Employer branding and recruitment have become completely entwined, and while traditional recruitment methods aim to fill positions with competent employees, employer branding focuses on developing a strong, desirable reputation as an employer of choice. The correlation between these two areas cannot be overstated. Employer branding is important because it directly influences the ability of a company to attract (and retain!) top talent.
Let’s take a second to explore how employer branding impacts recruitment, why it’s a game changer for talent attraction and retention, and talk through some practical strategies for building an authentic and compelling employer brand.
What is employer branding?
Employer branding essentially refers to how a company presents itself to job seekers. It influences public perceptions of workplace culture, values, and general working environment. It's not just about what a company does, but also how it treats its employees, which is critical in attracting and retaining top talent.
Key elements of employer branding
- Company culture: The common values, attitudes, and practices of an organization.
- Employee experience: How employees feel about their jobs, from onboarding to regular mundane tasks.
- Career development: Prospects for growth, learning, and progress inside the organization.
- Work environment: Physical and virtual workspaces that promote employee productivity and well-being.
Why employer branding is important
A well-established employer brand can have a significant impact on both recruitment and retention. Consider companies who are infamous for great benefits, or unique workplace cultures. Why does employer branding and recruitment work so well together?
- Attracts high-quality candidates
- Creates a compelling narrative: A strong employer brand enables businesses to communicate their stories and highlight what makes them distinctive before the job listing is even posted. Candidates that are aligned with your company's culture are more likely to apply.
- Differentiates from competitors: In a (very) competitive talent market, a positive reputation can help a company stand out.
- Increases interest: Candidates are more likely to apply to organizations with a high reputation.
- Reduces hiring costs
- Streamlines the hiring process: A well-established employer brand can nearly eliminate the need for significant marketing spend and decreases the number of hiring stages by attracting more suitable candidates early.
- Fewer rejections: Candidates who were drawn to your company culture in the first place are more likely to accept offers, which saves time and resources on recruitment.
Improves employee retention
- Aligns expectations with reality: When candidates understand what to anticipate from working at your organization, they are more inclined to stay longer.
- Fosters employee loyalty: A favorable work environment that represents the company's values increases worker satisfaction, resulting in higher retention rates.
- Boosts employee engagement: Employees who identify with the company's mission and values are inclined to be engaged and productive.
How employer branding is a game changer for recruitment
- It builds trust with candidates
- Transparency: A good employer brand gives candidates a clear picture of what your company stands for, which renders them more likely to trust you and apply for the job.
- Authentic content: Sharing employee personal stories, working experiences, and company norms increases credibility with authenticity from actual employees.
- It enhances candidate experience
- Better engagement: Candidates that understand your company's culture and principles are more inclined to participate fully in your recruitment process.
- Seamless application process: When your employer brand is robust, job seekers can confidently navigate the recruitment process, recognizing exactly what to expect.
- It boosts candidate quality
- Attracts the right fit: A strong employer brand guarantees that you attract individuals who have not only the required skills but also the appropriate cultural fit.
- Reduces time to hire: When your brand connects with potential applicants, the process advances more quickly and efficiently.
Building a positive employer brand: practical tactics
Building an exceptional employer brand makes use of several techniques and strategies, including real content development and direct engagement with candidates. Here are some innovative and actionable techniques to help you create a strong employer brand. We know they work because we also use them!
1. Leverage blogs and video content
- Showcase employee stories: Highlight day-to-day stories or employee interviews to provide job seekers with insight into your company culture.
- Create informative content: Write blog posts or produce videos about professional growth prospects, employee benefits, and your company's community involvement.
- Engage with potential candidates: Post content on your website or social media that directly addresses the type of employees you wish to attract.
Example from PowerToFly: We collaborate with companies to create compelling blogs and videos that highlight their culture. These pieces give prospective applicants an inside look of the company, fostering trust even before they apply.
2. Host virtual and in-person events
- Showcase your company values: Hosting webinars, career fairs, and networking events allows you to showcase your organization and its values to potential applicants.
- Engage directly with job seekers: Events give job seekers the opportunity to ask questions and interact with staff or leadership, strengthening their relationship to your brand.
Example from PowerToFly:PowerToFly's Diversity Reboot Summit is an excellent example of an event where companies can demonstrate their diversity, equity, inclusion, and belonging (DEIB) endeavors while connecting directly with prospective employees.
3. Promote employee testimonials and reviews
- Build social proof: Support employees to share their experiences on sites such as LinkedIn, Glassdoor, or your company's website. Positive testimonials can boost job seekers' confidence in your company.
- Share success stories: Feature stories on employee growth, internal promotions, and career advancement. These stories are effective tools for attracting like-minded candidates.
Example from PowerToFly: We frequently highlight companies and their specific teams or niche jobsets on our blog and social media to give candidates an insider-look at what kinds of workplace cultures exist out in the world.
4. Engage on social media
- Highlight your company culture: Use networks like LinkedIn, Twitter, and Instagram to convey information about your workplace, beliefs, and mission.
- Post behind-the-scenes content: Share behind-the-scenes footage or "day in the life" content that highlights your company's workplace and culture.
Example from PowerToFly: We support companies in efficiently using social media by sharing material that tells the company's narrative and demonstrates why it is a wonderful workplace for employees.
The power of employer branding in recruitment
Today's hiring landscape is ultra-competitive, so employer branding is no longer a "nice-to-have" — it's a strategic imperative. A strong employer brand not only helps you attract top talent, but also promotes long-term employee retention. Companies can improve their reputation as employers of choice and create long-term relationships with top talent by implementing innovative strategies such as blogs, videos, social media, and virtual events.
PowerToFly helps businesses create and implement effective employer branding strategies that attract, engage, and retain the best talent. Whether that’s through unique content, immersive events, or savvy social media management, we help businesses express their brand stories in ways that appeal with candidates.
Want to learn more? Explore how our employer branding services can elevate your recruitment efforts and attract the talent your company deserves.
