Employer Branding Best Practices
In today's highly competitive job market, as a company, offering good pay and guaranteed 40 hours is simply the bare minimum. What really makes a company stand out and attract top talent is its reputation or, as they say in HR, employer branding.
In this article, we’ll explore the ins and outs of employer branding, unravel its significance, discuss employer branding best practices, provide a few examples, as well as guide you on implementing your employer branding strategy.
What is employer branding?
Firstly, what is employer branding? Simply put, employer branding refers to the reputation and image of a company. It involves the strategies and activities that a company undertakes to attract, engage, and retain talent.
Employer branding aims to differentiate a company from its competitors in the job market and create a strong employer identity that appeals to potential candidates.
Employer branding isn’t about the products and services you provide. It’s about internal practices that include management, workplace culture, and the overall employee experience.
Other aspects include:
- Company values
- Work environment
- Onboarding
- Employee benefits and rewards
- Career development opportunities
- Pay
- Support
It's important for a company to have a good reputation not only among its customers but also among its employees. If your employees don't have a positive impression of the company, it can lead to a negative reputation that can harm you eventually.
For example, if someone from outside the company were to ask an employee what it was like to work there, they’re not going to talk about the products you manufacture or how many happy customers you have. They’ll, instead, discuss their daily life within the company and whether they actually like working there.
Why is employer branding important?
A strong employer brand can help increase employee engagement and satisfaction and ultimately contribute to your company's success.
It's also a valuable tool in attracting and retaining high-quality talent. A survey conducted by Glassdoor revealed that over 50% of the employees who participated believe that it is crucial for their employer to have a brand that they can take pride in supporting.
Now that we know why employer branding is important, let’s break it down even further.
Attract top talent
When you have a strong employer brand, highly skilled workers will be eager to apply for your job postings.
Retaining employees
Attracting talent is one thing, but retaining them is another challenge altogether. Employees are more likely to stay with a company that has a good reputation and offers a positive work experience.
Differentiation in the market
With an estimated 50 million new startups launching globally this year alone, it’s clear we’re in a competitive job market. A strong employer brand is what’s going to set your company apart from its competitors, making it more appealing to job seekers.
Increased employee engagement
A well-defined employer brand helps create a sense of purpose and belonging among employees. This leads to higher levels of engagement, motivation, and productivity, ultimately benefiting the company.
Positive impact on business performance
A strong employer brand can enhance the company's reputation, attract customers who want to support ethical and responsible employers, and improve the company's ability to attract investors and business partners.
Employer branding best practices
Here are some best practices that you can adapt to ensure you build a strong employer brand.
Identify your employee value proposition (EVP)
Clearly define and communicate what makes your company a great place to work and why employees should choose to work for you. This could include factors such as opportunities for career growth, work-life balance, company culture, and benefits.
Conduct an employer brand audit
Conducting an employer brand audit may include analyzing online reviews, your social media presence, and employee feedback. It may also involve reviewing your company’s mission, vision, and values to ensure alignment with your employer brand. It will also be beneficial to assess your company’s recruitment and onboarding processes, employee engagement initiatives, and internal communication strategies. This will help identify any gaps or areas of improvement in building a strong employer brand.
Prioritise a positive recruitment experience
This means communicating clearly, keeping candidates in the loop, and treating everyone respectfully, even if they don't get the job. You don’t want to leave people with a sour taste in their mouth. When the process is positive, it can help build a good reputation for your company and encourage people to speak positively about their experience, even if they weren't chosen for the job.
Cultivate a positive company culture
Make sure that the way your company operates reflects the image you want to present to potential hires. Create a work environment where people feel included and supported, and where employees feel like they matter. Provide opportunities for people to learn and grow, and show that you care about their well-being by recognizing their accomplishments.
Review pay frequently
Employees shouldn’t have to negotiate for a pay raise, especially when they’re overperforming. Conduct pay reviews and increase pay according to their performance. Your top performers should be paid accordingly.
Create incentives and rewards
It's important to set KPIs and reward people for reaching them. The reward should be proportional to the difficulty of the goal - the harder the goal, the bigger the reward. When people know what they're working towards, they'll feel motivated to do their best.
Offer employee benefits
From complimentary lunches and discounted childcare to free gym memberships and team trips, employee benefits help encourage people to become advocates for your company. Employee testimonials are a powerful tool to build credibility and attract talent.
Develop a strong employer brand strategy
Once you’ve created the work environment, it’s time to develop a strong plan that links your efforts to promote your company as a great place to work. Think about who you want to reach and involve, the outlets you'll use to contact them, and the language and information that will really connect with them. A great way to do this is to create a strong online presence using social media.
Measure and evaluate your employer's brand
Regularly assess the effectiveness of your employer branding efforts to determine what is working and what needs improvement. Use employee surveys to help you understand how your company can become a better place to work and attract even more great employees.
Continuously evolve and adapt
Employer branding is an ongoing process that should evolve as your company grows and changes. Regularly revisit and refine your employer branding strategy to ensure it remains relevant and aligned with your business goals.
Seek feedback and learn from others
Look for opportunities to learn from other companies that have successfully built strong employer brands. Attend industry conferences, participate in networking groups, and engage with professionals in the field to gain insights and best practices.
Employer branding examples
Here are some examples of successful companies that have created a strong employer brand on paper and in reality.
Canva
I have personal experience with Canva, as I had interviewed for a job with them in the past. Although I made it to the final stages of the hiring process, I was not selected for the position. However, the friendly and seamless process left a positive impression on me. Even though I wasn't hired, I still highly recommend Canva to others and encourage them to apply for job opportunities.
This is also reflected in their Glassdoor score
Google is known for having a strong employer brand. Their offices around the world are famous for their complimentary food, employee shuttles, benefits, and rewards. Google's mission is to take care of their employees so that their employees can take care of Google. To demonstrate its commitment to its employees, Google has created a webpage where Googlers can share their experiences.
4.4 stars out of over 48,000 reviews is a good Glassdoor score
Sony
Sonly offers a Benefits & Total Rewards program to attract and retain highly skilled professionals. They’re also customized to support diversity and ensure the rewards and benefits are suitable to all.
Their statement, “Our people also benefit”, is reflected in their Glassdoor score.
Adobe
Adobe employer branding shows they support their employees’ life journeys and well-being, which enables growth, engagement, and peace of mind at home and work. They also support the continued education of their employees.
With over 9,000 reviews, it’s clear to see Adobe stick to its word.
Dell Technologies
Dell is another company that recognizes the power of strong employer branding. According to their career page, they offer innovation, rewarding challenges, and endless opportunities across the globe.
Their Glassdoor score is high for a company with over 34,000 reviews.
