Feb 11, 2021
An employer brand should be completely transparent, and clearly communicate theMission, Vision and Core Values of the company. The employer brand of the company is its reputation, the Employee Value Proposition, and how the company is seen internally to employees and also communicated externally to stakeholders and clients. Therefore, the employer brand should be a major part of the employee experience design. Long before the employer brand becomes popular and important, companies start to recruit new employees. However when the employer brand comes into play both personnel marketing measures and recruiting are changed and adapted to the brand image.
Employer branding helps your company be recognised. It makes recruiting sustainable and goal oriented as potential candidates have more awareness of the company and its employee value proposition. In turn this reduces costs and increases the quality of recruitment as it makes your company higher in comparison to competitors. Companies with a strong employer brand are more likely to receive more job applications and have better access to high standard candidates. In addition to this employer branding ensures a higher ROI (Return On Investment) in personnel marketing as it becomes easier to attract great candidates. The image below shows the process that candidates go through, from being attracted to the company to becoming an employee. The stronger the employer brand the easier this process becomes.
Your company culture shapes your employer branding and employee experience design. Creating a strong company culture is all about strategy and vision with core values being the underlying framework to create it (more here).Core values should be defined and be represented throughout the company and its structure, and this includes your employer brand and employee experience design.
Building an employer brand should be done from the inside out. This means that the brand should be deeply integrated to the employee experience design. Employee experience should reflect the company's values through Employee Value Proposition so that employees are engaged and support the brand.
According to Minchington (2005) Employee Value Proposition (EVP) is a "set of associations and offerings provided by an organization in return for the skills, capabilities and experiences an employee brings to the organization.
This covers everything from workplace and employee experience design to compensation and development programs and training and career opportunities. The EVP ties in with the strategy and culture of the company. The goal of the EVP for the employer is to credibly highlight your own strengths as an employer and in turn, your brand. There are different ways this can be achieved. The way in which each company builds their employee experience design will depend on their culture, values and employer brand.
Building an employer brand from the inside out and attracting the best employees relies on more than just the EVP, it also relies on the candidate experience journey. Having a strong employer brand means that potential candidates know what distinguishes different companies and which EVP is more aligned with their beliefs. The employer brand should be clearly communicated throughout each phase of the candidate experience journey.
Branding is nothing other than identifying touch-points and building channels. It is important to analyse which touchpoints and channels are relevant to your brand and company. Your target groups need to be identified and through which channels they will have contact with the brand.
Although creating a strong employer brand should be built up through the core of the company, there are some quick-wins that can help build up your brand. These quick-wins can be done externally and internally.
In addition to the quick-wins for strengthening your employer brand there are a number of initiatives that should be ongoing in order to really promote your brand and be noticed.
A great way to measure your employer brand is through Key Performance Indicators (more on KPIs here). Here are some relevant KPIs that you can consider.
Need support with setting up your employer branding? Contact us for more information on our employer branding trainings and workshops.