Companies that consistently attract the best talent get one thing right- Employer Branding.
A good employer brand can reduce turnover rates by 28%, and cut your costs-per-hire by half. Additionally, candidates who apply for roles are 50% more qualified when the company has a good employer brand. Bottom-line Employer Branding is critical to your business.
What is Employer Branding?
At its most basic, employer brand is the reputation of an organization as a place to work, the employees and an outsider’s perception of the company.
In actual sense, employer branding is how you showcase and market your organization to job seekers and to internal employees. The better your employer brand, the more likely you are to attract great talent alongside employer branding also help retain top talent.
Let’s say you have done a phenomenal job building a strong product or service, unfortunately, that alone won’t help you find the best talent, the same efforts need to be taken while communicating your brand to the rest of the world.
Employer Branding Process
Step 1. Understand your organization
Understand what your organization’s objectives are, and what type of talent is needed to accomplish those goals. Understand your organization’s unique attributes, core business, vision, mission, values, and culture.
Step 2. Audit your employer brand
You probably already know where your product or service stands, its time to know how your organization is viewed and perceived by others including your own employees.
Conducting research internally and externally with surveys, the internet, and social media is a great way to start and also helps monitor your reputation as a brand and take necessary action when needed.
Step 3. Define an employer value proposition
This is where your brand starts singing. Draft an Employer Value Proposition that clearly communicates the values of your corporate brand, while reflecting what’s special about your organization.
It should align with your customer brand and also relate to your employees.
Step 4. Use recruitment marketing
While designing an Employer Value Proposition, consider enlisting everything that comes to your mind, from “Who are we trying to reach? To “What do they want”
This way you’ll be in the best position to craft an employer brand that speaks to your exact target audience.
Step 5. Build engagement among current employees
Building engagement among current employees is the best way to start the journey to become a trusted employer. Employees also shape your organization’s culture, achieve your objectives, live your core values.
Their participation is vital, without which your employer brand is incomplete.
Step 6. Write rocking job descriptions
8 out of 10 times, job posts are the first contact candidates have with your organization. So, they’re a beautiful way to promote your employer brand. Bring your organization’s personality to life. Use the right words to best explain what you need in your organization’s style.
Employer Branding Strategies
An effective employer branding strategy allows you to control and positively change the dialogue surrounding your organization, to help ensure higher talent acquisition, retention and employee engagement.
1.Overview of business needs.
There are high chances of Employer branding activities to be misdirected if the long-term business needs are not well understood, most importantly understand the competencies the organization needs to deliver and sustain.
2. Understand the main target groups.
Clearly define the importance between future and current and talent, purely based on the business needs. Quantify how many resources should an organization spend on attracting new talent or does it make more sense to develop them and retain the current talent.
3. Optimize the EVP.
The base for all external and internal communication should be aligned with the employer value proposition. Optimizing here means ensuring EVP includes attributes and communication that are credible, sustainable, add value and facilitate growth in the long run.
4.Select KPIs and set objectives.
Once the organization puts down and understand what is important to their business and target groups, KPIs and objectives need to be set that are measurable and achievable this helps the organization to move in the right direction.
5. Define and use an optimal communication mix.
Audit and research will indicate which stage of decision process the target groups are in and this information will organizations to determine how best to communicate to optimize the communication channel.
6. Create an annual plan.
Creating an annual plan is very essential, the components of an annual EB plan should include business needs, insights, the EVP, communication mix, the objectives, main strategies, and the KPIs and activities plan this makes the plan solid.
7. Execute and follow-up.
Make sure communication ideas are in place. All left is to execute and continuously follow up.
By using the right & defined KPIs and updating them against the objectives, employers will be able to optimize the plan when needed, and ultimately to deliver.
Tech Firefly is a specialist in IT staff augmentation for Fortune 500, mid-size and start-ups. An experienced staffing company, hiring talents in 10 countries and 20+ Foreign Languages. We can search for talent around the clock with our recruiting team members based out of India, the United Kingdom, and the United States. We provide amazing talent to Big Data, High Tech, E-commerce, IoT, Biotech, Fintech, and Digital Media companies. We hire for IT, C Level, professional, Sales and Marketing, Back office and Administrative, Healthcare, Business Intelligence and Accounting/Financial positions.
If you have complex or high-volume hiring requirements, Tech Firefly will be able to help you strategically to meet your staffing objectives.
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