Employer branding and why it's important

Employer branding is becoming increasingly necessary in the digital age. Along with attracting new talent, it also helps to protect your brand reputation and allows you to control your organization’s public perception. So, what is employer branding and why is it important?

What is employer branding?

Employer branding became prevalent in the mid-1990s, when the first online job boards were launched and candidates were able to search and find jobs around the country. Although it’s been a concept for longer than that, the digital age has allowed employers to take a more active role in building and spreading their brand identity.

Your organization’s brand exists in everything, from word-of-mouth conversations between colleagues, to public reviews, to your Linkedin presence. Luckily, there are some ways you can control your brand and ensure that the values you adhere to as an organization are represented in your company’s public identity.

Building an employer brand

So, how can you build an employer brand? First, it’s important to think about your goals. What is most important to you? Are you looking to attract new candidates? Are you looking to increase your company’s overall perception? Are you hoping to build a strong reputation that will build trust with new hires and customers alike?

It’s likely a mix of several factors. Here’s how you can get started with building and refining your overall brand as an employer.

1. Define your company values and mission. Adhering to a set of determined values will allow your current employees to work towards a goal and will give the team a stronger identity. Creating a cohesive organization starts from within, and building a solid set of values will also help attract new candidates with a similar mindset.
2. Donduct an audit. Gather all of your existing brand identity assets—current job listings, your website’s “About Us” page, your company’s Linkedin presence—even word of mouth. You can investigate by searching on websites like Reddit and Glassdoor (more information on the latter further in this article), and also conducting pulse surveys and interviews with candidates and current employees.
3. Create your Employer Value Proposition. Now that you’ve identified the existing internal and external perceptions of your brand, it’s time to answer the remaining question on candidates’ minds: what’s in it for me? This conversation goes both ways, and by the end of this exercise, you should be able to tell candidates what they can expect from your org, and on the other side of things, what your company expects from its employees.

Creating and implementing an employer branding strategy

After determining what you want your brand to be, it’s time to get started with curating it. Rome wasn’t built in a day, but after taking the aforementioned steps and finding ways to improve, you’ll be well on your way.

Here are some tools and platforms you’ll want to consider as you begin boosting your brand.

Google business profile

Simply put, your Google Business Profile will likely be the first thing prospects stumble upon, potential hires and clients alike. Formerly known as Google My Business, a Google Business Profile (GBP) allows you to list your business on Google Maps and local search results.

Often a first impression, it’s important to keep your GBP up-to-date. You’re able to add contact info, a website link, your business hours, receive reviews, and more. Learn more about optimizing this essential part of your online presence and ensuring you’re putting your best foot forward here.

Glassdoor

Glassdoor is used by job seekers and organizations. Past and current employees are able to leave reviews about their experiences working at your company. If a job seeker is viewing your Glassdoor profile, they’re likely interested in the listing and wanting to see if your company would be a good fit.

This is where fostering a strong culture really comes in, and ensuring that feedback is acted upon will help to prevent workplace-related issues from arising and reoccurring. Learn more about creating a solid Glassdoor presence here.

Linkedin

Linkedin is an increasingly important aspect of employer branding and recruiting. 49 Million Linkedin users actively use the platform to search for jobs every week. As a free platform, this is a crucial place to get started when it comes to creating a strong brand and attracting new candidates.

Linkedin allows businesses to post statuses, share industry news, list jobs, and easily connect with algorithm-approved candidates in just a click. Learn more about optimizing your Linkedin presence here.

Your website

Namely, your “About Us” and “Careers” pages. These are also some of the first pages candidates will browse when searching your website to learn more about your company.

The About Us can give browsers a better idea of your ethos as a company and what they can expect when joining. It’s also a great way to show the mission and values you adhere to, and paint an appealing picture for prospective clients. Learn more about optimizing your Careers page here.

Candidate & employee surveys

Feedback is an amazing tool for growth. It also helps people know that you value their opinions and care about their experience. Giving post-hiring and onboarding surveys can help you further streamline and improve your hiring experience. Additionally, pulse surveys can help you identify smaller issues as they arise and ensure the company as a whole is growth and improvement-minded. Again, it shows you truly care.

Finally, exit interviews are a crucial part of this feedback process. Learn why employees are leaving, and whether it’s culture, pay, expectations, or new job offers, you can compile this data to inform future actions. After all, among other statistics about employer branding, 92% of people would consider switching jobs if they received an offer at a company with an excellent employer brand reputation.

Get more info on KarmaCheck’s commitment to candidate and employer experience and how it can improve your culture and hiring process here.

Why a strong employer brand is important

75% of candidates will consider an employer’s brand before applying for a job. Recruiting is an integral part of growth, and investing time and effort into your employer brand will behoove you tenfold in the long and short run. Additionally, truly caring about culture and employee experience—and regularly showing it—will benefit your organization in terms of employee retention and word-of-mouth referrals.

Things to remember

Employer branding comes with time and effort. Implementing the tips outlined in this article will propel you on a journey to boosting your reputation, online presence, and pool of candidates. Nothing is perfect, and it’s important to look at feedback as an opportunity to grow and reiterate. Listen to your current employees, define your goals as a brand, and go from there.