Webster's Dictionary defines employer branding as…. What’s that? It doesn’t define employer branding!? (Please hold while we pick our jaws up off of the ground.)
How can that be when employer brand is one of the MOST important factors in a candidate’s decision to go full steam ahead with your organization over someone else’s?
It could be because employer branding has always been an afterthought compared to a company’s consumer brand. Employer branding can feel intangible and hard to define. But how can you create a strong employer brand if you don’t even really know what it is? Let us help.
At WorkReels, we hear business owners define employer branding every time they say, “I know our company is a great place to work, but no one gets to see that.” A company’s employer brand is simply the perception people outside of a company have about what it’s like to work there – whether it’s accurate or not! And employer branding represents the actions companies take to tell their employer story.
Now you know what it is, but why is it important?
A strong employer brand is one of the best selling points for your company. When you have a strong employer brand, you won’t need to devote as many resources to recruiting.
Candidates will seek you out if they recognize your company as one they’d like to work for. If you have a strong brand and solid corporate reputation, you will be able to attract candidates from a larger pool, as over 50% of job-seekers wouldn’t even consider working for a company with a poor reputation. You can also target individuals who aren’t even necessarily looking for a job: 92(!!!!!)% of people would consider changing jobs if they were offered a position by a company with an outstanding reputation.
While there is huge value in investing in your employer brand for attracting talent, you can also benefit by retaining your current employees.
A lot of employees will start at a company, then decide it’s just not for them. This almost always has to do with the company culture.
If your brand is clear initially, your employees will have a better understanding of the kind of company you are from the start. They will be less likely to quit, saving you time and money, and some hiring headaches.
If your employees are engaged with and believe in the values of your company, they are more likely to act as advocates for it. As ambassadors for your company, they may entice other potential candidates or customers to consider you over another organization!
Most people today trust recommendations from friends and family over advertisements or any marketing materials.
Having your employees on your side is a HUGE plus, especially as word of mouth becomes more and more popular amongst younger job-seekers.
Hopefully, by this point, you understand just how important it is to have a strong employer brand. (Think about it- all things being equal, which one of these would you want to work for? One of these organizations has a much stronger employer brand- even though it may not be perfect-or even close! But it has one employee who is deeply passionate about the company’s mission and who is ready and willing to be a brand ambassador.)
But how can you create a strong employer brand or rehabilitate a weak one?
Large companies have big budgets for this, but how can you promote your employer brand without breaking the bank?
Video is one of the quickest and most effective ways to communicate just about everything these days - your employer brand included.
Video cuts through the noise of the internet and consistently achieves higher engagement, helping you to spread the word.
If you’re not sure how to create engaging video content that communicates your employer brand, reach out to a WorkReels rep today, firstname.lastname@example.org!
A company’s employer brand is simply the perception people outside of a company have about what it’s like to work there – whether it’s accurate or not!