Three keys to building a strong employer brand
Wednesday, August 28, 2024 - Dignify
Like any market, the labor market is a competitive space. Organizations, no matter their structure, or industry, are in a constant state of competition with one another for job seekers and potential employees looking for work in their industry. Each company sets out to recruit the best potential talent that they can find, but only some rise above the rest and get the people that they need or want. Those that rise above tend to have a very strong, attractive employer brand.
Workable defines an employer brand as the representation of the company as an employer.You can think of managing your employer brand like you would any other brand. Your goal is to differentiate yourself from the pack and distinguish yourself as the best option among the mass of other available brands. It’s about carefully creating and managing how your company is perceived.
Just as consumers are more likely to spend their hard-earned money on an organization with a good brand, job seekers are more likely to gravitate towards organizations with good employer brands. Many people seeking employment, especially those with highly sought after skills and/or excellent credentials, will only throw their hat in the ring to work at a company or an organization that appeals to their lifestyle, values, and preferences.
Some examples of companies with outstanding employer brands include:
- Marriott International
- PetSmart
- Netflix
- Electronic Arts
What do they, and other companies with strong employer brands, do to set themselves apart? We identified a few common consistencies.
- Defined EVP
An EVP, or employee value proposition, is critical to attracting the candidates that you want. SHRM defines an employee value proposition as part of an employer’s branding strategy that represents everything of value that they offer to its employees. Constructing an attractive EVP involves tailoring your employee experience to the wants and needs of the labor market. It might include elements like salary and compensation, benefits, culture, education opportunities, mission and values, advancement opportunities, and more. For more information, check out this useful guide for creating a standout EVP.
- Strong web presence
Most companies with strong employer brands have a compelling web presence. They use their website, social media platforms, and more to communicate their brand message. They share photos, videos, blogs, and more that demonstrate how they live up to their EVP or what they otherwise promise to their employees. They show employee experiences, stories, testimonials interactive content, and more to provide an insight into what it’s like to work at their company (and why the viewer should too!). One of our favorite examples to look through was PetSmart, which uses their social media to post stories and moments that employees have with animals.
- Focus on culture, mission, and values
Companies that have strong employer brands tend to do a great job at communicating their culture, mission, and values in their content. For example, on their job descriptions or careers page, they might include their mission statement to attract candidates that resonate with it. Or, on their social media pages, they might affirm their commitments to a value like giving back to their community by spotlighting company-sponsored volunteer events. Or they might show how they take care of and show appreciation to their employees. Companies like Sure-Dry demonstrate the bottom-line power that comes with having a strong, employee-first culture. Learn more about the amazing story of Sure-Dry here through the eyes of its General Manager, Jamie Budiac.
Building an employer brand comes down to creating a great employee experience and making sure it’s consistent across all levels of your organization. Then, you need to make sure that positive experience is visible to the public, especially to potential employees. Leverage your social media, website, hiring platforms, and more to put all the upsides of working at your company on full display. Lean into your strengths! Is your company in a position to offer above average compensation for a job role? Make it known. Do you have a workplace culture that fulfills employees? Show it off. Do your people get opportunities to put into action the values that they live and support every day at your company? Share those moments with the world. By strengthening your employer brand, you make it more likely to attract exactly the right kind of talent you are looking for at your business.