How to build a successful employer branding strategy
Now that we’ve gone over why it’s important to have an employer branding strategy, let’s discuss how to build one.
In this section, we’ll go over a few employer branding strategy examples that you could implement in your own work environment and how to build a successful strategy that helps you attract and retain high-quality employees.
Define your company's value proposition
Your value proposition is the benefit you guarantee customers will receive when using your product or service. Ultimately, it's the reason why customers should choose you over competitors.
Value proposition works in two ways regarding employee branding. For one, employees understand the overall gist of your business. They can incorporate this into their work, and you might find some employees who want to work with you because your company values align with theirs.
On the other hand, your value proposition may include your employee experience and branding. It can become synonymous with who you are and what you do, and ultimately why a customer should choose you.
Identify your target audience
No matter your business' size or vertical, your target audience for employer branding is always potential employees. There's a bit more to it than that, though. While you're aiming toward potential employees, it's important to create target candidate personas, so you have an idea of who you want to hire.
Think about the characteristics of your ideal candidate, such as the following:
- Desired income
This will help you get a better idea of who you want to hire, which can make the hiring process go more smoothly.
Develop an EVP
EVP is an acronym for employee value proposition. It refers to the benefits an employee receives at your workplace for their attributes, experience, talent, skills, and everything else they bring to the table.
Your EVP should include the unique benefits you provide that make you stand out from the competition. The EVP you provide helps to draw people to your workplace, and it also makes people want to stay at the company.
Social media started as a way to communicate with friends, but it's now become a way to market products and can even be used as an employer branding strategy.
For one, many job seekers use social media to find jobs, so you should utilize your social media accounts to promote job openings. With social media, you can get an idea of what employees are looking for in a company.
You can also use social media to place ads for new employees while positioning your brand as a positive workplace. You may want to include posts highlighting each employee to show your appreciation. Add a section to your LinkedIn regarding the employee experience you provide and employee reviews.
Engage your employees
Employees want more than a paycheck. They want you to ask for their honest feedback and allow them to provide input. They're looking for room to grow, advance, and improve, meaning you need to talk directly to them and provide them with guidance.
Give them resources to improve their performance and make sure you're congratulating them on work well done. They want to know what they do matters and that you're noticing it, so make time to collect employee feedback so you can get an idea of what you're doing right and what needs improving.
Optimize your career sites
Career sites allow you to reach a large number of potential candidates at once. They allow for awareness and give potential candidates the ease of being able to apply online.
However, you need to make sure your job postings set you up as a positive place for people to work.
With this employer brand marketing strategy, you'll want to review every aspect of your profile and listings. Add details about what makes your company a positive experience for employees rather than just a job description.
However, remember that adding compensation for a position is useful in drawing in interested candidates rather than those with expectations above what you can provide.
Supply a positive candidate experience
Another important aspect of building a successful employer branding strategy is ensuring a positive candidate experience. Rather than just focusing on what the person can bring to the table, revolve the concentration around the individual's needs.
This means you need to ask the employee why they want to work for you and what they think this place of employment can do for them. Discuss their expectations in terms of pay and schedule.
Measure and analyze the success
Once you implement your employer's brand strategy, you then need to measure and analyze its success.
It's important to take the time to see how your strategies are panning out and if they're bringing in the potential employees you desire. Or, if you're drawing in unqualified people merely looking for employment rather than a career with a company.
It also helps to monitor if you're bringing in more potential employees and if they're showing up for their interviews and coming back once hired; this all plays a role in the success of building successful employer branding strategies.