How Employer Branding Can Help You Find, Hire and Retain the Right Employees
Let's face it: finding the right talent in today's job market can feel like searching for a needle in a haystack — while blindfolded, and the hay is on fire... Okay, maybe that's an exaggeration, but finding the right employees can be challenging. And exhausting. So, how can you make your company stand out from a sea of 'we're-a-great-place-to-work' banners?
The secret lies in employer branding.
'What's employer branding?' you may be asking. Well, think of employer branding as the equivalent of your company's dating profile. It's the image and reputation your company projects about what it's like to work there, and it can differentiate your company from competitors. More specifically, employer branding is how a company communicates its culture, values and benefits to current and potential employees.
It's important to note that employer branding is different than corporate branding. Corporate branding often involves marketing and advertising strategies with the aim of creating a perception for customers and stakeholders that will help the company stand out from the competition. Employer branding, on the other hand, is focused on the perception of what it's like to work there. It encompasses everything from your company culture to the rich tapestry of experiences your employees claim they've had as a part of your organization.
Great employer branding helps make potential applicants want to work there. Not-so-great employer branding makes applicants overlook your company (at best) and not want to work there (at worst).
"Employer branding conveys a company's promise to its associates and prospective candidates, shaping perceptions of the workplace experience," says Jason Delserro, chief talent acquisition officer at ADP. "A strong employer brand should attract top talent, reduce hiring costs, and improve retention by aligning expectations with reality, which can differentiate your company in a competitive talent market."
Defining your employer brand
You can't leverage your employer brand if you don't know what it is. Defining (and developing) it can be done in many ways. Here are a few factors that could help you distill and promote your employer brand:
- Outline your company's core values and value proposition
- Showcase positive and authentic employee experiences
- Share positive aspects of your company on social media
- Review your employee benefits package so you can share attractive offerings
- Highlight ways your company is involved in the community
- Gather and share positive feedback from customers and employees
- Foster a positive and psychologically safe work environment
Leaning on your unique employer value proposition (EVP)
Many people think of employee benefits when they hear the phrase "employer value proposition," but an EVP is so much more than that. Think: benefits, compensation, bonus structure, flexible scheduling, career growth options, earned wage access, and anything else that makes you unique and attractive as an employer. These things can help you stand out as a welcome beacon in the vast sea of other employers.
As you explore employer branding and how to strategically position yourself in the marketplace to attract the best talent, consider leaning into your unique employer value proposition by highlighting what employees will get or experience when they join your company or organization as an employee.
A strong employer brand should attract top talent, reduce hiring costs, and improve retention by aligning expectations with reality, which can differentiate your company in a competitive talent market.
Jason Delserro, chief talent acquisition officer, ADP
Expounding on your core values
Most companies have a set of core values. Maybe these were printed and distributed years ago and have been in the bottom of a filing cabinet ever since. Others might be hung on banners in cafeterias or over doorways. When push comes to shove, core values are the glue that holds your quirky, diverse team together. Ideally, these guide your decision-making and provide direction for the company in uncertain times. They represent your organization's core beliefs and principles, and if you play your cards right, they can help you attract top talent who resonate with and compliment your company's core values.
Perhaps your core values include characteristics such as:
- Integrity
- Respect
- Diversity
- Curiosity
- Positivity
- Happiness
Consider ways to highlight your specific core values in your employer branding so that prospective employees can see them and instantly know if there is alignment. Great ways to highlight your core values include displaying them prominently on your careers page, incorporating them into job descriptions, weaving them into your social media posts and ensuring they're lived out by your recruiting and hiring personnel.
"Core values and EVP are the foundation of the promise conveyed through an employer brand," says Delserro. "You can highlight values authentically, tailor your EVP to resonate with target talent, and use storytelling and visual content to make the promise relatable. Engaging employees in shaping this narrative ensures it remains genuine and reflects the workplace culture."
Get practical with employer branding
Employer branding only works if it's shared externally. Consider these ways to promote it and signal that your organization provides a great place to work.
- Use social media to highlight authentic company culture
- Get involved with community events and seek sponsorship opportunities
- Evaluate job postings to ensure they accurately communicate your employer brand
- Train hiring managers on how to share your employer brand in interviews
- Partner with the marketing team (if you have one) to develop employer-branded recruiting material
Developing and amplifying your employer branding by highlighting your unique value proposition and core values can significantly enhance your efforts to attract the right talent. Your employer brand isn't just a buzzword — it's your ticket to attracting candidates who align with your core values and benefit from your organizations' value proposition.
"Employers can make their brand promise tangible during recruitment by crafting authentically honest, culture-rich job descriptions and delivering an engaging candidate experience. They can also leverage career websites and social media to reflect the brand's promise while encouraging employee advocacy to amplify the message authentically," says Delserro.
As you evaluate ways to use employer branding to enhance your recruiting strategy, know that you don't have to handle your talent challenges alone. Consider partnering with our designated talent consultants through ADP Comprehensive Services to help you take your talent strategy to the next level.
