5 ways to improve your employer brand

Secrets to engaging, recruiting and retaining talent

In an increasingly competitive labour market, it’s more crucial than ever for companies to attract and retain top talent by setting themselves apart from the competition. Building a strong employer brand is integral to this, and can also benefit your firm’s bottom line by lowering recruitment costs and raising productivity among employees who feel proud of their company.

Here are some statistics from Glassdoor that highlight the importance of employer branding:

86% of job seekers research an employer’s testimonials and reviews when deciding whether to apply
92% of employees would reject a job offer from a company with a bad reputation, even with a better salary
A strong employer brand can reduce the cost per hire and turnover rate by up to 50% and 28% respectively

Still not sure about whether you should invest in your employer brand? Read our other article to find out more!

Here are 5 things you can do to make your company more attractive to prospective employees

1. Identify and establish your company’s Employee Value Proposition (EVP) through an Employer Brand Audit

Identify what your company has to offer and formulate a list of key features that set you apart from other firms in your industry. This can include your mission, vision, culture, values, and perks or benefits that are unique to your firm.

Going a step further, you may decide to tailor your EVP to target different candidate segments and employee groups. For example, flexible hours may appeal more to working mothers, while a fun work environment may be of greater importance to millenials (Mercer, 2019).

Crafting a customised EVP is likely to net better results than using a one-size-fits-all approach.

2. Set up a dedicated career page

A dedicated career page can serve as a centralised hub for all the information prospective employees need. It can showcase specific details about your company’s work culture and selling points like attractive policies and benefits.

A career page can also be the perfect place to post employee testimonials, and photos and videos of your team and workplace, to give prospective employees a better idea of how working at your company is really like. Finally, once you’ve convinced them to join your team, having a section of the career page with job postings makes it easy for job-seekers to find a suitable open position and send in their applications.

3. Harness the power of social media

Social media is a great way to meet candidates on platforms they already use. On average, internet users spend 144 minutes per day on social media and messaging apps. This enables your firm to access a large and ready audience without ever having to fork out the costs associated with in-person events and on-site recruitment.

Social media platforms also give employees an “insider’s view” of your workplace and allow them to imagine themselves at your firm. Moreover, with the wide range of formats available, such as photos, short videos or reels, captions, and even hashtags, you’ll have endless opportunities to present your content in new, exciting ways.

4. Ensure that external career sites are updated and address reviews in a timely manner

Having up-to-date profiles, logos, and descriptions on external career sites like Glassdoor and Indeed are essential to promoting a positive employer brand image. On top of this, having updated and detailed job postings can serve a two-pronged purpose by giving jobseekers a clear idea of what their roles entail, while highlighting attractive aspects of your work culture. For instance, peppering in small details about employee benefits and company traditions can go a long way to presenting your firm as a great place to work.

Finally, addressing both positive and negative reviews in a timely manner is crucial in demonstrating that your firm is an engaged employer that takes feedback seriously and acts on it.

5. Leverage current and former employees as brand advocates

A strong employer brand is built on the experiences of current and past employees, and their voices should be heard at every step of the process. Interviewing employees directly can assist you as you craft your firm’s EVP, giving you insight into intangible features of your firm’s culture that may be attractive to jobseekers. Encouraging engaged staff to post reviews on external career sites is another great way to authentically showcase your company’s positive traits.

Furthermore, getting them to like and share company materials, and mention your firm in relevant social media posts allows you to reach a wider audience in an effective and organic manner.

How TalentKraft can help you develop a customised employer brand

Developing a compelling employer brand takes careful investigation and detailed planning. Here at TalentKraft, we can help you evaluate your firm’s strengths and weaknesses through a multi-step Employer Brand Audit.

Keen to find out more about tailored solutions for your firm’s employer brand? Talk to us today!

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5 ways to improve your employer brand