Why employer branding should be one of your top recruitment goals for 2024

With many recruiters and HR professionals unsure what 2024 will bring, it is difficult to know what the focus should be for the coming 12 months. In this month’s recruitment article, we make the case for employer branding being top of your recruitment goals for 2024.

What is employer branding?

Employer branding is the reputation and image an organisation showcases to its present and prospective employees. While this concept is commonly linked with businesses, educational organisations and independent schools, it is becoming increasingly significant for schools and Trusts.

Employer branding plays a pivotal role in attracting top talent, even if little effort has been put into constructing a cohesive brand for recruiting. Those in the education sector, like those in other sectors, are in a race to secure the highest-performing staff.

Get it right and you will have a compelling employer brand that can attract and engage talented individuals from a range of sectors, in turn, boosting your overarching reputation.

Why is it important?

In our experience, there are a wide range of benefits to focusing on employer branding. A polished employer brand not only attracts new staff but aids in retention. When staff feel they are part of a reputable organisation that cherishes and backs them, they become less inclined to explore opportunities elsewhere.

Moreover, research shows that how an organisation is perceived as an employer directly impacts the morale and enthusiasm of all staff. A laudable brand can elevate staff motivation and dedication, leading to enhanced educational quality, a better atmosphere for students, or a better service for clients.

It's important to note that this goes beyond staff, the confidence of all stakeholders can be influenced by a strong, or weak, employer brand. Parents, students, and the wider community aspire to affiliate with organisations that uphold a strong employer reputation. A robust employer brand indicates an organisations emphasis on professionalism, quality, and staff welfare, alluding to its broader commitment to excellence.

Is it expensive?

We would be happy to talk you through the costs of a variety of employer branding packages, but in short, we can confidently say that it will save you money in the long run.

Aside from boosting the quality and quantity of candidates you hire, there is typically a sizable impact on staff turnover.

As you will know, the costs associated with recruiting and training new staff can be steep. Frequent turnover amplifies these expenses and disrupts learning or organisational growth. However, an influential employer brand can mitigate turnover, offering long-term financial advantages.

Is there an internal impact of such work?

The perception of a school as an employer can mould an internal culture or support a pre-existing culture that needs to be showcased. A favourable image can nurture a culture steeped in collaboration, innovation, and progress.

In areas where numerous organisations and businesses vie for attention, employer branding becomes a tool for differentiation. This is paramount for private or independent institutions operating in fierce competitive scenarios.

Furthermore, a school's mission, values, and extensive community initiatives find resonance in its employer brand. A formidable brand ensures alignment with these principles, guaranteeing staff alignment and the daily embodiment of these values.

Are there any hidden bonuses?

We have certainly seen a few surprising hidden benefits for those focused on building a strong employer brand. In particular, we have seen a strong correlation between those having a focus on employer branding and those open to gathering feedback from staff. Such feedback is invaluable, shedding light on areas ripe for enhancement and promoting your culture internally and externally.

The simple act of giving staff the chance to feedback is often the provider of a healthy boost to engagement levels within an organisation.