Employer Branding: what it is and how to improve it

Employer branding is the reputation a company builds as an employer. It has a major impact not only on sales performance, but also on that company’s ability to attract and retain talent. 

What is employer branding? 

If your company were a person, employer branding would be what people say when that person leaves the room. Whispers of admiration, or grimaces and gossip that begins: “they told me that...”

It is much more than what’s written on the “Work with us” page; it’s everything said about your company as an employer in online forums, on social media, during coffee breaks.

Why is employer branding important?

In the age of social media and the internet, the reputation a company builds is essential both to sell and to attract/retain talent.

From the CareerArc Employer Branding Study [1] 

Don’t believe it?

Here’s some of the data that emerged from a survey conducted by CareerArc, a leading US company in the recruitment sector.

• 64% of consumers have stopped buying a product after hearing that the manufacturer treats its employees badly;
• Companies with a positive employer brand can get up to twice as many applications as companies with a negative brand.

Employer Branding and Employee Retention

Building solid employer branding requires investment, both internally and externally. The goal is to convince employees not just to stay, but to become real “ambassadors” for their company, whether in their group of friends or on social media.

• As with other branding techniques, employer branding also needs good storytelling. What does it mean to work at your company? What are the values that guide your company culture? Here’s how we put it. Choose the right message which can attract the right people. 
• Live up to those values. If you don’t have a problem hiring but then can’t get the talent to stay, you’ve probably worked well on communication but not enough on your employees’ actual conditions.

An article from the World Economic Forum suggests that revenues increase when companies manage to engage employees, because they’re viewed positively by both employees and consumers. 

(Image: Lippincott, based on survey of 398 brands with more than $1 billion in annual revenue)

What can you do to improve your employer branding?

• First of all, get a feel for the situation: Glassdoor, Facebook and Twitter are a great way to start becoming aware of your company’s reputation as an employer;
  
• For a more in-depth look at what your employees think about your organisation, you could also consider anonymous company satisfaction surveys. Ask them what they need: more flexible hours? Larger meeting spaces? Specific training?
  
• Take a stand, show your values. Don’t explain what you do; explain why you do it. It will have a great impact on both your customers and your employees;
  
• Engage your employees! You’ll find some ideas here.

Discover some examples of companies that have chosen Treedom to work on their employer branding, then contact us to find out more.

Sources

[1] https://www.careerarc.com/blog/employer-branding-study-infographic/ Survey methodology: This survey was conducted online in the United States. 1,162 respondents, including 654 HR and hiring professionals and 508 adults aged 18 and older (51% female, 49% male; 44% Millennial, 29% Gen-X, 28% Baby Boomer) participated between September 18 and October 16, 2017. The study reviews and expands on findings published in the inaugural CareerArc Employer Branding Study in 2015.

[2] https://www.weforum.org/agenda/2021/09/heres-how-to-retain-employees-during-the-great-resignation/?utm_source=sfmc&utm_medium=email&utm_campaign=2755379_Agenda_weekly-17September2021&utm_term=&emailType=Agenda%20Weekly

https://www.careerarc.com/blog/38-percent-of-employees-who-were-let-go-share-negative-views-of-employers-new-careerarc-employer-branding-study/

https://www.linkedin.com/business/talent/blog/talent-acquisition/employer-branding