As recruitment has shifted from finding candidates to being found, employer brand has become an increasingly essential component of recruitment. We not only need to make a name for ourselves and curate a positive reputation as employers, we also need to be able to communicate our value as employers in order to attract and retain the best possible talent. That’s where employer brand comes in. Below, you’ll find five diverse strategies that will help elevate your employer brand.
1. Start by conducting an audit of your current employer brand. Distribute anonymous surveys, hold focus groups and one-on-one interviews with your current employees, and also wade through reviews of your organization on sites like Glassdoor, LinkedIn, and Indeed to determine what current and past employees think about salary, compensation and benefits, leadership, and what it feels like to work at your organization.
To take it a step further, analyze your recruitment results – how many people apply? How many receive offers, and of those that receive offers, how many accept? You can also take an objective look at different facets of your strategy, like your new hire orientation content, social presence, career website experience, and job postings. As a final point of analysis, take into account any awards, accolades, or distinctions your organization may have won.
2. Focus on inclusivity. First and foremost, you must be genuine in your approach to any and all D&I-related topics. Authenticity should always be a part of your brand, but here it is of the utmost importance.
Secondly, diversity and inclusion should be embedded into your brand: communicate internal diversity to candidates and others, have discussions centered around it, and ultimately follow through with action. More importantly, cultivate an environment where employees feel comfortable sharing their opinions and where they are uplifted and valued.
Finally, set clear goals for diversity and inclusion and communicate them internally and to candidates. Think not only of including a certain percentage of a certain demographic in your workforce, but also goals that focus on nurturing inclusion, like creating ERGs and using inclusive language in job postings.
For more information on this topic, read Five Simple Ways to Become a More Diverse & Inclusive Employer.
3. Communicate company culture and any shifts that have occurred in it. For example, if your organization is still largely on a WFH setup, convey that information while sharing any details that may be of interest to candidates. Think efforts that are designed to boost employee engagement and morale, like optional happy hours or weekly check-in meetings. Also consider expressing any shifts that will be made moving forward, like the possibility for a hybrid work schedule (some days spent in the office, some days spent at home) if desired. Use social media as the primary medium for this, as you can utilize video, stories, or photos to effectively communicate your company culture. The posts are time-stamped, too, which will allow candidates to know which shifts were made when.
4. Align with candidate values by highlighting community-based efforts. Whether you donate your financial resources to a women’s charity or employees donate their time by volunteering with a children’s charity, it will make a big difference in the eyes of candidates. Efforts like these demonstrate that your organization aligns with candidates’ values, so make sure they’re communicated either via social media or on your careers site on a page dedicated to giving back.
5. Ensure a top-tier candidate experience by utilizing storytelling that is aligned with your value proposition. Candidate experience is a critical deciding factor in an applicant’s choice to accept a job offer, and it can also make or break your employer brand. To make sure yours stands out, make use of candidate personas that create pathways for different candidates, and allow storytelling to become an integral part of each pathway. This approach will allow candidates to envision themselves as part of your organization (if it’s a good fit), as these stories can align with your strongest points of value.
Employer branding can be a tricky process, but in the age of being found by candidates, it’s an essential one. If you’re interested in learning how your specific employer brand can be enhanced, let’s talk.
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