Before diving into the reasons why building a strong employer brand is essential for recruitment, it’s important to define what an employer brand is. An employer brand represents the way a company is perceived as an employer, both by current and potential employees. It includes factors such as the company’s values, culture, reputation, and work environment.
Recruitment is critical for businesses because the quality of the workforce directly affects the success of the company. Hiring top talent can bring fresh ideas, diverse perspectives, and specialised skills to the table, leading to innovation and growth. On the other hand, hiring the wrong people can result in costly mistakes, missed opportunities, and a negative impact on company culture.
In today’s job market, where job seekers have access to a wealth of information about potential employers through social media, review sites, and other online platforms, building a strong employer brand is more important than ever. A positive employer brand can help attract and retain top talent, while a negative employer brand can deter candidates from applying and even damage the company’s reputation. Ultimately, a strong employer brand can help businesses stand out in a crowded and very competitive job market, attract the best talent, and retain valuable employees.
Attract Top Talent
Attracting top talent is directly related to strong employer branding as it is a key factor that candidates consider when deciding where to apply for jobs. A strong employer brand can help a company attract the best candidates.
A strong employer brand communicates to candidates that a company is a great place to work. This can be achieved by highlighting the company’s values, culture, and unique benefits, as well as showcasing the experiences and success stories of current employees. When candidates see that a company has a strong employer brand, they’re more likely to perceive it as a desirable place to work.
Moreover, a strong employer brand can help a company attract passive candidates – those who are not actively looking for a job but would consider a new opportunity if it came their way. When these candidates come across a company with a strong employer brand, they may be more likely to consider applying or accepting a job offer, even if they weren’t actively looking for a new job.
A strong employer brand can attract top talent in a few key ways:
- Creates a perception that a company is a desirable place to work
A strong employer brand can showcase the company’s values, culture, and unique benefits, highlighting why it’s a great place to work. This can be particularly important for top talent who are often looking for more than just a job – they want to work for a company that aligns with their values and offers opportunities for growth and development.
- Helps a company stand out in a crowded job market
When candidates are considering multiple job offers, a strong employer brand can be the deciding factor that sways them towards one company over another. A positive reputation can also help a company attract passive candidates who may not be actively looking for a job but are interested in working for a company with a strong employer brand.
Examples of companies with strong employer brands that attract top talent include Google, Apple, and Amazon. These companies are known for their innovative cultures, competitive salaries and benefits, and commitment to employee development. They’re also consistently ranked as top employers by organisations like Glassdoor and Forbes, which helps reinforce their reputation as great places to work.
Another example is Patagonia, a company known for its commitment to sustainability and social responsibility. Patagonia has a strong employer brand that attracts top talent who are passionate about making a positive impact through their work. The company has also been recognised for its employee-friendly policies, such as offering on-site childcare and flexible work arrangements.
Overall, companies with strong employer brands that attract top talent are those that have a clear and compelling value proposition, showcase their unique culture and benefits, and have a positive reputation in the job market.
Retain Current Employees
A strong employer brand not only helps attract top talent but also plays a crucial role in retaining current employees. When employees are proud to work for a company with a strong employer brand, they’re more likely to stay with the company long-term. A positive company culture, career development opportunities, and competitive compensation and benefits are all factors that contribute to employee satisfaction and retention.
Examples of companies with strong employer brands that have high employee retention rates include Southwest Airlines with employee turnover lower than 5% per year.
And did you know that out of all the employees at Salesforce, 66% would choose to stay with the company even if they were offered a higher salary elsewhere? Furthermore, an impressive 82% of Salesforce employees feel excited about going to work every day.
1923 employees have rated HubSpot’s Retention score as an “A+”, indicating the company’s strong focus and commitment towards retaining its employees. This score has remained consistently high at 87/100 over the past three months, further reinforcing HubSpot’s efforts to create a positive and fulfilling work environment for its employees.
These companies are known for their employee-friendly cultures, a strong commitment to employee development, and competitive compensation and benefits packages. They also prioritise employee well-being, offering benefits such as wellness programs, generous time off policies, and flexible work arrangements.
Another example is Zappos where employees stay with the company for an average of 3.1 years. They are known for their commitment to providing exceptional customer service and creating a positive work environment for employees. Zappos has a strong employer brand that has helped the company retain employees, many of whom have been with the company for years. The company offers unique perks such as free lunches, on-site fitness classes, and a fun and collaborative work environment that contributes to employee satisfaction and retention.
These companies understand that investing in employee satisfaction and retention is crucial for long-term success, and they have built strong employer brands that reinforce this commitment.
Increase Employee Engagement
When employees feel a strong connection to the company they work for and believe in its mission and values, they’re more likely to be engaged in their work and committed to the company’s success. A strong employer brand can also contribute to a sense of pride and ownership among employees, which can further increase engagement.
Examples of companies with strong employer brands that have high employee engagement rates include Airbnb, LinkedIn, and Wegmans. These companies are known for their strong company cultures, clear values and mission, and commitment to employee development. They also prioritise employee well-being and offer unique perks and benefits, such as flexible work arrangements, on-site gyms, and generous time off policies.
Another example is the outdoor clothing company, REI. REI has a strong employer brand that emphasises its commitment to sustainability and the outdoors. The company encourages employees to pursue their passions outside of work and offers unique perks such as “Yay Days,” where employees are encouraged to take a paid day off to pursue outdoor activities. This focus on employee well-being and connection to the company’s mission has contributed to high employee engagement and retention rates.
Stand Out from Competitors
A positive employer brand can differentiate a company and create a perception that it’s a desirable place to work. This can help a company attract top talent and increase employee retention rates. In addition, a strong employer brand can help a company build a positive reputation in the industry and among clients, which can further reinforce its position as a leader in the market.
An example of a company with strong employer branding that stands out in its respective industry is Netflix. Netflix is known for its unique company culture, which emphasises autonomy and employee empowerment. The company has a strong employer brand that has helped it attract top talent and become a leader in the streaming industry.
Netflix’s employer branding team, WeAreNetflix, has had to adjust its strategy due to COVID-19 and global Black Lives Matter protests. The brand was built to differentiate it from the consumer brand, and it has almost six million followers across social media platforms. Marquise McCoy, program manager of employer brand at Netflix, and Amir Moini, employer branding lead, discussed the pivots they made to showcase their culture with empathy.
Firstly, they moved away from edgy branding and towards content that brings joy, inspires courage and feels relevant, particularly during the pandemic. The tone of the content had to change, and the team opted to focus on themes such as community, unity, and authenticity. An example of this was a screenshot from Brené Brown’s Netflix documentary, which resonated with people who had lost their jobs.
Secondly, the team prioritised content that gives back, such as informative webinars, and wanted to create content that gives actionable takeaways for people to apply to their lives or company. The leaders of some of Netflix’s employee resource groups discussed the role these groups play in the organisation, how they got started, and what conversations they’re having right now.
Thirdly, the team has made an effort to elevate Black voices and contribute to the Black Lives Matter conversation. They created a video in which Netflix employees discuss what being Black means to them, and they also held a panel discussion with Black creatives in animation about cultivating diversity and community in the future.
The WeAreNetflix brand was built to attract working professionals interested in joining the company, and as an external-facing brand, it reflects on Netflix as a whole. The team’s approach to employer branding has changed due to the events of the past year, and they have had to be aware of what’s going on in the world and match it appropriately. The team is dedicated to ensuring that the brand remains distinct and memorable and has focused on creating content that resonates with people during challenging times.
To Sum It Up
A strong employer brand can help attract top talent by creating a perception that the company is a desirable place to work. This can be achieved by showcasing the company’s unique culture, values, and benefits, as well as its commitment to employee development and well-being.
A strong employer brand can also help increase employee retention rates by creating a sense of pride and ownership among employees. When employees feel a strong connection to the company they work for and believe in its mission and values, they’re more likely to be engaged in their work and committed to the company’s success. Companies with strong employer brands that have high employee retention rates include Google, Wegmans, and Salesforce.
When employees feel that their work is meaningful and aligned with the company’s mission and values, they’re more likely to be engaged in their work and committed to the company’s success. A strong employer brand can help a company stand out in the market by differentiating it from its competitors. This can be achieved by showcasing the company’s unique value proposition, culture, and reputation, as well as its commitment to employee development and well-being.
Overall, building a strong employer brand is essential for businesses looking to attract and retain top talent, increase employee engagement, and stand out in their respective markets.
By showcasing their unique culture, values, and benefits, and prioritising employee development and well-being, companies can create a strong employer brand that reinforces their commitment to their employees and their mission.