The Power and Benefits of Employer Branding for Your Business

The Power and Benefits of Employer Branding for Your Business

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The benefits of employer branding are not always fully realised as part of a recruitment process. At the same time, more candidates than ever before (76%), are researching a potential employer’s brand before applying to a role. By integrating employer branding into your strategy, you not only attract top talent but also strengthen your overall brand. Let’s explore how you can achieve the benefits of employer branding and why it’s essential for your company’s success.

What is Employer Branding and Why is it Important? 

Employer branding is the strategic process of creating and promoting your business as an attractive employer to potential candidates. A great employer brand communicates your values, culture, and work environment so that it resonates with the people you want to hire.

But talent acquisition isn’t the only objective for employer branding in recruitment. You may be considering creating or repositioning your employer branding because you are asking yourself:

  • Are we attracting the high-quality talent we need? 
  • Is our internal culture aligned with our external image? 
  • Are we effectively communicating our company’s values and work environment? 
  • How can we build a positive reputation among potential candidates? 
  • Can we reduce our recruitment costs and improve our hiring efficiency? 
  • How can we stand out from our competitors in the job market? 
  • What can we do to become a preferred choice for top talent? 

Employer branding is often the answer – or at least part of the answer – to all these questions.

Top 5 Benefits of Employer Branding in Recruitment

When developing effective marketing strategies that seek to address your challenges, it is important to thoughtfully position your employer brand. Done well employer branding offers significant benefits for your organisation. Here are some of the most important benefits of employer branding we’ve seen for our clients:

  1. Attracts Quality Talent
    First, and perhaps most obviously, a strong employer brand makes it easier to attract talent – and not just any talent – high-quality talent. As part of your employer brand, you’ll craft a unique value proposition that is designed to appeal directly to the talent you are targeting. On top of that a brand built on a positive reputation is more attractive to high-quality candidates and attracting individuals who fit well with the values and mission you’ve articulated as part of your brand.
  2.  Retains Employees
    Your brand also helps to reduce turnover rates because it is focused on eliciting and developing employee engagement. Engaged, (and happier) employees have been found to be more productive, with engaged teams up to 21% more profitable than their disengaged counterparts. Engaged teams also experience 41% less absenteeism and have a 59% reduction in turnover. When employees are happier in their roles they contribute to a positive and inclusive workplace culture. And all these elements can then be fed back into your employer brand efforts, strengthening that image of you as a positive place to work.
  3. Develops Your Business Reputation 
    Building a positive image of your company as an employer in the market isn’t just attractive to potential employees. Many clients and customers prefer to work with companies that have a reputation for looking after their workforces and employer branding can help differentiate you from your competitors in the wider public perceptions too. This can support your long-term organisational stability and growth goals, particularly the business has future plans for capital investment or sale.
  4. It’s Cost Effective
    More effective talent attraction and lower turnover will help reduce the costs associated with recruitment. In fact, a strong employer brand can reduce cost-per-hire by up to 50%. If the candidates you attract are higher quality – they have the skills and experience you’re looking for and they match your company values – they’ll need less training to be productive, and they’ll stick with you for longer. This means less time and resources spent recruiting.
  5. Leads to Better Recruitment Marketing
    One of the biggest benefits of employer branding that we see is that it leads to more effective and efficient recruitment marketing strategies. Not only will your employer branding feed into your overall recruitment marketing for a cohesive and consistent message, but you can use those positive impressions in other areas of your recruitment marketing. Use storytelling to share engaged employees’ perspectives across social media and websites to create brand ambassadors.  You can take testimonials and weave them into your marketing automations. You can even create welcoming video walkthroughs to introduce your culture. The possibilities are endless! 

Starting the Employer Branding Process

Creating an effective employer branding strategy involves several key steps and considerations. Here are some tips and tricks to guide you: 

  • Understand Your Audience 
    Identify the key attributes and values that your ideal candidates seek in an employer. Conduct surveys or focus groups to gather insights directly from your target talent pool. 
  • Highlight Your Unique Selling Points (USPs) 
    Determine what makes your company unique. Whether it’s your innovative work culture, career development opportunities, or commitment to work-life balance, ensure these USPs are prominently featured in your branding efforts. 
  • Showcase Your Employees  
    Authentic stories and testimonials from current employees can be powerful. Use various formats such as videos, blogs, or social media posts to share their positive experiences and insights. 
  • Use Social Media 
    Maintain a consistent and engaging presence on social media platforms where your potential talent pools are active. Share behind-the-scenes looks, company achievements, and employee stories to build a relatable and attractive image. 
  • Create Compelling Content 
    Develop content that resonates with your audience, such as blogs, infographics, and videos that highlight your company culture, values, and achievements. This content helps in reinforcing the benefits of employer branding. 
  • Be Consistent 
    Align your employer brand messaging across all channels, including your website, job postings, social media, and recruitment materials. Consistency helps in building a strong and recognisable brand.

By following these tips, you can create an employer branding strategy that not only attracts top talent but also fosters a positive perception of your company as an employer of choice.

The benefits of employer branding are clear: it attracts top talent, differentiates your company from competitors, and builds a positive reputation and by implementing a strategic and consistent employer branding approach, enabling you to stand out in a competitive recruitment landscape. 

Are you struggling to attract top talent and scale your business effectively? Thrive Recruitment Marketing is here to help. By aligning and activating your employer and commercial brand strategies, we ensure you hire the right talent, and achieve your goals.  

For more information or to talk through your options, contact us today.

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