How To Improve Employer Branding
Stay On Top Of Your Talent Game!
Leigh Gillatt • Recruitment Articles
As an employer looking to attract the best of the best in your sector & industry, we understand you have your work cut out for you. The current trends in talent scarcity and skills gaps are making for a candidate’s market and high staff turnover rates. So how can you stay on top of your talent game? Read on to find out a few of the pitfalls you need to avoid and what the key steps are in becoming one of the best companies to work for.
Do The Research
Companies that do a deep dive into data, are the ones that become an attractive employer. Take stock of the data you have at your hands, for example your employee survey, or check your reviews & ratings on popular online job sites such as Indeed & Glassdoor. In fact, Glassdoor reports that 70% of people look at reviews before they make career decisions .
Secondly, gather external research on the topic and benchmark yourself against the competition. Examining the data available to you is the only way to know what your audience is looking for and to understand what your company’s strengths and weaknesses are. This data is key in determining where your company stands now with your target audience, and where you would like to take your employer brand.
Don't Make Assumptions
The moment you start thinking about your employer brand and how to improve it - is not the time to be making assumptions. Here’s a few things you want to avoid:
- Thinking that creating an employer brand is a standalone effort, one that is not connected to your consumer brand.
- Thinking that your employer brand is a project, a one-off, instead of looking at it as a continuous effort.
- Thinking that employer branding is just the creative part, and not including analytics or creating a roadmap.
Start with the basics
Now that you know what to avoid, how do you become the most attractive company to work for? Organisations wanting to be among the best companies to work for, need to develop a very strong, authentic and consistent employer brand. It’s the only way position yourself as a great place to work with the talent you’re seeking.
Define your online presence
Improve your employer branding by creating an online space that promotes your brand. Ideally you should make use of your company website to achieve this but to strength your brands presence, and to get be seen by potential employees where they spend a substantial amount of time, make use of social media channels also. Make sure you engage with social media follower, ensure there’s consistency in the tone and messaging across each of the channels and respond to feedback with helpful, informed solutions.
Develop a job advertising strategy
You need to almost create some kind of ‘brand sales pitch’ that can be included as part of every job you advertise. Within it you should explain exactly what your company has to offer the potential ‘employee’. Define exactly what the company does within its sector(s), describing the internal company culture, and focus on the positives of what having a career with your organisation can bring to the individual.
Track your success
Make sure you’re always monitoring which approaches to building your brand – and attracting the best new applicant – work most effectively. You’ll build a clearer understanding of the kinds of messages you should be sending to the prospective candidates you’re trying hardest to reach.
To learn how you can develop your employer brand and make sure you attract the talent you need, download our 10 Ways To Improve Employer Branding, and take your employer brand from zero to hero.