For those of us in recruitment, we see daily how a strong employer brand can influence hiring outcomes and organizational success. But what defines a “strong” employer brand in the eyes of potential candidates? And how can companies cultivate a reputation that draws in top talent?
Building a strong employer brand isn’t a one-and-done effort – it’s an ongoing commitment. When executed effectively, it not only propels company growth but also fosters lasting employee loyalty.
In this blog, I’ll explore the key elements of a strong employer brand and provide steps to help you create one.
Why is a Strong Employer Brand Important?
Having a strong employer brand is vital for several reasons, including:
- Attracting top talent: When your company has a great reputation, it naturally draws in candidates who want more than just a paycheck – they’re looking for a meaningful career with a respected employer. A strong employer brand can bring in 50% more qualified applicants, cutting down time spent sorting through unqualified ones.
- Saving money on recruitment: Companies with strong employer brands spend less on hiring. In fact, they see a 43% lower cost per hire. That’s because the right candidates come to you, reducing the need for big ad campaigns or extra outreach.
- Keeping employees longer: People are proud to work for companies with a positive reputation. They stay longer, which means fewer turnovers and lower expenses on hiring and training replacements.
- Strengthening company culture: Your employer brand highlights your values and mission, making it clear what you stand for. This attracts people who align with your culture, leading to a team that’s more engaged and motivated.
- Standing out where it counts: When skilled professionals are in short supply, a strong employer brand sets you apart. It makes your company the clear choice for top talent, helping you build teams that drive success.
Clearly, investing in your employer brand has multiple benefits. But how do you build an employer brand that truly stands out?
How to Build an Effective Employer Brand
1. Define Your Unique Employer Value Proposition (EVP)
Building an effective employer brand begins with clearly understanding your company’s identity. Start by identifying your core values, mission, vision, and long-term goals. These elements form the foundation of your brand and highlight what makes your organization unique and appealing to potential employees.
From there, craft a compelling Employer Value Proposition (EVP). This is the heart of your employer brand and highlights what sets your company apart as an employer. For example, this could include factors such as workplace culture, career development opportunities, work-life balance, or the impact employees can make through their work.
Above all, your EVP must be authentic. It should reflect the real experiences and opportunities within your company. An exaggerated or misrepresented EVP can do more harm than good!
2. Engage and Involve Employees
Once you’ve defined your Employer Value Proposition (EVP), the next step is bringing it to life through your employees. Ultimately, your employees are your most credible and impactful brand ambassadors. They live and experience your company’s culture every day, making their stories more relatable and authentic than any official communication.
Engaging with them and listening to their feedback not only helps you understand how your employer brand is perceived but also fosters a sense of value and belonging. When employees feel heard and supported, they’re naturally more inclined to speak positively about their workplace.
You can also encourage employee advocacy by making it easy and rewarding for them to share their experiences. Whether posting on LinkedIn, contributing testimonials, or sharing stories during informal networking opportunities, their first-hand accounts often resonate deeper with potential candidates than a standard job post. These employee narratives can help potential hires feel connected to your company before applying.
3. Showcase Your Values Through Authentic Communication
Once your employees are engaged and your EVP is clear, the next step is communicating your values consistently and authentically.
This is where social media and other communication channels play a vital role. They allow you to highlight what makes your company special and give candidates a glimpse into your workplace culture. After all, it’s one thing to state your values, but it’s another to actually live them!
Here are some effective ways to showcase your values:
- Share personal stories from employees about their experiences, growth, and contributions.
- Regularly post on platforms like LinkedIn to reach a wider audience. Share updates, milestones, and “behind-the-scenes” content to keep your brand visible and engaging.
- Celebrate employee accomplishments, community projects, and team-building activities.
- Use your communication channels to highlight efforts in diversity, equity, and inclusion, which are increasingly important to job seekers.
4. Keep Evolving and Adapting
Building an employer brand is not a one-time effort. It’s an ongoing process that requires regular evaluation and refinement.
Gathering feedback from employees and candidates is essential to understand what’s working and what could be improved. For example, exit interviews, employee surveys, and informal conversations can uncover valuable insights about the employee experience and highlight opportunities for growth.
Engaging with feedback is equally as important, especially in the public space. Platforms like Glassdoor or social media often serve as forums where job seekers and employees share their impressions of a company. Not all feedback will be positive, but each comment is an opportunity to refine your branding and workplace culture.
Companies willing to address concerns openly and make necessary changes come across as more credible and resilient. Listening to feedback shows a genuine commitment to improving your workplace, which can further strengthen your employer brand.
Final Thoughts
In my opinion, one of the most important aspects of employer branding is creating a workplace where people genuinely want to work – not just because of what they do, but because of how they’re treated.
A big part of that is offering flexibility, and I don’t just mean the basics, like allowing people to work from home when their kids are sick. I’m talking about giving them the freedom to take a few hours off for things that matter – like volunteering at their child’s school or going on a field trip – and letting them make up the time later instead of deducting it from their PTO.
It’s these small details that, in my view, create a more nurturing and supportive environment. When people feel valued and supported in this way, they’re not only happier, but they also perform better and speak more positively about their employer. That positivity doesn’t stop at the workplace either; it ripples outward, creating a meaningful impact in the wider community.
Thanks so much for reading, and I hope you found this article interesting! If you haven’t already, feel free to subscribe to my newsletter for updates on upcoming articles.
