Use Employer Branding to Your Advantage [with Tools]

Tom Tom
February 1, 2022 ・ 10 min read

Before you start building an effective employer branding strategy, you need to establish good relationships within your company. In this article, I’ll help you to understand the principles of employer branding, give you tips on leveraging your branding efforts, and present a few tools that might come in handy.

What is Employer Branding and How to Use it to Your Advantage

Employer branding is a strategic marketing and communication process that identifies, understands, and differentiates an organization from its competitors by building relationships with potential and current employees. Employers use employer branding to differentiate themselves from other businesses in the job market as well as attract the best talent for their company.

The goal of employer branding is to create a recognizable brand that attracts and retains top talent. This means linking the employer’s culture and values with the company’s goals and visions while also addressing what employees can expect from this opportunity.

Curious? Let’s have a look at what’s ahead of us today.

What is an employer brand and why is it important

An employer brand is the first impression that someone gets of your company before they walk in the door. It’s more than just your brand design, tagline, or mission statement – it incorporates all of those pieces and goes beyond them. Branding is about developing a story for your company that isn’t always easy to articulate succinctly. Creating a positive employer brand helps you set out who you are, what work you do, and why the world should care about what you’re doing.

An employer brand can help improve recruitment by attracting talented candidates, and reducing staff turnover rates due to better employee engagement among other things!

Conversely, a negative employer brand can lead to loss of potential employees, high staff turnover rates, and negative publicity.

A company’s reputation can make it or break it.

Brand24 is a tool that tracks online mentions about your company.

Employer Value Proposition

An employer value proposition (EVP) is a statement that summarizes why someone should work for your company. It describes what employees can expect from the organization in terms of benefits, career development opportunities, and company culture.

Your EVP should be clear and concise, and it’s important to make sure that it’s aligned with your company’s goals and values. You’ll also want to make sure that your EVP is communicated effectively to potential employees so that they understand what they can expect if they join your organization.

An effective EVP can help improve recruitment by attracting talented candidates, reducing staff turnover rates due to better employee engagement among other things!

Employer Value Proposition should mimic Employee Value Proposition, which is the specific set of benefits a worker can get in return for their skills and experience.

Employees sitting at a table.
Keep your employees happy and you’ll get great results.

The benefits of employer branding

When it comes to branding, most people think of products and services. However, employer branding is becoming an increasingly important factor in attracting and retaining the best in the business. In a competitive job market, employers must create a recognizable brand that stands out from the rest.

Employers should never be satisfied with just creating a great product or service, but always strive to create a great place to work too! By doing so, they can attract and retain your company’s employees, which will help them achieve their business goals. Some of the benefits of employer branding include:

1. Attracting the best: A strong employer brand attracts top talent.

By creating a great place to work, employers can attract the best and brightest employees to their company. This is due to the fact that job candidates are always looking for opportunities where they can grow and develop their skills. A strong employer brand signals to potential employees that this company is committed to its employees and is a great place to work.

2. Brand loyalty: The best employees are more likely to remain loyal to a company with a strong employer brand.

First of all, employees want to work for a company that they can be proud of and that is known for being a great place to work. Secondly, a strong employer brand helps to retain top talent. Employees are more likely to stay with a company that has a good reputation and that aligns with their personal values. Even former employees who might have decided to move on can stay loyal, provided your employer branding strategies are on point. Take good care of your brand loyalty.

3. Retaining talent: Great employee experiences mean that when an opportunity does arise, the best job candidates stay put with the company they’re currently employed by.

Employers know that in order to succeed, they need to have the best talent working for them. Not only is it difficult and expensive to find good employees, but it’s also costly to lose them. That’s why employer branding is so important.

4. Improving trust with clients: A recognizable brand that is known for creating a positive work environment will build trust with clients.

When it comes to trusting a company, clients often look at the work environment the company provides. If they see that the company takes good care of their employees and has a good reputation for providing a positive work environment, clients are likely to trust that the company will also take care of them and provide quality services. Having a strong employer branding strategy in place can help improve trust with clients and increase sales.

5. Expand its reach: Creating a great place to work increases reach since it encourages people to talk positively about the company and recommend it to friends, family, and co-workers.

Employer branding is essential for companies looking to expand their reach. A great place to work encourages people to talk about the company and recommend it to their acquaintances. By creating a strong employer brand, you are more likely to attract the best of the best, which will help your company reach its goals and vision. Employees who are happy with their job are more likely to be productive and contribute positively to the workplace culture. A positive work culture can help increase customer satisfaction and encourage customer loyalty.

How to create an employer branding process that attracts and retains top talent

Creating a strong employer brand strategy is essential for any company hoping to attract and retain top talent. By developing a story that encompasses your company’s culture, values, and goals, you can create a brand that will resonate with potential employees and keep them coming back for more.

Conduct an employer brand audit

Before you start any employer branding strategy, it’s important to conduct an employer brand audit. This will help you get a better understanding of your company’s current employer brand and how it’s perceived by potential and current employees.

The audit will also help you identify any areas where your company could improve its employer branding. By identifying these areas, you can work to improve your company’s reputation and attract the best talent for your organization.

A thorough employer brand audit is essential for creating an effective strategy.

Track online mentions of your company. Brand24 offers a free 14-day trial.

Create an employer brand statement that defines your company culture, vision, mission, and values

When it comes to employer branding efforts, it’s important to create an employer brand statement that defines your company. By having a clear and concise statement, you’ll be able to better communicate what your company is all about and what employees can expect from working for you. It’s also important to stay consistent with your branding efforts by regularly reinforcing your statement throughout all aspects of your company. This will help create a strong employer brand that job seekers will want to be a part of!

Develop content marketing strategies around your employer brand statement so it is visible on all channels of communication

When developing a content marketing strategy around your employer brand statement, it’s important to ensure that your message is visible on all possible channels of communication. This way, potential employees can get a good sense of what it would be like to work for your company and what they can expect from a career with you.

One great way to do this is by creating engaging content that will resonate with your target audience. This could include blog posts, videos, infographics, or even social media posts. By sharing compelling stories and showcasing the unique culture of your company, you can help attract top talent and build a strong corporate brand.

Use all recruitment marketing channels to align your employer brand with your hiring strategy

When it comes to employer branding, it’s important to use all recruitment marketing channels to ensure that your messaging is aligned with your hiring strategy. After all, you want to make sure that the right candidates are learning about your company and its opportunities.

There are a variety of channels that can be used to reach potential candidates, including:

– Social media (Facebook, Twitter, LinkedIn, Instagram)

– Job boards (Jooble, Indeed, Monster, CareerBuilder)

– Recruitment agencies

– Campus recruitment

Each of these channels has its own strengths and weaknesses, so it’s important to tailor your recruitment strategy accordingly. For example, social media is great for reaching a large number of potential candidates, while job boards are great for distributing more targeted job ads.

Employers must also consider the timing of their recruitment marketing efforts, especially with respect to specific events like national days, weeks, and months. For example, sponsoring an event like National Engineers Week or Women’s History Month can help you reach your desired candidate audience while also boosting awareness of your employer brand.

Create great candidate experiences through storytelling and the use of visuals throughout the process

One of the best ways to create a great candidate experience is by storytelling. This can be done through the use of visuals throughout the process. Job seekers should be able to see what it’s like to work for the company and get a good idea of the company’s culture. The use of videos, social media, and blogs can help showcase this information in an engaging way.

Use job descriptions to sell your company culture and values based on the stated employer branding statement

When it comes to employer branding, job descriptions are a great way to sell your company culture and values. This is because they can be based on the stated employer branding statement. For example, if the employer’s brand is based on having a strong family-oriented culture, then the job descriptions can reflect that. They can also list the specific values that the company holds dear, such as integrity or teamwork. By doing this, job seekers will have a better idea of what to expect from working for your company. And, this will encourage them to apply!

Monitor the pulse of your employer brand and measure success by conducting employee engagement surveys, focus groups, media monitoring, and sentiment analysis

Employers should monitor the pulse of their employer brand to measure success. Employee engagement surveys, focus groups, media monitoring, and sentiment analysis are all great ways to do this.

Engagement surveys will help you understand how connected employees feel to the company’s mission and vision. They can also provide insights into employee satisfaction levels, motivation, and whether or not employees feel their voices are heard.

Focus groups can help employers better understand what employees like and don’t like about working for the company. This information can then be used to improve aspects of the work experience that may be causing dissatisfaction.

Media monitoring will help you keep tabs on how your company is being portrayed in the news and online. If you discover a lot of negative opinions or information being shared, consider using this response strategy.

Read more: What is media monitoring?

Sentiment analysis is a more advanced version of media monitoring that lets you understand what people are really saying about your company on social platforms. For example, an employer can use sentiment analysis to find out if employees are complaining about their jobs on Twitter and then take steps to resolve these issues.

Read more: What is sentiment analysis?

Analyse context and sentiment with Brand24 media monitoring tool.

3 employer branding tools that may come in handy

1. Brand24

Brand24 is a media monitoring tool that can be used for employer branding.

To keep good spirits at your company, it’s good to show your brand has a strong position on the market. Brand24 will gather all Internet mentions in one place along with reports and statistics, so you can use them in internal communications.

Whenever your brand is mentioned in a positive context, you can get an e-mail notification and immediately share it with your co-workers.

Screenshot from Brand24 dashboard.
Screenshot from Brand24 dashboard.

2. Pathmotion

An AI-powered tool that will help you find candidates faster and better.

Pathmotion allows you to differentiate your employer brand and company values, share stories from satisfied employees, and drive organic traffic to your website.

This tool is especially helpful for HR representatives seeking future employees and quality applicants.

Pathmotion employer branding tool screenshot.

3. Employer Brand Index by Link Human

Employer Brand Index (EBI) is a measurement that will tell you how your employees perceive your brand online. It has a powerful database with a lot of indexes that will objectively measure your employer branding strategy.

Employer Brand Index by Link Human.
Calculate Employer Brand Index with Link Human.

Are you ready to start an employer branding strategy?

If you want your company to succeed, then you need employees who are loyal, productive, trustworthy, and eager to spread the word about the company. A strong employer brand will help attract new employees while also keeping current employees satisfied.

Having a recognizable brand that resonates with the public is not only an excellent marketing strategy but also makes for happier employees who are more likely to stay with the company.

By creating a great place to work for its employees, companies can expect various benefits including increased productivity among workers as well as improved customer satisfaction which will help increase sales. By having both customers AND employees happy with the company, its future is guaranteed.

Choose the right employer branding tools and start working!