Investing in a strong employer brand for successful recruitment

Investing in a strong employer brand for successful recruitment

Are you selling your business as well as you can to future employees?

An employer brand is the perception and reputation that a company holds in the eyes of the public. It encompasses the company’s values, culture, work environment as well as commitment to employee growth and development.

This in turn communicates an appealing place to work and helps an organisation stand out in a job market which is more competitive than ever.

Here at Lawrence Dean, we understand the importance of investing in a compelling employer brand and the methods companies can use to positively impact their recruitment efforts.

Employer value proposition (EVP)

A strong EVP encompassing the company’s mission, values and culture can attract and retain the best people, while reducing hiring costs. 

Prior to crafting an EVP, a company’s benefits should be well-established, well-defined and a proven hit with the current workforce.

Things to consider in an EVP:

• Salary and benefits
• Career development and employee recognition
• Work-life balance, or proportion of work to time off
• Commitment to diversity and inclusion policies
• Volunteering and community service opportunities
• Job security

 Remember that building a strong employer brand is an ongoing process that may require necessary adjustments as time goes on.

Employee advocacy

Firstly, ensure your current employees agree with your EVP by gathering feedback about their experiences and suggestions for improvement. Look at data on sites such as Glassdoor and be sure to respond to any negative reviews.

Encourage employees to become brand ambassadors. Their positive experiences and testimonials can help authentically highlight the company culture and attract like-minded candidates.

Start a blog

Blog posts can give potential employees a glimpse into what it is like to work at the organisation. Engage employees by inviting them to take part or offer their own topic suggestions.

By frequently posting blogs that discuss industry topics and celebrate company culture, it can create a positive perception with potential jobseekers.

Interact online

Use various platforms like social media, company websites and employee testimonials to offer insights into the workplace environment, team dynamics and opportunities for growth.

Consider rich media, like photos and video, to show off attractive workspaces and celebrate a diverse and enriched workforce. Maintain consistency across all touch points to reinforce your brand identity.

Keep up to date with changes in the work environment

As more companies change their working practices with the emergence of remote and hybrid working, employer branding should also evolve. 

Adjust branding strategies and job advertising channels and, where possible, implement fully remote selection and onboarding processes.

Conclusion

Employer branding can create a buzz around your company, attracting motivated and well-suited job seekers. They are more likely to apply to a company with a positive employer brand, as it signals a workplace where their contributions will be valued and rewarded.

At Lawrence Dean, we are experts in helping companies invest in their employer brand and the strategies they can use to improve it. Contact us here for more information about how we can help.