What is Employer Branding?
All organisations need to know what their perception is to employees, stakeholders and customers. This is called a ‘brand’. Marketing departments within companies are focused on ensuring an organisations brand is a positive one and their marketing plans will be focused on attracting and communicating with customers and ensuring their loyalty is maintained. Employer branding involves a similar approach but is focused on attracting, communicating with and retaining employees.
Employer branding is the process of promoting a company as the employer of choice with a target industry. Building a successful employer brand is essential when it comes to attracting and retaining talent and even more so in competitive sectors where specific skill sets are in high demand.
What is an Employer Brand?
Employer branding is the process that results in an employer brand. The employer brand is the identity of a company. It’s how your company is perceived by current and potential employees. It’s what they say about your company to friends, family and on social media.
Building your Employer Brand
When building your employer brand, there are a number of steps you need to take.
1. Get the company leaders on board
Employer brand needs to start from the top. If the heads of the company are not on board with the plan, then it’s going to be harder to make it successful. If the leaders become a face and not just a name, it can humanise the company and entice potential employees.
2. Hold meetings with all levels of the organisation
It’s so important to get existing employees at all levels involved in this process. Hold meetings in small groups and ask questions such as:
- Why would potential employees want to work for you?
- What are the most attractive attributes of the company to both existing and potential employees?
- What positions within your company do you struggle finding talent for and what can you do to attract and retain talent in these areas?
- What are the characteristics of current employees and how do you ensure they continue to develop?
3. Work with your marketing department
When thinking of employer branding, your thoughts may automatically turn to it being your HR departments responsibility however it’s vital you involve your marketing department too.. An employer brand is not to dissimilar to a company’s overall brand therefore by getting your marketing department involved in the process, it can not only ensure consistency, it can speed things up.
4. Check what people are already saying about you
See what current and past employees are saying about you on Glassdoor. Savvy candidates will be sure to check out reviews on there before getting in touch or applying for an opportunity and if you’re not on there then set up a profile and ask your employees to leave reviews.
Maintain your employer brand
So you’ve got a plan for your employer brand and it’s working. It’s one thing having a successful and attractive employer brand but how do you ensure it stays that way? This is a something that is referred to as employer brand management.
To ensure your employer brand is maintained you need to be sure that the branding and the message you are getting across is consistent. It’s not simply a case of building your employer brand and then forgetting about it, you need to ensure that you police it.
FGS Recruitment is a boutique recruitment agency specialising in recruiting sales and marketing jobs in our core markets of Digital Media, Learning & Development and Market Research. Keep up to date with our latest career advice articles and jobs by signing up to our newsletter and be sure to follow us on LinkedIn, Twitter and Facebook.