Thu, 4 Mar, 2021
In 2021, refining your employer brand might not seem like a top priority— but it is. According to a recent LinkedIn study, a company’s employer brand matters in an increasingly tough market. 75% of potential candidates evaluate this one element before sending an application: your employer brand can make or break your team.
Today, top talent is drawn to trust, growth opportunities, and an aligned mission. In a competitive environment, success depends on assembling a high-performing team that’s engaged with your goals. To do that, you have to communicate your employer brand effectively and with authenticity.
You need to stay active in generating brand awareness. The reason: your employer brand— how you’re perceived by employees and potential candidates— already exists. Controlling and refining those perceptions takes work and a long-term strategy.
It’s important to define your goals, keep a consistent presence and message, and provide your employer brand audience with many touchpoints and opportunities to connect.
How can your company start improving its employer brand to attract the right talent? These are six steps that will help you get on track and move towards an aligned team.
1. Define what makes your brand great.
Research the current perceptions of your employer brand. What does your audience find engaging about your message? What are candidates and employees drawn to?
Focus on the positives— what makes candidates apply for a job with you? What element of your culture and mission makes you a unique employer? What sets you apart?
By gathering the answers to these questions, you will learn what makes your people tick. You’ll know what values and key company elements matter to the professionals who want to work with you. This allows you to harness and amplify these components of your brand in your messaging and campaigns.
2. Choose long-term goals.
Today, a plan for developing your employer brand is a value generator must-have. Your hiring strategy, like any other area critical to your company’s success, requires conscious effort and investment to thrive.
You can’t leave your employer brand to luck. Instead, you should craft a strategy that encompasses both the current stage and needs and those of the future. Set conditions and goals that state what actions will need to be taken to expand the brand as you grow.
At different times in the company’s development, you will need to address different priorities. These can include: improving brand awareness among your desired audience, upping online stats, getting more or better quality applicants, lengthening employees’ lifecycle, getting more of your offers accepted, or reducing the costs of the hiring process.
3. Dare to be a trailblazer.
No one brand is like another— not even at the same development stage. The employer brand of a snazzy tech startup will differ from that of an established company with a more stable reputation.
It’s okay to have a few companies with employer brands you admire. But inspiration isn’t the same as emulation— your business likely has very different needs and strong points and won’t benefit from adopting the same message.
It’s key to remember two facts: first, your company’s stage of development calls for an approach that’s probably different from the big household employer brands. Second, developing an employer brand takes time: you might get to that point once the organisation is larger and more established.
Once you understand that your company already has an employer brand, it becomes easier to invest in the aspects that make it unique.
By digging deep into the aspects that are already a resounding yes with your audience, you are likely to target and attract the talent your company needs at this stage. Transform your communications to highlight your unique points and tell your true story. Authenticity is the best policy.
4. Trust the data.
Perspectives can be skewed— that’s why you need to work with data to understand how you stand with your audiences. Collect survey feedback from candidates, new and established employees, outgoing talent, and previous coworkers.
This variety of data sources matters: your employer brand emerges from how you communicate your content across sectors and the whole employee experience.
Once you have feedback and an objective understanding of your current strong points and weaknesses, you can tweak your message to reach your target audience better. Determine each group’s attractors and pain points to engage audiences in different roles and at different stages of the lifecycle.
5. Start, measure, refine.
Failure is inevitable— but you still have to start. When you design and begin to implement your employer brand strategy, not every initiative and piece of content is going to be successful.
Take one step at a time. Select a specific audience and goal— informing, engaging, mobilize— and set quantifiable objectives. As the plan unfolds, track the performance of your content against them.
Track employer brand metrics like:
– Word-of-mouth: referrals by employees tell you current talent resonates with your message— it feels engaging and authentic to them.
– Costs per hire and hire quality: the speed for filling a role with a new hire and the changes in employee KPIs, retention, and engagement rates. These will consistently improve if your content resonates with the right audience.
– Online engagement: social media metrics indicate the success rate of your public strategy.
By testing out your content, tracking its performance, and refining accordingly, you’ll find the best employer branding practices for your industry, business, and talent needs.
At Fulcrum, we help your company embrace effective, data-driven talent acquisition for long-term transformation. Our tailored strategies include engaging content and social media campaigns to boost your employer brand. We build your team for lasting success— write to us today.
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