When the data hovers around 0.7 people available per job opening, varying depending on the job and location, your employer brand is a critical factor for success. Employer brand refers to the reputation and perception of an organization as an employer. It encompasses how the organization is viewed by current employees, potential candidates, and the public in terms of its workplace culture, values, and employee experience. Employer branding is the process of managing and shaping this perception to attract and retain top talent. A strong employer brand can help an organization stand out in a competitive job market, attract high-quality candidates, and improve employee engagement and retention. It is an essential aspect of talent acquisition and human resources management - with the goal of hiring the right people for your open roles.
The Importance of Employer Branding
Investing in your employer brand is an important method for attracting the right talent for your current open roles—it is also an investment in your company's future!
Attracting Quality Talent: In the service industry in particular, customer experience is directly tied to employee performance. A strong employer brand attracts individuals who are not only skilled but also aligned with your company’s values and culture. This alignment ensures better service quality and enhances customer satisfaction.
Reducing Turnover: High turnover rates are typical in the service industry. A compelling employer brand can increase employee engagement and loyalty, reducing turnover and the associated costs of recruiting and training new staff.
Enhancing Company Reputation: A positive employer brand contributes to a company’s overall reputation. Customers often judge a brand based on how it treats its employees. A company known for its good employment practices can attract more customers and build stronger customer loyalty.
According to LinkedIn, companies with a strong employer brand see a 50% increase in qualified applicants and reduce their cost-per-hire by 50%. Moreover, a Glassdoor survey found that 69% of job seekers are likely to apply for a job if the employer actively manages its brand. These statistics underscore a strong employer brand's impact on your recruitment strategy and overall business success. A well-crafted employer brand can also enhance a company's overall reputation, making it more appealing to job seekers, customers, partners, and investors, leading to better business opportunities and growth.
Job Seekers' Research Habits
There are so many different ways to curate and share your unique employer brand. From your own company website to in-person events, companies can share their employer brand through various channels and strategies to reach potential candidates and convey their unique culture, values, and employee experience. Here’s a breakdown of some of the best ways to share your employer brand!
Company Website: Dedicate a section of your website to showcasing your employer brand. This can include an “About Us” page, employee testimonials, videos, and information about company culture, values, and benefits. Regularly update this content to keep it fresh and relevant.
Social Media: Use social media platforms like LinkedIn, Facebook, Instagram, and Twitter to share behind-the-scenes looks at your company, employee stories, and highlights of company events. Social media is a powerful tool for reaching a broad audience and engaging with potential candidates.
Career Pages: Optimize your career page with engaging content that reflects your employer brand. Include detailed job descriptions, employee benefits, company values, and a glimpse into the company culture. Use multimedia such as photos and videos to make the page more appealing.
Employee Testimonials and Case Studies: Share stories and testimonials from current employees about their experiences working at your company. This can be in the form of blog posts, videos, or interviews. Real-life stories can build trust and authenticity.
Job Descriptions: Craft job descriptions that not only outline the role and responsibilities but also highlight your company’s culture and values. Use engaging and inclusive language to attract a diverse range of candidates.
Employer Review Sites: Encourage employees to leave reviews on employer review sites like Glassdoor and Indeed. Respond to reviews, whether positive or negative, to show that you value employee feedback and are committed to continuous improvement.
Content Marketing: Produce and share content that aligns with your employer brand. This can include blog posts, articles, whitepapers, and infographics that showcase your company’s expertise, culture, and values.
Employee Advocacy: Encourage employees to share their positive experiences and company news on their personal social media profiles. Employee advocacy can significantly amplify your employer brand message.
Recruitment Marketing: Use targeted ads on job boards, social media, and other platforms to reach potential candidates. These ads should reflect your employer brand and highlight why your company is a great place to work.
Events and Sponsorships: Participate in or host events, webinars, and workshops that align with your company’s mission and values. This can help you connect with potential candidates and showcase your employer brand in a more interactive setting.
Public Relations and Media: Utilize PR strategies to get your company featured in news articles, industry publications, and media outlets. Positive press coverage can enhance your employer brand and reach a wider audience.
In today's digital age, job seekers have many resources at their fingertips to research potential employers. According to a recent study conducted by JobGet of food service and retail job seekers aged 18-29, 43% of job seekers look at Google reviews of a company before applying, and 38% seek advice from friends and family when considering a job opportunity. Understanding where job seekers are looking can help you strategically build and enhance your employer brand and ensure you spend your time and resources in the right places. With so many options to share your employer brand, which ones matter most to the job seeker? Some will depend on your specific target audience; for example, a small restaurant chain might be looking for younger employees who primarily use social media for their job search, while a retail store looking for college students for the summer season might be better suited to advertising in person at job fairs. Take a look at some of the options and the demographics you might find at each to find your employer branding sweet spot.
What is Your Employer Brand?
Now that we’ve touched upon the why and the how of employer branding, let’s talk a little bit about what your employer brand should consist of.
Mission & Vision
Your mission statement and vision for the future of your organization should pull your target audience right in from the start. Make sure you incorporate it into your employer branding so that candidates can experience your mission from the start.
Showcase Company Culture & Values
Highlight your company’s culture and values in all your communications. Whether it’s on your website, social media, or job postings, make sure to convey what makes your company a great place to work. Share stories that reflect your values, such as community involvement, sustainability practices, or employee development programs. Talk about what kind of work environment you provide as an employer, and what you strive for in the employee experience.
Leverage Employee Testimonials
Current employees are your best advocates. Share their stories and testimonials on your website and social media platforms. For instance, you could create videos or blog posts featuring employees talking about their experiences, growth opportunities, and why they enjoy working at your company. This adds authenticity and credibility to your employer brand, what is truly is, with proof to back it up!
Transparency & Social Responsibility
Transparency is absolutely essential for a strong employer brand. You want employees to believe in your organization from the start and continue through their journey, decreasing turnover rates and increasing productivity. Gen Z, in particular, cares deeply about which brands they choose to invest in, including which companies they invest their time in! Sharing what efforts your organization invests in regard to DEIB and Corporate Social responsibility will help attract the right talent for your company.
Attracting top talent in today’s competitive job market goes beyond offering competitive salaries and benefits. More than ever, job seekers are looking for employers that align with their values, beliefs, and culture. Employer branding can not only help you attract candidates for your open roles but can also help you attract the right candidates who will be a strong asset to your company.
Reach out to us today if you are interested in learning more about how JobGet can help you fulfill your need to hire hourly workers. Your next great hire is just a click away.
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