Employer Branding: The Beginner's Guide 2024

What is employer branding?

Employer branding refers to the process of developing your employer brand.

Just like marketing and branding activities target customers to create a “product brand,” employer branding activities target job seekers and current employees to influence their thoughts about your organization.

Your employer brand is the image and reputation of your organization as an employer for candidates, employees and other key stakeholders. Simply put, it is how job seekers and employees truly perceive you.

Why is employer branding important?

From a technical standpoint, it's important to recognize that the concept of employer branding is far from new. In fact, every employer has an inherent employer brand, even if they may not be consciously aware of it.
 
It is essential to gain a clear understanding of your employer brand and, subsequently, take steps to actively manage and influence it to ensure that job seekers and employees have a positive experience with your organization.
 
Why emphasize "manage and influence" over "own or dictate"? The reason is that your employer brand is not something you can lay claim to in a traditional sense. Instead, it exists within the minds of candidates and employees, shaped by their thoughts and impressions.
 
As previously mentioned, your organization possesses an employer brand by default, whether you actively tend to it or not.
 
Candidates and employees hold their own perceptions about an organization. If you're not proactively working to shape those perceptions, you are subject to their judgment.

• A striking 76.0% of applicants consistently conduct thorough research on potential employers before applying.

• A significant 64.8% of candidates prioritize visiting a company's website to gather information.

• A noteworthy 37.5% consider a company's reputation as an excellent workplace and its corporate culture to be crucial factors in their job search.

Source: iHire

Visualize your organization's recruiting and retention efforts as a sequence of individual interactions. Each interaction leaves a distinct impression on candidates and employees, which collectively molds your employer brand and directly impacts your ability to attract and retain top-tier talent.
 
The result? In the absence of proper management, any of these interactions can potentially go wrong, resulting in a loss of talent and employee churn.

Therefore, employers should take a proactive approach to enhance and oversee their employer brand as they strive to establish themselves as the "best place to work."

Top benefits of having a strong employer brand

There are many perks that come with having a strong employer brand.

• Exceptional talent: When your brand has a good reputation as an employer, it can attract some serious talent.

• Happy campers: Happy employees are more likely to stick around, so you'll have lower attrition rate. That's good news for everyone.

• Engaged workforce: People are more likely to give their best when they're proud of where they work. So, you get a more engaged and motivated team.

• Competitive edge: Being known as a top employer makes your company stand out in the job market. You can snag the best people before your competitors do.

• Savings on hiring: When you're an employer of choice, you might spend less on recruitment because top talent comes to you.

• Better reputation: A solid employer branding can make your organization look good in general, which can help you win and retain customers (and investors).

• Diversity boost: People from all walks of life are more likely to apply to a company with a reputation for being inclusive and diverse.

• Happier teams: When your employees are proud to work for you, it lifts their spirits and makes the workplace more pleasant.

• Performance and innovation: Happy, engaged employees tend to perform better and come up with cool new ideas.

• Faster hiring: You'll have a bigger pool of candidates, so you can fill positions faster.

• Employee advocacy: Happy employees often turn into loyal advocates for your organization, which can bring in more fresh talent.

• Better customer service: Happy employees provide better customer service, leading to greater customer satisfaction.

Having a strong employer brand can do wonders for your organization. It helps with hiring, retaining your existing team, and creating a great workplace. It's a win-win for both the employer and its employees! 🤝

Now moving on to the most interesting part: creating a winning employer branding strategy.

9 steps to creating an employer branding strategy from scratch

The job market is tough. Attracting and retaining top talent can be a real challenge. But with a strong employer branding strategy, you can stand out and you’ll also find that your values align with those of your potential employees.

Follow these nine steps to make your organization an employer of choice for top talent.

Step #1: Define your employer brand identity

Building a strong employer brand begins with understanding who you are as an employer and what sets you apart from others. Your brand identity is the foundation for all other efforts.

What to do: Start by defining your company culture, values and mission. Identify what makes your workplace unique.

Questions to ask:

• What are your core values? (Example: integrity, innovation, collaboration)

• What is the employee experience at your company like? (Example: we have a culture of open communication and continuous learning)

• How do you want to be perceived as an employer? (Example: we want to be seen as a supportive and inclusive workplace)

Step #2: Understand your target audience 

Effective employer branding requires knowing who you want to attract and retain. This step is crucial to tailor your messaging and strategies accordingly.

What to do: Create personas for your ideal employees. Understand their motivations, aspirations and needs.

Questions to ask:

• What kind of talent are you looking for? (Example: we're looking for experienced software developers or creative marketing professionals)

• What are their career goals? (Example: they may seek career advancement, skill development or a healthy work-life balance)

• What factors influence their job choices? (Example: they might prioritize flexible work hours, positive company culture or meaningful work)

Step #3: Encourage employee involvement and feedback

Your current employees are your best brand ambassadors. Encourage their active participation and gather feedback to improve your employer brand.

What to do: Conduct regular surveys and focus group discussions to understand employee sentiments and suggestions.

Questions to ask:

• What do employees like most about working here? (Example: employees appreciate our professional development opportunities and supportive managers)

• What could be improved? (Example: some employees would like more work-from-home options)

• How can we involve employees in brand promotion? (Example: encouraging them to share company achievements on their social media profiles)

Download the Guide: Turning employees into your best brand advocates: 3 steps

Step #4: Craft your brand messaging

Your messaging should reflect your identity and resonate with your target audience. Consistency in messaging is key.

What to do: Develop clear and concise messaging that communicates your values, culture and opportunities.

Questions to ask:

• What is the central message you want to convey? (Example: we want to highlight our commitment to innovation and employee growth)

• How do you want to be perceived by potential employees? (Example: we want to be seen as a dynamic and inclusive employer of choice)

Step #5: Enhance online presence

In today's digital age, your online presence plays a significant role in employer branding. It's often the first point of contact for potential candidates.

What to do: Optimize your website and social media profiles to highlight your culture and job openings.

Questions to ask:  

• Is your website user-friendly and informative? (Example: ensure that the career page is easy to navigate and provides in-depth information about job opportunities)

• How can you improve your social media content to reflect your brand? (Example: share employee stories, showcase company culture and engage with followers)

Step #6: Showcase employee stories

Real employee stories are powerful tools for showcasing your company culture and creating authenticity.

What to do: Encourage employees to share their experiences through written testimonials, videos or blogs.

Questions to ask:

• Which employees have compelling stories to tell? (Example: highlight employees who have grown within the company or contributed to community initiatives) 

• How can you capture and share these stories? (Example: use video interviews, written testimonials or blogs to capture and share these narratives)

Step #7: Facilitate employee development and well-being

Promoting employee growth and well-being should be a core part of your employer branding strategy. Happy employees make for strong brand ambassadors.

What to do: Offer continuous learning opportunities, wellness programs and a healthy work-life balance.

Questions to ask:

• How can you invest in employee development? (Example: provide access to online courses, mentorship programs and regular skill-building workshops)

• What well-being initiatives can you introduce? (Example: implement a flexible work schedule, wellness challenges and mental health support programs) 

Step #8: Measure and refine

Regularly assess the impact of your branding efforts and refine your strategies based on data and feedback.

What to do: Set key performance indicators (KPIs) for your employer branding efforts and use tools to track your progress.

Questions to ask:

• Are you achieving your branding goals? (Example: are you attracting the desired talent, reducing turnover and improving brand recognition in the job market?)

• What adjustments are needed based on performance data? (Example: if data shows that a particular strategy is not effective, consider revising it)

Step #9: Celebrate achievements

Recognize and celebrate your successes in employer branding. Positive reinforcement can boost morale and engagement.

What to do: Host recognition events, share success stories and publicly acknowledge your employees' contributions.

Questions to ask:

How can you create a culture of appreciation within the company? (Example: recognize and reward outstanding employee contributions through quarterly awards or shout-outs in company-wide meetings)

5 actionable tips to improve your employer brand

In practice, employer branding is an ongoing effort. So let’s explore additional insights and approaches to enhance your overall employer branding efforts.
 
1. Monitor your employer's brand sentiment regularly

Regularly checking employer brand sentiment can help you evaluate if your employer branding activities are working or not.

Moreover, as organizations are constantly looking for candidates, they need to be aware of any unforeseen dips in employer brand sentiment as that could affect their recruitment plans.

It can happen due to several internal and external reasons and thus is vital to keep tabs and take immediate action.

Sprinklr can help you learn your employer-brand sentiment with the social listening tool for social media channels, job portals, review sites, surveys, etc., and identify critical business insights in real time to take action.

Check Out: Social media sentiment analysis: an easy guide

2. Share approved content and open positions with employee advocates regularly

You should consistently provide fresh, approved content on your employee advocacy tool, which employee advocates can share with their social media network. You can segregate job-related posts from other organizational content to get referrals via employee advocates.

Interesting Read: How to activate your advocates for recruiting

3. Engage in thought leadership

Showcase your company's expertise by having leaders or experts in your organization publish articles or posts on industry-related topics.

This establishes your brand as a knowledge leader within your field.

4. Leverage LinkedIn Ads and Sponsored Content

Invest in LinkedIn advertising to target specific demographics and reach potential candidates. Sponsored Content can help your brand stand out in users' feeds.

5. Respond to inquiries promptly

When potential candidates or interested individuals reach out to your company on LinkedIn or any other platform, respond promptly and professionally.

Prompt responses demonstrate your commitment to communication.

Also,

The silence following their job application leaves almost 70% of candidates feeling disheartened and less inclined to engage with a brand.
 
Source: iHire

So, don’t forget to add “don’t get back to candidates’ applications” to your “not to-do list.” 😅

How to manage online reviews to boost employer branding?

A staggering 64.7% job aspirants expressed that employee reviews and testimonials were absolutely indispensable in shaping their research.
 
Source: iHire

Here’s what you can do:

• Monitor reviews regularly: Set up alerts or notifications for new reviews on platforms like Glassdoor, Indeed, Google and other relevant job boards and social media channels. Regularly check your company's social media profiles for mentions and reviews.

• Respond promptly and professionally: Address both positive and negative reviews. Responding to all reviews shows that you value feedback and engagement. Respond promptly to address any concerns or questions. Be professional, polite and empathetic in your responses.

• Make the most of positive reviews: Highlight and share positive reviews on your company's website, social media and recruitment materials. This can help showcase your company's strengths and attract potential candidates.

• Learn from negative reviews: Use negative reviews as an opportunity to improve your organization. Identify recurring issues and work on addressing them to create a better work environment.

• Train HR and management teams: Ensure your HR and management teams are well-equipped to manage online reviews and respond appropriately. Provide training on handling feedback and improving the work environment.

3 great examples of employer branding to inspire you

When companies invest in a solid employer brand, they not only attract top talent but also create an engaging work environment.

Let's chat about three examples of employer branding that show what it takes to be the go-to employer.

1. Google
Google has quite the reputation when it comes to being a fantastic place to work. It has really nailed down the whole "employer branding" thing. It’s known for its innovation, creativity and commitment to employee development. If you're thinking about joining the Google team, their "Careers" website is what you may want to check out first.

It's packed with employee stories, videos and blog posts that'll give you a real taste of what it's like to be a Google employee.

Source: Google

And let's not forget about its social media game — it's on point! Google goes to great lengths to spread the word about its amazing employer brand. It uses platforms like X (formerly Twitter), Instagram and LinkedIn to make sure everyone knows what they're all about.

Source: LinkedIn 

Would you like to know the result of all this hard work? Google consistently finds itself at the top of the list when it comes to the most sought-after places to work.

2. Netflix
Netflix has a strong reputation for being a top-notch employer, and it has built it on a solid foundation of innovation, creativity and freedom for its employees to shine. If you head over to its "Culture" page on its website, you'll find all sorts of goodies — employee stories, videos and blog posts that pull back the curtain on what it's really like to be part of the Netflix team.

But that's not all — just like Google, Netflix knows how to work the social media game too. It has a strong presence on those platforms, and it makes sure to share what makes it such a fantastic place to work on its social profiles.

So it's no surprise that Netflix consistently finds itself in the ranks of the most coveted employers out there. It has got that employer branding game on point!

Source: LinkedIn

3. Adobe 
Adobe has quite the reputation, doesn't it? It’s known for its strong employer brand, and it's all based on its stellar track record in creativity, innovation and taking care of its employees. If you're curious about what it's really like to work at Adobe, you should check out its "Life at Adobe" website. It's like a backstage pass that lets you peek into the world of Adobe through employee stories, videos and blog posts.

But it doesn't stop there either. Adobe's social media game is on point too. It uses it to amplify the message about its awesome employer brand to a wide audience. It's no wonder that it consistently finds itself among the top choices for people looking for a great place to work. What's not to love about a company that's all about creativity, innovation and employee well-being?

Conclusion

Employer branding shapes how job seekers and employees see your company. Actively managing it can help attract great talent and reduce employee turnover.

To build a strong employer brand, remember to monitor brand sentiment, engage employee advocates, showcase thought leadership, leverage LinkedIn advertising and respond promptly to inquiries. Online reviews are crucial for branding. Google, Netflix and Adobe do it right and inspire others.

But remember that the brands enjoy their journey to a more attractive workplace and so should you!

Sprinklr makes it easy for recruiters to undertake employer branding initiatives with a fully functioning integrated employee advocacy program, too.

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