“Branding is an emotional connection. Make it a priority.” (Beth Rudai, Senior HR Manager, TD Bank)
These are words to live by as you continuously improve your reputation among current and prospective employees. To take the concept of employer branding an important step further, also consider this statement by H. Rao and R. Dewar:
“The heart of building a market-focused culture is to create an employment brand that is consistent with the customer brand.”
Yes!
You need to implement an employer brand strategy just as thoroughly, thoughtfully and effectively as you do when promoting your products or services.
What is an employer brand?
Your employer brand is the reputation you have as an employer among job candidates and employees. It drives how you market your company to these audiences, and its success is based on ongoing communication of your company’s mission, vision, values and culture.
- Never underestimate the power of a strong employer brand. Research has shown that candidates are more likely to apply for a job if a company actively manages its employer brand.
How can you best implement your branding strategy?
The most effective employer branding strategies drive not only better talent attraction and retention, but also lower hiring costs and reduced staff turnover. Key steps to take when developing and implementing your brand include:
- Know your unique value proposition. Your company values and your employer brand must align with your current business goals. Be sure you have identified and fully understand both, so you’re ready to define your talent management plans accordingly.
- Conduct a brand audit. Your goal is to uncover employee’s favorite aspects of your company and its culture – and also to pinpoint any areas in need of improvement. Use surveys, social media searches and related tools to monitor engagement. And, take action on employee feedback as you keep a pulse on your brand health.
- Craft an employer value proposition that evokes passion. This is both a marketing message and a promise. It should not only incite enthusiasm and passion in candidates and employees, but also express your company’s deeper purpose and commitment to positively impact your community and the world at large. Because, when all is said and done, people need to feel that their work is meaningful and their company is making a difference.
- Leverage your current team members. Job seekers want to hear from them; in fact, according to one recent study, they find them three times more credible than company CEOs when they describe businesses’ working conditions. Your current employees are among your best advocates for building your winning brand.
- Have a strong DEI initiative. Employees should always feel safe, recognized and respected for the individuals they are. Plus, companies dedicated to diversity, equity and inclusion tend to be more profitable, as people are more likely to bring their best selves to work each day.
To achieve all your employer branding goals and fill your corresponding talent needs, contact PrideStaff Modesto today.
