Wed, 26 Apr, 2023
Are you struggling to establish your reputation as an employer, especially as a smaller business or fledgling startup competing against bigger, more established brands?
Building a strong employer brand (EB) can not only save you money but also attract more qualified applicants. In fact, according to LinkedIn, having a robust EB can help you hire talent for 50% less and receive up to 50% more applicants. Yet, many startups neglect to work on their EB before they start recruiting, which can result in unnecessary expenses of up to $5,000 per hire. So, it’s crucial to invest time and effort in developing your EB to stand out in today’s competitive job market.
Mapping Your Employer Brand and Identifying Its Strengths
To create a compelling EB, you need to identify what sets your company apart and highlight it. Your EB is essentially how you communicate what makes your organisation special. According to McKinsey, if you can develop a compelling value proposition, you will attract high calibre candidates. Start by examining seven key areas that make up your EB, including your company culture, benefits package, and approach to professional development. Once you have identified your strengths in each area, you can craft a winning value proposition that will help you differentiate yourself in the crowded job market.
- Company (e.g., mission, vision)
- Leadership (e.g., relationships with managers, strengths of profile)
- Culture (e.g., inclusive, collaborative, and evidenced by employee reviews)
- Citizenship (social or environmental responsibility with initiatives to demonstrate)
- Career Catalyst (opportunities for career advancement, latest tech, fast-track to leadership, known as a centre of excellence in the industry)
- Rewards (compensation and benefits)
- Flexibility (work-from-home options, flexible hours, four-day work week)
Creating Your Employee Value Proposition (EVP)
Once you have identified the core selling points of your EB, it’s time to craft an EVP that encapsulates your organisation’s unique attributes. An EVP is a powerful tool for differentiating your company and standing out from the competition. Start by crafting a concise and engaging paragraph that outlines what makes working at your organisation special.
Authenticity and differentiation are crucial elements of a compelling EVP. Incorporate insights from the mapping exercise and feedback from current employees to uncover why they find your company attractive beyond salary and benefits. Focus on the most popular and noteworthy elements found in their feedback to create a memorable EVP.
Here are some questions to help you elicit your EVP:
- Who are we as a company?
- What do we do?
- Why does it matter?
- Why do people join us?
- What do people like or dislike about working here?
- What are the typical non-negotiable aspects of our working culture that people need to be able to cope with?
- What does everyone have/need right now to thrive within the current environment?
- What are the employee behaviours that drive our business forward?
- What are the employee behaviours that hold us back?
Produce a Culture Deck
Creating a culture deck that embodies your organisation’s values and vision can significantly impact a candidate’s perception of your company. Solidify your message and stand out among the competition by showcasing a thoughtful vision, clear values, and standout selling points. Don’t settle for generic seasonal posts or employee testimonials. Check out this curated list of the best examples of culture decks in this awesome Medium article.
By optimising your employer branding game, you can attract top talent, save on hiring costs, and create a positive reputation in the job market. It’s essential to identify your strengths in key areas such as company culture, leadership, citizenship, career catalyst, rewards, and flexibility. Crafting an engaging and authentic Employee Value Proposition (EVP) that incorporates elements from your mapping exercise and employee feedback can set you apart from the competition.
In addition, producing a culture deck that embodies your organisation’s vision, values, and standout selling points can make a lasting impact on potential job seekers. Don’t settle for generic seasonal posts or employee testimonials – create a compelling deck that showcases your unique employer brand.
Remember, building a strong employer brand takes time and effort, but the benefits are worth it. With a compelling value proposition and a well-crafted culture deck, you can create a positive image as an employer, attract top talent, and save on hiring costs. So don’t neglect your employer branding efforts – it’s an investment that can pay off in the long run.
In conclusion, optimising your employer branding game is crucial for success in today’s competitive job market. By identifying your strengths, crafting an authentic EVP, and producing a compelling culture deck, you can enhance your reputation as an employer and attract the best talent. Don’t underestimate the power of a strong employer brand – it can save you money, increase your applicant pool, and ultimately lead to a more successful hiring process. So start implementing these tips and spice up your employer branding game today!
Need a hand taking your EB to the next level? Contact us today for a free consultation.
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