Employer branding is a strategy that is becoming more important to Company owners, recruitment and marketing leaders. In fact a third of them are looking to develop a global employer brand in the future. Top company officials are now thinking that the employer brand is the responsibility of the CEO or the marketing team rather than recruiters or HR. On the other hand more than 50% of CEO consider branding as the responsibility of recruitment.
The change in priority and significance in different industries would mean that a strong employer presence is becoming crucial for business aiming to obtain and keep important or key talent. The next question is how do companies go about boosting their employer brand?
It is therefore a requirement that there is employer brand awareness. If there is no brand awareness then it is time to evaluate your company and its reputation. Where exactly does your organization or company stand when it comes to employer branding?
Setting up a poll or survey of the major external stakeholders and specific audiences can help determine the reputation of your organization or company. On the other hand, a survey among employees will give details into the business’ attractiveness. Based on the feedback received, metrics can be established and a strategy created to improve employer brand reputation.
Companies differ in many ways. From recruitment techniques, management, services, products and the list goes. The goals can be very specific to each company. Here is a guideline on what goals a company or organization should target when it comes to improving employer branding
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If the employer is more involved and knows how to manage its employer brand well, more people are inclined to apply for a job there. Initially, candidates understand the strength of an organization as a potential employer. The only way businesses can perform this effectively is to engage potential employee and incorporate loyalty in them to promote the brand’s key mission
Some organizations have embraced the method of developing a website for the sole purpose of relaying their brand. This website shows what the business is about and what it represents, as well as what their pool of talent can be and how well they compensate their employees.
Even videos are included to show the key members of the organization and the work that they do.
Be sure to personalize the employee and candidate interaction
A key factor in talent retention, employee experience is key to nurturing a workforce and letting them know they are more than just a number. This can be done by:
Nurturing relationships –58% of employees say their relationship with their immediate supervisor is ‘very important’. A key relationship to an employee, executives need to bear that in mind in their management and learn more about their employees than merely what their day to day role is. Going that extra step will help to connect with employees as people.
Communicate internally – Communication is crucial to ensure every function in the organization understands the value and need of building a strong employer brand and the role they can play
Recognizing employees – Recognition boosts both individual and staff morale. The recognition of individuals for their efforts either on a digital forum such as social networks or at a quarterly event helps create a motivated work environment and acknowledges efforts.
Mapping out talent progression – By mapping out a career roadmap employees will have a clear and documented process that will help them advance through the company. This customized plan moves away from the one-size fits all approach and invests in an individual’s future.