In the social recruitment industry, to attract and retain the best talent in the market is the main key for any organisation to do employer branding, but in highly competitive sectors where niche skill sets are in high demand. Our guide to employer branding examines how organisations can strengthen their relationship with existing and potential employees, external stakeholders through the effective communication of the brand’s values, personality and culture and creating a strong employer brand.
What is an employer brand?
An employer brand refers to the perceptions key stakeholders, and more specifically current and potential employees, have of your organization. It is about how they view the company; from how you conduct yourselves in the market, through to what they think it would be like to work for your organisation.
An effective employer brand presents your organization as a good employer and a great place to work and can, as a result, help with recruitment, retention and generally affect market perception of your company.
Employer branding affects every touch point the organization has with the employee, starting with the recruitment and on-boarding process. It works to every aspect of their employment including; training and development, support networks, the development of career paths and benefits and incentives, right through to their exit from the organisation and beyond.
Benefits of employer brand:-
- Developing your employer brand.
- Aligning your employer and external brand.
- Developing your employer brand throughout the employee lifecycle.
- Monitoring your employer brand.
Innovative ways to build employer brand in social recruiting:-
- Detect your uniqueness.
- Create a specific working culture.
- Involve company employees.
- Coordinate with marketing.
- Use visuals to build your employer brand.
Here are 10 reasons why employer branding is so important:
- Companies with positive brands get more applications as companies with negative brands, and after that spend less money on employees.
- 50% say they wouldn’t work for a company with a bad reputation – even with a pay increase.
- Companies with bad reputations pay 10% more per hire. That adds up quickly.
- 68% of HR managers say they’re having difficulty hiring, up from 50 percent in 2013.
- 62% of candidates research companies on social media before hiring.
- 76% of applicants researched companies on LinkedIn by looking at employee profiles.
- 70% say they trust what employees say about a company over brand ads.
- 70% of HR managers plan to use social media to build their brand, but only 1/3 has someone dedicated to social media.
- 60% of CEOs say they’re responsible for employer branding, but 58% of HR managers say they are.
List of top 10 employer brands that manage to capture an excitement for their workplace:-
- Yesware :- (Founded: 2010)
- Unique Branding Feature: Similar to Google’s workplace approach, this office offers a fun and exciting environment while keeping the customer closely in mind.
- Top Takeaway: Perks add a great deal to a company’s culture and don’t need to come as a sacrifice to productivity.
- PPR Talent Management Group:-
- Unique Branding Feature: Location, location, location. PPR emphasizes its close proximity to the boardwalk and sand for attracting applicants to the beach lifestyle.
- Top Takeaway: Your Company’s location has an influence on your employer brand. Even if it’s not paradise, applicants should have a reason to want to be part of your greater community.
- Unique Branding Feature: Shopify mission statement predicts a brilliant company future in e-commerce, leaving the impression that once you have this job you won’t want to leave.
- Top Takeaway: Give an exciting forecast for your business while staying true to your company’s overall mission.
- Unique Branding Feature: An interactive cartoon slideshow gives a great visual for each employee within their department – what’s more, employees have their own profiles showing off how many languages they’ve learned with the software.
- Top Takeaway: Find creative ways for displaying employees’ experiences in developing the product to pique interest before getting to the job’s fine details.
- Unique Branding Feature: ZocDoc’s origin story takes a front seat in describing the company’s priorities, and illustrates its employee’s unique mission when it comes to patient care.
- Top Takeaway: Describing your company’s impact on its greater industry can give employees a collective belief that they’re making a difference in the world, even if they’re not actually the ones saving lives.
So here are the reasons and ways to build employer brand for hiring in the social recruitment industry and above are the companies who do unique employer branding.