Useful information to help with building an employer brand

A strong employer brand can potentially reel in 50 percent more job applicants, speed up hiring times and reduce turnover by 28 percent, according to LinkedIn research.

A number of organizations understand the positive effects employer branding can have on recruiting and retention. Sixty-two percent of the companies that participated in a BLR survey said their branding program was intended to create a point of pride and commonality among current employees; and 72 percent of recruiting leaders across the globe agree branding efforts can have a significant impact on hiring.

Some companies, though, may not know exactly how to establish or promote their employer brand. A Red Branch Media and Beyond survey found it’s one of the top three recruiting challenges mid-sized businesses face.

However, with a few calculated moves, even companies with only minimal time or money to invest can vastly improve their employer brand.

If your organization is looking for a few simple, yet effective tactics to change the way it’s perceived in the talent market, these four employer branding hacks can help enhance your reputation — and ultimately support your recruiting and retention efforts:

Adjusting the candidate experience

Jobseekers’ initial interactions with a company shape how they — and potentially other people — will view the organization. Seventy-two percent of jobseekers who felt discouraged by the application process have shared their frustrations with a colleague or friend or posted about it on an employer review or social networking site, according to a study from CareerArc and Future Workplace.

Hiring professionals share similar concerns. Ninety-five percent of the managers, recruiters, directors and other professionals that participated in a Jibe employer branding survey also said they feel the quality of the candidate experience can have an impact on a company’s employer brand. To provide the best possible experience, employers may want to rework some of their screening practices to align with approaches research has shown employees prefer. Making a personal phone call, for example, instead of sending an automated email rejection can increase the way candidates rate a company by more than 28 percent — and potentially affect whether or not they’ll apply again for a job or refer other people to your organization, according to a Talent Board report.

rawpixel-788601-unsplashConveying company culture, instead of just benefits

When recruiting, some organizations stress health, PTO and other employee benefits because they feel that’s what potential hires are most interested in. While research has shown those aspects can definitely play a part in a candidate’s decision to apply for and accept a job, studies have also indicated work environment is a key consideration.

As a result, some companies are emphasizing what working at their organization is like in their messaging. Company culture is the top element recruiters say they highlight to compete with other employers to attract candidates, according to a Jobvite survey; employee benefits are a less popular option, with nearly 20 percent fewer recruiters identifying that amenity as a focal point.

Empowering current employees to promote your organization

Job boards aren’t the only way candidates apply for a job; 38 percent, in fact, sent their resume directly to a current employee at an organization or a recruiter, according to a 2018 survey — a method that topped using LinkedIn or the company’s career site to apply.

Encouraging your employees to act as brand ambassadors — reposting job listings and sharing information that showcases your organization as a great place to work on their personal social media pages — can help you actively and passively recruit candidates. A number of workers may be willing to: 60 percent of survey respondents said they’ve referred a friend or contact to a company they’ve worked for.

For an employer brand to be successful, companies typically need to commit to comprehensive planning and a thorough execution.

For an additional branding tips and a more in-depth look at exploring the relationship between employer branding and employee retention, view our blog posts on four things to emphasize when building an employer brand, social media outlets you can use to share your branding message, writing a job description that accurately describes both the position and your culture — and our white paper on how to improve your employment identity.