What exactly is an employer brand and why is it important? Your employer brand is the identity your company wants to be known for with candidates and employees. Simply put, building a strong, positive brand will attract quality candidates that want to work for your company as well as retain your existing employees.
Building your employer brand is more than just determining your core values, it is building a workplace that employees and candidates remember and want to be a part of. And it’s something candidates care about when looking for a new employer: 75 percent say a company’s reputation is important in their job search.
When your employer brand is strong, you’re not just building a good working experience for employees, but also for potential candidates. Branding is the first thing they will see to create initial interest in applying for a role in your organization.
So how exactly do you build this employer brand? There are many ways you can do it but most importantly, you’ll need to tell great stories. The best way to do this is through content. It’s the storytelling machine that will help your company build connections through its employer brand.
It takes a lot of hard work to build effective employer branding content, but here are five pointers to help you along the way.
Using the same content across all job postings and recruiting efforts may be time efficient, but it does not allow you to consider your specific audience. Sticking to just one audience per piece allows you to speak directly to them and what they are looking for in an employer. This individualized approach also gives you the chance to describe team dynamics and cultures that are unique to the specific role being filled.
It’s important that you work with the right person to tell the right story. Remember, you are telling a story about your company’s identity, and finding the right storyteller is essential. For example, if you are talking about how an engineering team operates, interviewing an engineer on the team or an engineering leader for the piece would ensure that the message comes across authentically. Don’t just have your people team sharing these perspectives. In fact, statistics show that hearing from employees resonates with candidates: 66 percent of candidates believe the best way to gain insight into a company’s culture and inner workings is through interactions with employees. Find a way to include employee quotes into content or involve current employees throughout the hiring process.