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Employer BrandingIn many rapidly growing industries, such as technology, employers are facing stiff competition to recruit top talent. The best of the best candidates in these industries enjoy the ability to be picky when it comes to choosing their next job. Many of these candidates place a huge emphasis on company culture. In order to attract these candidates, employers need to focus on establishing a strong employer brand. Read this article to learn more about employer branding and how you can use employer branding to attract and retain the best candidates.
What Is Employer Branding?
An employer brand refers to employee value proposition as well as the reputation of an employer as a place to work. This is in opposition to value customer value proposition and corporate brand reputation, which is more general. The term employer brand originated in the early 1990s. Since then, it has been used heavily by the global management community.
The employer brand is useful for an organization to properly communicate its reputation to both current and potential employees. The mission, culture, personality, and values all contribute to employer brand. If a company has a positive employer brand, this means that the company is viewed as an excellent place to work and a good employer. As you can probably imagine, employer brand has a significant impact on the ability of an organization to recruit new employees, retain and engage current employees, and maintain a positive perception in the market.
One industry where employer branding is essential is the tech industry. Currently, the tech market is oversaturated and it doesn’t appear that this issue will resolve anytime in the near future. Therefore, the competition for talent in the tech market is intense. It follows that companies need to have top-notch employer branding in order to be able to hire and keep the best employees. If a company is unable to offer benefits and the opportunity for growth, the most talented candidates will go elsewhere in their search for employment.
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Strategies to Improve Employer Branding
If you want to get the best of the best in the tech industry, it is important to focus on the presence of your organization. You want to keep your organization on the minds of potential employees. You can do this by working on your careers website and launching social and email marketing campaigns to build your employer branding.
Some companies are turning to YouTube and other interactive platforms to establish a positive brand personality and represent the company values in a good light. An example of a tech company that takes advantage of interactive platforms is Boeing, which has a company YouTube channel for the showcasing of products and innovations.
In terms of strategies to improve employer branding, keep in mind that your employees will likely be your most influential advocates. The company Glassdoor conducted a study in 2016 and found that most people seeking a job will read about six reviews before an opinion is formed about the organization. Therefore, you want your organization to have good reviews and ratings on Glassdoor and similar websites. This will attract the best applicants to your organization. The perception of your company on Glassdoor should not only be positive, but it should also be accurate. That way, the applicants you receive will be the most likely to love your company as well as their job.
Take advantage of every opportunity to show off positive employee stories. However, you want to ensure that the stories you showcase are as authentic and sincere as possible. Potential and current employees are smart and will be able to sense inauthenticity, which could hurt rather than help your organization’s employer branding. The testimonials should be in the own words of your employees. In general, potential employees tend to respond most positively to relaxed video formats. In the testimonials, you want to ask your employees to share their story and about the aspects of the company and job they like the most. The ultimate goal is to provide a human face for your organization.
Culture is essential when it comes to improving employer branding. In general, as long as you establish a good culture, you will be able to keep loyal employees for life. Of course, establishing a positive culture is much easier said than done.
Companies like Cisco, Google, and Workday are a few good examples of employees that have established a strong culture by offering employee perks and creating an environment for tech professionals to grow and prosper. Google has a Google+ page that is called “Life at Google”. This page is made up of a collection of photos of various employees across the globe in Google offices. Workday, on the other hand, has a section of their website that is dedicated to Generation Workday. The purpose of the section is to help recent graduates become leaders.
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Common Trends in Employer Branding
According to employer branding statistics 2018, employer branding statistics 2019, Currently, there are two common employer branding trends. These employer branding trends 2019 and employer branding trends 2019 are as follows:
- Authenticity and personalization
- Communication of a clear, greater purpose
Authenticity and PersonalizationAs more and more organizations begin to recognize the importance of internal employer branding, it is beginning to look similar for a lot of organizations. For example, many companies have a Friday happy hour for their employees.
While personalization has always been vital, it continues to grow in terms of importance as competition rises. Therefore, if you want to establish a good employer brand, you need to differentiate your organization from your competitors. Not only will personalization increase your prospects, it will also help you attract and hire the right employees. Job seekers value a cultural fit significantly. Therefore, it is important that you are able to accurately represent the uniqueness of your community and culture so that you can find the employees who will contribute to the culture.
Once you set expectations when it comes to your organization’s culture and employer branding, you need to maintain these expectations. For example, the mission statement of Airbnb is based on belonging, and they strive to emphasize this value. This is what is meant by authenticity when it comes to employer branding. Other good examples include the heineken employer branding and IBM employer brand.
Communicating a Clear Greater Purpose
Before, a good salary and job security were sufficient to satisfy both employees and employers. However, today, job seekers are not interested in being satisfied in this way. Rather, job seekers want to do work of value and want to make a difference in their community. Many job seekers are looking for companies that reflect their ideological values.
Overall, a company will find it easier to retain an employee if it can find a way to satisfy both the employee’s basic needs and the needs that reside at the top of Maslow’s Hierarchy of Needs. Some of these needs include Transcendence, Self Actualization, and Aesthetic Needs.
An excellent example of a company that has succeeded in communicating a clear greater purpose is Patagonia. The mission statement of Patagonia is “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Patagonia has invested a significant amount of money into its mission statement, which adds to the authenticity. Employees who work at Patagonia often report feeling as if they are a part of a mission that is bigger than themselves.
Since employees are beginning to value doing work that aligns with their personal values and identity more and more, employers who possess greater mission and original core values will recruit employees at a higher rate in comparison to companies without a solid vision.
Career Opportunities in Employer Branding
Due to the growing importance of employer branding, the number of talent brand jobs and other career opportunities in employer branding is also on the rise. The employer branding specialist is an example of a career opportunity in employer branding. Some key responsibilities of an employer branding specialist include the following:
- Identifying the aspects of a company that make it attractive for candidates
- Highlighting the differentiators that distinguish the company from its competitors
- The leveraging of communications that are candidate-facing
- Managing social media and interactive platforms to convey the employee experience and corporate culture
- Establishing the employee value proposition
- Partnering with hiring managers and recruiting leaders for the development of sourcing strategies to meet future and current hiring needs
The demand for recruitment marketing jobs, employer branding jobs, employer branding consultant, and employer branding firms is growing among employers. In general, the nature of this role is flexible. Therefore, there is no employer branding job description that encompasses all the possible job responsibilities for an employer branding specialist. There are even employer branding firms being established. The employer branding specialist salary is also on the rise. Therefore, if you’re interested in working in employer branding, you should create an employer branding resume and start applying.
As you can see, employer branding is here to stay when it comes to employers that are fighting for the best candidates in the most oversaturated and competitive industries. For more information about employer branding and how you can use it to your advantage, don’t hesitate to contact us.