The concept of a strong employer brand goes far beyond large paychecks and plentiful benefits. And if you want to attract and retain top-tier talent, you must have an outstanding employer brand.
For those of you who are new to the employer-brand concept, here’s a quick refresher: An employer brand symbolizes an organization’s mission, culture and spirit. It also represents how it rewards, values and engages its workforce.
Keeping these tenets in mind, we wanted to create a comprehensive guide on the importance of employer branding and how to make them choose you. In the eBook, we go over in detail the nine signs that your company needs an employer brand. (If you’d like to skip ahead and get your copy of the eBook for later, click on the button below and scroll to page 7 when you’re ready.) Otherwise, read on to learn the nine signs.
For those of you who are ready to dive right in, here are the nine signs your company needs an employer brand:
- Quality candidates are not applying to your job postings.
Your employer brand should target the people you want to hire. Think Harley Davidson. It’s not a bike, it’s a lifestyle. You should also make sure prospective employees can easily find your job postings and that the job description is accurate (and consistent).
- The best candidates are turning down job offers from your company.
Candidates need to experience the brand during your interview process. Highlighting benefits and career opportunities on a piece of paper isn’t enough. They need to live it with every visit, e-mail, call and text during the interview process.
- An Internet search says little about what it’s like to work at your company.
People want to get an authentic feeling of what it’s like to work at a company by hearing from current employees, seeing what the culture is like and understanding what reward and recognition programs are offered. For instance, Foundation Medicine introduced its “#uniquelyFMI” campaign to show future talent the commitment the company’s employees have to treating cancer. The campaign has doubled as a recruitment and retention tool.
- An Internet search turns up negative comments about working at your company.
A bad employer brand is worse than no brand recognition at all. If a Google search brings your prospective employees to a slew of poor reviews on Glassdoor.com from current and former employees, your company has a lot of work to do to repair its image. One way you can stay on top of what’s being said about your company is to set up Google Alerts.
- Employees feel unappreciated and don’t see how they are making an impact.
Recognizing employees should be fun, dynamic and highly visible to your teams. Frequent and immediate rewards through an employee recognition program have the most impact on engaging employees and reinforcing the right behaviors to influence business results (and increase employee loyalty). In fact, 75% of employees recently surveyed by BambooHR who were recognized by their managers once a month reported being satisfied with their job.
- Current employees are leaving your company for “greener pastures.”
With a strong employer brand, your company will have an easier time not just attracting but also retaining top-tier talent, thereby preventing a mass exodus. In short, you need an employer brand strategy to fight fire with fire.
- Employees don’t appreciate the benefits and perks offered by your company.
Your company may be shelling out millions of dollar in compensation, incentives, and employee benefits, as well as offering cool and unique perks. But if those programs aren’t continually put in front of your people, and with dollar values attached, they are soon forgotten and not appreciated. Your financial investment is not getting its full ROI. Employees need to be shown what’s in it for them early on and often.
- Staff complains about lack of communication, unclear direction and priorities.
Unless you’re hiring mind readers, employees need information, clarity and a purpose spelled out for them. And they need to hear it, see it and experience it regularly. If they don’t get this from management communications, and it’s not built into the employer brand, they will be uninformed, less engaged and even misguided.
- The company brand doesn’t align with the “true” work experience.
Your employer brand is not just a slogan or a statement; it needs to reflect reality and have a legitimate connection with your company brand. When there’s inconsistency, it’s definitely noticeable. It feels disingenuous, leading to lack of clarity, distrust and disengagement.
If one or more of these nine items apply to your company, you may be time to start strategizing about your employer brand. Having one will give your company a huge competitive advantage. It not only helps your talent acquisition team convert passive employees into star talent, it also helps human resources with internal marketing.
Not sure where to begin? Learn more about our two-pronged approach to implementing a sound employer-brand strategy by clicking on the download button below and scrolling to page 10 to learn next steps. Hint: Hope you like research!