Your workforce is the fuel that fires the success of your business. And if you want to attract talented individuals who are engaged, productive and great at what they do, you’re going to need to have an employer branding strategy in place.
A great team can make all the difference. It’s why companies have started putting so much effort into developing employer branding strategies that highlight the assets they have to offer and incentivise top talent to hop on board. Making sure your own company has a defined and developed employer branding strategy is a necessity, whether you’re a small business trying to get off the ground running or a large corporation trying to carve out any competitive advantage you can get.
Developing your employer branding strategy should be a top priority as you look ahead toward future growth. With that in mind, here are four things you’ll have to do to get it right.
1. Figure Out What Your Goals Are
Of course your overall goal with an employer branding strategy is to attract as many exceptional employees as you can, but it’s helpful to narrow down this goal even further so you can focus and frame your strategy.
What exactly are you trying to achieve?
- Do you want to increase your pool of applicants?
- Are you trying to streamline your hiring process to reduce the time and expense that you dedicate to it?
- Are you working on building a specific team or department?
Whatever your goal (and there will likely be more than one), be sure that you figure out what it is — then use it to guide the development of your strategy.
2. Define Your Ideal Candidate
Imagine for a second that you had all of the perks and benefits in the world to offer employees and that you could get any prospective candidate you wanted. What characteristics would that person have?
Just like you create customer personas to help drive your consumer-focused marketing initiatives, you want to create one or more candidate personas so that you know exactly who you’re trying to reach with your employer branding strategy.
That doesn’t mean you should only interview people who check off all those boxes, but that you should create an employer brand that’s designed to appeal to those individuals if and when they appear.
3. Put Together Your Employee Value Proposition
An employee value proposition (EVP) is an overview of all that your employees have to gain from working for you. It includes everything from salary and health benefits to educational and travel opportunities, and it’s a major component of your employer branding strategy. To get to work on it, start by gathering data and testimonials so you can put together a clear picture of what you have to offer and what your current employees’ experience has been.
4. Market Your Employer Brand
An employer brand isn’t just something that you share with people who apply for a job. You want to market it in the right places so that it cultivates interest and benefits your recruitment potential.
Some good places to start marketing your employer brand include social media sites like LinkedIn and Glassdoor, as well as job aggregator sites and recruitment events. As always with marketing, cast a wide net so that you get in front of as many eyes as possible.
Instilling an attractive work environment requires action as much as words. Use the process of developing an employer brand strategy to optimise your existing company culture and benefits. Compare it against the employer brands of your competitors and look for gaps in what you’re offering so you can fill them up and bring in better talent. Walking the walk isn’t just good business — it’s necessary for long-term success.