Branding for customers is common sense, but branding for applicants? That’s a different story. Employer branding is the process of promoting a company or organization as the employer of choice to a desired target group they need to recruit and retain. Here are a few tips and tricks to make an employer brand stronger and attract desired talent.
Look Internally
Employee happiness and employer branding strongly correlate. Employee satisfaction and engagement are necessary for a robust employer brand. Internally, a company should practice what it preaches and their culture should be consistent with the culture they claim to have. Understanding the realities of a company’s culture is essential. Are the realities not very desirable? Implement ways to improve before moving forward in the employer branding process.
Clearly Communicate Company Values
Most companies have values, mission, or vision statements—or all three. Make sure those statements are easily identifiable on branding materials. On these same materials, make sure that there are tangible examples of how these values are integrated into company culture in daily life. For example, if one of a company’s core values is building relationships, they could discuss the importance of their mentorship program or work teams in their company culture.
Define and Understand the Target Groups
Different demographics have varying priorities when searching for a workplace. Generation X is going to look for different qualities in a workplace than Millennials. Is the target group more interested in culture or compensation? Do some research about demographics and adjust the company’s communications strategies accordingly in order to reach the target group about the topics they want to know about before they apply.
Create the Right Content
A great message doesn’t do any favors for a company if it’s not in a place where applicants can see it. Think about the platforms used to reach applicants. For example, social media becoming a more popular platform for job hunters, so it can be a good place to start. Social media platforms are a simple, cost-effective way to create engaging content that clearly communicates an employer brand to potential applicants. Look at which platforms are best at reaching a specific target.
BirdDogHR Applicant Tracking System can help businesses improve and develop their employer branding by taking company culture online, lower cost per hire, and ultimately shorten time to fill positions. Contact us today to learn more about how to improve employer branding with innovative solutions.
