Make Your Employer Brand a Candidate Magnet

What is employer branding? 

Employer branding means proactively taking steps to build a strong reputation as an employer, to attract the best candidates. You can do this by showcasing what makes your company unique, what you stand for, and why your employees enjoy working for you. If done well, you’ll create a positive buzz around your organization: satisfied employees share their pleasant experiences—online or during conversations within their network—attracting new candidates. With the right employer branding, you’ll build a team of ambassadors who make your employer brand even more attractive. But be careful: a strong employer brand is about so much more than some positive reviews and inspiring slogans on your website. It’s about consistently delivering what you promise and creating an organizational culture that genuinely resonates with the values of your employees and the talent you want to attract. This way, you’ll be able to build an employer brand that not only sounds good but also feels genuine and is embraced by everyone within the organization.

Why is a strong employer brand important? 

A powerful employer brand offers your organization various benefits that directly contribute to your success. It reduces staff turnover, halves the cost per hire, and saves on recruitment costs as top candidates naturally come to you. But not only will it create a stronger pull-effect, it will also set a solid foundation for your organization when reaching out to candidates. Having a strong value proposition will give you an advantage when opening dialogues, as you provide the candidates with valuable information, making it easier for them to assess if you’re the perfect match for them. This way you are managing expectations early in the process.

Research from Glassdoor, the online platform where current and former employees review companies and share information about salaries, benefits, and culture, shows the following figures:

• 86% of job seekers look at company reviews and ratings to decide where to apply
• 75% of active job seekers are more likely to apply to companies that actively work on their reputation
• 68% of Millennials, 54% of Gen-Xers, and 48% of Baby Boomers visit companies’ social media channels to get an impression of their employer brand

These figures clearly demonstrate that with a positive image and a strong online presence, you can attract talent faster and better. Moreover, it’s important to realize that people prefer to work for a company with a culture they identify with. They want to be proud of their employer’s values and goals. In short, companies that take their employer brand seriously have employees who feel engaged, work harder, are satisfied, and stay longer. And that attracts others. Why wouldn’t you invest in something that strengthens both your reputation and your work culture?

Strategies for a strong employer branding 

An effective employer branding strategy ensures that companies have control over their image as an employer and an excellent reputation in the job market. “But beware,” says Jasmina. “You need to paint a realistic picture of what it’s like to work for your organization. Candidates appreciate honesty and transparency. Be honest about both the strengths and challenges of your company, so candidates know what to expect.”

With the following steps and examples, you can strengthen your employer brand:

• Define your Employer Value Proposition (EVP): your EVP is essentially the promise you make to employees and candidates. It forms the core of your employer brand and answers the question: “Why should people choose your organization?” Ask yourself the following:

• How does your organization stimulate creativity and innovation? If you give employees space to develop new ideas and experiment, this can be attractive to talent looking for a dynamic work environment.
• How does your organization contribute to society? Do you work on sustainable initiatives or projects that have a positive impact on the world?
• How are employees recognized for their achievements? This can involve financial rewards, but also recognition in the form of awards, compliments, or celebrating successes within the team.
• Are there internal development opportunities? Highlighting growth opportunities and the support you offer employees in their professional development can be very attractive.
• What about work-life balance? Flexible working hours, remote working options, and a focus on well-being are important elements that can appeal to candidates.
• What does your organization do to create an inclusive environment? A genuine focus on diversity and inclusion shows that you value a representative and open culture.

Don’t just evaluate what you want to project as an organization, but also check what employees actually value and experience. By defining a clear and authentic EVP, you lay the foundation for a strong employer brand that not only attracts potential candidates but also contributes to the satisfaction and engagement of your current employees.

• Conduct an employer brand audit: to truly understand how your company is perceived, you need to do some thorough research. This can be done through employee surveys, social media monitoring, and checking review sites like Glassdoor and Indeed. Research shows that companies with a strong employer brand often spend considerable time monitoring employee engagement and taking action based on their feedback. This audit helps you discover which aspects of your company culture are appreciated and which can still be improved. You can also have exit surveys with candidates, as this gives in-depth and firsthand knowledge on points that need optimization.
• Use social media to tell your story: social media is a powerful platform to strengthen your employer brand. By sharing authentic and inspiring content, you can give potential candidates a glimpse into the culture and values of your organization. Take a look at these great examples:

• • Sodastream: this company proved that employer branding doesn’t always have to be serious. This is evident from their successful recruitment video with a well-known actor from Game of Thrones, along with their own employees. The core message is clear: “Sodastream is about people. To attract remarkable talent, you have to stand out yourself.” With this approach, the company put itself on the map in one fell swoop.

• • Ikea: everyone has their own motivation for choosing a specific company. In Sweden, such a personal mission is called ‘Uppdrag.’ This concept forms the core of IKEA’s employer branding campaign. The campaign includes various expressions, including employee vlogs and posters shared via LinkedIn. These stories give talents worldwide a better insight into the work experience at the Swedish furniture store.

• Employee testimonials and success stories: sharing personal stories from employees, for example on your own website, is a powerful and authentic way to give potential candidates a good idea of your company culture. By sharing these testimonials, you can show what it’s like to be part of your team and what values they hold dear.
• Optimize your onboarding process: onboarding is the first real contact with new employees and often determines their future engagement. A good onboarding ensures a smooth transition and quick integration. Research shows that people with a negative onboarding experience are twice as likely to look for a new job. Make onboarding an inspiring process where new employees feel welcome and supported.

The importance of technology and data in employer branding 

In the modern world of recruitment and employer branding, technology has become indispensable. Jasmina explains: “Technology can help you enormously in monitoring and improving your employer brand. Data is your best friend. For example, you can use technology to collect employee feedback, measure engagement, and monitor branding efforts. This gives you insight into how your brand is perceived, both internally and externally. You can then adjust your strategy accordingly.” Technology also helps finding the right talent by collecting and analyzing candidate data, allowing you to better respond to their needs and desires. This enables you to create a more customized experience for both current and potential employees.

Conclusion: authenticity over perfection 

Jasmina sums it up nicely: “Employer branding is not about perfection, but about authenticity. Stay consistent but be flexible and listen to your employees. The real power of an employer brand lies in sincere, honest communication.” By investing in a strong and authentic employer brand, you not only attract talent but also ensure engaged and satisfied employees who want to stay with you.

With a strong employer brand in place, the next step is to ensure that your job site attracts the right traffic. Discover how to boost your job site traffic in our next blog!