The Power of Employer Branding 

We recently hosted a Team Lincolnshire event in partnership with Petaurum HR on recruitment, retention and employer branding. It’s clear from the feedback from delegates, many of whom work in HR and recruitment, that attracting and retaining top talent post-pandemic is still a major challenge for businesses. I know from my own experience that standing out as an employer of choice is difficult, especially when you can’t afford to pay top whack; but having a strong employer brand can make a huge difference to not just the number but also the quality of applicants. 

What does employer branding mean? 

Employer branding is the reputation and image of your company as a place to work. It encompasses everything from your workplace culture and employee benefits to how you treat employees and what they say about you. A strong employer brand helps you attract high-quality candidates, retain top employees and grow your business. In his book The Scale Up Leader, Stuart Ross states: “To accelerate growth, you need to put the best people possible in place. Ultimately you want people who are so reliable, so good at what they do, that you are effectively putting yourself out of a job.” 

Why employer branding is important. 

A well established employer brand makes your company more appealing to job seekers, helping you attract top professionals who align with your values. Companies with a strong employer brand spend less on recruitment since candidates actively seek them out. Employees are more likely to stay with a company they feel proud of, reducing turnover and associated costs, which can be significant! A positive employer brand contributes to overall brand reputation, making your company more attractive to customers, investors and partners. Engaged employees are more productive, innovative and committed to their work. 

Fig 1: LinkedIn, 2021 

How to improve employer branding 

Your employer value proposition (EVP) is the unique set of benefits and values your company offers employees. It should answer questions like why someone should work for your company instead of a competitor, what employees gain beyond salary and benefits, and what your company’s culture is like. Being authentic and highlighting what makes your workplace unique is key. 

Company culture plays a significant role in employer branding. Employees want to work in an environment where they feel valued, included and supported. Creating a strong culture involves encouraging open communication and feedback, promoting diversity and inclusion, offering professional development opportunities, and recognising and rewarding employees’ contributions. 

Your employees are your best brand ambassadors. When they speak positively about your company, it has a greater impact than any marketing campaign. Turn your employees into brand advocates by creating a positive work experience, encouraging employees to share their experiences on LinkedIn and other platforms and showcasing employee testimonials and success stories on your website. 

Candidates research potential employers online before applying for jobs, so ensuring your employer brand is visible and appealing is crucial. An engaging careers page on your website, showcasing company culture on social media through behind-the-scenes content, employee stories and office events, and encouraging employees to leave reviews on sites like Glassdoor and Indeed all help strengthen your brand’s online presence. 

A competitive salary is important, but it’s not the be all and end all. Offering flexible work arrangements, staff incentive schemes, training, opportunities for progression and meaningful work with a clear purpose can make your company more attractive to job seekers. 

Your recruitment process reflects your employer brand. A slow, impersonal, or disorganised recruitment experience can turn off applicants off. To ensure a positive candidate experience, streamline the application process, communicate clearly and promptly, and provide feedback to candidates, even if they are not successful. 

Fig 2: Steps to improving your employer branding. 

How to measure employer branding 

Building an employer brand is an ongoing process. To measure its impact, track key metrics such as employee retention and turnover rates, job application rates and quality of applicants, employee engagement and satisfaction surveys, and employer review scores on platforms like Glassdoor. 

Employer branding is not just a ‘nice-to-have’ – it’s a crucial part of business success. With a strong employer brand you can attract and retain the best talent, create a happier workplace and accelerate your business growth. If you are interested in finding out how you can grow your employer brand, contact us to find out how we can help your business shine more brightly or take a look at our employer branding case study. 

KS