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How does employer branding help to attract top talent?

Employer branding plays a crucial role in attracting top talent in today's competitive job market. It's no longer just about showcasing open positions; it's about building a narrative around your company as a desirable place to work. This narrative should resonate with the values, aspirations, and career goals of the talent you want to attract.

employer branding

But what are the actual benefits of building or having a strong employer brand?

 

Well the reality is that there are a few! A strong brand will attract high quality applicants and help to reduce your recruitment costs. It will position you as an employer of choice, over competitors, and therefore attract a larger pool of qualified candidates, which in turn means you will spend less time and resources on screening and interviewing irrelevant applicants. (Even less if you work with an experienced recruitment partner like Solis!) As a recruiter, we see time and time again, that a well-respected brand with a good reputation as an employer in the market, results in better candidates and higher offer acceptance rates. The best candidates, the top talent, will have options – they are in demand. A positive brand image can make a real difference when it comes to competing offers.

 

And while a lot of these points are focused on attraction and recruitment of new talent, let’s not forget that employee retention is just as important. A strong and authentic brand fosters employee pride and satisfaction, leading to a more stable workforce and lower turnover.

 

Understanding the benefits of a strong employer brand is only half of the conversation – the other part is how a strong employer brand is built. There are several elements for consideration when it comes to a compelling employer brand, but we think these are some of the big ones:

employee voices

  • Authenticity: Be genuine and transparent about your company culture, values, and work environment. Don't try to be something you're not.

  • Differentiation: Highlight what sets you apart from competitors. What unique benefits or opportunities do you offer? How is the company evolving?

  • Employee voice: Amplify the voices of your current employees through testimonials, social media, and internal videos. Their enthusiasm is contagious and can add value to the recruitment process.

  • Positive online presence: Manage your online reputation across job boards, company review sites, and social media. Address negative feedback constructively.

  • Seamless candidate experience: Create a smooth and positive application process that reflects your brand values, and provide candidates with meaningful feedback.

 

These translate into tangible strategies very simply. Defining your employer value proposition is a great way to build a strong employer brand – this is an opportunity to illustrate what makes your company unique and how it differentiates itself from it’s competitors. It’s a chance to highlight your company culture and core values, and (if you’ve done your research!) it’s a chance for you to really address the key areas that prospective employees want to know about.


social media for employer branding

Other strategies include developing a content strategy and a social media strategy – using these tools and platforms to share your culture, employee experiences, career development opportunities and success stories. It’s a great way to allow candidates to get to know you and what you’re about. This can include employee testimonials, sharing positive feedback or reviews, sharing the launches of exciting new initiatives etc.

 

And of course – the classic and effective strategy of investing in employee branding initiatives. This includes encouraging employee advocacy, referral programmes, essentially supporting and encouraging your employees to be your biggest advocates! A happy workforce is a huge strength, for any organisation.

 

evolving employer branding

Remember, employer branding is an ongoing process. Regularly evaluate your brand message and adapt it to reflect changes in your company and the job market. By investing in building a strong employer brand, you'll be well-positioned to attract and retain the top talent you need to succeed.



 

 

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