What is Employer Branding and Why is it Important?
Employer Branding is what attracts the best talent on the market with almost 75% of job seekers looking out for employers that actively manage their brand. An unclear or sparse employer brand does more harm than good. So with all the hype surrounding employer branding, what exactly is it? Equally relevant, why is it important? By breaking down the fundamental components of employer branding, it will serve to shed light on why it is so essential for your business and how to communicate it effectively.
The basics of Employer Branding and Breaking Down the Brand
It can be overwhelming at first, as employer branding is everywhere and everything at once. It could be your website, career page, social media, your employees, and the list goes on. In truth, it is the image and experiences your company projects. It is your company identity projected across all media and channels that may connect you to prospective customers, current employees and potential candidates. Employer brand and company identity can be broken down into five general categories, which are personality, voice and tone of voice, mission, values, and overall experience. By breaking down the brand in this manner, you will be able to identify talent better and see more clearly where you need improvement.
The Personality your Company Exhibits
Personality involves asking who your employer brand is rather than what. The core of the employer brand is its character. People prefer connecting with real people, which makes business to business (B2B) sales challenging. It’s a lot harder to get the decision-makers to buy and connect from a company than from a real individual. Your HR team represents your business and connects with decision-makers, who may be your candidates! If you picture your company as a real person, what character traits would you want it to project and exhibit? Perhaps insight, dedication, organisation and fun? Identifying these qualities assists you to attract and connect with candidates more associated with those traits for a better personality and cultural fit.
What are the Company’s Voice and Tone?
All companies have a voice and tone. You just might not be immediately aware of it, and it may not be consistent, but it is there. Quite often, that tone comes across from the person writing the blog post, social media update, website content or job description. If one person is responsible for all the content, then you generally have consistency; however, that is frequently not the case. The voice and tone of the company should reflect its personality and is the best and most direct way to communicate it clearly. A coordinated and relevant voice and tone will help to promote your organisation’s personality and establish a robust employer brand. Consistency is absolutely critical as different voices and tones might convey the impression of multiple personalities, or worse still, none at all!
Company Mission and Values
Your company’s mission is equally important, and one of the first things prospective candidates and customers want to know. Your mission and purpose add depth to your company identity and brand and is a core component. You need to communicate your mission to your audience consistently. Companies have values, just like people, and they are a fundamental driving force. They help people understand your business and connect more confidently. Like people, companies also have values, and they should be the primary driving forces of your business. It may not always be visible; however, all interactions with your audience need to reflect these values clearly.
Overall Experience and Impression
Although the experience is the final element of employer branding, nonetheless, it is the sum of all parts and cumulation of the company’s personality, voice, tone, mission, and values. You need to look at how your audience will perceive and experience your company. Think about the relationships these elements can generate with employees, prospective candidates and your customers, and if they project your brand coherently has accurately. The experience is crucial as it is likely to be what your audience is talking about with their network of friends and contacts.
Why is Employer Branding important?
Now that the term employer branding is clear, it is time to answer the question of why it is so essential for a business. The primary reason you should take employer branding seriously is that candidates and employees look carefully at employer brands. With over 75% of candidates looking at the employee brand before applying, can you afford not to give it due importance? You are most likely to be competing with other companies for the same pool of candidates. It is an excellent opportunity to stand out from the competition and connect directly with your potential hires and candidates. Employer branding includes clear communication of the company vision and mission. It should have consistent and clear visual branding and openly showcase employees. It is also crucial to have positive reviews on third-party websites and be active on social media. The chase for the best talent isn’t dependant on better salaries, perks or benefits, rather through your employer brand. The manner in which companies manage to differentiate themselves in the labour market will enable them to recruit better, retain and employ the best people for the posts. A robust employer brand will help your businesses compete in the competitive job market for the very best talent and establish your credibility at the same time.