Every company has an “employer brand”. Whether you are conscious of it or not, it’s there and its playing an ever-increasing role in your talent attraction strategy. Choose to dismiss or ignore it, and you’re pretty much choosing to isolate yourself from your future employees.
So, what is employer brand?
In short - It’s your reputation as an employer. Your purpose, your vision and your values – and how you communicate this internally and externally. A set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture.
Are you loyal to a particular brand? Most of us are. And this is typically because we share a common connection with the brand and therefore we build trust and loyalty to it.
It takes time to build trust and loyalty. Your employer brand isn’t something that you can magic overnight or falsify for that matter. It has to come from within and you have to give it the time and attention it needs to reach your audience.
Why is this important in attracting talent?
With the rise of social media, future employees are doing more and more research than ever when considering their next employment move. Building a reputation as a credible employer and a great place to work is key to your attraction strategy. Promoting your employment offering through your social channels and your existing employees is the perfect way to give you an edge over your competitors.
Your employer brand is your opportunity to connect with your audience and provide them with a REAL view of what it’s like to work at your organisation. Equally, by putting your brand out there, you are also likely to eliminate candidates that are not a true fit for you – saving you time and resources interviewing irrelevant candidates.
What impact will a good employer brand have on your talent strategy?
Your brand is your shop window, your credibility and your competitive advantage in an ever-intensifying labour market. A strong employer brand can reduce your time and cost per hire and improve your quality of hire. Not only can it play an integral role in streamlining your attraction process, an employer brand that is true to your organisational purpose, will allow you to retain your employees for longer and will increase your referrals and recommendations.
It doesn’t matter whether you have 10 or 10,000 employees, whether you are a small software house in South Wales, or a global tech player in Silicon Valley, your reputation is everything.
We are living in fast paced, rapidly changing times, where exposure and transparency are non-negotiable. This is both concerning and exciting depending on your position. From an organisational perspective, if you truly believe in your business, its purpose and its vision, you absolutely need to be engaging with your audience on this level. If you don’t start doing something about this now, you will see the struggle in the months and years down the line.