15 Best Practices to Approach Employer Branding the Right Way

15 Best Practices to Approach Employer Branding the Right Way

 Employer Branding, as a recruiter, one of your top priorities is to land top talent. Due to competition, your company should look for ways to stand out as a better employer. Therefore, you use different strategies to recruit the best talent. Employer branding is an effective way of attracting top talents.

Your employer brand expresses your organization’s values, approaches, and personality to the universe. Your brand shapes the reputation of your organization to attract and retain the best candidates. To run a successful business, you don’t just market your products but also your qualities as an employer.

However, many organizations struggle with creating an employer brand. There isn’t a right strategy for creating an employer brand, but, there are practices and tips you can keep in mind. In this post, I will share with you some best practices you can use to brand your company and attract the top talents.

Your Strategy to Align Organizational Needs

Every business has its short and long-term needs. To develop an effective strategy, you should take into account what the company wants to achieve and what skills it will need. So how do you do that? You can look at what objectives your company is pursuing in the next 2 years, what products and services are in the line and the existing talent gaps that might hinder you from achieving your goals.

Set Applicable Objectives

Your strategy to build an employer brand should help you solve a problem or achieve a goal in the organization. To ensure that happens, you must set practical goals. Your company has its recruitment goals, but practical objectives should: Identify a goal the company should meet, measure the progress, set a timeline, and organize resources required to meet deadlines.

Determine the Suitable KPIs

Key Performance Indicators (KPIs) are metrics indicating the success of an objective. For example, to reduce total recruiting cost over a period of time, you examine the cost per hire. The cost per hire is the KPI. KPIs vary based on objectives. When selecting KPIs, you should consider your objectives and select indicators related to objectives. It also should give you accurate information and should be applicable to your business.

Have a Measurement Plan

When you develop a measurement plan, you ensure you’re fit to collect and analyze data. The data you collect is used to help you make informed decisions. You must have a method you will use to collect the data. Another thing is setting up how frequently to measure and collect data. From there, you determine how the data will be analyzed for insights and lastly, how to report the findings to stakeholders.

Allocate Resources in Advance

Assigning roles and responsibilities in advance helps minimize barriers in the process. This ensures that deadlines are met and objectives achieved. Resources to develop employer branding strategy can be allocated to internal employees or external experts. An internal employer branding team is economical and can be effective. External agencies are service providers of employer branding. You can choose them if your company lacks an internal expert.

Know Your Audience

You can create target candidate personas and conduct an interview with them to get the information you need. This is to help you understand better the candidates you pursue. You get insights into what motivates a candidate to find, accept or deny a new position. It also helps you understand who you need, why you need them, where to find them and how to attract them.

Clarify What You Stand For

In your business, you must have a mission, vision, values, and ethics. You should clearly state what you believe in, what you care for, what you value, and what you want to achieve. By doing this, you show the world what you stand for and what makes you unique. To add, you can show that quality drives everything you do, you welcome and develop workers, you deliver the best and you’re interested in serving humanity.

Understand Your Culture

When stating the strategy to employer branding, you should stay true to who you are as a brand. Your workplace culture is developed by your workers. Your workers represent the traits you will be looking for in potential candidates. You must understand the current culture of your company before expanding it. With this, you identify behaviors that need to be changed to achieve the desired goal.  

Develop an Employee Value Proposition

An Employee Value Proposition (EVP) clarifies what both the candidate and the company expect from the made new hire. When building an employer branding strategy, it is advisable you create a relevant EVP. This is because it acts as a foundation for communication. It influences everything you say and does when recruiting.

Evaluate the Application Process

Your employer brand is incorporated in the application process. Make sure you understand the application process from an applicant’s view. Chat with your recent hires and candidates to know their experience in applying for a position in your organization. Get to know how they learned and found out about your company. Also how and when they applied. By doing so, you will get their views on the process and determine which areas to improve.

Focus on Employee Retention

Losing an employee costs your organization. However, you can use your employer brand to boost employee retention. When creating a strategy for employer branding, you can take time to account for employee retention. Feedback from your employees will show them they are valued and increase their engagement to work. This will lead to high productivity and profitability.

Determine Communication Channels

Before developing your brand, you should determine the channels you will use to communicate with candidates. You do this by identifying where your target candidates spend time and take the message to them. Not only can you use your owned channels but you can also pay display ads on websites and job boards to ensure all potential candidates get the message.

Foster Lifelong Learning

To build a strong employer brand, learning and growth are important components. Learning is a way of helping your workers upgrade their skills and take their careers to the next level. This gives them the opportunity to identify and work on their personal interests. Constant learning in your organization improves the employee experience of your workers.

Your Network is Your Net Worth

You should invest in networking through social media. This helps you to remain connected to your talent pool. Grow your network organically. Ensure your network is accessible and global. Also, ensure it is diverse enough so you learn and connect with people with different talents and backgrounds. When you have a diverse workforce, the productivity of your organization increases.

Repeat the Process

For your employer branding to succeed, you should measure, test and repeat. Once done with planning, implementing, and optimizing your branding strategy, start over again. Re-evaluate the needs of your organization and find out if your strategy is still relevant. If any new challenges, address them. Your employer branding strategy should be treated as a work in progress to never miss out on refining the approach and improving the results.    

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