What is employer branding?
Employer branding is the brand of an employer, determined by how people perceive the company, and the opinions and thoughts of both employees and candidates. Through its activities and messaging, each company brings its brand name closer to the community. The better the employer brand, the more trust candidates have and the more they want to work there, making it a great workplace that attracts the attention of potential candidates.
The Importance of Employer Branding
Employer branding represents a significant portion of a company's values, showcasing its differentiation and competitiveness compared to other companies in the same industry. A company that effectively promotes its brand will become more familiar to candidates, while also minimizing resource, time, and cost constraints in the recruitment process.
Employer branding is intertwined with company culture; by building a positive brand, you will attract more candidates. In addition, attractive benefits, compensation packages, and a balanced support system within the company are also crucial factors in retaining talent.
Employer branding methods
Assessing the business situation
An overview of the company's current state will show you where you stand and what strengths you can develop and weaknesses you can address. This assessment can be based on feedback from various sources, such as surveys of current employees, interviews with new employees, former employees, and monitoring company social media reviews.
Determine EVP
EVPs can be understood as the unique benefits a company offers to attract candidates. After gathering feedback from both internal and external sources, you then narrow down the EVPs that can engage employees, ensuring they are sufficiently differentiating yet attractive to candidates in the industry.
Visual promotion
In this age of technological advancement, words and sentences alone cannot fully convey brand value; you can also use images and videos about your business. These images and videos can showcase internal activities, moments from any employee, company events, and more. The images and videos need to be high-quality, convey a clear message, and effectively represent the brand's values.
Build a recruitment page.
Over 80% of job seekers search online, so why not build a dedicated recruitment website for your company? A website that is visually appealing, user-friendly, has minimal registration requirements, is updated quickly and continuously, and offers interaction will help you connect with candidates more effectively.
Optimize the candidate experience.
A candidate's experience during the recruitment process is similar to a customer's experience using your company's product. The professionalism of the recruiter will, to some extent, reflect and spread your brand values.
Encourage employees to share.
Leveraging existing staff to share recruitment information and company details not only fosters employee engagement but also helps promote the brand further. Don't forget to encourage employees to leave comments and feedback on the company's media to increase its credibility.
