The term ‘employer brand’ refers to an organization’s reputation as an employer, how it presents itself to potential employees and employees as well. Employer brand differs from the general corporate brand reputation that is often targeted towards customers. Employer branding deals with the attraction, retention and engagement strategies that enhance a company’s appeal to employees. Simply put, employer brand management addresses the reality of the employment experience. This enables companies to find the best talent in order to achieve their goals and effectively engage these employees to maximise their retention. In this article we’ll look at some employer branding strategies that you can use to boost your company’s reputation.
- DEFINE COMPANY GOALS & OBJECTIVES
Organizational goals inform employees the direction in which the organisation is headed and how it will get there. Employees can then assess whether these goals align with their career development and if they would want to work for your company. Employees are more enthusiastic when they know exactly what is required of them and the rewards available for meeting and/ exceeding the company’s expectations. This also makes it easier for employees to contribute to company growth and for managers to do their jobs effectively in order to improve productivity. Objectives are also key in establishing standards of employee evaluation as they act as yard sticks to identify the success and failures of the organisation and its employees.
- HIGHLIGHT YOUR EVP
Whether you’re hiring one employee or 100, you have to be able to answer the question, “why should I work for you?” An Employee Value Proposition (EVP) is essentially the “why” around your organisation. It is what attracts and attracts your top talent and what you as an organisation promise to your employees. Your EVP outlines how your company sets itself apart from competitors. Many top ranking companies take time to come up with the best EVPs because this is the foundation of a company’s employer branding and attracts the best talent.
- BUILD YOUR MARKETING GAME
Jeff Bezos, founder and executive manager of Amazon once said that “A brand for a company is like a reputation for a person.” And this sentiment is entirely true because a business is only as good as its reputation. It is therefore important to get the word out about your company as this helps to build and maintain your company’s reputation. Marketing will provide insight about your company that will attract potential employees. Invest in a good marketing team that will enable you to reach your target audience and inform potential employees on the benefits of working for your company.
- DEVELOP A RECRUITMENT PLAN
Your employees can either make or break your company and this is why it is important to hire the best. Knowing your company needs, will enable you to conduct proper interviews and find the right people for the job. Begin by defining the role these employees will play in your company and what your expectations are as well as the ideal person for this role. A good recruitment plan will result in a successful hiring process.
- WORK ON YOUR EMPLOYEE RETENTION
Companies that are known for having high employee retention often attract the best talent. Having a high retention rate means that a company is able to keep its employees long-term. This results in less time and resources spent on recruiting and training new employees. Employees that have had a long working relationship with their company are more loyal and committed. Retaining valuable employees is important because vital company knowledge that would otherwise be lost to competitors is maintained. Find ways to keep valuable employees happy through company rewards and benefits and recognition and appreciation for work well done.