January 3, 2023
Attracting and retaining talented people in the business is harder than ever before. With constant switching from one job to another and seeking competitive packages, recruiters can not rely solely on higher salaries to get top talent in their firm.
Traditionally, recruiters post job vacancies and get hundreds of applicants looking for a job. But now the times have changed. There are so many opportunities and cut-throat competition amongst companies to hire the best person for the job. This has changed the hiring procedure and made the recruiters' jobs strenuous.
Although, there are still many companies that do not face this problem. They get an overwhelming number of applications for their job vacancies, and people are ready to switch if they get an opportunity. So what makes these companies stand out from the crowd?
This blog will look into one of the most effective ways to attract and retain top talent- Employee Branding. Moreover, we will discuss how recruiters can leverage it in 4 easy steps.
Employee branding builds a positive perception of a company's work culture by sharing employees' experiences with others. Recruiters focus on showcasing company culture, values, vision, mission, and other business aspects that impact employees' experience.
Employee branding depicts the employee as a hero! It focuses on a healthy work environment and experience to attract and retain top professionals.
It differs from employer branding, where recruiters try to simulate a positive perception of a company's culture and values amongst employees, candidates, and other stakeholders. Employer branding aims at building a strong company brand, while employee branding focuses on sharing employees' experiences.
In employee branding, companies share day-to-day employee stories to reflect a healthy work environment and create a positive image. They share employees' experiences on their careers page and social media or communicate directly during interviews to influence potential candidates.
But employee branding benefits are not restricted to attracting and retaining top talent. Recruiters must realize that employee branding is not a 'nice-to-have' element to the hiring process. With many companies and competitive packages to lure skilled people, employee branding is more critical than ever.
64% of consumers stop purchasing from a particular company if the employees are ill-treated.
So, not only does employee branding impact the hiring process, but also the overall company image. Let us look at 8 reasons why employee branding is crucial for every business.
A strong employee brand portrays a healthy working environment. This makes it easier for recruiters to get more people interested in the vacancy and convince the top talent to switch.
Moreover, more employees happily refer people to fill in the vacancy. Not only are referrals cost-effective, but they have a high retention rate. Additionally, with positive experience and feedback, employees can attract more people interested in the company.
Employee branding roots in a company with a positive working environment and employees enjoy working there. Thus, to improve employee branding, companies often invest in building a strong company culture, values, and policies.
This involves having a documented company mission, vision, and values deeply inculcated into the work culture. Recruiters have realized that company culture drastically impacts employee satisfaction, retention, and turnover. Employee branding motivates the management to keep strengthening the work environment and experience.
Employee branding means more applicants and easy-to-convince people to switch. This reduces the overall cost of marketing the job vacancy as job seekers will actively look for open job roles. Moreover, recruiters cut the chase by providing a competitor package for desired candidates. Overall, the cost of hiring reduces drastically.
Employee branding also creates a positive image for new hires, reducing employee turnover. Reduced employee turnover implies better ROI on hiring efforts and effective utilization of resources.
Who wants to switch from a company with a positive working environment which prioritizes good working conditions, policies, values, etc.?
With a good employee brand comes the responsibility to create a healthy work culture. This automatically simulates the top employees' stay with the firm. A healthy employee brand also implies robust internal communications and constant feedback to understand and prioritize employee needs.
Job seekers trust employees' feedback over what the CEO has to say about the company by over three times.
Employee branding can make your employees the brand ambassadors, which not only drives more job seekers but more consumers as well. When employees share personal stories related to work, they attract more people to know and get interested in the business.
Employee branding communicates the work culture, environment, and experience. This directly stimulates the management to offer better workplace conditions.
A healthy working environment will improve productivity as employees will be more motivated. A positive work culture will satisfy employees' security, social, and self-actualization needs.
Employee branding can boost companies' online visibility. Moreover, 78% of job seekers refer to social media while looking for jobs on channels like LinkedIn. Hence, it is crucial to share employees' experiences to enhance the company's image and online presence.
Employee branding efforts can add up as a marketing channel. Hence, recruiters must ensure a healthy workplace culture to have a positive branding effect!
86% of HR professionals believe that employee branding adds to the company's marketing effort.
Employee branding increases the online presence and impacts how consumers perceive the company. In fact, a poor employee brand drives consumers away!
So, employee branding is more than an effort to get more skilled people to the firm. It impacts marketing and consumer perception and reduces hiring costs by big margins. Let us understand how recruiters can build an employee brand that drives a positive impact.
Employee branding includes sharing employees' experiences and working culture and environment. Here, employees talk about the company work environment and day-to-day work instances. However, recruiters can not merely ask employees to talk about the company.
The HR team starts by conducting an audit of the current employee brand. What are employees sharing, or how much are they talking about the company?
This is achievable by conducting surveys, getting feedback about the work environment, and checking employees' current social media activity. It becomes the basis for building insights to find weak and strong points and improve the working environment.
After the research process is finished, one can finally move to the employee branding procedure. Here is a 4-step way to build a strong employee brand.
This step involves analyzing the business needs and current employee working conditions.
For instance, a tech company requires writers with experience and understanding of the technical aspects of the product. This becomes the basis for skill requirements for a writer. In this way, companies can directly anchor the job requirements to business goals and needs.
Source: Oak Engage
After the recruiters have all this information, they can identify and define the employee's unique proposition.
For instance, based on the employee journey, recruiters might identify that people leave within 2-3 years of working, so they can anchor the job role to a long-term growth opportunity or compensation method such as ESOP and communicate the same with the potential candidates. This becomes the employee value proposition.
The next step is to communicate the value proposition. Recruiters can use different platforms and do A/B testing to find the most effective channel.
For example, Cisco gives a glimpse of the employee story on its career page and calls attention to three substantial sections about the job- benefits and perks, job available, and communities.
Source: Cisco
Source: Mihaela Cicvaric (Content Marketing Manager at Lemlist) shares a fun experience with the team, which reflects the work culture and positive employee experience.
The onboarding process is a crucial stage in employees' tenure at the job. It includes the first few weeks of understanding the work environment and colleagues and getting hands-on experience with job-related tools and software.
An effective employee onboarding can improve the retention rate by 82%. Moreover, a poor onboarding process can increase employee turnover leading to poor branding. It reduces the chances of referral via new hires in the team.
The final step of employee branding is looking into key metrics related to employee experience. It is crucial to measure the results to understand the scope of improvement and take a strategic approach. Here are a few metrics to look at to check the analytics.
There are other metrics that a recruiter can look into based on business needs. This 4-step employee branding strategy will help you improve the company culture, attract and retain more talent, and improve the overall employee experience. The cost per hire will reduce, and the company will be able to enhance internal and external communications.
Employee branding must be analyzed, tracked, and improved to reap all the benefits consistently. Recruiters must build and strengthen the employee brand to hire qualified people effortlessly. Here are the top 4 tips to enhance the employees' experience and brand.
Employee branding is not a one-day job. It requires consistent effort to improve the work environment, communicate the employee value proposition, and provide a delightful working experience to employees. Recruiters can attract and retain desired qualified people in the firm easily by strengthening the employee brand.
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Employer Branding