yourself here are: What sets you apart? What makes people choose your company over the rest? That's your Employer Value Proposition, or EVP. Drafting a job description is not only about the paycheck; it's about the whole package: the work, the culture, and the growth opportunities. Figure out what makes you unique and shout it from the rooftops.

Here are some tips:

1. Identify the unique perks, opportunities, and culture that sets your company apart.
2. Align with your mission: Your EVP should reflect your company's purpose and values.
3. Tailor to your target audience: Understand the needs and aspirations of the talent you want to attract.

Leverage Employee Advocacy:

Your employees are your most authentic brand ambassadors. By investing in their growth and empowering them to share their experiences, you can amplify your brand message. Create a culture of pride, provide the right tools and support, and reward advocacy to strengthen employee engagement and attract top talent. Engaged employees are powerful advocates who can build stronger customer relationships.

Offer Learning and Development Opportunities:

Empower your team to reach their full potential by offering a range of learning and development opportunities. Provide access to in-person and online training covering technical skills, leadership, and industry best practices—Foster knowledge sharing through mentorship and coaching programs. Create practical learning experiences through job rotations, projects, and on-the-job training.

Consider partnering with platforms like Jobberman for specialised training programs that align with your organisational goals. Jobberman offers various soft skills and technical training programs, including communication, leadership, and management development. By leveraging Jobberman's expertise, you can access pre-built training modules and experienced trainers, saving time and resources while enhancing your employees' skills. Explore Jobberman's corporate training solutions today.?

Conduct an Employer Brand Audit

Take a good look at your company. What do people say about working here? What's your reputation with not just job seekers but employees? This self-assessment is the first step to improving your employer brand.

Conducting an employer brand audit involves a comprehensive evaluation of your company's online and offline image as an employer. This includes assessing internal perceptions through employee surveys and exit interviews, analysing external factors like online reviews and social media mentions, and comparing your brand to competitors. By examining your company's values, employee experiences, and external reputation, you can identify strengths, weaknesses, and opportunities to enhance your employer brand.

Tell Your Company's Story

People love stories. It's how we connect and relate. Your company's story is no different. It's about more than just what you do; it's about why you do it. Share your journey from the humble beginnings to the present day. Highlight the challenges you've overcome, the milestones you've achieved, and the impact you've made.

Let your company's values shine through. What do you stand for? How do you treat your customers, employees, and the community? These are the core elements of your brand story.

By sharing your company's story authentically and engagingly, you'll create a deeper connection with your audience and inspire potential employees to join your mission.

An example is one of the recent videos posted by UBA when they clocked 75 years in the banking industry.

Examples of African Companies with Strong Employer Branding

Jobberman Nigeria: Jobberman Nigeria stands out as a prime example of a company that has successfully built a strong employer brand. As one of the sister brands of The African Talent Company, it is a leading recruitment platform in Nigeria; Jobberman has effectively positioned itself as an employer of choice through its employee-centric initiatives. The company's "Inside Jobberman" campaign has been instrumental in showcasing its vibrant culture, values, and employee experiences. This authentic storytelling approach has not only attracted top talent but also solidified Jobberman's reputation as an industry leader.

Benedict Oghenede, Jobberman Nigeria’s Campaigns Manager, shared that the "Inside Jobberman" campaign was a key factor in his decision to join the company. The compelling portrayal of the company's culture and employee satisfaction created a strong desire to be part of the Jobberman team.

That’s not all; Jobberman Nigeria also empowers companies to showcase their employer value propositions effectively on their website. This focus on recruitment solutions positions them as a strategic partner for organisations seeking to attract and retain top talent.

Others are:

Interswitch: Interswitch is a leading integrated payments and digital commerce company. In 2023, LinkedIn recognised Interswitch as the Best Employer Brand in Sub-Saharan Africa in their Talent Awards. ?This award was given based on its efforts to lead the future of work through innovation, creating inclusive workplaces, building strong employer brands, and actively engaging talent communities on platforms like LinkedIn. Interswitch is also known for its focus on innovation, employee development, and strong company culture. This is also shown in one of the posts made by Glassdoor on their website:

Safaricom: A Kenyan telecommunications giant, Safaricom has consistently been recognised for its leadership, management, and corporate social responsibility. Safaricom was known to have been awarded as of January 2024 as the Top employer in Kenya and Africa by The Top Employers Institute (TEI) due to their HR policies and people practices.? It has also been frequently highlighted on its own websites and press releases on its commitment to employees, especially their feedback and surveys, and has been recognised as a Top Employer in Africa.

MTN Group: As one of Africa's largest mobile network operators, MTN has invested heavily in its employer brand. A specific example is the People and Culture session on its website. MTN Group was also recognised in 2021 as the leading African company on the Forbes World's Best Employers 2021 list. This recognition highlights the company's strong employer brand and its commitment to its employees.

Coca-Cola: Another global giant with a solid African footprint, Coca-Cola's annual reports and sustainability reports often contain detailed information about the company's investments in people and communities. Their Commitment to employers branding can also be found in the “Life at Coca-Cola” Session.

We can help you create a Strong Employer Brand.

Building a powerful employer brand is essential for attracting and retaining top talent in today's competitive market. At The African Talent Company (TATC), we understand the unique challenges African businesses face in building their employer brands.

As a collective of pan-African businesses, TATC is uniquely positioned to address these challenges. Our deep understanding of the African market enables us to provide tailored solutions that resonate with employers and employees.

Our platform provides powerful tools for enhancing employer branding. Dedicated employer pages allow businesses to showcase their unique culture, values, and career opportunities directly to potential employees. This fosters stronger connections and attracts top talent.

Consider our sister company, Brighter Monday Kenya's recent work with NCBA:

LinkedIn Optimization: We are enhancing NCBA's LinkedIn presence by focusing on its HR and Culture Group.

Talent Attraction: We are working on concurrent candidate attraction for both entry and senior levels.

Content Creation: We are currently crafting compelling articles and skits to highlight NCBA's employee value proposition.

Digital Distribution: We are also leveraging digital media newspapers to amplify NCBA's brand story.

Platform Integration: NCBA's landing page will serve as their long-term presence on the BrighterMonday platform.

Partner with TATC and unlock the full potential of your employer brand. Let's build a future where African businesses thrive through exceptional talent.

Learn more about our solutions.