Six tips to improve your employer brand

The so-called ‘Great Resignation’ has impacted the global job market at a rate we have not seen since 2009. In America, in November 2021 alone, the labour market witnessed?4.5 million Americans?leave their jobs, whilst in the UK almost a quarter of?workers are reportedly seeking a career change. People are searching for new opportunities as they seek more purpose, benefits, flexibility, and progression in their lives.

Pre-pandemic, dating back to the 1960s, employer branding is something businesses have adopted to attract and retain talent. A?LinkedIn study?reported that 75% of candidates consider an employer’s brand a key factor in their decision to apply for roles. Therefore, now more than ever, building a strong employer brand is essential to ensuring the long-term future of your business.?

In a recent article for?Amoria Bond, I shared six ways you can improve your employer brand below and progress your business today.

1.?Be Authentic & Transparent

First and foremost is my golden rule - be honest and authentic. Disingenuous brands are always caught out. It may sound obvious, but it is ESSENTIAL to ensure your brand aligns 100% with the reality of your company culture, working environment and employer value proposition. So for a sustainable, credible employer brand, avoid BS at all cost! A transparent approach will do wonders for your employer brand.. even if that means admitting the stuff you're working on. It's always better to be honest and share the steps you're taking to improve, rather than pretending to be something you're not. New hires will quickly know the truth after all!?

Reviews and surveys are a great way of emphasizing this transparency and proving your authenticity to candidates and potential clients. In addition, hold yourself accountable for committing to your core values, vision, and culture.?

2. Cultivate a Company Culture

Your people to be your greatest asset - yes it's a cliche but it's also true. They are the ones who make or break the success of your business. So, when improving your employer brand, you need to give your current and future employees a sense of fulfillment and belonging. There is no better way to do this than by maintaining a great working culture.??

If you haven't done so already, establishing a benefits and rewards system such as remote working flexibility or financial rewards is a great start. Additionally, it also helps to set out a clear career progression plan. This will give your talent an incentive to stay loyal to your brand and is a great way to attract people to your business as it clearly outlines how your people can develop within the organisation.?

At Amoria Bond, our award-winning?training and development program?has given people a reason to believe in our brand and themselves. We have helped progress the lives of many of our people through?the culture we have built, with more than 58 employees achieving promotions in the last 12 months.?

Diversity and inclusion?are crucial aspects of attracting candidates to brands and should spearhead your business going forward, but you must be genuine with this approach. At Amoria Bond, we believe everyone deserves an equal opportunity, and ultimately D&I is at the heart of our overarching purpose.

3. Know Your Employer Brand?

The first step to knowing your employer brand is to define your message - a tone of voice that truly speaks for your brand is crucial. You have to ensure this voice is consistent throughout your messaging and content to set your targeted talent and candidate's personas expectations.?

Now more than ever, people take a great interest in who they work for and how their employer is affecting the world. People today want purpose and a reason to believe in the company they work for. You should establish or rethink your core values and overall mission to support this. Give people a reason to believe in your vision to attract and retain your talent.?

Throughout our messaging at Amoria Bond, we emphasise our purpose of progressing the lives of our candidates, clients and colleagues. We also pride ourselves on?our CSR commitments, which is why our employer brand has been so successful.

4. Connect Through Content?

Content is a critical element of a great employer branding strategy and should be a real focus of your business as you advance.?52% of candidates?turn to the information on a company's website and social channels to learn more about the employer brand. Your content will speak volumes, be it social or through your website, perhaps via your internal career page.?

Engage your team and potential candidates by sharing your stories with your audience. These could be talent spotlights that champion your employee's advocacy or case studies to highlight your people's great work.?

Furthermore, add depth to your content by incorporating multimedia elements, like video, photography and podcasts. For example, we've had a great response to our?Progressing Lives Everywhere Podcast, an example of how content can grow an employer brand and build a loyal audience.?

As with any content, ensure it matches your brand's tone of voice, and don't be afraid of including a human touch through personal storytelling and testimonials.?

To read on and discover my last three top tips on how to improve your employer brand head to the full article here or just DM me and I'll be happy to have a chat about how we can help you enhance your employer brand to attract and retain the very best talent you need.?

Amoria Bond - Progressing Lives verywhere?

Published by Natasha Crump