Employer branding is not just a trendy buzzword, but a viable tool that can attract the best talent and influence business results. Let’s discuss it so that it is clear, concrete and ready for implementation. Let’s get started!
Employer branding in a nutshell
Employer branding is simply Employer brand – how your company is perceived by current and potential employees. The idea is to make your company not just a place to work, but a place where people want to work.
Why is this important?
- Attracting talent: In this era of struggle for the best employees, employer branding can be your secret weapon. People want to work for companies that have a good reputation.
- Employee retention: If people feel valued and connected to the brand, they are less likely to leave.
- Savings: Recruiting new employees is expensive. Better to keep the ones you already have.
- Business impact: happy employees = better customer service = higher profits. Simple.
Employer branding as part of brand strategy
Employer branding should not exist in a vacuum. It’s part of a larger brand strategy. If your company is seen as innovative in the marketplace, then as an employer you should also be seen as innovative. Consistency is key.
How do you build an employer brand that attracts top talent?
1. define your value as an employer (EVP – Employer Value Proposition)
EVP is a promise you make to your employees. It is the answer to the question: “Why would someone want to work specifically with us?
- What should be included in the EVP?
- Company culture: What values do you hold? What is the daily routine at work like?
- Development: What are the training and advancement opportunities?
- Benefits: Not only financial, but also work-life balance, flexible hours, remote work.
- Mission and impact: Does your company’s work have a greater purpose? (e.g., tech companies that are changing the world).
- Example: Google is known for its culture of innovation, benefits (free meals, gym) and growth opportunities. Their EVP is clear: “Work with us and change the world.”
2. show what life is like in your company
People want to know what it’s really like to work for your company. It’s not about fake stories, it’s about authenticity.
- How to do it:
- Employees as ambassadors: Let your employees tell their stories. It’s the best advertising.
- Social media: show the daily life of the company – meetings, events, successes.
- Videos and photos: Show the office, the team, the atmosphere. Let people see what it looks like.
- Example: Netflix often shows on LinkedIn what their work culture looks like, from team meetings to projects that are changing the industry.
3. build relationships with potential employees
Employer branding is not only about recruiting, but also about building long-term relationships with talent.
- How to do it:
- Internship and apprenticeship programs: Let people “try” your company before they join permanently.
- Events and meetups: Hold industry meetups, hackathons, webinars.
- Talent pools: Create databases of potential candidates and maintain contact with them.
- Example: Amazon has an “Amazon University” program that builds relationships with young talent at universities.
4. use technology
Technology is your friend in employer branding. Automate, analyze, personalize.
- Tools:
- Employer branding platforms: e.g., LinkedIn Talent Solutions, Glassdoor.
- Tools to engage employees: e.g., Workplace by Facebook, Slack.
- Recruitment applications: e.g. Workday, Greenhouse.
How to measure the ROI of employer branding?
1. recruitment metrics
These are basic indicators of how successful you are in attracting talent.
- What to measure:
- Recruitment time: How quickly do you find new employees?
- Cost of recruitment: How much do you spend per hire?
- Quality of candidates: How many of those recruited are top talent?
- Tools: ATS (Applicant Tracking Systems) such as Greenhouse, Workable.
2. employee engagement metrics
Happy employees = strong employer brand.
- What to measure:
- Employee Net Promoter Score (eNPS): Would employees recommend your company to others?
- Retention: How long do employees stay with the company?
- Absenteeism: Do employees often take sick leave?
- Tools: Employee surveys (e.g. SurveyMonkey), HR platforms (e.g. BambooHR).
3. image metrics
How your company is perceived externally is of paramount importance.
- What to measure:
- Reviews on portals: e.g. Glassdoor, LinkedIn.
- Social media: engagement (likes, comments, shares) on posts related to employer branding.
- Media: How often is your company mentioned in the context of employer branding?
- Tools: Media monitoring tools (e.g. Brand24), social media analytics (e.g. Hootsuite).
4. business metrics
Employer branding has an impact on business performance. Don’t forget about it!
- What to measure:
- Employee productivity: Are engaged employees more productive?
- Customer satisfaction: Do happy employees translate into better customer service?
- ROI: Does investment in employer branding translate into profits?
- Tools: CRM systems (e.g. Salesforce), business analytics (e.g. Tableau).
Summary
Employer branding is not just a fad – it’s a real tool that can attract the best talent and impact business results. The key is to define the EVP, show the authentic life of the company, build relationships with talent and measure results. Remember that employer branding is part of a larger brand strategy – consistency is key.
