5 Key benefits of strong employer branding
Perception is everything. The first thing potential new employees will do before applying for a position with your company is check out your reputation — they’ll ask around, stalk you online and do their research to find out what makes you one of the best employers.
With robust employer branding embedded and doing the hard work for you, you’ll have employees who are invested, motivated, and singing your praises to top talent looking for their next move.
What is employer branding?
Employer branding is how you shape your reputation among former, current and future employees. It includes everything you do to market and position your company as a credible, highly thought-of organisation, and one that top talent choose to work for.
A strong employer brand projects a positive, authentic brand identity — who you are and what you stand for — and delivers the right messages to inspire a positive perception of your organisation as a company and an employer.
Why invest in employer branding?
In today’s connected world where there’s fierce competition to win top talent who are looking for more than just money, there is every reason to stand out from the crowd and invest in powerful employer branding.
1. Attract top talent
According to Glassdoor, 92% of people would consider changing jobs if offered a role with a company with an excellent corporate reputation. Building that reputation, and making sure people know about it, comes down to effective employer branding.
An impactful employer value proposition (EVP) is central to your employer branding strategy and key to attracting and retaining top talent. It should be aligned to your values, vision, culture and what sets you apart as a unique company to work for. An effective EVP presents a set of clear propositions articulating not only the benefits, strengths and opportunities on offer from the company, but also the demands, expectations and realities of what it really takes to succeed in the organisation.
2. Improve employee retention
The value of quality employer branding isn’t just in attracting new talent, it’s also in keeping the excellent employees you already have. Employer branding that genuinely benefits and resonates with existing employees helps make for a happier and more productive workforce and subsequently has a positive impact on employee engagement and retention rates.
3. Reduce recruitment costs
Recruiting top talent can be costly. While you can invest in the best recruitment advertising campaigns, there is no advert better than what former and existing employees say about working for you.
A robust employer brand will do much of your recruitment for you and save on recruitment costs further down the line. Invest in your employees and in building your reputation, and the best candidates will find you.
4. Boost morale
Effective employer branding leads to an embedded, positive company culture, where employees have a clear sense of belonging, purpose and value. When people feel good about where they work and what they do, they take pride in their organisation and morale remains high.
A healthy company culture, together with opportunities for growth and attractive benefits, are key components of an effective employer brand.
5. Increase productivity
High employee morale leads to increased productivity. When people feel a company is investing in them as much as they are investing in it, they see their position as longer-term and are motivated to drive innovation, production and growth.
Effective, inspiring employer branding is born from adopting a strategic, creative and flexible marketing approach that has your company values and employee target market at its heart. It builds credibility and differentiates you from the competition.
We specialise in crafting and delivering employer branding that reflects your firm’s organisational performance objectives and drives attraction, engagement and retention of talent. To start shaping your reputation, get in touch!
