"How do I pick where I’d like to work?"
"I’m unhappy with my current situation, but is it worth all the hassle of switching?"
"What if I switch and find out I like the next job even less?"
These are questions every job applicant faces when they’re thinking about finding something new. When searching for a new job, the number one problem people face is not knowing what it will be like to work at a prospective organization.
Searching for the ideal candidate to fit a team’s unique needs can be tricky, and often requires a lot of man-hours of sifting through qualified applicants to narrow options based on their resumes alone. When a few applicants with all the right qualifications present themselves, how do you know which will be a good fit for your overall company, as well as more intimate team cultures? It’s an intense process for both the applicant and the hiring body, requiring some guesswork and a lot of trust on both ends.
So how can a company minimize the guesswork and attract the right applicants for the job?
A strong employer brand.
It’s important to note the delineation between consumer branding and employer branding. Consumer branding is what is marketed towards the client or customer base about the product or service, while employer branding is the reputation of the work environment, or in other words, what is marketed towards potential candidates! While the two need to be aligned, they are not the same.
Another important aspect to understand about an employer brand is that it is not a mask your company wears... it's a truth that needs to be uncovered. Your employer brand must be an accurate representation of your organization, not a fairytale version.
Establishing an employer brand allows the company to reach its ideal audience by giving a behind-the-scenes look at what an employee might do or experience on a daily basis, should they get a job with that company.
Every company has an employer brand whether they’re aware of it or not. Reviews by current or previous employees, company social media presence, and word-of-mouth recommendations all play into the existing employer brand. Taking control of the narrative allows the company to show the positive aspects of working with them and shine a light on what is important to them. Why does all of this matter? Recent studies have shown employer branding has a major impact on overall company numbers including retention, cost-per-hire, and more. Let’s dive into some of the biggest areas of impact by looking at the data:
Once it’s decided that taking control of the company’s employer brand is necessary, what are the steps that need to be taken? As previously mentioned, an employer brand is different than a consumer brand, and while they need to be complementary to each other and align with major views, there should be two completely independent brands at work. It’s easy to uncover your employer brand with these steps:
Look to the competition. By looking at what others are saying about their own employer brand and the industry at large, it’s easy to see what points, assets, or ideas may want to emulate or change within your own presentation. Make a list of what features or value propositions you may have that give you a competitive edge over the competition.
This equates to holding up a mirror to see what’s going on with your employer brand. The preexisting employer brand is there, it just needs to be uncovered. Checking what reviews might exist of your company online, hosting focus groups with current employees, or even taking surveys are all great ways of finding out what your existing employer brand might be. Sometimes taking a close look at what is lacking can be a hard pill to swallow, but change can only be made once the reality is acknowledged and accepted.
How and where will the new employer brand be presented? What metrics for success will be used? Taking a close look at the plan for how the company needs to present its new identity allows for a thorough preparation for the launch. Most importantly, telling current employees about the direction you’re headed while encouraging open and honest feedback allows the current workforce to feel included and valued in the new endeavor, which helps create a more positive employee experience!
Once all the necessary data is collected and the plan is drawn out, creative execution can be developed. This includes any marketing materials, schedules, and additional assets you may want to create specifically for your employer brand! Humanizing the workplace by showing pictures of current employees, what day-to-day activities look like, and what new employees can look forward to, all help cultivate a clear picture to the prospective employees for what they can expect. Highlighting your mission and values helps to pinpoint your audience to those who align with the company values as well.
Remembering to define the employer brand and execute with purpose ensures that the right message is out there for job hunters. For a closer look at the steps to uncover the employer brand, check out this additional blog post and download our free Employer Branding guide.