You're probably thinking to yourself, why this? Why now? Does the employer brand even matter? Is it worth investing your precious time and money into building a brand parallel to the main company brand?
You face these questions whether you're in a small business or a multinational business with thousands of employees on the payroll. So lets start with the most important part; what do you want to achieve?
What is the end goal of your Employer Brand?
If you want to work on an Employer Brand because it's the new fancy shmancy term in the industry, you might want to rethink that approach. You'll first have to validate your need for an employer brand on a smaller scale.
💸 Objective #1: To decrease hiring costs
Attracting, pursuing, and head hunting new employees costs businesses thousands upon thousands of dollars each year. This is money well spent if these businesses can successfully attract the best talent.
An employer brand is not a substitute for a recruitment budget. But it can complement your hiring efforts quite well. According to a Linkedin 2015 report, a strong employer brand can decrease your hiring costs by 43%. This is a strong argument to make. One that can be backed up by a clear plan of action and projections.
👩🏾💼 Objective #2: To attract the right talent
Can a job post not attract the right kind of talent? Let's walk in the shoes of your ideal candidate. You have set up a perfectly targeted job post on Linkedin, and your ideal candidate sees it. It talks about what you expect of them, their responsibilities, and what you're going to offer in exchange (you know, the market competitive salary, the free coffee and the drinks on Friday 😉). But every company on Linkedin probably says that to every candidate. They need assurances beyond that.
Sometimes that kind of assurance can only be provided by social proof in the form of testimonials from your current and former employees - for example, people expressing how happy they are, how much they're learning, how much they've grown while being a part of your organization. That can help the right kind of candidate identify with your company (or not).
⏳Objective #3: Retaining talent
If you as a business spend quite a lot of money recruiting, then it goes to reason that you would want to retain that talent for as long as you can. It's not rocket science figuring out what keeps employees happy in the long term.
Your employer brand can showcase employees, celebrate diversity amongst your ranks, and take initiatives that makes employees proud to be part of the organization. Let it be the family they choose to stay with and not the family they're stuck with 😅.
The result is that you have to spend less in the long term filling the same positions instead of growing.
If you're positive that working on an Employer Brand is the right step for you, this guide will help you set it up with examples of what that could look like on your social media channels. Take a look!