You’re probably already pouring resources into retaining your current employees—but there’s no denying that the race for qualified candidates weighs heavy on the minds of recruiters, too. You need top talent to drive your organization forward, and the best way to do that is to show candidates why you’re worth working for.
So, what can you do to sustain your talent pipeline? It’s simple: Employer branding.
Contrary to popular belief, your employer brand is much more than your Glassdoor profile. It’s the perception and reputation of your company among your current employees and potential candidates. The best employer branding strategies answer one core question: What makes your company the best place to work?
The right branding strategy can serve as a magnet for top talent, leaving your competition scrambling to reel in new recruits. It’s time to stop letting Glassdoor tell your story. Here’s how to streamline your recruitment efforts with the power of employer branding.
Why You Need a Standout Employer Branding Strategy
Your employer brand is more important than you might think. In the war for talent, employer branding shows potential candidates why your company is worth working for. Your employer brand communicates your values to current employees while attracting a new (and generally passive) workforce.
Research shows that a strong employer brand has a direct impact on recruitment. When companies dedicate resources to branding, they build a better reputation—and that means higher-quality, better-qualified, and more satisfied employees.
At the same time, a poor reputation can take a major toll on your recruitment efforts. According to LinkedIn, failing to invest in your employer brand can cost an average of $5,000 per employee. Almost 50 percent of workers wouldn’t work for a company with a bad reputation—even with a significant pay boost.
This all adds up: With a negative employer brand, you’ll only end up spending more, working harder, and waiting longer for qualified candidates to walk through the door.
Employer Branding Dos and Don’ts
Even if you’re already familiar with the importance of employer branding, it’s not always easy to get your branding strategy right.
There’s no one way to build your employer brand, but there are some best practices to keep in mind. Here are our top dos and don’ts of employer branding to guide you in the right direction.
Do: Define Your Employer Value Proposition
Your employer brand goes far beyond your company logo or “About Us” page. It encompasses your company values, mission statement, and company culture. At the core of your employer brand, your employer value proposition (EVP) guides employees’ and candidates’ perception of your brand.
Your EVP should outline the benefits—both monetary and non-monetary—that set your company apart. Here, you might focus on your company training programs, work-life balance, team culture, or diversity initiatives to differentiate yourself in an overcrowded market of recruiters.
Down the line, your EVP will influence your messaging, content, and recruitment marketing efforts. Your goal is to create an employee-centered company culture that draws in candidates and shows them what you really stand for.
Don’t: Limit Yourself to a Single Channel
What’s the secret to a strong employer brand? An even stronger foundation. We know how tempting it might be to limit yourself to Facebook, especially if you don’t have a full-time HR rep. But if you’re not scaling your strategy across multiple channels, your competition is going to steal your best candidates.
So, how do you start growing your employer brand? Your non-negotiable channels should be:
- Social media. It’s one of the most appealing (and accessible) channels for employers. Why? Because your candidates are already there. Social media is the tool you need to boost visibility, tell your brand story, and build meaningful connections with ideal candidates so you can fill your talent pipeline.
- Your company website. Your company website is usually the first touchpoint prospective candidates will have with your brand, so it needs to leave a good impression. You need a dedicated careers section of your website to effectively convey your EVP and tell candidates what it’s like to work for you.
- Job search and review sites. With 86 percent of employees and job seekers researching reviews before deciding where to apply, it only makes sense to keep up with your Glassdoor profile. Whether your candidates are actively or passively searching for new opportunities, Glassdoor is the top destination to get a sneak peek into your company culture.
- Industry-specific job boards. When you choose the right sites for your industry, you’ll get your job openings in front of qualified talent. Just make sure to highlight your company culture, benefits, and EVP in your job descriptions.
Do: Craft a Compelling Brand Story
Any strong employer brand is built on an engaging brand story. Believe it or not, brand storytelling is simpler than it might seem—it’s all about identifying a problem and positioning your organization as the #1 solution. This way, you can strike an emotional chord with potential candidates, leaving your company top of mind when they’re ready to apply for a new job.
The first step is to identify what problem your brand seeks to solve—and then explain how you solve it. Let’s take Warby Parker as an example. Their problem was that “glasses are too expensive,” and their solution was to “create an alternative” by “circumventing traditional channels, designing glasses in-house, and engaging with customers directly.”
The best brand stories are clean, clear, and straight to the point. You want to captivate candidates, pique their curiosity, and show them the “why” behind your brand.
Don’t: Ignore Candidate Feedback
Sure, Glassdoor shouldn’t be the backbone of your employer branding strategy, but it’s a valuable tool for gathering feedback. Think about it: Your candidates turn to review sites—like Glassdoor and Indeed—to read real opinions about your company. They’re researching your brand, company culture, and interview process, and there’s no better source than former candidates and employees.
If you’re constantly getting negative reviews, take a step back. What could you do better? Is there room for improvement in your interview process? Could you invest more in onboarding? Take candidate feedback to heart—and don’t forget to regularly engage with reviews (yes, even if they’re negative).
Do: Think About Your Current Employees
Your company is only as great as its people—and great people want to be associated with top-notch employers. According to Entrepreneur, employees working at companies with strong employer brands are more invested, leading to lower turnover.
When you go the extra mile to support your employees, they’ll become your brand ambassadors. That means you’ll get more hires through referrals, reducing your average cost per hire. Once your employees start spreading the word about your business, qualified candidates will find your company and apply naturally. Sounds like a win-win, right?
Don’t: Set It and Forget It
You’ve probably heard it before: Employer branding is a long-term strategy. But what does that mean? Basically, you need to constantly refine and tweak your employer brand to make the most of your recruitment efforts.
Don’t make the mistake of missing out on necessary brand message evolution. Make it a best practice to periodically review your branding materials, update your content guide, and evaluate your strategy to ensure it reflects your culture and larger organization.
Tap Into Your Branding Resources
Mastering the art of employer branding isn’t easy, and it’s not going to happen overnight. But if you dedicate the time and effort to building a long-term branding strategy, you’ll fill your talent pipeline with a steady stream of qualified candidates.
When you’re ready to amplify your employer brand, download our internal self-audit and set up a discovery call with our team. We’re here to help you boost your recruitment efforts with proven marketing strategies to attract top-quality talent.