Where marketing and HR meet

Find out why employer branding requires a marketing mindset

Why you need a marketing mindset to attract top talent

Do you repeatedly struggle at the point of an urgent hiring need? Have you considered employer branding as a key part of your recruitment strategy? What does employer branding mean and why should you even care?

What is employer branding?

The CIPD defines employer branding as “a useful tool to help organisations differentiate what they offer in the labour market, and recruit, retain and engage the people they need to succeed.”

Employer branding is where recruitment and marketing meet, and in our increasingly candidate-driven market, you need to adopt a marketing mindset in order to attract the right talent.

In a nutshell, your employer brand is your reputation as a great place to work – or a ‘bad’ place to work in the minds of employees past, present and future. It should be a business-wide strategy that supports long-term growth, future proofs your talent pipeline and improves employee retention, as well as building upon the overall company brand.

94% of jobseekers consider employer brand when applying for jobs

Research tells us employer branding is key to recruitment success and employee retention. A Haymarket Business Media Recruitment survey in 2019 revealed that an overwhelming 94% of jobseekers would take an employer’s brand into consideration when applying for jobs, and 45% of passive jobseekers would apply for a job if it was to work for an amazing brand.

A plethora of other research supports the importance of employer brand. For example, research by job board provider, Madgex, reveals job seekers spend up to two hours per week researching potential employers. They want to understand the culture of a company and get a real feel for what it’s like to work there before filling in an application form.

Every touchpoint plays a significant part, from your company website to the application process and beyond. The job interview itself could give candidates the right or wrong impression, and whether or not you offer them the job, your reputation matters.

What challenges are employers facing?

There is currently a gap between candidates’ expectations and reality, as LinkedIn research showed recruiters fail to communicate the values of the hiring company in 55% of cases. Employer brand is clearly important, but this isn’t always appreciated by employers wondering why they’re struggling to hire and retain the best talent.

As an employer, what sort of working environment and culture do you offer and are you communicating that to the outside world as well as within your organisation? Why not ask your current and potential employees what they think about your employer brand and what is important to them in a workplace?

What makes a ‘wonderful workplace’?

A dream employer for one person might not be another’s, so whilst there is no one-size-fits-all solution, our user feedback survey in September 2017 gave us some insights into what people describe as ‘a great place to work’. The most popular responses were ‘flexible working’, ‘good leadership’, ‘training opportunities’ and ‘salary’. Other less typical responses included ‘autonomy’, ‘intrinsically rewarding work’, ‘an open and collaborative culture’, ‘career development’,’ trust-based working hours’, ‘generous annual leave’, and ‘the people’. So it makes sense to consider soft perks as well as the usual salary and benefits package.

Is your organisation or team doing lots of great things but not communicating it enough? 

Get involved with #EBAWeek w/c 10 June 2019! Come and visit our Employer Branding Awareness Week Stand G20 at the Festival of Work in Olympia, London, on 12 or 13 June. Or book a free 10-minute one-to-one consultation with employer branding agency, Wonderful Workplaces, on Stand H13. Email: wonderfulworkplaces@haymarket.com for more information.

The original blog post was first published on Festivalofwork.com and has been updated here with the latest research statistics.

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