Guardian Jobs published a very interesting guide to Employer Branding – a topic which is very relevant to every company. 

This is the second of a series of short articles based on the Guardian guide.
Why is an Employer Brand important?
  • Impact on internal talent
By approaching an employer brand with the same amount of care as a consumer brand, a business can make its employees feel just as important as its clients and customers. Never is this truer than when it comes to ensuring public-facing policies and beliefs are echoed internally. The reason Etsy received so much praise for its decision to broaden its parental leave to 26 weeks regardless of gender, country of residence or family circumstance is because the policy sits squarely within Etsy’s mission to re-imagine commerce for an equal, forward-thinking world.
A well-articulated EVP is a great tool to deepen employees’ understanding of the business they belong to and its aims. This has an effect on both productivity and work satisfaction, as people who understand what they’re working towards then know how they can best contribute-so much so that Willis Towers Watson reports that organizations with a defined EVP are 93% more likely to financially outperform industry peers.
Communicating your employer brand throughout the business creates brand ambassadors across all levels, who can speak comfortably, confidently and consistently about your business and its objectives.
  • Impact on prospective talent
There is no doubt that a well-articulated employer brand attracts and inspires the best talent for a business. In fact, research from Beamery shows that 69% of active job seekers are likely to apply to a job if the employer actively manages its employer brand, making it one of the most significant deciding factors for candidates.
Not only is an employer brand a fantastic tool for attracting talent, it can be equally useful in deterring the wrong candidates from applying. Shopify’s EVP does an excellent job of alerting candidates to really think before they apply, as the business’s working style won’t be for everyone.
A powerful employer brand can accelerate the process of inducting candidates into a company before they even walk through the door. There are a whole host of tools that businesses can use to showcase their internal culture to the world.
Microsoft uses its Microsoft Life Instagram account to do just that, sharing inspirational stories from its employees and posting examples of office life from across the world.

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