Over the last 20+ years, employer branding has undergone significant changes in terms of company priority and general use. The common mindset of just “branding for appeal” is no longer enough to compete in the current talent war of today. Brands have begun focusing their efforts on fully integrating the entire experience to decrease recruiting costs, increase retention rates, and boost social media impact.
🔎 What is Employer Branding?
Simply stated, Employer Branding can be broken down into 2 main categories:
- The perception potential candidates have of your company
- Your company’s Employee Value Proposition (EVP for short)
According to LinkedIn, if a company has 3 of the 5 Employer Branding “pillars”, they are able to reduce their recruitment costs by 49% and increase employee retention by an astounding 28%. The impact a proper employer Branding strategy has on your company’s bottom line is massive.
🙋 Being “Candidate-First”
There are 2 ways to approach potential candidates:
- Company-First: The traditional top-down approach. This situation represents the familiar situation “Why do you think you should work for us?“. The company is basically telling a candidate “prove yourself to me“.
- Candidate-First: The modern, transparent way for showcasing your employer brand. It’s not a mystery that in today’s info-rich society candidates have more access to statistics and statements that previously were not available. This is especially helpful for passive candidates but work wonderfully with active ones as well. Being candidate-first helps establish transparency and sets a standard of quality-of-life a company has for employees.
🙌🏼 So, who should be in charge of this?
The CEO will say: “It’s branding, it’s image- it’s the Marketing group that takes care of this!”
The Marketing department says: “It’s about recruitment, it’s employee satisfaction- it’s HR who should do it!”
The HR department says: “It’s about who our ‘champion’ is, the face- the CEO should take charge!”
The answer: all 3 of these are correct.
Because every one of these roles plays a crucial part in developing a strong employer brand.
Let me put it this way:
CEO: arguably the most passionate person of the organisation with a solid set of company beliefs. People love to see the “head figure” be in the front-lines, they want to see this person step up as first and say “I believe in this company and you can tell by my actions”. Some examples of “champions” are Sir Richard Branson from Virgin & Larry Page from Google.
Marketing: No one in your company knows the brand persona and strategy like your Marketing team. These people live and breathe the perception outsiders have on the company. Using a combination of market trends, personas, behaviours, purchasing trends, the marketing team should be fantastic at knowing where your target group (candidates) will be and how to attract them to what you have to offer (EVP).
Human Resources: When it comes to accurately growing the right teams and maintaining company culture, no one in your organisation is as well-versed in this as your HR department. With deep understanding of employee engagement, your HR division is an exemplary component to your employer branding strategy. Keeping employees engaged and satisfied typically leads to them becoming “brand ambassadors”, who will be willing to share your companies messages a lot more than a non-satisfied employee would.
Perhaps your CEO is a wonderful champion to your company’s cause but studies also show that Employer Branding is more effective when the communication about the company comes from “lower-level employees”. Perhaps your Marketing department is wonderful at analysing strong market trends and finding the right candidates but Marketing usually uses this data on a consumer level and not necessarily at the employer level. Your HR department might know what it takes to have a rockstar team but content marketing is probably not their strong-suit.
🎯 Joining Forces = Powerful Employer Branding
As you can see, it’s important for departments to work together when planning, strategising, and executing your employer brand strategy. With clear communication and a solid plan, these teams can often create unexpected results:
The CEB noticed that a company with a “candidate-first” approach typically outperforms a “company-first” strategy by 400% in applicant quality
- 24% – average % of applicants of high quality at organisations that do not manage their employer brand.
- 28% – average % of applicants of high quality at organisations that brand for appeal (company-first).
- 43% – average % of applicants of high quality at organisations that brand for influence (candidate-first).
Other meaningful statistics of Employer Branding include:
- 92% of candidates say they would consider leaving their current jobs if a company with an excellent corporate reputation offered them another role (Cro).
- According to Linkedin, 80% of talent leaders agree that employer brand has a significant impact on their ability to hire great talent
- Companies with a strong employer brand see 50% more qualified applicants and take 1-2x faster to hire. (LinkedIn)
- 83% of job seekers are likely to research company reviews before applying
- 46% of employees hired through employee referral programs tend to stay for 3 or more years
- Only 19% of employees feel that the brand a company portrays matches the real work environment
Moral of the story: Teamwork makes the dream work! It’s no longer acceptable to manage a company’s employer brand from one department only. The inter-connectedness of an organisation will be the fiber that creates and strengthens your employer brand. Use it wisely and great results will show up!
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About Social Seeder
We are an employer branding and social media engagement solution that gives your employees and fans a simple way to amplify your brand’s reach by sharing your stories across their social networks.