How to Improve Your Employer Branding Strategy & Attract Better Candidates

In today's job market, building a strong employer brand is essential to attract and retain top talent. Candidates extensively research companies before making the decision to apply, relying on sources such as online job boards, social media, and employee referrals. 80% of HR leaders say employer branding is a major contributor to attracting top talent.  In this blog, we will explore the importance of an employer branding strategy and provide actionable tips to enhance your strategy and attract better candidates. 

What is an employer brand?  

Your employer brand is your company's reputation.   It’s the first impression for potential job seekers who are considering employment with your organization and a pulse point for your current employees on how favorable their employer is portrayed in the market. Employer brand encompasses your workplace culture, employee satisfaction, candidate experience, and how you present yourself on social media and review sites. 

Understanding Employer Branding and Its Significance 

Employer brand reputation has never been more important, and candidates are looking for more than just money in today’s market. 

Why it Matters 

• 55% of job seekers who talked to Glassdoor said reading a negative review of a company caused them not to apply. 

• Recruiters who represent a strong employer brand are 2x as likely to receive responses from candidates they contact. 
• Strong employer brand discourages early departures, new hires are 40% less likely to leave after the first 6 months. 
• 86% of HR professionals said that recruiting is becoming more like marketing, and 86% of Glassdoor users read company reviews and ratings before applying for roles. 
• LinkedIn surveyed worldwide recruiting leaders and found that 72% agreed that employer brand significantly impacts hiring. 80% agreed that employer branding significantly affects attracting quality talent. 

How your Employer Brand can Support Recruitment Efforts 

• Reducing cost-per-hire by attracting high-quality talent. 
• Building talent pipelines to ensure a continuous pool of qualified individuals. 
• Improving workplace diversity and fostering innovation. 
• Owning the conversation on social and review sites to attract potential candidates. 
• Showcasing careers and growth opportunities within the company. 

 
7 steps to help you get started: 

1. Define your employer brand: Understand your company's mission, values, and unique selling points as an employer. Identify the type of candidates who align with your objectives. 
2. Make it the heart of your career site: Your career site should reflect your employer brand, showcasing your company's identity, values, and culture to potential candidates
3. Build an exceptional candidate experience: Ensure a seamless and positive experience for candidates throughout the recruitment process, and use technology to streamline communication and engagement. 
4. Make the most of social media: Leverage social channels to connect with candidates, sharing compelling content that supports your employer's brand message.
5. Get your employees involved: Empower your employees to be brand ambassadors, and encourage them to share their positive experiences and testimonials on your career site and social media platforms.
6. Don't neglect diversity and inclusion: Highlight your commitment to diversity and inclusion in your employer brand, ensuring it aligns with the real experiences of your employees.
7. Refine as you go: Continuously monitor and evaluate your employer brand by collecting feedback, responding to reviews regularly, conducting surveys, and making necessary adjustments to enhance your reputation. 

5 employer branding mistakes to avoid: 

1. Believing you have full control: Recognize that every employee, candidate, and customer has a voice that can impact your employer brand.
2. Failing to think ahead: Employer branding is an ongoing process that requires long-term planning and adaptability to changing circumstances. 
3. Being inauthentic: Ensure your employer brand represents the true experiences and values of your company to avoid misleading candidates and high turnover. 
4. Making things difficult for candidates: Simplify and streamline your hiring process to provide a positive candidate experience and attract top talent. 
5. Forgetting about current employees: Engage and communicate with your current employees to maintain a positive employer brand and encourage them to share their experiences. 

Investing time and effort in your employer branding strategy can lead to significant benefits, including attracting better candidates, reducing hiring costs, and fostering a diverse and inclusive workplace. By defining your employer brand and creating an exceptional candidate experience, you can enhance your reputation as an employer and stand out 

At Source2 we specialize in supporting our client's employee branding strategies.  Get in touch with us today to take your hiring and recruitment strategies to the next level.