How to Build an Employer Brand to Attract and Retain Staff?
A lot of companies focus on the building consumer brand. This is perfectly understandable. Without a positive brand image, a company won't even survive for long — let alone grow with time. But the employers should not underestimate the power of employer branding.
Here we will explain what exactly is meant by employer branding, and also what are some tips to effectively build the brand to attract and retain top talent.
What is Meant By Employer Branding?
Employer branding refers to an image that comes to mind about the working environment at the company. The word is commonly used to describe the reputation of the company, and the value proposition for the employee.
The branding concept is analogous to customer branding with the difference that the focus is on the employees, and not the customers.
An employer branding consists of an employee value proposition (EVP) that refers to a set of the benefit received by the employees. The benefits are provided in return for the experience and capabilities that the employees bring to a company. The aim is to attract and retain talented employees by making the workplace unique and seemingly better than the competing firms.
In other words, employer branding is about 'what's it like to work for the company?'.
But how exactly can you create an atmosphere and culture that results in building a strong employer brand? Here are four effective ways that actually work in achieving this aim.
1. Advertise through Social Media
Almost all potential and actual employees use social media platforms such as LinkedIn, Facebook, and Glassdoor. There are cheap and effective mediums to create a positive image of the work environment.
2. Engage with the Employees
Just as customer engagement is a critical ingredient of effective company branding, engaging with the employees can be effective in creating a positive brand image. Consider using a customer loyalty platform like Power2Motivate (http://www.power2motivate.com.au/) to reward and build rapport with the employees. Engaged employees can put more effort into the job. They will more likely remain self-motivated and committed to offering exceptional services.
3. Compliance with HR Laws
Not compliant with HR laws relating to gender equality, equal employment opportunities, glass ceilings, etc. can hamper efforts in creating a strong employer brand. It can result in employee lawsuits that can have a negative impact on the employer brand image. Consider teaming up with HR Companies like Employment Innovations (https://employmentinnovations.com) to ensure compliance with local and international fair work laws.
4. Link Company Brand with Employer Brand
Company and employer brands can complement each other. You should consider consulting with a brand management firm like Brandmatters (https://brandmatters.com.au/) and others to know how to create a branding strategy that will make employees feel proud and the customers satisfied.
Developing an employer brand is as much important as developing a customer brand. The reason is not that difficult to understand. If the employees are happy, it will result in improved productivity, reduced turnover, and improved customer service. This will ultimately result in a positive impact on the company's bottom line.