It is widely accepted that the most valuable asset of any business is its employees. Regardless of how innovative the idea behind the business may be, it is the individuals within the team that bring those ideas to fruition. Research indicates there might be a clear link between employer branding and overall success. So, the question remains: how can an organisation attract the highest calibre talent? By incorporating employer branding in recruitment.
In this article, we will:
- First, discuss how employer branding helps in recruitment
- Then, we will explore the importance of employer branding for recruitment purposes
- We will also analyse five examples from industry leaders
- Finally, we will review activities that you can start doing right now to create a strong and positive employer brand
What is employer branding in recruitment?
It’s 2023, and companies are taking a more introspective approach towards branding. While traditional branding focuses on exposing businesses to the right audience most appealingly, employer branding brings a more wholesome attitude towards making your business sustainable and optimal by leveraging your employee experience.
What is employer branding? Employer branding is the way you market your company as a workplace to potential employees. Employer branding in recruitment helps you control the narrative around your business to attract and retain talent.
How employer branding helps in recruitment
Studies show that employer branding in the context of recruitment is the sum total of economic, psychological, and functional benefits that potential employees associate with employment with a particular company. Influencing these perceptions can help organisations to create an attractive and competitive employer brand.
Here are more ways in which employer branding helps in recruitment:
Attract more high-quality applicants
Your organisation’s success heavily depends on the talent pool within the organisation. A high-profile employer brand helps you attract unique talent by making more job seekers want to work for you. Creating that enthusiasm and chatter in the job market, combined with a positive candidate experience, can do wonders for your overall brand image, as better talent could bring in more creativity.
Reduce hiring costs and turnover rate
Building an attractive employer brand means you will spend less on recruitment. Job seekers are more likely to apply to work in an organisation with a strong employer brand, reducing the hiring cost.
Employer branding strategies such as improving your employee experience and having well-defined employer values lead to improved employee engagement and satisfaction, resulting in a low turnover rate also.
Increase performance and growth
It is no secret that if you have high-calibre talent on board, you can grow faster and achieve more as a company. LinkedIn’s Talent Brand Index measures how appealing an organisation is among potential employees. LinkedIn observes that the higher a company’s talent brand, the better the results and growth. Of course, there is also the obvious fact that best-performing companies are also what LinkedIn calls the ‘Most InDemand Employers’.
Importance of employer branding in recruitment
Rika Banerji, the Head of Consultancy at McCann Synergy, believes that employee expectations are rapidly changing as more GenZ enter the job market:
A salary, the occasional promotion and a few meagre benefits are not enough… because employees want more than a job and financial security
Rika Banerji
A 2014 study conducted at Zeppelin University in Germany corroborates this point of view. The research that studied how employer brand associations are transferred into preference observed that work content and work culture are drivers of a first-choice employer, with no support found for effects of salary, advancement opportunities, location or organisational reputation.
In addition to adapting to the workforce pool of the new millennium, innovative employer branding in recruitment helps you bridge the gap between the product and the target market. Younger minds bring fresh perspectives to product design and organisational development. This helps you stay ahead of the fast-evolving market in the digital age.
Employer branding in recruitment examples
Here are some examples of effective employer branding:
Google is known for its fun and relaxed work environment, where employees are encouraged to be creative and innovative. The company provides perks such as free meals, on-site fitness centres, and even laundry facilities to make employees’ lives easier. They also offer plenty of opportunities for professional development, including training and career growth programs.
Salesforce
Salesforce has built a reputation as a company that is committed to making a positive impact on the world. Their employees are encouraged to volunteer and give back to their communities, and the company also offers a range of sustainability initiatives. Additionally, Salesforce has a strong culture of inclusion and diversity, with programs to support women in leadership, people of colour, and members of the LGBTQ+ community.
Airbnb
Airbnb has a unique employer branding strategy that focuses on the concept of belonging. They aim to create a work environment where everyone feels welcome and valued, and where employees are encouraged to bring their authentic selves to work. This approach is reflected in their company culture, which emphasizes teamwork, collaboration, flexibility, and empathy.
HubSpot
HubSpot has a strong focus on employee wellness and work-life balance. They offer flexible working arrangements, including the option to work remotely and provide a range of benefits to support physical and mental health, such as yoga classes and counselling services. The company also places a strong emphasis on learning and development, with opportunities for employees to attend conferences and participate in online training programs.
Hootsuite’s employee-led initiative #FollowtheSun campaign was a viral hit on social media and led to a 10% increase in job applications. It used Twitter’s live streaming app Periscope to enable their employees to share a narrative that gave insight into their world from the perspective of employees from their 12 offices across the globe.
Patagonia
Patagonia is known for its commitment to sustainability and environmental responsibility. They offer employees generous benefits, including a 9/80 work schedule (working 80 hours over 9 days and having every other Friday off), paid time off for environmental activism, and a company-wide bike-to-work program. The company also has a strong culture of transparency and open communication, with regular town hall meetings and Q&A sessions with senior leadership.
Employer branding activities in recruitment
These are just a few examples of effective employer branding strategies. By creating a strong and positive employer brand, companies can attract top talent, improve employee retention, and ultimately drive business success. What can you do to improve your employer branding?
Have a refined career website
A career website is a powerful tool for communicating a company’s employer brand. The website should showcase the company’s values, culture, and mission, as well as provide information about job openings, employee benefits, and professional development opportunities.
Here is our shortlist of the best career pages for a peek at effective employer branding in recruitment:
Leverage social media
Social media is a great way to reach a wide audience and promote employer brand. Companies can use social media platforms such as LinkedIn, Twitter, TikTok, and Instagram to share company news, highlight employee achievements, and provide insights into the company culture.
Add employee testimonials
Employee testimonials are a powerful way to communicate your employer brand. You can gather testimonials from current and former employees and share them on the company website, social media, and other marketing channels.
Introduce an employee referral programme
Employee referral programs can help to attract top talent and promote the employer brand. Companies can incentivize employees to refer qualified candidates and provide rewards such as cash bonuses or extra vacation time.
Organise employer branding events
Employer branding events such as job fairs, campus recruiting events, and open houses can help to showcase the company’s culture and values. These events provide an opportunity for job seekers to learn more about the company and connect with current employees.
Community involvement
Community involvement is a great way to promote the employer brand and demonstrate the company’s values. Companies can sponsor community events, participate in volunteer programs, and support local charities to build a positive reputation and attract top talent.
Employer branding surveys
Employer branding surveys can help to gather feedback from current employees and job seekers and identify areas for improvement. Companies can use the insights from these surveys to make adjustments to their employer branding strategy and improve the employee experience.
To maximise business success, it’s essential to recognise the importance of employer branding in recruitment. This strategy involves marketing your company as an appealing workplace to attract high-calibre talent, reduce hiring costs, and improve overall performance. Employer branding not only attracts quality applicants but also reduces turnover rates and promotes growth. With changing employee expectations and a dynamic digital market, incorporating innovative employer branding can keep you ahead. Businesses can enhance their employer branding through activities such as refining their career website, leveraging social media, adding employee testimonials, introducing referral programmes, organising events, community involvement, and conducting employer branding surveys.
To learn more about how employer branding can help you attract and retain talent, download StudySmarter’s free guide.
