Employer brand what is it

While a direct impact of employer branding is on recruiting and talent acquisition, it can trickle down to other areas of the business. Current customers want to work with companies where employees love their work and are treated fairly. If they see a lot of negativity online, they may second guess doing business with you or re-signing a contract.

This applies to new business as well, prospects are researching and have quick access to information with review sites, career sites, and social media. Now, you are affecting revenue and lead growth, which then affects other areas of your company as well. Ideally, this will be a few things:. Many times, companies forget about places like Glassdoor, which allow employees and former employees to be very candid about their experiences.

What people have to say and the lack of company engagement can raise a red flag to potential applicants. As part of your employer branding strategy, your company should spend time addressing negative comments. Instead, address it, show how your company is working to improve and move on.

That alone shows your company cares. A way to retain employees and attract new talent is to off opportunities to learn and grow within their careers. This could be training sessions to help employees learn new skills or opportunities to advance within the company. Most people want to advance in their careers and learn new skills. If there is no growth opportunities or training potential to develop new skills, why would someone with high skill levels want to choose to work for your company?

Showing your willing to invest in your team and new hires will ensure employees are dedicated to their work and that talented candidates are applying. Your company workforce and potential employees should be aware you value them beyond their specific job title. Social media helps recruiters and HR find the best candidates for a given position. LinkedIn, for example, is a huge outlet for finding the right professionals and makes it easy to see if someone is a great fit.

Yet, as mentioned earlier in this post, people also talk about companies and share their content. And others trust recommendations from friends, family, and colleagues over the company leaders that say the same thing.

A great way to boost social recruiting and build your employer brand is to leverage employees as brand advocates. If your company is doing great things, current employees are more willing to share their excitement online, helping attract even more top candidates.

More than anything else, these statistics prove that employer branding impacts every facet of the employer-employee relationship. While it is most often associated with recruitment, employer branding also affects employee engagement, retention and even profitability. This is a two-pronged fact finding mission designed to uncover how the company is currently presenting itself to candidates and employees and what those people actually think about the company.

Remember, the idea here is to understand how they really think and feel about the company, so be sure to ask questions that will provide meaningful information. How would they describe the company to a friend? Why did they choose to apply? Why do they stay with the company year after year? Why are they leaving the company? Collecting too much information will make data analysis nearly impossible.

Once complete, the employer brand audit will help you identify and correct the gaps that exist between how the company is presenting itself and how it is perceived by candidates and employees.

It answers two important questions:. Think of your EVP as the guiding light of your employer branding efforts. While you may never share it publicly, your EVP will shape your communications moving forward.

At this point, you should be ready to take your message to the masses. But what channels are most important? There are countless avenues you can utilize to promote your employer brand, but when getting started we recommend starting with the lowest hanging fruit. Remember to walk before you run. Learn why and how to create a custom employee spotlight and see how 10 companies spotlight their employees. Employer Branding. Why Employer Branding is Important. How can I create an Employer Branding strategy?

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