Initiating the Employer Branding Process

Last Updated: March 30, 2024

Lately, numerous organizations have been discussing the challenges they encounter when it comes to recruiting. One obstacle that consistently arises is employer branding. This recognition is encouraging as it indicates that more companies are recognizing the importance of how potential candidates perceive their brand, not just their customers.

Based on these recent conversations, we have compiled some practical recommendations on building a robust and genuine employer brand.

Understanding Employer Branding

Essentially, your employer brand refers to how you are perceived as an employer by the world. It encompasses more than just the content you release. Similar to traditional branding, employer branding incorporates your company’s mission, vision, values, reputation, workplace culture and unique perspectives.

This aspect holds significance not only for potential employees but also for your customers/guests, investors and other stakeholders. While a good employer brand attracts candidates, a great one attracts the right candidates.

Getting Started with Building Your Employer Brand

When companies initially consider employer branding, they often focus on the narrative they will present to candidates or the social media posts they will share. However, this goes beyond recruitment marketing.

To lay the foundation for your employer branding, you need to start with the employer value proposition (EVP). This proposition signifies the value employees gain when working for your organization. Think of it as an employer’s promise—what individuals can expect to receive in exchange for their contributions.

Developing your EVP is a crucial step, just as it is in consumer marketing. It helps you distill your organization’s DNA, values, unique challenges, and how you address them. This process enables you to gain a clear vision of what you should present to prospective employees.

Revising and Enhancing Your Collateral

Once you have gathered all the necessary components, it is time to create a comprehensive checklist to ensure that every aspect aligns with the new EVP and employer branding. Consider these ideas as a starting point:

1. Company descriptions on job boards: Review and update the descriptions to accurately reflect your organization’s values, culture, and unique opportunities.
2. Job postings and job descriptions: Make sure that your job postings clearly communicate the expectations, benefits, and growth opportunities associated with working for your company.
3. Interviewing guidelines: Develop a set of guidelines for interviewers and hiring managers, providing them with the tools to effectively convey the company’s story and values during candidate interactions.
4. Storytelling guidance: Provide comprehensive guidance to all stakeholders involved in recruitment, including recruiters, sourcers, leaders, and interviewers, on how to effectively articulate the company’s narrative and mission.
5. Candidate-facing materials: Review and update any public-facing handbooks or documents that candidates may come across during the hiring process, ensuring they accurately reflect the new EVP and employer brand.
6. Internal resources: Evaluate and revise internal-facing platforms such as wikis and knowledge bases to align with the updated EVP and provide employees with consistent and authentic information.
7. Social media marketing: Provide clear guidelines and direction for social media posts, ensuring they align with the desired tone and messaging of your employer brand.

By revising and enhancing these collateral materials, you can ensure that every touchpoint with candidates and employees reflects the authentic and compelling employer brand you have worked hard to develop.

Maintaining and Evolving Your Employer Brand

Remember, establishing an employer brand is an ongoing process that requires continuous effort and adaptation. Here are a few tips for maintaining and evolving your employer brand over time:

1. Monitor and measure: Regularly assess the effectiveness of your employer brand efforts by monitoring key metrics such as candidate quality, employee retention, and engagement. Use this data to make informed decisions and adjust your strategies as needed.
2. Stay true to your values: Authenticity is key to building trust and attracting the right candidates. Ensure that your employer brand remains aligned with your organization’s core values and mission.
3. Embrace feedback: Encourage open communication and feedback from employees, candidates, and other stakeholders. Actively listen to their perspectives and use their input to improve and refine your employer brand.
4. Adapt to changes: As your organization evolves, be prepared to revisit and refine your employer brand. Consider how market trends, cultural shifts, and internal developments may impact your brand’s perception and make necessary adjustments.
5. Foster employee advocacy: Engage your employees as brand ambassadors by empowering them to share their positive experiences and stories. Encourage them to participate in employer branding efforts, such as testimonials or employee spotlights.

Conclusion

Building a strong and authentic employer brand is a strategic investment that pays dividends in attracting and retaining top talent. By starting with a solid foundation, conducting an EVP project, and consistently revisiting and enhancing your collateral, you can create an employer brand that resonates with the right candidates and aligns with your organization’s values.

Remember, employer branding is an ongoing journey, and by nurturing and evolving your brand over time, you can establish a strong and compelling presence in the talent market.