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What is Employer Branding?

What is Employer Branding?

Employer branding is a company’s reputation as a place to work, and how their employee value proposition is marketed to consumers. It helps differentiate one company from another and helps grow your business based on reputation.

Your potential employees have opinions on:

      • Your company’s values
      • Your Employee Value Proposition
      • Why they should pick your company over others

These opinions are influenced by many factors. They may read what current and recent employees say on review sites like Glassdoor. They may have tried to apply to work for you and interacted with part of your recruitment process.

Employee Value Proposition

Employee Value Proposition (EVP) is a combination of benefits and rewards received by employees based on performance in the office. It’s concise way of describing how your company will improve your employees’ lives. This includes:

      • How much you’re paying them
      • What benefits you offer
      • Your company culture
      • Any other company specific perks

Your value proposition is what differentiates you from your competitors. It’s your opportunity to tell potential employees directly why they should choose you. You may have uncommon benefits that no one would otherwise know about – that’s where recruitment marketing comes in.

Recruitment Marketing

Having a strong company image is necessary for attracting top candidates , since, according to a Glassdoor study, 83% of all candidates review a company’s background before applying for jobs. If your brand isn’t up to par, you’ll get passed over.

Recruitment marketing is how you promote the value of your employer brand to recruit talented applicants. It’s how you share your messages out to the world, how you decide which populations to target, how you target them – anything beyond the conceptual creation steps of creating the brand.

Candidate Experience in Recruitment

Just as your current employees are your customers, so are your interview candidates. In fact 78% of candidates say they use their experience to judge how companies treat their employees. Your careers page and interview process thus hold a lot of weight in how they judge you.

Branding on your Careers Page

It’s likely that all your employees have seen your careers page. It’s the first opportunity where you must tell your story in your words instead of relying on reputation. You can use your employees as brand ambassadors here by including photos of your workplace or videos of employees describing why they like working for you. Be creative and genuine, but make sure your story gets told.

Job Interviews

Job interviews are one of the first tests of how your company’s weight is marketed to job seekers. If you have shining stories about how your company is a great place to work, but contradict in how you treat candidates, you’ll lose credibility. Some potential pitfalls include having unstructured interviews or showing a lack of professionalism in communication, but there are many more issues that could arise.

Company Reputation through Employee Reviews

You cannot control what your employees say about you on sites like Glassdoor and Indeed– forums for employees to anonymously express their opinions about the workplace and company reputation.

Employee review forums provide a great deal of insight of what they’re saying – it’s an unfiltered look into how your company image is perceived by everyday employees. Contrary to the common perception that disgruntled employees are the only ones who leave reviews, Glassdoor reported that majority of reviews left are positive. With that in mind, you’ll get a more accurate view of how your company is perceived externally.

Why Does Employer Branding Matter?

Employer branding matters because it influences how you promote your image during recruitment. The connection to talent acquisition is natural, but it affects more aspects of your business. For example:

      • Career Arc studied that 64% of consumers have stopped purchasing products from a company that treats employees poorly.
      • Talent Now, 50%of candidates wouldn’t work at a company with a bad reputation, not even for better compensation and benefits.
      • Office Vibe states that it can reduce turnover by 28%.

Throughout all aspects of your company, taking proper measures in ensuring that you are well perceived and values are met in the workplace will pay back in dividends.

Preparing to change compensation at your company? Read this first.
What Drives Glassdoor Company Ratings?
Published by Tom Aberman March 23, 2020
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