Employer Branding (3)

by | News & Views

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

 
This is the third of a series of short articles based on the Guardian guide.
 
5 tips for bolstering your employer brand
 
Use insight from across the business
Although leadership may be the ones that commission research into the employee experience, make sure to look outside of them for insight. Team members from all levels of seniority and experience will have different perspectives on what makes your business unique and will help you in shaping a bespoke Employer Value Proposition (EVP). Simply the exercise of asking for input will also work towards showing team members you value their points of view.
 
Couple strategy and insight
Your EVP, and by extension your employer brand should be built of a combination of employee insight and business strategy. If it has one without the other, either the impact on the direction of business or employee experience will be left unsatisfied in the long run. Your proposition should be rooted in, and bring positive impact to both.
 
Clarity is King
When it comes to employer brands, and particularly EVPs, the more specific you can be with language, the better. Employees and candidates are experiencing fatigue with lofty statements and broad promises. They are looking for something they can visualise and work towards; something tangible that makes a real impact on their lives.
 
Don’t shy away from quick wins
CareerArc has found that only 21% of candidates would apply to a one-star rated company on Glassdoor, and 34% to a two-star company. With the right messaging, run an internal review drive for Glassdoor and Google to raise your profile in the right way. Industry awards such as Best Companies to Work For also play a significant role in candidates’ decision making.
 
Start in before looking out
Although comparing your employer brand to others in your industry and beyond is a great way to test its uniqueness, this isn’t how an employer brand should be conceived. It should come from within, not off the back of differentiating yourselves from others. Industries and markets are ever-changing so to ensure an employer brand will last, it should be rooted in the business itself.

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