Creating a Strong Employer Branding Strategy

“A strong employer brand can reduce the cost per hire by as much as 50%” - Glassdoor

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In a highly competitive talent acquisition marketplace, a robust and holistic employer branding strategy has the power to make the top talent aspire to work at your organization.

What is Employer Branding?

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Employer branding is the process of building a company's reputation as an employer of choice. It involves developing and communicating an employer value proposition (EVP) that differentiates a company from its competitors and attracts top talent. With candidates keenly observing each step of the hiring process for cues about the company’s work culture, it is important to give them a positive experience at every step. 

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Why is it important to have an Employer Branding Strategy?

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In today's competitive job market, having a good employer branding strategy can help you stand out from other companies. It can be a key differentiator that helps you attract top talent and win new business. A positive employer brand can make your company more attractive to potential employees. People want to work for companies that have a good reputation and are known for treating their employees well. As per CR Magazine, 92% of people would consider changing jobs if offered a role with a company with an excellent corporate reputation. Having a strong employer brand therefore also helps in employee retention.

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Ways to develop an effective Employer Branding strategy

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While most organizations have some form of an employer branding strategy in place, they often miss out on little things that could negatively impact the employer brand. With candidates keenly observing each step of the hiring process for cues about the company’s work culture, it is important to give them a positive experience at every step. 

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1. Be Authentic - In a highly competitive environment where candidates may have multiple offers, doing the same things as others offers minimal differentiation. It is important to identify your value proposition and remain authentic. 
   
   For example, Pixar’s employer brand emphasizes creativity, innovation, and a culture of collaboration. The company’s unique culture is built around its core values of honesty, trust, and respect.

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2. Listen to Employee Feedback - Existing employees act as ambassadors of your employer brand to the outside world. Today’s talent spends hours scrolling through websites such as Glassdoor and reaching out to existing employees within their network for credible information. Feedback from employees and ex-employees has a high impact on candidates. It is therefore important to ensure that their opinion is being heard and acted on. 
   
   For example, Adobe conducts an annual survey called “Pulse,” which gathers feedback from employees on their experience with the company’s culture, leadership, and benefits. The company also conducts regular “listening sessions” to gather feedback on specific issues.

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3. Good Off-boarding - While a lot of thought and effort go into tailoring a great onboarding process, off-boarding processes are often ignored. A smooth off-boarding is essential as reviews from ex-employees have a high impact on candidates. As per Zippia, 87% of exiting employees believe their feedback can help others.
   
   For example, Microsoft’s offboarding process includes an exit interview, a review of outstanding projects and responsibilities, guidance on how to access benefits and resources after leaving the company, and a farewell message to colleagues.

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4. Talk to the Right Audience - To resonate better with the right candidate pool, hiring/recruitment-related communication needs to be tailor-made for the candidate persona that you are looking for. This includes choosing the right channels. 
   
   For example, Deloitte, while targeting college students and recent graduates through its recruitment marketing campaigns emphasizes its commitment to mentorship and professional development, as well as the opportunity to work on high-profile projects.

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5. Policies around Values -  Every company has a set of values but translating them into great policies and practices shows commitment and improves trust levels. As per Forbes, strong cultures resulted in a 4x increase in revenue growth. 

Also Read: How to Manage Virtual and Remote Teams

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6. Communicate Rejection - Candidates invest a lot of time in the hiring process and not communicating the rejection of their application can result negatively on your employer brand.  According to Websolutions, 52% of candidates say that the biggest frustration in their job search is a lack of response from employers. 
   
   For example, Google is known for its rigorous hiring process, but it also takes time to send rejection emails to applicants who didn't make the cut. These emails are personalized and often include feedback on why the applicant wasn't selected

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7. Address Negative Reviews - While bad reviews can be hard to look at, addressing them by making the appropriate improvements can go a long way in improving your company’s reputation. 62% of Glassdoor users agree their perception of a company improves after seeing an employer respond to a review. 
   
   For example, Verizon responds to reviews and ratings on Glassdoor and other platforms and also provides detailed responses to address any concerns. This has helped them to improve their employer brand by showing that they are committed to creating a positive work environment and addressing any issues that arise.

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8. Good Careers Page - A careers page needs to give a glimpse into how the experience of working with your organization would be. Focusing solely on the job openings does not reveal much about aspects such as work culture and growth opportunities.
   
   For example, Patagonia's careers page emphasizes its commitment to sustainability and corporate responsibility. They have also included information about their employee benefits and company culture, and have integrated photos and videos to showcase their work environment.

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9. Clarity and Transparency - Oftentimes, candidates are not given clear information about details such as job description, salary, working hours and timeline of the process. This induces anxiety in the candidates and can lead to a loss of trust. |
   
   For example, Buffer provides a transparent recruitment process that includes a clear job description, salary range, working hours, and process timeline. This has helped to improve their employer brand by showing that they value transparency and open communication with job candidates.

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10. Using the Right Measurement Metrics - The success of a hiring campaign needs to be measured not just through its reach but also through parameters such as quality of leads, hire time, and employee retention. 
    
    For example, Cisco uses metrics such as time-to-hire, quality of hire, and offer acceptance rate to measure the success of their recruitment campaigns. They also use social media analytics to track the effectiveness of their employer branding efforts

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In conclusion, strong employer branding is a crucial component of a company's success.  By creating a powerful employer brand, companies can communicate their values, mission, and culture to prospective employees, leading to increased engagement, loyalty, and productivity. Therefore, by investing in their employer brand, companies can differentiate themselves in a competitive talent market, attract top talent, and build a strong and sustainable organization.

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