Win the Talent War with Strong Employer Branding

Companies are doing double duty these days. Branding has become three-tiered. Companies still have to cater to customers, yes, but there’s also employee experience to consider, and–here’s the kicker–you have to look good to job applicants, too.

The war for talent

Traditionally, it’s a one-way relationship. Job applicants approach companies, rarely the other way around. The approach used take it or leave it: if an applicant doesn’t like the company, then recruiters move on to the next CV.

But hiring has become much more competitive, to the point that it’s been described as a war for talent. New businesses pop up every day, and technology makes for a flatter playing field–to gain competitive advantage, companies have to be alert and responsive all the time.

At least 60% of job applicants research a company online before hiring, and if what’s up there isn’t flattering, they simply won’t apply.

Building a strong employer brand

The need for good employer branding evolves from this talent economics.

According to Beamery, employer branding is “a company’s ability to differentiate and promote this identity to a defined group of candidates they’re interested in hiring.” It’s becoming a priority for companies globally, although larger companies are more likely to invest in it.

The most outright benefit is that you stand out in a good way–and applicants naturally flock to you, garnering you as much as twice your usual pool. No matter how high the pay is and how hefty the benefits, people would shy away from a company with bad reputation.

This spills over onto retention, with employees more likely to stay if they’re proud of their company (and how it treats them).

The surprising thing is that it also affects your customers–why would they buy a product from a company that they wouldn’t even consider working in?

It’s about authenticity

Because employer branding is based on your company’s identity, it’s rooted in your vision and your values. However, being able to articulate these isn’t enough.

You can have an inspiring mission statement, but you need to go beyond words–it has to be reflected in your company culture.

What pops up right away in people’s minds when they think about employer branding is social media. Visibility is a major part of the story, of course–make sure that your company at least has presence on Facebook and LinkedIn–but employer branding is much more than putting up a social media post every few days.

Get your employees involved

At the crux of your employer branding is your actual employees: how do they feel about your company?

People will always listen more to what an employee says rather than outright ads, especially if the employee is part of their personal network. Case in point: comments and ratings on online forums such as Glassdoor.

Employee branding doesn’t work only on the surface level–you can’t fake it. It’s a must for you, then, to take into account feedback from your employees and build an awesome culture.

The only way is organic: turning your employees into authentic brand ambassadors. Encourage them to tell their stories and share on social media.Word will naturally get around about your company, and you’ll have more applicants knocking on your door.  

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