Have you ever needed advice but no one had the right answers?
Well, we may not have the right answers either, but this A to Z hopefully covers everything you need to know about employer branding.
Becoming a leader doesn’t require taking on a new persona. The key is authenticity: your style will be influenced by your personal experiences, values and strengths. Authenticity requires the voices of your employees to amplify your message and values. Trust is often an issue when it comes to allowing employees to openly discuss your organisation, but it shouldn’t be if you’ve nothing to worry or be ashamed about.
Creating brand awareness is a key step in promoting your business brand. Awareness of your brand may include shouting about the qualities that distinguish you from your competitors. Branded merchandise can play a huge part in affecting how big of a reach your brand has too.
Workplace culture plays a powerful role in determining your employees’ work satisfaction, relationships and progression. It is the mix of your organisation’s leadership, values, traditions, beliefs, interactions, behaviours and attitudes that contribute to the emotional and relational environment of your workplace.
Diversity is about recognising differences. It’s acknowledging the benefit of having a range of perspectives in decision-making and the workforce being representative of your business’s customers. Does your business have a diversity policy already?
Engaging content offers something new: a new perspective, an unexpected laugh, bits of knowledge, or something helpful, inspiring, or entertaining. Engaging content gives your potential customers a peek at something they haven’t seen before but can relate to in some way.
Get external feedback! This could be on social media, through a focus group or an internal survey for your current employees. The list of opportunities for feedback on your employer brand is endless.
There are so many goals your business can have to help measure the successfulness of your employer branding strategy. For example, improve the next employee survey ratings by X% or increase direct web traffic by X% over the next 3 months.
Health & Wellbeing
Your company’s approach to health and wellbeing can have a significant impact on achieving a positive brand. An employer that clearly shows a commitment to looking after its employees, and supporting them to look after themselves, will stand out as a great organisation to work for as well as with and will benefit from a more engaged and energised workforce, as well as brownie points with your customers or clients.
This is where people’s differences are valued and used to enable everyone to thrive at work. An inclusive working environment is one in which everyone feels that they belong without having to conform, that their contributions matters and they are able to perform to their full potential, no matter their background, identity or circumstances. An inclusive workplace has fair policies and practices in place and enables a diverse range of people to work together effectively. How inclusive is your business?
Join The Conversation
Be active on your blog, send out newsletters etc. These will draw your potential customers closer because they can learn more about your business and what you sell. They help build customer loyalty, and they also help you create a personal relationship with your customers.
One of the simplest places to start is by optimising your website with SEO best practices. Implementing good SEO practices will help you to stay visible and attract new customers and potential new employees too.
Every employee impacts an organisation's direction, but leadership has by far the largest and most direct effect on company culture. Leadership cultivates the foundation of culture to empower employees to achieve the company mission and realise how vital each of their contributions is to furthering those goals. How inspiring are your leaders?
Ultimately you’re in business to make money, right? Boosting your employer branding will ultimately help your business secure more engaged leads, which will lead to more sales in the end.
Networking is not only about trading information, but also serves as an avenue to create long-term relationships with mutual benefits. When you stand out in both your expertise and the services you offer, it creates room for partnerships which in turn builds business.
Onboarding New Employees
Building a strong employer brand is the foundation of successful talent recruitment and retention. From the minute your new employees accept an offer, they will be forming opinions that will collectively become the basis of your company’s external reputation. A strong employee onboarding programme should show that you’re focused on employee success, that you care about their development, and be driven by a supportive company culture. By curating a great employee onboarding experience you will encourage new hires to hit the ground running, reach their full potential, and be great representatives of your employer brand in the future.
You need to have processes in place and one of those needs to be a solid employer branding strategy. You can’t go into things blind and there needs to be preparation involved. However, no one expects huge plans like this to necessarily happen overnight, so create a timeline of actions too.
As the old saying goes, it really is about quality over quantity, and this is no different when it comes to employer branding. If you’re reading all this and thinking “Blimey I can’t possibly do all of this!” then that’s fine. Ultimately you’ll want to cover them all off but prioritise the ones you can implement quickly and don’t rush the rest.
As the lines blur even more between marketing and recruitment, the best brands are bold and authentic, sharing ‘what it’s really like to work here.’ An insight into your company culture, career progression and colleagues, is now a must for job-seekers who will be assessing any future employer’s brand.
You need to showcase your company culture as part of social media marketing storytelling when building your employer brand. Your brand story represents who you are and what you stand for. It sets the stage for interactions and expectations that your current and future employees will have with your organisation. To put this another way, social media acts as your digital “first impression.” It’s a two-way communication platform that allows for more authentic and engaging experiences.
Employees with access to training and development programs have the advantage over employees in other companies who are left to seek out training opportunities on their own. The investment in training that your company makes shows that employees are valued in your business, which is highly respected by potential customers.
NEVER underestimate the power that other people have to destroy your reputation and your employer brand along with it. With the power of social media now, any disgruntled employee or unhappy customer can hop onto the internet and rip you to shreds. But… imagine how much more quickly your company may be able to recover from this if you have a strong employer brand that’s trusted by many loyal customers or followers?
With the vast array of technology available to businesses these days, it’s no longer necessary to go out and meet every potential customer or travel 3 hours to Sheffield to train that group of four people. Embrace virtual meetings, webinars and workbooks to help bolster your employer brand.
Working From Home
You don’t have to allow your teams to work from home, but offering them some level of flexibility will do wonders for your brand’s reputation as being an employer that encourages staff to have a positive work/life balance.
eXcitement (We were clutching at straws for an X)
You need to generate excitement to keep customers coming back time and time again. Got a new product launching? Offering a promotion? Shout all of these from the rooftops on every platform you own.
Y (or Why, to be more specific)
You’ve got to have a “why”! There’s no point in doing any of these things if you don’t understand why you’re doing them. You have to think about what’s important to your business and go from there.
Research suggests that Generation Z is more pragmatic, more money-conscious, and more entrepreneurial than their millennial counterparts. It’s important that your employer branding reflects these things.