Zero budget Employer Branding Ideas for SMB's

As I mentioned in previous articles a good employer brand requires clarity of purpose in terms of what you do and why you do it, and it can be a key differentiator in attracting and retaining talent. For large corporations branding this is often an easier task because they have greater resources and an existing name to rely on.

What if you are a small business or just starting out, how do you compete with the big players who have large budgets and teams of people allocated to content and messaging.

Here are some practical ideas you can adopt that don't cost anything but can deliver great results.

Own your uniqueness:

Highlight unique elements of your company culture and what sets you apart from others in the industry.?If you're a founder, think about how you can inspire people to join you and how they can be part of your vision, if you are a sales leader think about what people can learn by joining your team. Use team members in your advertising and ask them to leave glassdoor reviews or contribute to a "life at" video.

Hiring community buy in:

You’re hiring community should be fully brought into what you are trying to achieve and should be company ambassadors. Ask your hiring managers to re-write their linked in profiles to include the mission of your company and their role in it.?This will both inform and inspire current and future colleagues; it also helps people feel like they are part of something bigger than themselves and that they have a purpose at work beyond just earning a paycheck.

Use more videos:

Videos are a great way to communicate what your company does and why it matters. The best thing about videos is that they can be used on all your social media channels and in any digital marketing campaigns you do. Keep it simple, make a 15-20 second video on your phone explaining. a new release, financial results or a new product or service. An authentic video talking into your phone is more relatable than a staged overly scripted video.

Have a digital strategy for good and for bad.

Everyone uses LinkedIn and people are now becoming more familiar with liking and sharing content for mostly good news and updates however what about bad news? Tools such as Glassdoor and Fishbowl are here to stay, and you ignore them at your peril. On the positive side they can portray a great vision of your business and how employees love working there on the negative side a disgruntled employee can write a really bad review and it will put off potential future talent. Your digital strategy can be used to monitor your competitors, measure employee engagement and much more.

Offer unique perks and benefits:

Consider offering benefits and perks that are not commonly found in bigger companies, such as flexible hours, remote work options, part time hours, contributions towards childcare or something pertinent to the people in your business. Being smaller and more agile you will have greater flexibility in what you can offer, and it doesn’t have to be expensive.

Take career development seriously:

Offer opportunities for employees to grow and develop professionally, such as training programs and mentorship opportunities.?If you hire SDR’s make sure they have a clear vision about what it takes to move into field sales and if you hire technical talent make sure they have the opportunity to gain new qualifications. Make sure your managers have solid career development plans for their teams.

Develop a corporate social responsibility strategy:

Now more than ever people want to give back to society whether that be making financial contributions to a charity or volunteering. Having a CSR strategy will allow you to align your corporate values with those of your employees. It will also help you to develop a brand that people want to be associated with. If you have employees who are passionate about certain causes, let them use their skills and time to help make a difference in the world.

Celebrate diversity and inclusion:

Create an inclusive workplace culture that celebrates diversity and fosters a sense of belonging for all employees. Don't just have it on posters or on the company website make sure back up your claims with action. Give employees the opportunity to express themselves: Whether it's through clothing or tattoos, make sure your employees feel comfortable expressing themselves both in and outside of work.

You don't need big budgets to have a fantastic employer brand and to attract talent, you need to be creative and prepared to be bold to stand out from the rest.

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