A strong employer brand we know of course is crucial for attracting and retaining top talent. However, the reality is many organisations struggle with weak employer brands that hinder their ability to recruit effectively and maintain employee engagement.
Job seekers are spending more time than ever researching company brand profiles with 72% of Gen Z candidates saying they research the social profiles of employers and their employees before applying for a role.
For those companies with a negative employer brand impression, 69% of candidates say they would not take a job with a company which has a bad reputation (1). While the upside of a positive employer brand profile is that companies experience a 43% decrease in costs to attract talent (2).
So, where do you start in turning around your employer brand? Below we share some helpful guidance from our experience working with leading organisations plus we share some best EVP examples of our work:
Conduct a Comprehensive Employer Brand Audit
The first step in turning around a weak employer brand is to assess your current position:
- Survey current employees to gauge their perception of your company
- Analyse online reviews and ratings on platforms like Glassdoor and Indeed
- Evaluate your social media presence and engagement rates
- Review your recruitment marketing materials and career site
- Review your exit interviews to understand why employees leave
Review Your Employee Value Proposition (EVP)
Your EVP is the unique set of benefits an employee receives in return for their skills, capabilities, and experience. It should be aligned with your organisation’s vision, mission, values and culture and have the following characteristics:
- It should directly address or improve the employee experience or an issue, and offer a solution
- It should advertise what’s best about an organisation, and assert that inside and out
- It should be distinct, compelling and memorable, to act as both carrot to those on the outside, and glue for those on the inside
- It should be consistent and coherent across the whole lifecycle for employees on the journey all the way from attraction – onboarding – development – departure.
Improve the Employee Experience
A strong employer brand starts from within. Focus on enhancing the employee experience by regularly collecting and acting on employee feedback. Consider reviewing flexible work arrangements; competitive benefits and wellbeing; opportunities for professional career growth; fostering a positive and inclusive culture. Do not fall into the trap of only listening to your employees but not acting on the feedback – companies that communicate clearly actions on their employee feedback see a 14.9% increase in employee engagement (3).
Your employees can be your most powerful brand ambassadors so celebrate them. Encourage employees to share their positive experiences on social media and feature employee stories and testimonials in your recruitment marketing. You could also consider an employee referral programme – employee referrals have the highest applicant-to-hire conversion rate – only 7% apply but this accounts for 40% of all hires (4).
Monitor And Enhance Your Digital Presence
Your online presence is often the first point of contact for potential candidates so ensure all your digital touchpoints provide a good experience across mobile and desktop, especially your Careers and About Us sections and your social media profiles. Respond promptly and professionally to online reviews, both positive and negative. But before this, create communications guidelines based around common scenarios.
Align Recruitment Practices with Your Brand Promise
Ensure that your recruitment process reflects the employer brand you’re trying to build. 78% of candidates say the overall candidate experience they receive is an indicator of how a company values its people (5).
- Train recruiters and hiring managers on your employer brand messaging
- Create a positive candidate experience throughout the hiring process that reflects your values
- Provide timely and constructive feedback to all applicants
- Ensure job descriptions accurately reflect the role and company culture
Measure and Iterate
Turning around a weak employer brand is an ongoing process that requires continuous measurement and improvement:
- Track key metrics such as employee engagement scores, retention rates, and quality of hire
- Monitor your employer brand perception through regular surveys and social listening
- Analyse the effectiveness of your employer branding initiatives and adjust as needed
Transforming a weak employer brand into a strong one is a challenging but crucial task for HR and People Directors. By implementing these strategies and best practices, you can significantly improve your organisation’s ability to attract, engage, and retain top talent.
You can read more about how we’ve helped Royal Mail, Co-op, CGI and others strengthen their employer brand and EVP. And of course please contact us to talk through how we can support you.
Remember, consistency is key. Your employer brand should be authentic and aligned with your company’s values and culture. As you work to strengthen your employer brand, involve employees at all levels of the organisation to ensure buy-in and create a truly compelling employer value proposition.
With dedication and strategic effort, you can turn your employer brand into a powerful asset that drives business success through improved talent acquisition and retention.
Sources:
(1) MRINetwork
(2) LinkedIn
(3) Qualtrics
(4) Jobvite
(5) CareerBuilder
Image credit: Amore Seymour
