Building an Employer Brand Through Employee Experience Design
Updated: Jul 17, 2020
What is Employer Branding?
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.
Why is Employer Branding so Important?
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.
The Role of Company Culture
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.
Employee Experience to Build your Brand
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.
Employee Value Proposition Offerings
Differentiation from competitors
Identification of individual strengths
Tip: EVP should be formulated individually, avoiding generic formulations such as "good career opportunities" or "varied tasks. Avoid a juxtaposition of glorifications.
Candidate Experience Journey
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.
Candidate Experience Journey Phases
Attraction phase - Recruiting campaign, referral programs, contact at trade fair. Consider emotionalisation of the content through visual language and choice of words. Use employees as ambassadors and testimonials
Information phase - Website, career section, professional job descriptions. What interests our target group? What should they learn about us
Application phase - Clear forms, easy document transfer
Selection phase - Scheduling, interview process, communication
Onboarding phase - Smooth onboarding and clear structure
Binding phase - Corporate structures and processes
Identify Touchpoints and Build Channels
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.
Quick-wins for Creating an Employer 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.
Communicate Values: To communicate your brand values make sure your career website shows your core values, vision and mission in order to attract potential candidates that are aligned with these values. Job Descriptions should also be updated with values.
Adding a value-stage interview process: Values should be defined and be represented throughout the company and its structure. To get the best employees for your company it is important they know your values and are aligned with them.
Great company pitch which leads to the specific culture: Your company culture, brand and values should be recognised by potential candidates and external stakeholders.
Reviews: There is no better way to improve your employer brand than be promoted by your employees themselves. They are the ones that know the company inside out and will shout your praises if you have a strong employee experience design. Send out a motivational email to the employees and ask that they vote the employer on Kununu Engage and glassdoor.
Employee feedback: Having a value box where people vote! Many employees won’t actually tell you any issues they have so to find out any internal problems in order to find solutions ask them anonymously. Review meeting forms are also a great way to get employees honest options.
Values to internal presentations: Add the values and vision to all internal presentations and make sure all employees are reminded of them.
Onboarding: Add the brand DNA to the onboarding process. As mentioned before it is so important to make sure your brand is at the centre of the employee experience journey. The brand should be clearly communicated to new employees through the onboarding process. Contact us to help set up your onboarding process.
Events: Voting for team events where we can add the values.
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.
Ongoing job-postings on indeed for brand awareness
Provide credibility: employee stories, "photos backstage", also great input for social media (employee generated content is really good)
Candidate experience: structure process and set up guidelines
ALWAYS send out an Email that you have received the application and always do follow ups!
Use weekly engagement surveys to track the team satisfaction
Midterm process initiatives
Performance Management restructuring with values
Introduce diagnostic measurements and competency models
Leadership principles and storytelling
Set up referral program: motivates employees + company has a quick win + recruiting less work due to applicatant's quality
Develop career pathways based on the values
How can you Measure your Employer Brand?
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.