Why employer branding matters to your potential employees

It’s important to pay attention to these channels if you want to attract top talent. Here's how to create great employer branding.
Why employer branding matters to your potential employees
Jacob Wilson

The definition of employer branding is pretty simple — it is how you present and market your company to job seekers and potential employees. The ultimate goal is to position your company as a place where top talents would like to work. Therefore, having a successful employer branding strategy is vital, and here is why it’s important to your potential employees.

Determine your Employer Value Proposition

Defining your company’s unique characteristics and attributes is essential to start the employer branding process. Therefore, drafting an Employer Value Proposition (EVP) that speaks about your brand’s values is crucial for success. Such a message will clearly say what is so peculiar and characteristic of your organization that people would want to work there. From that point, you can start boosting your employer branding performance.

Make a digital branding page

The entire business world is digital nowadays, and therefore, to attract the best talents, your corporate website (and especially digital branding page) has to rock 🎸

All crucial elements, such as values, culture, and the mission statement of your company, should be clearly presented. Your potential employees need to know why your company is an excellent place for their careers. Your digital branding page has to include all the necessary details and information, as well as photos and videos.

Besides that, you should use the right graphics, formats, backgrounds, and colours. All these elements together will result in an excellent digital employer branding page.

Promote your best employees to brand ambassadors

An employer branding strategy can never be entirely completed without testimonials of your existing employees. Their stories about your company’s culture and values are vital for your employer branding success. Most importantly, motivated and satisfied employees will often voluntarily share their stories for your website and become your brand’s ambassadors. However, to share these stories in the right way, you need to show excellent storytelling skills.

Storytelling includes all types of content posts, videos, podcasts, and much more. Using all these possibilities in the most exciting and inspirational way will make future employees believe that your company should be their next career stop. Modern talents are always in search of transparency, trustworthiness, and support — these are three essential aspects of good employer stories.

Differentiate your company in job postings

Job seekers are eager to know every single detail when reading job postings. And that is precisely how you can differentiate your company from competitors and attract the best talents. The job posting is the first line of introduction between your brand and future employees. Therefore, you should do everything you can to leave a good first impression.

Try to make it clear that you provide the best employment standards and retention programs.

First of all, use the right narrative and include the values and culture of your company in the introduction of your job posting. After that, mention all the benefits and development opportunities that your company offers to employees. Before mentioning all the requirements of a particular job position, try to make it clear that you provide the best employment standards and retention programs.

And finally, don’t forget to mention compensations, quality of work-life balance that your company offers (flexible schedules, for example), as well as entertainment or wellness programs.

Manage your online reputation

As we mentioned, potential employees will first see your job posting, and then, they will check your website. But they won’t stop there — we live in a world where people can check online reviews and the reputation of almost every company. And that is one of the most crucial parts of your employer branding process — your reviews have to be positive, or at least, you need to have more positive than negative reviews. How to achieve that?

The point is simple — don’t give people any single reason to talk negatively about your company.

First of all, you need to treat your employees in the best possible way. If you nurture such company culture, you can be sure that some of them won’t hesitate to leave a positive review online. Even your ex-employees might do the same thing if you treated them well during their time within your company.

The point is simple — don’t give people any single reason to talk negatively about your company. Spreading the word online about positive aspects of your brand is the key to a successful employer branding strategy.

Use LinkedIn and other social media channels

LinkedIn is one of the best places online where you can reach and engage potential candidates. First of all, you should motivate your employees to join LinkedIn groups, follow influencers, and share their comments and opinions. That’s a secure way to increase your company’s virtual presence. Besides that, you should take care of your company LinkedIN page and career pages, where you can write creative job descriptions. And finally, you can go for similar processes on other channels, especially Facebook.

Having a successful employer branding strategy is crucial for recruiting the best talents to your company, but also to keep them as long as possible. Presenting your company as an excellent career spot is a business goal you should never overlook 😉

Author Bio

Jacob Wilson is a business consultant, and an organisational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.