What is employer branding?
Employer branding is a type of marketing that targets a specific audience – namely potential employees that the company considers strong candidates. Securing the right talent is what employer branding is all about, and it is crucial for the company’s growth and success. Every company has an employer brand, whether you are aware of it or not. All companies send signals about who they are and what potential candidates can expect and gain from being employed there. The best talents have many options to choose from, so it is essential to be conscious of your employer branding. That is why it is smart to define an employer branding strategy, to stand out and demonstrate credibility.
Employer branding strategy
Developing an effective employer branding strategy first and foremost requires a solid understanding of both the talents’ and the company’s needs and expectations. What career expectations do talents have today? What strategic goals does your company have?
It is important to take as objective an approach as possible to how your company should be perceived, and to be able to put yourself in the candidate’s shoes when you develop your employer branding strategy. What is unique about your company’s identity? Carefully consider what kind of offer you could potentially provide to the right candidate. This is called an Employer Value Proposition (EVP), and it is a crucial part of developing your employer branding strategy, simply because talents value unique offers when making their career decisions.
In short your company, with a strong employer branding strategy, will attract more high-quality applicants, reduce recruitment-related costs, and stand out from the competition.
