It has become difficult for companies to get and retain good workers in the current world, which is why every organization needs to be competitive. Among the important things that every employer should do is to communicate the employer brand to potential and current employees. Employer branding is not just about creating catchy tag lines or pretty job ads. It should be real and depict your organization’s values and culture.

One must first be real to create and sustain a strong employer brand. Make sure that branding reflects the actual conditions of a workplace. Second, ensure that your company’s mission, vision, and values are well articulated to the public.

People tend to engage with brands that align with their values as employees. Third, the emphasis should be on the employees. Develop a work culture enabling the employees to feel wanted and valued in the organization.

Also, find out what your employees have to say about your workplace to make changes for the better. When employees are happy, they are advocates of your brand. Finally, use your social media and online presence to share information about your company’s culture. Portray positive results, group work, and employee accomplishments.

Establishing an employer brand that can be believed in requires both time and energy, but the payoff is great. A powerful employer brand helps you attract better employees, increase employee engagement, and improve your company’s image in the eyes of the public.

Understanding Your Company’s Core Values and Culture

You must know your company’s values and culture to build a strong employer brand. These elements define the internal and external environments in which your company functions.

Start by assessing what makes your company unique:

•   What are the principles involved in decision-making?
•   What is the workplace like?
•   Also, what are employees’ attitudes regarding their roles and their organization?

It is essential to ensure that once these aspects are identified, they are conveyed across all media, including job advertisements and social media. Honesty about your values makes candidates want to work with you and gives them an idea of what you expect from them. Culture clash is one of the key reasons for low employee satisfaction, so this is a biggy.

Use Current Workers to Promote Your Brand

Your employees are the best narrators of your employer brand since they are the actual employees of the company. The opinions that people have about your company, whether they are expressing it over the internet or in person, matter a lot. Encourage employees to share their experiences, whether it’s through testimonials, social media posts, or participation in professional events.

How to do this effectively:

•   Appreciate employees who reflect your company’s culture.
•   Provide platforms where employees can share their stories.
•   Give employees resources to share about the company that can be real, such as events or achievements.

Satisfied employees naturally build your credibility by showcasing the authentic aspects of your workplace. Conversely, ignoring employee feedback or creating a toxic culture can damage your employer’s brand, regardless of external marketing efforts.

Prioritize Employee Experience

Credible employer branding comes from the treatment of employees at every step of their lifecycle within your organization. It includes employee acquisition and selection, employee introduction to the company, employee training and growth, and employee termination.

Steps to enhance the employee experience:

•   There should be good communication and no confusion to help make the recruitment process run smoothly.
•   Develop strong and effective training and development strategies.
•   Appreciate individuals through incentives, acknowledgment, and developmental prospects.
•   Always attend to complaints positively.

When employees are appreciated and supported, they become the organization’s ambassadors and spread good word about your organization, improving your brand’s credibility. Also, when you invest in the employee experience, you get better engagement and retention rates, making your company look even better.

LEARN MORE ABOUT: EMPLOYER BRANDING

Promote Authentic Storytelling

In today’s world of technology, candidates seeking a job use internet reviews, social media, and word of mouth to determine the credibility of the company they are applying for. To be different, your employer brand should be based on telling real-life stories that will appeal to the target audience.

Examples of effective storytelling:

•   Give examples of workers who have advanced in the company and become successful.
•   Emphasize the community relations corporate giving or social responsiveness.
•   It is possible to post a video or a blog describing the typical working day of employees.

This is because authentic content is catchy and understandable. Thus, it is easier for the candidates to associate with the brand. Do not overstate or over-sentimentalize the account since this may sound like you are faking it, and this will damage your credibility.

Monitor and Change as Feedback Demands

It is a continuous process of developing and managing the employer brand to make it more and more believable. Gather opinions from employees, candidates, or other parties to determine the strengths and weaknesses of the organization.

Ways to gather and act on feedback:

•   Conduct a regular employee satisfaction survey and address the concerns coming from the survey.
•   Read what others say online, especially on Glassdoor and Indeed.
•   You can get your audience’s perception of your brand by interacting with them on social media platforms.

When you allow employees to offer constructive criticism and your company is willing to improve, you subconsciously create trust. This shows accountability, and since credibility is built on an organization’s ability to be accountable, it has been achieved.

Conclusion

Good employer branding is not about the big, flashy advertisements or the exaggerated promises. It is about matching your organization’s values, culture, and behavior to ensure that people perform at their best. Thus, the company can develop a strong and attractive employer brand by defining its core values, involving the employees, improving their experience, telling people real-life stories, and changing based on employee feedback.

A strong employer brand attracts the right talent and strengthens the organization’s image as a great place to work.