[EXPLAINED] What is employer branding?
A lot of people use the term employer branding but a lot of people also don't use it correctly. So let's start with the textbook definition of employer branding.
Employer branding; A term that describes the way your company or brand is perceived as "a place of work".
So definitely not to be confused with regular branding, which is the way your company or brand is perceived by customers and consumers.
Why do you need an employer brand?
As mentioned in the definition above it's all about your business as an employer. So if you want to attract the right talent, you need the right employer brand.
But how do you create an employer brand and what are the most effective ways to do so?
- Starting your employer branding campaign in 5 steps
- The benefits of running a successful employer branding campaign
- Put people in charge of your employer brand
1. Starting your employer branding campaign in 5 steps
1.1 Setting your goals
A good employer branding campaign starts out with the right goal in mind.
What do you want to get out of it? Do you want to lower hiring costs? do you want to find more talent faster? Do you want to retain people longer? Or is there another challenge?
In order to define your goal, you will need to gather the right data first.
This can be done by gather information on hiring costs, marketing spend on job vacancies, HR spend, etc.
Once you have all those numbers and facts, you can decide on which 'issue' you want to address first.
1.2 Know who you want to hire
A crucial step in setting up your employer branding campaign.
Looking for people who just graduated requires a different tactic than looking for people with at least 10 years of experience. It will require different communication, different channels and different budgets.
So try to make a persona of the ideal job candidate, you can go as specific as you want, but don't pinpoint it on one specific position or department. Your employer brand has to cover your entire company.
Because you can't have a good reputation as an employer for sales reps while having the worst reputation for employing accountants.
Look at general characteristics that a lot of your employees have in common. Are they all ambitious? Do they all love sports? Do they all have an entrepreneurial spirit? There are plenty of options and possibilities.
It will make it much easier to know where to look for talent if you know who you're looking for.
1.3 What is your Employee Value Proposition (EVP)?
This term is used to describe what it is that current employees like or value about you as an employer.
If you've never heard of this term, you should definitely start asking your employees or colleagues and discover your EVP as soon as possible.
The EVP is a strong weapon for all employers because current employees will back it up and be its biggest ambassadors. (Read more about turning employees into ambassadors here)
Examples of your Employee Value Proposition might be things as incentives, teambuilding, flexible working days, a food corner, an internal ping pong tournament and many more.
1.4 The most efficient ways to reach new talent
You already have a pretty good idea of who you want to hire and the EVP you're going to put forward during your employer branding campaign.
The last thing you have got to do is find out where and how you can reach the people you want and need.
In most cases it won't be that hard to find the talent you're looking for. You already have the data on them.
You will be able to reach graduates by going to school events and doing targeted online ads on their age groups and interests.
Looking for near retired people? The most efficient way to reach them would be a direct mailing with an actual letter or via the newspaper.
The reason why you need to do this in a smart way is because it will save you a lot of marketing budget that you can use elsewhere. You could use it to strengthen your EVP for example!
1.5 Measure your data
We're back at step 1. Keep on measuring your data to see if your results match up with the goals you set out when starting your campaign.
Keep on measuring your data on a regular basis and adjust accordingly.
2. The benefits of running a successful employer branding campaign
Follow the five steps that were mentioned above and you will be running a successful campaign in no time.
Now, the question you have all been waiting for: What are you going to get out of it?
We've summarized all the benefits here with links to more info on some of them.
A good employer branding campaign will almost immediately result in:
- More incoming talent
- Better qualified incoming talent
- Lower hiring costs
- Improved company culture
- Better chances at attracting unique talent
- More visibility and a better image
By lowering your hiring costs you will even recuperate the investment you have made in your employer brand in the long run.
You can find more in-depth information and more specific tips and tricks on all of this here.
3. Put people in charge of your employer brand
Put a team together that will be responsible for your employer branding strategy. They don't have to be exclusively HR-people. It would be even better if it's a cross-departmental team because they will share more and better insights.
But it's definitely important to have someone that takes lead. This doesn't mean that this team needs to do all the work but they have to safeguard your company values and goals.
Sales departments will communicate in a different way than your marketing department will so it's up to the employer branding team to make sure their communication is aligned.
Want to discover how you can boost your companies culture?