Why Employer Branding Matters
Corporate leaders are now realizing that talent is what will drive the business in the future. In today’s knowledge-based economy, the fresh ideas and innovation that talent brings will mean the difference between a company doing well or being left behind.
Thus, more and more focus is being put on creating a positive employer brand. In today’s super-competitive job market, building a strong employer brand is crucial to recruiting the best talents. But many SMEs especially startups neglect this key aspect of recruitment.
This is key to competing in the war for talent, as well as retaining your best employees. What’s more, the pandemic has exposed many employees to what they are missing from their current workplace, leading to the Great Resignation. The cost of hiring is much higher than employers may think, and this is one area where employer branding can make a difference.
So, what is employer branding, and how can you implement it?
Defining Employer Branding
Put simply, employer branding is how prospective talents view the company as a place to work. Like conventional branding, employer branding is also a process that can be driven consciously by the employer. Otherwise, it happens mostly organically – through jobseekers, current employees etc.
If you don’t have an employer branding strategy in place, many factors play into this, for example:
- The opinions of current employees, e.g. what they tell their friends, reviews posted on Glassdoor etc.
- The hiring experience that candidates go through. Was the interviewer polite and respectful, did they get a follow-up email, etc.
- How the company is portrayed in the media.
- How well the corporate brand is doing with customers.
As can be seen, these factors are largely out of the company’s control. Thus, it is important to take the reins of the employer brand by having a conscious program in place. This can be accomplished by highlighting the best parts of your organization's culture, then working to amplify them in order to position yourself as a workplace of choice for talent.
Corporate Branding and Employer Branding
We’re familiar with the aspects of corporate branding – our perception of a company, what we see through their advertising, the overall customer experience etc.
However, corporate branding is different from employer branding. For one, the target audience for corporate branding are paying customers, whereas the target audience for employer branding are prospective employees. Different departments are also involved, with marketing driving corporate branding and employer branding left to HR.
Having said that, corporate branding and employer branding do affect each other. For example, prospective employees will be more keen to work for a strong corporate brand. Conversely, if a company has a tainted employer brand, it could also affect socially-minded customers.
How Employer Branding Works
Probably the best example of a good employer brand is Google. They are well-known for having a state-of-the-art campus, free gourmet meals, and great stock options.
But it goes further than just perks. The brightest minds in technology want to be Googlers because of the commitments espoused by the company. Google, in their own words, is “committed to significantly improving the lives of as many people as possible.” This also includes the intangible benefits of working at the company, including:
- A culture open to sharing of knowledge and ideas.
- Work-life balance, including time off to work on passion projects.
- The opportunity to work with some of the best minds in technology.
You don’t have to be Google or Facebook to attract the best talent, but you have know your employer value proposition (EVP). Similar to your company’s unique selling proposition, your EVP tells candidates why they should be working at your company.
The EVP encapsulates your company's mission, values, and culture and provides employees with a compelling reason to work for you. It's what your organization can offer as an employer in exchange for all of your employees' skills and experience, and how they can make a difference.
Among the factors you can advocate for in your EVP include:
- The prestige of working at your organization.
- Industry-leading wages.
- Perks and benefits given to employees.
- Work-life balance.
- Learning and career development.
- A commitment to society and the wider good.
Get Started on Employer Branding with BrioHR
If you’re looking to get a head start on employer branding, BrioHR’s recruitment module can help with tracking applicants and making the hiring process a smooth one. You can also create a professional-looking careers page to make the best first impression on a potential hire.
BrioHR’s all-in-one, cloud-based solution with nine powerful modules automates repetitive tasks and empowers HR in a user-friendly interface. This enables business owners and HR teams to truly focus on what matters most – people.
Visit briohr.com and get a free demo now.
Corporate leaders are now realizing that talent is what will drive the business in the future. In today’s knowledge-based economy, the fresh ideas and innovation that talent brings will mean the difference between a company doing well or being left behind.
Thus, more and more focus is being put on creating a positive employer brand. In today’s super-competitive job market, building a strong employer brand is crucial to recruiting the best talents. But many SMEs especially startups neglect this key aspect of recruitment.
This is key to competing in the war for talent, as well as retaining your best employees. What’s more, the pandemic has exposed many employees to what they are missing from their current workplace, leading to the Great Resignation. The cost of hiring is much higher than employers may think, and this is one area where employer branding can make a difference.
So, what is employer branding, and how can you implement it?
Defining Employer Branding
Put simply, employer branding is how prospective talents view the company as a place to work. Like conventional branding, employer branding is also a process that can be driven consciously by the employer. Otherwise, it happens mostly organically – through jobseekers, current employees etc.
If you don’t have an employer branding strategy in place, many factors play into this, for example:
- The opinions of current employees, e.g. what they tell their friends, reviews posted on Glassdoor etc.
- The hiring experience that candidates go through. Was the interviewer polite and respectful, did they get a follow-up email, etc.
- How the company is portrayed in the media.
- How well the corporate brand is doing with customers.
As can be seen, these factors are largely out of the company’s control. Thus, it is important to take the reins of the employer brand by having a conscious program in place. This can be accomplished by highlighting the best parts of your organization’s culture, then working to amplify them in order to position yourself as a workplace of choice for talent.
Corporate Branding and Employer Branding
We’re familiar with the aspects of corporate branding – our perception of a company, what we see through their advertising, the overall customer experience etc.
However, corporate branding is different from employer branding. For one, the target audience for corporate branding are paying customers, whereas the target audience for employer branding are prospective employees. Different departments are also involved, with marketing driving corporate branding and employer branding left to HR.
Having said that, corporate branding and employer branding do affect each other. For example, prospective employees will be more keen to work for a strong corporate brand. Conversely, if a company has a tainted employer brand, it could also affect socially-minded customers.
How Employer Branding Works
Probably the best example of a good employer brand is Google. They are well-known for having a state-of-the-art campus, free gourmet meals, and great stock options.
But it goes further than just perks. The brightest minds in technology want to be Googlers because of the commitments espoused by the company. Google, in their own words, is “committed to significantly improving the lives of as many people as possible.” This also includes the intangible benefits of working at the company, including:
- A culture open to sharing of knowledge and ideas.
- Work-life balance, including time off to work on passion projects.
- The opportunity to work with some of the best minds in technology.
You don’t have to be Google or Facebook to attract the best talent, but you have know your employer value proposition (EVP). Similar to your company’s unique selling proposition, your EVP tells candidates why they should be working at your company.
The EVP encapsulates your company’s mission, values, and culture and provides employees with a compelling reason to work for you. It’s what your organization can offer as an employer in exchange for all of your employees’ skills and experience, and how they can make a difference.
Among the factors you can advocate for in your EVP include:
- The prestige of working at your organization.
- Industry-leading wages.
- Perks and benefits given to employees.
- Work-life balance.
- Learning and career development.
- A commitment to society and the wider good.
Get Started on Employer Branding with BrioHR
If you’re looking to get a head start on employer branding, BrioHR’s recruitment module can help with tracking applicants and making the hiring process a smooth one. You can also create a professional-looking careers page to make the best first impression on a potential hire.
BrioHR’s all-in-one, cloud-based solution with nine powerful modules automates repetitive tasks and empowers HR in a user-friendly interface. This enables business owners and HR teams to truly focus on what matters most – people.
Visit briohr.com and get a free demo now.
