WHAT IS EMPLOYER BRANDING AND HOW CAN IT HELP YOU RECRUIT TALENT?

Not that long ago, employers were in a privileged position when selecting new employees – they didn’t need to work hard to attract people. However, in an increasingly competitive market that’s hindered by the skills gap, many businesses have had to think about how they are viewed as an employer in order to acquire the right candidates and avoid high recruitment costs.

Businesses that are actively recruiting could be facing a few obstacles with finding job seekers right now. With a difficult economic backdrop, many firms will be trying to save on costs to ride the storm. But to keep operating, they need a decent pool of talent that’s equipped with the right skills. And that’s a real challenge given the shortage of skilled workers out there.

Driving candidate attraction

That’s exactly why firms need a strong employer brand. The Confederation of British Industry says that 76% of people want to work for companies with a good reputation, so it really is important for businesses to put themselves at a competitive advantage – where they find themselves in the position where candidates are accepting job offers, not declining them.

Today, a strong employer brand is essential. And, without brand attraction, it’s going to be very hard indeed to entice and retain the best people. So, what is employer branding exactly?

An employer brand is very different to a corporate brand and it appeals to a completely different audience – candidates. It is essentially a company’s reputation as a place to work – how people perceive the company’s culture and values and its working environment.

Become a talent magnet

With candidates in mind, employer branding is all about how you speak to potential employees, so you need to push what’s different and better about your company compared to others. Why would someone want to come and work for you. Why are you a great place to work?

In order to be a ‘talent magnet’, you’ll need to do what’s important for your job seekers. Typically, potential employees want to see that companies care about things like the environment, their people and local communities. People want to be in a workplace where they feel they have purpose and feel valued, where they have meaningful impact. ?

They’d like to be associated with a business that shows it cares about employees, the environment and society. And they want to see that the company they might work for is making a positive impact on employees, stakeholders, customers, communities and the planet.

Your employer brand won’t engage with all candidates, and that’s okay, because you’re looking for the right candidates – the ones who will grasp your mission and vision, the ones who will embrace your culture and values.

Show your impact

For an employee brand to be successful, you must be clear and honest about who you are and the impact that you are having both inside and outside your organisation. And then you have to tell people about it.

You may be proud of how you are contributing positively to the environment, the impact you’re having on your local community or your commitment to diversity and inclusion, but if you’re not telling people about it, it’s lost.

Show people that you are an attractive employer and that they should come and work for you. Listen to what your employees say and share about your company as a workplace. Tell people what makes your business special.

It’s a known fact that companies with positive employer brands tend to receive more job applications than those with negative brands and that’s worth remembering, particularly as HR managers are finding it increasingly difficult to find the talent they need because of the skills shortage. Recruitment costs also tend to be lower if your brand is strong, simply because recruiters find it quicker and easier to recruit people into well-regarded businesses.

So, we see that when companies implement employer branding that resonates with people, it becomes easier to attract talented employees. This is especially important as the labour market becomes more competitive and the economy contracts – now, more than ever, businesses really do need strong talent for future success.

There’s no doubt that employer branding is the most important factor in attracting quality employees. It’s also true that people are your biggest investment as a business, but they are your biggest asset too. And it’s always worth remembering that your candidates are investing in you – show them why they should.

If you’ve not embarked on your employer branding strategy, why not start now? It’s an incredibly worthwhile exercise that everyone will gain from.?