Employer branding ultimately describes the perception people hold of your business as an employer.
An increasingly important concept, employer branding is officially defined by London Business School as, ‘the package of functional, economical and psychological benefits provided by an employer and identified with the employing organisation’.
Whether or not you have actively built and promoted your employer brand, your business will have one.
Your employer branding will signal to potential candidates what they can expect to experience from your business, leaving them with two decisions: pursue a career with you because you sound like a fantastic employer, or actively avoid.
On this page you will find lots of insights for creating and managing your employer branding, with links to pages that will offer actional tips and guidance.
Be the best employer you can be.
Learn the ways that your brand can become damaged and how you can take control of your reputation as an employer.
How to build a strong employer brand.
Employee advocacy can take your business to the next level, this post will provide advice on achieving it.
Discover the importance of making a great impression with every candidate that encounters your business.
Attracting, and keeping, top talent in your business will speak volumes about your brand as employer. Learn how to improve both strategies in this article.
What is employer branding?
An employer brand defines your company as a place to work.
Regardless of size, stature or industry, every business has the opportunity to build a strong employer brand.
Your brand is comprised of every touchpoint and interaction a candidate or employee has with the organisation. It begins in the early stages of the recruitment process, throughout employment and is also a large part of an employees exit from the business.
A strong employer brand will see you become an employer of choice, attracting a pipeline of a high-quality candidates that will bring a range of skill sets to the business. This not only impacts your profits as your business grows and improves, but it means recruitment budgets can go further, delivering true ROI.
Meanwhile a poor brand will see you struggle to recruit and retain staff, eating through recruitment budgets and causing the business to become stagnant.
This article provides more detail on why it is so important for businesses to be accountable for their employer brand:
Employer brand proposition
Your employer brand proposition sits at the core of your employer brand, reflecting how you would like to be perceived as an employer. An employer brand strategy will outline the activities that need to take place to achieve this brand image.
Your employer brand proposition should be unique, relevant, credible and true and it should focus on the value you can offer employees. It can cover areas such as culture, opportunity, and rewards.
The following ideas may spark some inspiration when it comes to developing your employer brand proposition:
- Adopting modern workplace trends
- Creating a culture of learning and development
- Promoting inclusivity and removing imposter syndrome from the workplace
Taking care of employees to build your employer branding
Your employer brand doesn’t require lip-service. It is built through authentic actions that are taken to truly take care of your staff.
Under this umbrella falls a number of areas including salary, benefits and rewards, workplace, culture and mental wellbeing and health.
How are you making sure that your business is delivering on its employer brand proposition and adding value to employees?
You will find expert advice and guidance on these topics here:
- Top five trends in the UK reward management affecting employers
- Should you adopt current workplace trends?
While these articles offer further reading on mental health and wellbeing matters:
- How to support employees suffering from stress
- Poor posture, and its impact on productivity
- Mental health issues in the workplace
- Wellbeing for temporary employees
How to create an employer brand
To create a strong and consistent employer brand, you will need to have a well-informed strategy in place.
Understanding how your brand is currently perceived is critical, and you should begin with surveying your current employees. To ensure they are comfortable with revealing their honest opinion, make the survey anonymous and prepare yourself for some enlightening truths.
The posts below will help you with the next stages of creating your employer brand.
The importance of employer brand in recruitment
The right employer brand will help you to effortlessly attract talent to your business. It will also encourage your current employees to recommend friends, family and connections.
As a result, you can reduce your recruitment costs and increase brand trust, ultimately propelling your business forward.
The following posts give further guidance on attracting candidate to your business:
- Candidate experience
- How to tell your brand story to attract candidates
- How does culture impact recruitment?
- How to create a talent acquisition strategy
To learn more about how we can help support your employer brand through your recruitment, please contact a member of the Anne Corder Team today.