Every employer aspires to get the right candidates to perform the right job. The process of hiring encompasses several strategies. Employer branding is one of these strategies.
Human resource experts point out that employer branding is a key component that guides the vision of a company. Employer branding plays a fundamental role in a company. Its main objective is to boost recruitment processes and integrate a meaningful mode of thinking in a company.
Through employer branding, a company is able to distinguish itself from the rest by advocating for a conducive work environment for employees.
Due to the important role employer branding plays, it is increasingly becoming one of the top priorities of the management of a company. The management strives to create a unique and persuasive employer profile. One that woos the most skilled job candidates to accept the terms of employment of the company. Many suitable employer branding strategies exist. Are you using any of these 5 strategies?
- A strong company culture
Employer branding does not entirely focus on a company’s existing employees. Prospective job candidates have a part to play too. In their quest to become part of your company, prospective employees will seek to know what others say about your company. The candidates will review social media comments from your current employees. The comments support the candidates in analyzing the suitability of a company. All this boils down to the culture instituted in a company. The culture of an organization is a vital variable that has an impact on employer branding. The culture must project a good company reputation and brand. A strong culture emphasizes employer branding. A weak culture undermines employer branding. The management has to come up with company policies that enhance a strong culture. A strong culture addresses the following issues:
- It displays recognition and appreciation of efforts of current employees.
- It allows employees to share their work experiences through social media networks.
- It communicates a sense of teamwork and collaboration in a company.
- It markets a company through videos that stress the important values and beliefs of a company.
Therefore, a strong company culture can be perceived as the ground on which employer branding firmly stands. It leads to accountability and transparency in employer branding. Honesty is significant when conveying a company’s information to prospective employees.
- Open Communication between your employee team and top management
Employer branding is insignificant if communication is not involved. One of the principles of employer branding is open communication between employees and the senior management. It is your responsibility as a company head to nurture participatory decision making during employer branding. You need to motivate your employees to take an active role by giving suggestions. The suggestions can be elicited by asking them questions. This is a very cost effective tactic of creating a suitable company profile.
Importance of communication in employer branding
- Open communication leads to a precise employer branding message.
- The message is positively endorsed by the target audience.
- Seeking the opinion of current employees creates rapport between a company and potential job candidates.
- Current employees are well informed of the employer branding message.
- Create awareness about top employees’ stories
Employees are key stakeholders in any company. They are the heart of the company. They are a microcosm of the company reinforcing its macrocosm aspect. You should give them a voice in employer branding. Tell stories of your employees who have demonstrated exemplary performance. You should focus on top employees from different facets of the company. When you shift attention to narrating the achievements of these employees, you will increase your chances of attracting highly qualified employees. It is also a way of communicating Employee Value Proposition (EVP). EVP represents the rewards and benefits a company extends to employees. It is possible for this information to be captured by such stories. How are top employees stories used in employer branding?
- Employees are given the authority to publicly blog about their achievements.
- Employees are awarded the mandate to tell their stories on a company’s official website.
In the process of doing so, accomplishments of a company are known both internally and externally. A company’s profile is given more weight. In the long run, successful employer branding is realized.
- Employer branding on popular social media networks
Social media has to a great extent transformed employer branding. It has modified the methods through which job candidates seek employment. It has accorded job candidates the right to articulate their views about a company’s job advertisements. Have you been monitoring your company’s profile on social media networks? If not, you need to start paying attention to it.
A professional company profile on social media networks is the key to quality employer branding. To uphold high standards of employer branding, a company’s social page must be outstanding progressively. This is to enable prospective job candidates to easily identify with your company. Social media networks to integrate are:
Why are these social media networks useful?
- They are very effective for companies to disseminate information about themselves.
- Potential employees are able to accrue information about employers.
- They quickly reach a large scope of the audience enabling employers to acquire a large pool of job seekers.
- Use of relevant images in branding
Photos have the power to achieve a stronger impact than any other medium of communication. They communicate more information than words. They nurture a fulfilling employer branding endeavor in a number of ways:
- They are shared in a speedy manner across multiple social networks.
- They make the employer branding message authentic and reliable.
- They assist job candidates to have a foretaste of companies they wish to associate with.
- A company garners high traffic rates.
To wrap up, the strategies discussed above ensure credibility is achieved when embarking on employer branding. Further, effective employer branding enables a company to achieve growth milestones.
A company has the ability to compete with other companies, attract and retain the right job candidates. As a CEO of your company, you have to be at the forefront in advocating for a strong employer branding campaign.
Get involved in each step of employer branding. It is as a result of strong leadership that employer branding strategies are utilized to the maximum.