Jack Ludlam

Brand

Your employer brand is your reputation as an employer and your value proposition to employees. It’s what attracts, engages and retains your people.

The strength of your employer brand determines how well you can attract new employees, engage existing employees and prevent them from wanting to leave you. Beyond that, a strong employer brand can positively impact your business from day-to-day operations right down to your bottom line.

In contrast, a negative reputation as an employer may even prevent customers from wanting to work with you in the first place. This is something we have seen among businesses during the pandemic, whereby the negative impact of poorly communicated decisions has permeated both employees and customers. In addition to scarring their employer brand, some companies have also lost customers and partnerships as a direct result of their reputation as an employer.

Let’s break down the key benefits of a strong employer brand:

It builds your pipelines and talent pools
More candidates will approach you to apply for your roles – therefore you won’t have to work as hard to go out and find them.

It saves you money
Primarily because your attractiveness means you’ll have to spend less money to reach the talent you want in the first place and also because you’ll much less likely need to overpay a candidate to secure their talent in what is currently an extremely competitive market.

It helps you deliver to your customers
Now you’ve secured the talent you want, you’ve got more capacity, more competence and employees who are really driven to see your business succeed.

So, now that we have an understanding of its importance, what does a strong employer brand look like?

Personalised
Your employer branding content (social media, careers website, onboarding documents)  should be designed specifically for the type of talent you’re trying to attract to your business.

To do this, you need to start by asking yourself who those candidates are. What do they want to achieve? What drives them? Build out personas for each type of candidate, in as much detail as you can, and use this as the anchor for every piece of employee-facing content you produce.

Encourage training & growth for existing employees
Whilst external courses and accreditations for employees may not always be feasible, you can still foster an internal environment where learning and development are encouraged.

Ensure employees have access to a clear, detailed competency framework that shows them exactly what is expected of them, technically. Gather your company values and behavioural expectations into a single, centralised document so that employees can understand what is expected of them from a behavioural standpoint.

Stay active on social media
Utilise the enormous reach social media offers to tell the story of your company. Why do you exist? Where are you heading? What would people love about your founder(s)? Then, alongside company posts, leverage your employees as advocates of your business and empower them to tell their own stories about your business and where it is taking them, personally!

Expert partners can always help you along the way with strategy, content and ideas, but the two key pillars of any employer brand activity should always start with you: building a robust understanding of what makes a strong employer brand and consistently investing effort into showcasing it to your employees; both current and potential.

Author

Jack Ludlam

Brand

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