Employer branding is one of the most influential factors in how attractive a company is perceived by employees and job seekers. A well-managed employer brand can help a company stand out, attract the right talent, and improve employee engagement. In this blog, we’ll explore how companies can develop their employer branding and what actions lead to the best results.
Why Does Employer Branding Matter for Companies?
“Employer branding is your company’s reputation as an employer. It’s not just a marketing tool; it directly affects how your company is perceived by job seekers and current employees,” says Anna Knihti, Marketing Manager at Seasons.
A strong employer brand can:
- Strengthen the company’s overall brand and help it stand out from competitors.
- Attract top talent that shares your company’s values and culture.
- Improve employee engagement, which reduces turnover.
For companies with limited resources, building a strong employer brand is even more important. A solid reputation can attract more customers, improve employee wellbeing, and create positive marketing.
Step 1: Values & Culture at the Core of Employer Branding
The first step in developing your employer brand is to assess the current situation within your company.
- What is your company culture?
- What values do you represent?
- How values are they visible in your daily operations?
This can be supported by employee surveys that uncover strengths and areas for improvement in your company’s brand and work environment.
“Values and culture shouldn’t just be words; they should be embodied in day-to-day activities and recruitment processes,” Anna summarizes.
Step 2: Improving the Recruitment Process
The recruitment process plays a critical role in employer branding. Your company should ensure that the recruitment process reflects its values and culture. Here’s how to develop a recruitment process that attracts the right candidates:
- Target your messaging to the right audience.
- Introduce your company values and culture during recruitment interviews and job advertisements.
- Train your leaders and recruiters to recognize and present your company’s culture and values.
This will help attract candidates who align with your company’s values and culture.
Step 3: Visual and Digital Employer Marketing
Companies can differentiate themselves in employer marketing by investing in visual and digital marketing. As Anna explains,
“Employer branding communication through digital channels, such as your company’s social media and website, allows you to reach a wide audience and attract potential employees.”
Concrete steps in employer marketing include:
- Optimizing job advertisements: Create attractive and visually appealing job ads that stand out.
- Recruitment advertising: Plan targeted campaigns on platforms like Jobly and social media to attract the right audience.
- Videos and photos: Invest in professional employee photoshoots and brand videos that reflect your company’s culture and values.
Step 4: Training and Leadership Coaching
Leaders play a pivotal role in employer branding since they are the primary messengers of your company’s values and culture. A well-trained leader can significantly impact how candidates and employees perceive the company.
Leadership training should focus on enabling leaders to effectively communicate the company’s values in recruitment conversations and daily operations. This ensures consistency in culture and messaging, which improves team engagement and enhances the employer brand. Training also supports leaders in creating a positive work environment and driving long-term success.
Step 5: Employee Engagement and Strengthening the Brand
Lastly, engaging your employees is essential in building and maintaining a strong employer brand. A positive employer image doesn’t just come from attracting new employees; it also stems from taking care of your current employees.
Here are some engagement strategies:
- Appreciating and rewarding employees.
- Wellbeing programs and flexible working options.
- Listening to employees and considering their feedback.
“As simple as it sounds: when employees are satisfied and motivated, they naturally become brand ambassadors, strengthening the employer brand,” Anna concludes.
Summary: Employer Branding is a Continuous Process
Developing an employer brand brings significant benefits to the company. By investing in values, culture, digital marketing, and leadership training, you can create an attractive and sustainable employer brand that draws the right talent and boosts employee engagement.
If you want to develop your employer brand and get more support for your employer marketing, Seasons is here to help. Learn more about our HR Partner services.